The Artist Manager

Do I need a manager? If so, what should I look for? This is a question that is heard from many up and coming artists, actors, models, and any other person that wants to be in a certain entertainment industry. Everyone does not need a manager. However, if you are not “business smart” you will fall fast and end up in a situation that you could have avoided.  So what is the primary role of the artist manager?

Research conducted by Tunecore (2012) found that 53.71% of the voters felt that business development for the artist was the most important part of the artist manager’s job. Howard (2011) found that the artist manager used to focus mainly on getting the record deals and being the middleman between the artist and the label. In today’s time, the artist manager has to and is focusing more on the business development of the artist. Business development consists of branding, revenue, and building partnerships (Howard, 2011). Without the correct branding the artist will not generate revenue. Without revenue, the artist cannot thrive. Business development has to be the focus behind any artist and their manager.

So what do you look for in a good artist manager? I always tell up and comings to look for someone that is honest, trustworthy, has a good rapport with people, and has knowledge of and credible resources for the industry that you are trying to get into. Howard (2012) found that the artist manager has to focus on getting fans and then getting those fans to generate more fans of the artist. This puts majority of promotion on the fans. Take Beyoncé for example. She took business into her own hands, did the research, and built a team that wanted the best for her. Her recent release of her album “Beyoncé” generated the largest buzz in social media without any type of promotion. She posted a collage of her songs and videos on Instagram and Facebook and let her fans do the rest. Within three days, she sold 80,000 copies of the album. 80,000 times $15.99 a piece, you do the math!!

Beyoncé did what every good manager should do.  She studied the development of her business and has made her business work for her. Howard (2012) also found that a good manager has ideas and goals that are aligned with the artists’ ideas and goals. If you are looking for a manager, find one that has the same goals as you do. You have to be on the same page or you will be setting yourself up for failure.  Also, do not just depend on your manager to do everything. Do some research for yourself. Take a business class, go to a training, attend seminars, and better yourself for where you want to be so that you are knowledgeable about your business. After all, no one knows you and what you want to do better than YOU!

Indie Artist: Should you pay to play?

Every up and coming artist wants to get their song on the radio or perform in front of thousands. The question that comes up is rather or not the artist to pay the venue or the radio station to have their music played or performed. There are some pros and cons to this method.

Letang (2013) defines the pay to play method as payola. It is when someone pays a radio station to play their record on the radio or a DJ to spin their record in a club. It is illegal unless the payee informs the audience that they were paid to play the record. It is a constant topic among up and coming artists and their managers. So, do you pay to play?

Dardis (2013) has found that it has become harder for the independent artist to receive radio play. This is because many radio stations play what is on the billboards and not what is up and coming. Artists are now investing in payola to get their music heard. It has gotten so bad that clubs are now using the artist as a source of revenue (Dardis, 2013). The artist is paying the club to have his/her music played. The only benefit for the artist is that hundreds or thousands of people have the chance to hear your song once throughout the night. There is a slim chance that they will remember it or that you will get big off of that one night.

Letang (2013) feels that you shouldn’t. I happen to agree with him to a certain extent. His reasoning is that the venue is asking you to pay to play because they are not making enough money off of their audience to begin with. In the end, you are just paying to keep them open and you are not making a profit from it nor are you earning enough followers for it to be worth your money. It would be more beneficial for the artist to perform at open mic nights, showcases, and shows that you put on.

The reality is that sometimes you have to pay to play. After all, if your music is bringing a crowd then why should you get paid? Like with any other business opportunity, artists should weigh the costs and benefits before deciding to pay to play. If it’s worth it, then go for it. If not, then market yourself, sell your own tickets, and make your own show!

Let me know what you think! Would you pay to play or not?