Post on 11-Jan-2016
Part 3: Managing Artist Relationships
Chapter 9
Start Thinking. . . What should an artist look for in a personal
manager? What kinds of skills, competencies, and personality traits should a manager possess?
What is the goal of personal managers? How are they to go about accomplishing that goal?
Chapter GoalsGain awareness of the importance of a good
working relationship between an artist and manager.
Acquire understanding of a workable financial relationship between a manager and client.
Examine the role of the manager in producing the artist’s act.
Learn effective ways a manager can advance a client’s career and maximize income.
Discovering Each OtherLook for a manager who
Is well organized, systematicIs straightforward and honest with good
reputationIs an effective communicator, writes well,
articulateWon’t try to fake expertiseHas good industry contactsBelieves in the talent of the artistShares the artist’s long-term vision and career
goals
The Financial RelationshipPersonal manager or business manager
handles all financesAccounting
personal manager’s first responsibilityengage accountant with artist’s approval
Controlling expensespending constraintsput artist on weekly allowanceloan money to keep act alive
Manager’s CommissionGoing RatesManager principally responsible for the rise
and fall of the client’s incomeRate = 10% to 25%Several factors influence ratesArgument for reasonablenessCommission base
can be more important than commission leveladjusted gross income
Manager’s CommissionThe Money FlowAnticipate problems of disengagementCommissions on income from contracts
manager negotiatedPublishing and recording contracts
Manager’s CommissionA Possible Compromiseacross-the-board de-escalation of
commissions
The Manager’s RoleProducing the act
polishing the actestablished act versus new actuse video for objective examinationengage coaches and trainers
Coordinating the elementsengage a theatrical producer
Programming
Advancing the CareerManager’s main responsibilityDevelop total campaign for artist’s success
Using all insider contactsGaining Traction as an Aspiring Talent
YouTubeSocial MediaDevelop local or regional fan base
Advancing the CareerLanding a Recording ContractProspects for the manager’s successThe process
1. make a frontal attack on the label itself2. work with the songwriter-client’s publisher3. focus on independent producers and
production companies4. arrange for third parties to spread the word5. have music attorney approach labels
Advancing the CareerLanding a Recording ContractThe result
negotiate a recording contractnudge label to promote recordingspossibly have to renegotiate contract with
artist
Advancing the CareerCare and Feeding of the MediaMaterials
promo packsswag
Interviewsnews conferences + exclusive interviewsprofessional flacks
Billing
Advancing the CareerControlling PerformancesDetermine frequency of performances
maximize income BUTavoid exhaustion and overexposure
Select kinds of engagement offersDetermine when client is “ready”
Personal Management AgreementEngage independent legal counselors Manager issues deal memoArtist countersNegotiations begin
Refer to the draft contract on page 170-177 of your textbook.
For Further Thought. . . What factors influence a manager’s
commission rate?What are the basic responsibilities of a
manager?What are your feelings about an artist who
drops a personal manager once a certain level of success is achieved? What factors might lead to this? What positive benefits might result for either party?