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?