Like everything else in the music business, the role of the artist manager is changing. In the good old days (you know, a year or so ago), artist managers largely concerned themselves with helping the artists with whom they worked get record deals, and then – post deal – acting as a liaison between the label and the band.
This is, of course, a radical oversimplification, and certainly neither getting an artist a deal or working with a label is an easy job. However, this was, for at least the majority of artist managers, their role.
Today, for the vast majority of managers, their principal role is different. No longer should they be concerning themselves with getting their artists signed. Rather, they should concern themselves with developing and unlocking value for their bands; i.e. business development.
If, as I think you should, you view your band as something for which you must develop brand equity, it’s no longer about leveraging that brand equity into a record deal. Rather, it’s about leveraging the brand equity to create direct revenue streams, as well as strategic partnerships where you, again, create visibility (thus increasing brand equity) and revenue.
All those hours spent mailing things out to A&R people at labels, taking meetings with A&R people at labels, and, generally, thinking about A&R people at labels, and all those hours fighting with those at the label over marketing budgets, and everything else, now must be hours spent doing – for lack of a better phrase – “business development.”
This, again, brings us to the problem that has plagued the industry for far too long: most managers are completely unprepared to do business development. Most have no proper business training, and, through no fault of their own, will flail around in a market that punishes those without the requisite skills. Thus, most will fail. Some, on the other hand, will take the time to learn business fundamentals, and will change the paradigm.
Certainly, as stated above, there are a lot of generalities in this here post; many great artist managers have long thought of their role in terms of business development (I’m thinking specifically of people like Lanre Lawal,Ayo Rotimi, – certainly, there are many others; leave me a list in the comments). I do think, though, that most haven’t thought in these terms, and I fear that too many are still thinking in terms that revolve around getting their band signed – sort of the anti business development.
So…go on get educated, innovate, and start building something.
The
event is also an opportunity to network, make friends and also get to
meet, hang out with and get to know 4LaH. It’s a casual evening in a
relaxed atmosphere, at the BHEER HUGS CAFÉ, IKEJA CITY MALL on the 12TH
SEPT 2012, FROM 6PM- 11PM.
ABOUT 4LaH
4LaH
is a versatile and talented broadcaster with vast experience in
Entertainment Broadcasting. Having hosted several shows, both on
Television and Radio, and also lending her voice to several audio
adverts and jingles, she currently works as an on air personality with
99.3 NIGERIA INFO LAGOS. A broadcaster with a passion for making good
music and a passion for bringing up and nurturing young talents, she
does this through her hashtag on twitter called, #Dearartiste, and daily
articles on her blog for upcoming artistes.
With a Bachelor of Arts degree in Mass Communication, 4LaH's #Dearartiste is also involved in music publicity and promotions, as well as organising capacity building seminars for young artistes breaking into the industry.
You can connect with her on http://www.facebook.com/blakki
Or follow her on twitter @4LaH
