Since this is the last day of my Project and Artist Management Class, I decided to focus this blog specifically on artist management. I was very interested in the interview of Jeff Dorenfeld on Artist Manager Role since he has been in the business for several years and even managed multiplatinum band Boston.
(Interview conducted By Berklee College of Music's instructor George Howard. He interviews the former personal manager of the multi-platinum band Boston, Jeff Dorenfeld, about the role of artist managers.)
http://www.youtube.com/watch?v=oKTmYPVtU0U
After watching this interview it made me ponder on management and the current state of managers versus manager’s in the so-called great days of the music industry. If it’s been said 100 times let me repeat it one more time, like everything else in the world, music is changing and so is the inner working of the music industry. Back in the dinosaur days of music, managers just like the labels, was invested in the artist from start to finish and even was responsible for how the artist developed. Now, it’s not seen as a good investment to take on an artist that has not develop a steady fan- base or a strong web presence because of the lack of development funding, since the rise of privacy and the decline of CD sales.
Today, instead of manager’s seeking out record deals, they are looking for ways to keep the artist working and maintaining a steady income through alternative revenue steams instead of just touring and concerts, (i.e. publishing deals and sync licensing).
Managing today is helping your artist build a brand and brand equity in order to create leverage and start a bidding war to increase the artist percentages and control leverage within the artist strategic contractual partnership. With the new technologies within the Internet, such as Youtube, Vimeo, Blogger, Facebook and Twitter you and your artist can spend the same time and hours spent sending materials to record labels and A&R’s, creating business development deals to get ahead.
Learning the business as an artist creates huge amount of mental and emotional control in this rocky business of the entertainment industry. Being educated also from a manager’s point of view will create a greater understanding of the process involved in artist management and also has the potential to create a better working relationship. This creates understanding for what is needed and required of you as the artist and you as the management and management team. Those who take time to learn and follow these new Entertainment Business fundamental will assist and head the paradigm way into the 23 century of Music.
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