Artist managers are those ‘behind the scenes’ professionals that guide the career of an artist
“Artist Management for the Music Business” is intended to be the definitive guide to the student of management of artists in the music business, those artists who choose to manage their careers, as well as those seeking to become professional artist managers.
This new “Artist Management Online” course expands on the concepts presented by Professor Allen and adds the collective experiences from my colleague Jon Grimson, our associates, and my own 30-year career in the music industry.
Throughout this course we will share behind the scenes discussions, elaborate on various points of view from professionals throughout our industry and share our personal anecdotes, which reveal the challenges that one will face as you pursue your career goals in the music business.
Artist managers are those ‘behind the scenes” professionals that guide the career of an artist. Successful managers have a broad understanding of the music industry, an unfailing belief in their artist and their own talents and a gift for managing difficult situations with grace and clarity.
In this course you will learn how a successful manager answers and then deals with these issues every day:
- Who are the decision makers in the music industry?
- What are the key points in an artist management contract?
- How will a business manager support an artist’s career?
- How does a manager earn their money?
- What are the negotiating points in a record label contract?
- How do I interest a booking agent in my artist?
- What do corporate sponsors look for when partnering with an artist?
- What is negotiable in a 360° deal?
- What are the fundamental issues in an artist rider?
- What elements define an artist’s brand?
- What issues should I look for when negotiating a live performance contract?
- How will an attorney contribute to an artist’s team?
We provide these answers, show you examples and describe how you can work with labels, artists, agents, venues, promoters, radio programmers and the media to further the interests for your artists. We show you the map of owned, earned and purchased media and explain how this fits into the marketing plan for an artist. We reveal the components of artist development and what role the manager can play in helping an artist free their creativity in a high pressure business environment.
You will also learn from my mistakes. Why a successful artist showcase was a failure just one week later? Why a Grammy winning artist believed my plan for their future was way off base?
The course sequence follows the outline of “Artist Management for the Music Business”, but greatly expands the discussion on branding, touring, social media marketing and contracts.
Each Learning Module contains video content, multi-media presentations, files for your review, industry links and will tag corresponding chapters in the text. Quizzes are offered in each module to help you focus on what we believe are critical points.
This course is dynamic, so additional content is added as current events unfold. Check back to the web site frequently. We strive to make Artist Management Online ‘the’ discussion portal for current events and topics related to artist management and the music industry.
This course is asynchronous, meaning the sequence is adapted to your personal schedule. You can work strait through the material in one sitting or devote time each day as it fits your other responsibilities. You can also return to any of the material as often as you like. This is your leaning tool and will adapt to your schedule.
We welcome you to your new view of the music business and look forward to working with you.