Managers share secrets of building businesses around artists, extending their brands beyond tracks, albums, and concerts and turning them into products.
The music industry is full of positions played by people behind the scenes, who support the talent. The artist manager is definitely one of those roles that requires a certain type of person with certain type of resolve. This panel was very interesting because we had the opportunity to hear from managers with experience managing some of the biggest artists in the industry. Gems were dropped and invaluable insight shared. The panellists included James Cruz , who is the manager to Sean Combs & CEO at Cruz Control Marketing, Geno Sims who is the manager to A$AP Ferg & A$AP Rocky, Anthony Saleh who is manager to NAS, Executive VP/GM Atom Factory; CEO, Emagen Entertainment Group and Mack Maine who is the President of Young Money.
Artists sometimes don’t see all the work managers do for them behind the scenes and as a manager you have to be okay with that. Gino Sims said “If you don’t care about getting the credit you can accomplish anything. There’s a lot of things managers do that go unnoticed.”. From the artists perspective, it’s important to view your manager as your family member because they serve multiple purposes as you grow as an artist, from personal counsellor to your PR until those roles get filled later down the line in your career.
With the amount of 360 deals going around in the industry as a result of the digital take over and record sales decline. Not sure what a 360 deal is: In the music industry, a 360 deal is a business relationship between an artist and a music industry company. The company agrees to provide financial support for the artist, including direct advances as well as funds for marketing, promotion and touring. The artist agrees to give the company a percentage of all of their income, including sales of recorded music, live performances and any other income. I found it interesting, refreshing even to hear that Mack Maine has never done a 360 deal. Managers and labels have their own philosophy on this, I think not implementing a 360 deal is a great way to keep the label honest and doing their absolute best to get those album sales for their artist; without relying on income from other avenues. This notion of no 360 deal, also goes along with what Geno Sims said: “Artist first, offer the service without looking for the reward”. As a manager you are offering a service because you believe in your client. The reward comes after the hard work and the planning and plotting to achieve that goal. Mack Maine said it best being a manager you have to be available “Any time of the night, it’s not a 9-5 it’s a 24/7 366 no days off kind of job”
Last words: Anthony Saleh “You can’t be afraid to be 100% real with your artist. Can’t be afraid to get fired. Fear is fake, got to be able to put it on the line”