ARTIST'S MANAGEMENT

In the Caribbean Music Industry when it comes to artist's management we tend to see people assume this position as the head cook and bottle washer. These same individuals also tend to conduct the business as business asusual. In this day and age we see that those same artist's who still insist on having this type of operation have been left to the back of the bus. It is simple, today's business asusual does not cut it.

In many of my conversations with respect to the above it always comes around to these questions - What is an artist manager? What are the key qualities of an effective artist manager? How do I become an artist manager?

(a) An artist manager is one who is in charge of running the business or personal side of an artist's career, so that the artist is free to focus on creating music.

As stated above many Caribbean artist's do have managers who assumes different duties, may it be agent, promoter, accountant, creativity manager etc. One finds this with artist's who are either signed to small labels or unsigned. Wherein, artist's who are signed to a major label will tend to be in a supervisory position. This person will now make sure that the label is doing what they are supposed to be doing when it comes to his/her artist, such as advertising, promotion, tours and payment to the artist.

(b) Is your manager getting things done for you? What exactly should he/she be getting done? The manager is responsible for financial planning, long term career plans, publicity marketing, and advertising. When an artist is starting out the manger becomes his/her baby sitter, cheerleader, parent, guide, advisor, psychiatrist, problem solver, protector (to protect you from the sharks and be your bug repellent so that the entourage does not suck the blood from you leaving you penniless)

All in all your manager should be your confidant. A good manager should be passionate about what you the artist is doing. He/she should advertise, publicize, and market you well.

(c) Steps that one would have to undertake to successfully prepare for a career as an artist's manager - First and foremost is to educate oneself. If one cannot afford the education of a college/university, I say learn from the best, pick the brains of the best. Find that mentor, research the internet, look around in the industry, check the track records of managers and artists who are successful.

Become knowledgeable of the business, read, read, read. Read entertainment journals. Read current news, these are available on the internet, libraries, newspapers, it is here you will get an understanding of what is going on.

Next, go to your local book stores pick up books on the music industry, read from authors who are managers, artists, producers, booking agents and listen to interviews. Acquaint yourself with this type of literature learn and read from people who have been there and done that, as well as people who are presently there.

Again, I cannot stress the importance of finding a mentor. When you have found this person, ask, ask, ask questions.

Lastly, try to find a job with a team or become an intern. Go in there and learn and work your butt off as if you own that firm/company. When you have developed and proved yourself to the team it would not hurt to go to clubs, concerts, and showcases to try and scout talent/artist for your firm or yourself.