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The opening of "The Art of Artist Management" might seem a little strange - a tropical forest, a burning sun overhead, exotic bird chirps in the distance. But it all becomes clear just a few moments into this second installment of CMA's educational Web series on the music industry, as narrator Alex Kendig warns, "Make no mistake. When it comes to the music business, you're in the jungle, baby!"
Following the lead of the first CMA Industry InSite episode, which was focused on songwriting and music publishing and posted in May on CMA's members-only Web site My.CMAworld.com, Episode 2 further reflects CMA's ongoing strategic mission of being a resource for the industry by outlining what managers do and how artists can search those best equipped to meet their needs.
"The Art of Artist Management," which went online in June, features interviews with several leaders in that field, who share wisdom in ways that inform newcomers while enhancing the knowledge that more experienced members have picked up in the business.
For example, anticipating the question of how young artists might find the right manager, Kerry Hansen, President, Big Enterprises, suggested that they begin by finding out who manages their favorite artist - someone whose success and style might serve as a model to follow. From that point, you can learn about them by asking questions and listening to what people say throughout the musical community.
On the other hand, it can be a mistake to connect with any manager too hastily. Clarence Spalding, President, Spalding Entertainment, observed that it can take as long as three years for a new performer to be ready for a management deal. Experience is always a plus in choosing management, though Clint Higham, Executive VP, Morris Management Group, admitted to being "young and hungry" himself when he began his ongoing 16-year run as Kenny Chesney's manager.
In any event, when the time is right, it's critical to have an attorney go through the contract before signing on the dotted line. "This town is full of artists who have signed with managers and then realized pretty quick that this person is not legitimate," said Kix Brooks of Brooks & Dunn and Chairman of CMA's Artist Relations Committee, which developed the series. "But if you've signed a contract, you may have to pay that person for the rest of your career."
Basic information mingles throughout this 11-minute episode with advice that only insiders can provide. Standard rates are spelled out. Three years is indicated as the usual length for a binding management contract. Yet everything is negotiable too. This means, as noted by Kevin Levitan, President, Vector Management, that artists should not be afraid to ask their managers questions throughout the life of their arrangement.
Amidst all this practical advice, an unexpected and ephemeral truth emerges on the bottom line. "If I love you but I don't love your music, it doesn't work," Spalding said. "Hopefully we'll be friends, but I'm not going to be your manager. I really have to love the music."
From sunset clauses and percentage points to the differences between personal and business managers, "The Art of Artists Management" packs ample information into a presentation that's concise yet detailed, easy to understand and vital to finding the right manager, identified as "the most important person to have by your side."
"We are getting a lot of positive feedback for the series," said CMA CEO Tammy Genovese. "We are hearing from our members that this is a very valuable industry awareness tool and something they are encouraging their members, employees and business associates to watch."
Produced by the digital marketing firm Hi-Fi Fusion, CMA Industry InSite will be updated on the third Monday of every month on www.My.CMAworld.com. Upcoming episodes will focus on digital downloading, entertainment law, performance rights organizations, radio, record labels, royalties, social networking, touring and other topics. CMA members are invited to submit questions to the experts appearing in each episode, with replies posted when received.
CMA Industry InSite online educational series is available on the CMA members-only Web site, www.My.CMAWorld.com. Not a CMA member? Apply online at www.CMAworld.com or contact CMA at (615) 244-2840 or e-mail membership@CMAworld.com.
2009 CMA Close Up® News Service / Country Music Association®, Inc.
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