Best Practices

Going into this course, I was sure I knew a few things about how to be a manager. I mean, I am in the entertainment industry. But, I was sure to find out, that I really didn't know much at all. During my week 1 readings, I discovered that there are many different roles in a manager depending on the agreement and state laws. For example, I thought the one of the major duties of a manager was to book events for the artist, but in California, it's prohibited. In fact, that's not the role of a manager at all unless it's in the agreement.

The first week's discussion was one of my favorites because I learned to think how an artist can differentiate themselves from similar artist. The assignment made me expand my thinking and show what abilities I have as a potential manager. 

In the second week assignment, I thought it would be very easy, being as though I am good at event planning. There were still some things I had to learn when planning for an artist though. First, I was unaware of the rider agreement that most artist have. It was something that was always a mystery to me. 

I also like the second week's discussion because it really showed how having a good management and production team is beneficial to any artist.

In the third week's assignment, I learned how much of a hustler one must always be in order to gain success in the artist's career as well as the managers. If the manager isn't doing their job, than neither person will be successful in their career. In my interview with Melvin, I also learned that being a manager for the money isn't the best thing to do. Choosing this career path must be a passion if you really want to enjoy it.

As we worked our way into product management, I wasn't to trill to learn more about it. But, the one thing I did learn is if your going to pitch an idea for a new product, everything must be concise. One must be able to tell what the product is, what is can do for you, how it's different and how it can compete. Most importantly, do not forget how much money it can make the company.

All in all, I really enjoyed this class, but i know there is more to learn.  

Interview with Melvin Yerby

Melvin Yerby is a independent artist manager. He is the manager of Washington DC local artist Ms. Carry.  In the interview with Mr. Yerby, he gave me an insight of what an artist manager is and what he brings to the table.

What is your definition of artist management?
An artist manager is someone who manages the artist career as far as what gigs should be taken, any special appearances, things of that nature. Artist managers basically plan and organize the artist's career. There are many different things an artist manager can do for the artist but that all lies within their contract.

You say it all depends on what is in the contract, what are your duties as an artist manager?
Since I work with independent artists a lot, I pretty much do everything for them. The biggest thing I do for them is find clubs or other venues where they can perform. That is my main focus, getting their name in everyone's ear. I also set appointments for studio sessions, meetings with producers, photographers, radio personalities, the list goes on. Many local artists can't afford to have publicist, image consultants and all those other people, so I try to be as big a help I can.

Where do you search for other talents at?
Usually when I go to clubs with my artist, I search around for the talent. If I like somebody, I'll definitely give out my card. But, I meet different artists at studios, open mics, photo shoots and then there are times I just have to do some good networking.

What kind of artists do you manage?
Well, I'm not picky of what kind of artist they are, male female, singer, rapper, it doesn't really matter as long as they are focused, driven and are ready to work, I'm ok. If I am working hard to get these artists gigs and help them start their career, I want them to be just as driven and eager. They should want it just as much as I do.

What are some of the skills of an artist manager? 
The number one things I would say is to have the passion to do it. It won't be an easy job if your just doing it for the paycheck. You have to be dedicated and ready to hustle. Of coarse having the right education credentials is a plus and will get you further faster but that doesn't always guarantee success. Good communication with the artist, trust and loyalty is definitely the key to a good manager.

What are some of the things you have to negotiate when it comes to your artists?
I've had to negotiate compensation for some artists because many clubs won't pay for them to appear at their clubs, they want us to pay them. So I try to book them for open mics, where they can win prize money. I negotiate how much studio time can be provided and what deals I can get for it. There's a young lady who does an internet radio station name MzUnderstood, I try to get my artists on her show. Everything I do, I try to get the best deal I can that will be beneficial to both the artists and whoever.

What are the ups and downs of being an artist manager?
Well....the ups of being an artist manager is meeting the different talented people and hearing all the creativity they bring to the world. Even though I'm only in D.C., I get much respect from some of the smaller local clubs and people know who I am. It's just a fun experience all around. The down part is having to constantly be on the grind. This is a 24/7 job, so you have to always be working. There's no room for slack.

What advise would you give to anyone trying to become an artist manager?
Anybody in the process of becoming an artist manager should make sure this is what you want to do. If you can't see yourself doing this 5 years from now than this job isn't for you. Also make sure you have the right skills and knowledge of what an artist manager does because if you don't know what you're doing than your career as well as your artist career is going straight down the toilet. The last thing is be prepared to work and work hard. This job can be a challenge but if it's really what someone wants to do than they be good at it.

I'm sure Melvin and his artist are on their way to success. Good luck to them all.