It is important
to understand what the product is and whom you are providing it to. You need to
develop a plan to reach them, engage them, and create a support team. By
understanding the market, the manager will direct the career of an artist
though promotions. This includes a lot of marketing and having products to get
to the fans. Being in tune to specific genera will help define an artist target
market. Smaller areas of the market are called market segments. Big record labels
usually focus on a broader view of the artist. This is left up to the artist
manager to make sure these small segments are identified and implemented into
benefit the artist.
As a manager it
is important to identify the brand and image. It is everything that connects
the artist to the fans. The image is an expression of how the people feel about
the artist. An emotional attachment is created from the music and
performance.
The support team
should include booking agents, attorney, publicist, and business advisors. Each
one should be fluent in their particular area to get the most out of them. An
artist should form an entity; weather a partnership, proprietorship,
corporation, or LLC. Especially if you’re a band you want to know who owns
songwriter credits, band name, or investments made by members in the group.
One major thing an artist manager can do for
his or her clients is to create a web base presence. This could include
everything from just a photo of the band to having their own website. Generally
social media is the first thing and easiest thing used to reach fans.
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