Artist Management

The role of an artist manager is really to do anything to further the artist’s career.  This can involve a well defined career plan or ironing out the tedious negotiation of a contract, suggesting a different outfit or contributing to a lyric idea or change or providing constructive criticism for a recording.  This can also range to even more personal management, like keeping different love interests at bay, or making sure they have their favorite food on hand. 

The artist manger must be multi-faceted.  They have to be a planner, an organizer, a confidant, a strategist, a traveling companion and a friend.  They are involved in every aspect of their life.  This is a tough job and everyone doesn’t have the personality or skills to handle the job.  They must definitely possess the desire to serve to be a good artist manager.

There is one area that the artist manager does not have complete control over, that can truly affect the artist’s career, their personal choices.  Too many artist and entertainers have made bad personal choices that have virtually ended their careers.  The artist manager cannot choose their love interest, how much they drink, if they choose drugs or other abusive habits, or live a lavish lifestyle that their finances cannot support.  This is a risk in taking on artist management.  You may have complete faith in their abilities or talent, but you never know when their personal choices will affect your paycheck.

 

The latest and most tragic example is Whitney Houston.  She had the talent to tame a lion with her voice, but made some very bad personal choices that virtually destroyed her career.  I’m sure her manager urged her to change her habits, advocated rehabilitation and many other interventions, but to no avail.  The drugs destroyed her voice.  She had so many people rooting for her, but no one could restore the vocal chords no matter how much we cheered.

  

Artist Management

Our first assignment in our class posed the question, what artist would you like to manage?  I  know there are thousands of people that I could have chosen, but I chose Stan Jones.  Stan Jones is an Artist, as well as a producer and songwriter.  He actually has numerous awards for his Songwriting and Producing.  Some people may wonder why I would choose him over all of the superstars in the gospel industry.  Well the first thing you have to understand is we have been instructed to make our goals attainable.  Stan Jones is attainable to me.  I know him, he was my husband's best man in our wedding and on top of that he is so talented and a joy to be around.

Our text, This Business of Artist Management, gives us the ingredients to a successful artist/manager relationship.  One of those ingredients is compatibility.  Regardless of my creative ideas and contacts, we have to be able to work together.  This makes for a great potential working relationship, since we've already conquered the first.  I don't expect him to consider me without the education I am receiving at Full Sail, because the one thing that I have learned about him is, he is professional when it comes to music.

Another factor in choosing him is his work ethic.  Our text tells us to take creative inventory of the artist's abilities.  Evaluating Stan Jones' ability, I know that he has the potential to become a greater influence in the industry as an Artist.  He has a unique sound and style.  He is not trying to be like anyone else in the industry.  Material is definitely not an issue, he has numerous awards for his writing, which increases the opportunity for long-term record deals, which he is negotiating a new deal now.  His Physical Appearance is an asset.  He is a clean-cut handsome man with a great style of his own. He definitely has the Total Image Package. He is a stellar guy with a strong work ethic and lives his image.

Negotiating with Stan Jones

STAN JONES

Award Winning

Songwriter and Producer

February 19, 2012

By:  Yolanda Clay-Moore

Stan Jones is an award winning songwriter and producer.  In addition to establishing himself in these areas, he is also a gospel Artist.  Stan Jones has won numerous awards including a 2011 American Society of Composers, Authors and Publishers (ASCAP) award.  This award honors the most successful songwriters and publishers in R&B, Hip Hop and Gospel Music.  This particular award was given for writing and producing Brian Courtney Wilson’s hit “All I Need.”  This song spent 92 weeks on the Billboard Hot Gospel Song Chart, breaking the all time record for the longest running current single ever in the history of the Billboard Gospel Charts, which also went on to receive a 2011 GMA Dove Award nomination for Urban Record Song of the year.  In 2010 Billboard year-end charts would name Stan Jones as the #3 Songwriter and #4 Producer of the Year.  He has worked with artists such as:  Yolanda Adams, The Williams Brothers, Marvin Sapp, The Jackson Southernaires and many more.  This doesn’t even touch the surface of his many accomplishments.

Yolanda:  How did you initially negotiate as an artist?

Stan:  My first album was with Blackberry Records and they approached me and asked about what type of deal I was looking for?  I wanted a one album deal so I could make judgments based on the  performance.  I also wanted so many pieces of products, that when sold  I would have 100% ownership.  (He was obviously successful with his negotiations.  I don't think he made demands, only requests.  This is an art form that one must master)  I am currently negotiating with another company. 

Yolanda:  Was negotiating as a producer different than as an artist? And How?

Stan:  As a producer, it's a little bit different.  The only difference is you negotiate a per track deal, because you may not do a whole album.  It is definitely about negotiating, because there are others you are bidding against for the gig.  When you have the privilege to be able to negotiate, is when you have a track record that's believable with  most labels.  A lot of people can say they worked with particular artists, but if they don't have hits, so having a track record of hits definitely creates a demand for you and gives you more negotiating leverage.  If you haven't accomplished this, then there is no negotiating (he laughs).  A successful track record can put you in the negotiating seat.  The world is based upon proof!

Yolanda:  Can a musician have leverage?

Stan:  Being a musician myself, yes a musician can have leverage.  The main thing is loyalty.  Other factors include having character, reliability and dependability.  These are the things producers look for, and are very hard to come by.   There are many musicians with the talent, but they lack the character to be able to work with them.  

Yolanda:  Have you ever been taken advantage of ?  If so, how did it change your negotiating tactics?

Stan:  (He laughs)  Yes I have been taken advantage of.  I have been dealing with this issue the past couple of day (I hear you Lord).  Also when I first got started I was being used.  I allowed myself to be used, because I felt like it would pay off and it did.  You have to stay somewhere.  Stay on the path and keep knocking it down.  I heard someone say, "You can't grow roots if you keep changing soil."  Stay there and fight and continue to grow.  I'm glad I had a mind to stay there.  I'm grateful for those stages.  I now take pride in taking care of my musicians, because I just graduated from there.

Yolanda:  We’ve learned five core concepts in negotiating, what role have any of these played in negotiating deals?

Stan:  (Affiliation) Negotiations are the beginning of relationships.  It's totally better if you can be in that person's presence so they can feel your personality, your spirit and who you are.   They may have a better interest on your behalf and want to help you, rather than just seeing words.  Those are definitely different dynamics in negotiating.  Some executives don't want to take a chance of getting personal and won't meet you, they want to keep it strictly professional.  If the person allows it, definitely take advantage of it.  It becomes more personable. (Autonomy) I can sculpt the things that I want.  I'm not told what to do.  I'm not exclusive to anyone.  There have been attempts to make me exclusive, but that's not what I wanted.  I'm my own boss.  

Yolanda:  How often do you assess your role and where you want to be?  Is it something you think about or does it just happen?

Stan:  I think about it daily, all day, everyday.  I see it before I do it.  I visualize that it can happen and I pursue it. I don't understand how people can be arrogant.  I continuously strive.  When I reach one level, I'm trying to reach another level.  That's why it's hard for me to understand arrogant people.  They are complacent in where they are.  People who are humble are people who are still striving to get higher than where they are.  Sure they have great accomplishments, but they want to go higher. 

Stellar Awards

My Business Inspiration

 My Business Inspiration

The idea of owning a business is appealing to most people, but very few people have the know-how, intestinal fortitude, guidance or courage to actually make it happen.  I always had the desire to have my own business since I was a little girl.  This mainly came from the motivation of my grandfather.  My Grandfather, Elbert “Boy” Stringer was a self-made entrepreneur in a very tough time for black people.  In fact, at that time we had not yet upgraded to even being called black, we were colored.  He was the owner of a grocery store when I came along.  He also owned cattle.  I later learned that he owned a pulpwood company, and a café.  He was a very prominent man in his time. 

This really stuck with me, because as I got older I learned that he only had a 1^st grade education.  I saw him sign for deliveries with just an “x” for his name.  Yet he had the ability to learn how to operate all of these businesses successfully without being able to read.  I distinctly remember him checking his inventory and determining what items were selling and what items needed dust removed from them.  After taking a finance class, I now know he was assessing his inventory turnover ratio.  He was the first person to introduce me to finance.  He is the reason I knew how to give change without using the register to calculate it for me.

I guess this is the reason I was determined to have my own business.  My Grandfather left a legacy and I felt obligated to continue it.  I didn’t quite know what area I would pursue, but I knew that one day I would own a business.  My parents instilled music in me with piano lessons when I was young, and then the band.  This was expounded upon when I met the love of my life, Cornelius “CC” Moore, a professional musician.  It was then, that I was able to pursue what I ‘ve dreamed of for years and we created CC Productions.  I now have an obligation to gain the management knowledge needed to strategically position my company for success. 

Charles Hazlewood: Trusting the ensemble

TED.Com is a remarkable website that is devoted to spreading worthy ideas.  It is a non-profit organization that is making a huge impact in the collaboration of design, technology and entertainment.  It offers the top world-changing innovators from around the globe.  This particular post of speaker Charles Hazelwood is very intriguing.  He is an acclaimed conductor and used his profession to illustrate trust.  He begins speaking and prompts violinists to play.  They enter from different areas of the room, creating a surround sound.  This was used as an icebreaker.  Everyone was pleasantly surprised and it unified the audience.

Mr. Hazlewood talks about how important it is for him as a conductor to trust his ensemble.   He even has to trust himself.  He must trust that his instruction during rehearsal was sufficient and that he is exuberating the right body language.  He has to have enough control to direct, but not too much control that the ensemble cannot flow.  He used an excellent example given to him early in his career.  If you hold a bird too tightly, you will crush it, and if you open your hand too wide, it will fly away.  This is a perfect analogy for a conductor to follow.

He spoke of a remarkable experience in South Africa, where he overcame adversity through the power of music, which taught a life lesson about trust.  The choir was comprised of mostly black singers with a handful of whites.  One of the white members was a former South African Police Officer.  Understanding that police were charged to go into the black communities and aggress them, created a lot of intensity in the room.  Mr. Hazlewood overcame this distrust by singing, singing and singing some more.  This process developed trust and blossomed new relationships.

He also revealed a very inspirational project that was developed because of his daughter that suffers from Cerebral Palsy.  ParaOrchestra was created for disabled musicians.  These musicians have the opportunity to do what they love through this initiative.  There was a left-handed pianist that played beautifully and even used humor to tell about his condition, that he was born with one hand.  Some other musicians create music electronically.  One man interviewed was a former trumpet player that was left paralyzed through a road accident.  He expressed the joy he feels creating music and would take the ability to play his trumpet again, over the ability to walk.  This was hard to imagine, but it illustrated how important music is to a person.

The conductor also told of a story of a Prince that declared the musicians’ families were no longer welcome in the castle.  They were sent away.  The conductor illustrated how music was used to show the Prince their anger for his decision.  Conductor Hazlewood directed the ensemble to play a beautiful piece.  Just as you were completely engaged, one by one, members of the ensemble stop playing and walked off the stage, until they all disappeared.  Conductor Hazlewood re-entered the stage and informed the audience that the Prince soon allowed the musicians’ families to return.

This was very inspirational as a musician.  It was very informative and the music played by the Scottish Ensemble made it even more intriguing.  It illustrated how music can be used to develop trust.  It was also thought provoking and challenging.  How are you using your talent to help people or enhance their lives?

namVe

The National Association of musicians, vocalist and entertainers is a very important organization in the music industry.  It offers a comprehensive benefits program to aid those of us working independently.  It provides such benefits as:  Prescription Drugs, Financial Counseling, Health Care Counseling, Roadside Assistance, Dental and Vision Programs, Artist Insurance, Hospital Indemnity, Critical Care, Accidental Coverage, Life Coverage, and an Internet Shopping Mall.  These are invaluable benefits.  The average musician, vocalist or entertainer works independently and does not have these benefits, nor are they able to afford them on their own.  I know numerous uninsured musicians and vocalist that could really benefit from taking advantage of being a member of this organization.  Healthcare costs are astronomical and almost unaffordable on your own.  This organization shows the benefits of being part of a large network.  They are able to offer these benefits because of the numbers they offer to various companies.  They are able to negotiate lower costs for their members.

Every independent musician should have artist insurance. This insures classical instruments and equipment, studio liability, tour coverage and liability, special events, and musical instruments and equipment.  The lack of these benefits could destroy a musician. Just imagine playing independently and there is a power surge that destroys your $3,500 Motif XF8.  The average musician lives paycheck to paycheck in this economy and would not have the money saved to purchase another keyboard or could afford to wait until it was repaired.  I actually know a musician that had the misfortune of this experience.  He has not been able to have it repaired yet.  Fortunately he does have another keyboard, but an instrument of this caliber lets other musicians know that you are knowledgeable of a good instrument, and you care enough to invest in a good instrument.  I guess it shows a certain status as a musician.

NAMVE also is an advocate for issues in the music industry, such as budget cuts for Art Programs and Funding, Health Care, Social Security, and Medicare. These are all issues that will have a huge impact on our industry and it is important to have a voice.  Musicians, vocalist, and entertainers have the same concerns and face the same issues as other working Americans.  However, it is even more crucial because if you work independently, you are not paying into Social Security and not eligible for Medicare, unless you have an eligible spouse or another type of job on the side. 

The average musician, vocalist and entertainer do not have steady work.  They are working diligently to sell themselves to have more bookings.  They may travel from city to city, or state-to-state, and some even travel out of the country, completely on their own.  This organization can provide invaluable assistance and has inspired me to create a local organization to help the people I know.

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