Personal Reflection: Artist & Product Management

Over the last month, I have had the privilege to participate in an artist and product management course. Throughout my journey in the field of artist management, I have come to appreciate the multifaceted nature of this profession. After studying highly acclaimed artist managers and diving into product development / product launch procedures, I realized that artist management requires a delicate balance of creativity, business acumen, and interpersonal skills. I found this class to be incredibly motivating as it pushed me to continue my work on my personal artist brand (NOX), and it also aspired me to want to build other talented individuals' brands as well. As I reflect on my experiences and the concepts I have encountered, several key aspects stand out as lessons that will shape my artist management career forward.

First and foremost, effective artist management revolves around building strong relationships. The ability to connect with artists on a personal level, understand their vision, and earn their trust is paramount. It is through these relationships that managers can guide artists towards their goals, navigate challenges, and provide the necessary support to foster growth and development. I have learned that open and transparent communication is the foundation of successful artist-manager dynamics. More specifically, taking a look at you and your clients' leadership styles could be an effective tool in distinguishing how to react as an artist manager. As my professor Thomas said, "it is show business, not show hobby"; at the end of the day, it is the artist manager's responsibility to run the business.

Furthermore, strategic planning plays a crucial role in artist management. Managers need to have a clear vision and set achievable objectives for their artists. This involves analyzing market trends, identifying target audiences, and devising innovative strategies to maximize exposure and opportunities. Adaptability is also essential in an ever-evolving industry, as managers must stay informed of technological advancements and emerging platforms to effectively promote their artists' work. I briefly studied some marketing trends for the entertainment industry in 2023, and I discovered that there are five brand lift drivers that influence brand awareness on digital marketing platforms. These drivers include: brand recall, enjoyability, captivating, relatability, and non-negativity. These findings are incredibly exciting because this research can be used to organize what kind of content a brand may need to utilize in order to influence high levels of brand awareness. Especially within the entertainment and music industries, branding and presentation are almost as equally as important as the product or service being provided.

Financial management is another critical concept that cannot be overlooked. Managers must have a comprehensive understanding of budgeting, contract negotiation, and revenue streams to ensure the financial sustainability of their artists' careers. Balancing the creative aspirations of artists with the economic realities of the industry is a delicate task, requiring astute decision-making and financial foresight. I was able to practice these essential financial skills by studying my established target market, developing products that align with my target audience's interests, then project appropriate inventory levels and potential revenue for that product line. My work on Loading.doc's "All Access" Pass_001 was especially interesting as this pass delivers a ticket-merchandise product bundle that influences social purchasers to purchase their tickets months before the event. This product's target market, market assumptions, and financial projections are presented below!

Moreover, effective artist management goes beyond just individual careers; it extends to creating a supportive ecosystem. Managers have a responsibility to collaborate with other industry professionals, such as agents, promoters, and publicists, to create a network that maximizes opportunities for their artists. By fostering connections and advocating for their artists within the industry, managers can amplify their impact and create a platform for long-term success. In light of this, I spent several weeks studying the artist management journey of Moe Shalizi, the manager for the house-hold artist name, Marshmello. Moe is highly acclaimed for his highly innovative and collaborative nature, and this is has lead to the development of some of the largest names in the current EDM scene. Moe is a great example of what embodies a successful and effective artist manager, and I aspire to achieve similar feats as him!

In conclusion, artist management encompasses a wide range of concepts that demand a diverse skill set. From building strong relationships and strategic planning to financial management and ecosystem creation, effective managers must navigate these concepts with finesse. As I continue to dive deeper into this field, I am inspired by the immense potential it holds to shape and nurture the artistic landscape, making a lasting impact on the careers and lives of talented individuals. This has always been my goal as an entertainment professional, and I am looking forward to continuing my journey as an artist manager!

Until next time,

Bryson