Back to business -
During Product and Artist Management - The main reason I'm at school is to end up as an artist manager down the road - we were instructed to go forth and interview someone who manages either products or artists, I picked someone who does a little of both: my good friend and coworker Alex Bradley.
Alex was able to provide me with some insightful advice on his rise from his humble beginnings as an independent record label owner at the age of 16 to where he currently is - the manager of a 1500 person capacity nightclub.
Alex's interview was slightly off color - I apologize for the language, but I feel that me editing his statements would remove from the sentiment he has with his answers.
Here are the Questions (Italics) and Answers (Bold) from the interview:
How did you get your start in the music business?
Started a record label because he wanted music on the radio that he enjoyed. So at 15 he started one, got first radio play at 16 in Indianapolis. Sold the artists contracts when he left Indiana July 06 to go to Full Sail.
Why’d you pick the music business over any other job?
The music business is the one industry where it’s acceptable to smoke, drink, cuss like a sailor, and have fun every day and cause social change at the same time.
What was the biggest lesson you learned early on?
Most important lesson I could tell anyone – if you’re not having fun, you’re doing something wrong and its time for a change. If you can’t have fun in this industry you can’t have fun anywhere. We sell the idea of sex and a good time.
How important is networking in artist and product management in the entertainment business?
Networking is the least important thing, I feel this way because networking is great – I know 80% of the people in the south east, so I get in the door. Without the know how and skill – my foot in the door is nothing, being able to do what I say is what gets me and keeps me where I am.
What is the biggest challenge you’ve faced since starting in the industry?
Age, I’m only 22 so I’m younger than 90% of the people in my position, but my stick is bigger than anyone else and I know how to swing it. The only thing I get questioned on a regular basis is my age, not what I’m doing. One thing I’m telling anyone coming to work in the industry, never volunteer age to anyone, let them think what they want and move on with things.
What is the best part of your day at work?
The 40 seconds before a concert starts, because the crowd loses control of their faculties and they feel like they’re 5 years old again. Or – the second that the song you’ve pushed so hard and worked on for so long makes an impression on someone and really changes how they feel. Money is nice don’t get me wrong, but that’s not why any of us are in this industry, it’s simply a byproduct.
What skills do you feel are important for a manager in today’s industry?
Cojone’s of steal and an iron gut, and the ability to change in a split second. Admitting when you’re wrong and learning from your mistakes is also vital. In today’s industry if you’re not learning something brand new and adapting, you are not relevant. With the way the media works and the speed of information today, if you can’t adapt move and re-brand at a moments notice you become irrelevant
What do you feel is the most important thing in the recession to remember when selling something that’s not an essential to life like entertainment?
My father told me one very important thing when I was a kid, always smile, and always have fun. So I feel that entertainment is entirely essential to life. The biggest thing to remember when selling something mass media has labeled non-essential is that it is essential. You must provide it at a price that is everyone can partake in, it’s about quantity not about quality, if you can have twice amount of people enjoy it you’re golden. A recession is short, it’ll go away, attract customers when people are down and when things come back people will remember who took care of them when they were down and come back in force. Supporting the community that needs a release is important in today’s market.
Where do you see the industry headed next?
It is going two places, product and brand management is going to go to community companies. Large companies can’t compete any more because the smaller ones support the local scene and will for the next 5 years. Artist management is going to continue in support of indie management style where the majors will continue to control distribution, while personal management and indie labels will control new product and relevant product and popular product, because of the personal level of relevancy and passion. Gone are the days of the major conglomerate program formula and style, the masses aren’t controlled by that any more and have created niche markets that they follow and support more than ever before. In today’s economy and todays world people want to be connected to something that they believe in and that they feel resonates with themselves regardless of genre this is what will continue to be the stronghold.
Advice for someone interested in artist management?
A list
1 – live conservatively financially in personal life, ups and downs are worse than the stock market.
2 – never stop learning, always continue to seek out new knowledge media and entertainment – what’s exciting today
3 – accept the fact that almost everyone will tell you you’re wrong and they know better, they’ve done it longer, and that it’s always worked their way
4 – challenge everything. Anything that’s ever worked in the past ignore it, challenge how and why, learn from the past, but make sure it works today and for this problem you have now
5 – learn from other industries, because what works in management and product placement in another product can be applied to the entertainment world. What we sell has never changed, the way we sell it always changes. Other industries will give you lessons in product placement and marketing faster than you can ever create it.
6 – lead by example. If you say you can do something, do it. Don’t stop till its complete, because if you quit you set zero example for anyone else and no one will ever have faith in you.
7 – you have time to sleep when you die. If you really want to succeed put long hours in for what’s little return, if you’re not prepared give up now and don’t try any more.
8 – know and accept you’re limits and surround with people who are stronger in the area’s you are weaker. No one will survive without teamwork. Build a team that supports you in ways you are weak in and make it so they can help out.
9 – cherish the victory’s – small or large. You may not always win, but you’re always right if you cherish the victories.
10 – laugh and smile. If you are not having fun and enjoying what you’re doing, you won’t convince anyone you’re selling to that you’re worth his or her time or money. Smile and laugh like a raging idiot and the masses will follow.
Alex is a great individual with a good head on his shoulders who's headed in the right direction and I wanted to take the opportunity to thank him for the help he's given me throughout the three years plus that I've known him. If you ever run into him make sure to say Hi and ask him how he feels about the situation; if my vote counts for anything the man is usually right.
