In 2018, the artist has never had more control. And importantly, their manager has never had as much to do. At BIGSOUND today, an esteemed panel featuring Jessi Frick (Citrine Management), Tom Wironen (Friendly Announcer), Eric Fritchi (MTheory) and Rachael Comerford (UNIFIED Music Group) led by Nathan McClay (Future Classic) navigated the changing landscape and offered their top tips of the trade on a variety of topics. Check out the key takeaways below.
The Artist Rules
“The industry wasn’t built for artists....But with the development of digital tools, artists now have a direct connection with fans..We're seeing a move towards more artist control.” - Eric Fritchi
"Obviously the internet has changed everything...Fewer gatekeepers to access these communities although still a growing volume of influencers playing a role.” - Nathan McClay
“In the age of the artist it’s also the age of the manager.” - Nathan McClay
“The artist is the CEO and I’m the general manager and as the general manager I need to be across the entire business...As your artist is scaling its very important to scale with them and learn how to delegate.” - Rachael Comerford
“The job is bigger than ever. They need help. It still takes a big team. It’s easy to forget in a time of self release that it takes a big team to do all this stuff.” - Eric Fritchi
“I started my management company because I wanted the business side of it to reflect the type of music I love. There’s a lot of talk about diversity in terms of artists but for the business side I feel like it is lacking.” - Jessi Frick
"The thing about management is that it’s so full on.. If you don’t connect with them personality or business wise it’s just not going to work and it’s not going to be fun." - Tom Wironen
“The thing to remember is at the end of the day we are all people and we aren't all going to get along...The reality is we as managers have to do so much and vice versa so what is the point of giving your whole life if the relationship breaks down.” - Rachael Comerford
Common Mistakes Of An Artist CEO
“The easiest thing is to just focus on releasing music and not think about the greater picture - that is the most common mistake...Its important for an artist to trust the manager with their art...Trust that the manager has surrounded themselves with people who are really really good at their job." - Eric Fritchi
“Artists can get caught up in the little things...I'm not blaming artists here because everyone does it..It’s really important to remember what your vision is.” - Rachael Comerford
Strategies For Success
“Obviously finding a team you can trust.” - Nathan McClay
“It’s important for an artist to step aside from what you think will work at radio, streaming or whatever, make music that means the most to you because that’s how you got there in the first place." - Tom Wironen
"We believe it is all about storytelling...Fans connect to stories so knowing what was important to you - it could be as simple as a good vibe, it doesn’t have to be a political statement - is the nucleus of what we do." - Eric Fritchi
“As a company we do a lot of goal setting...Our visions and our goals are all set at the beginning of a campaign...It’s very easy to just get bogged down by so much stuff and that helps to come back to that one thing” - Rachael Comerford
“It’s really important as a manager to look long term...If you’re getting into management you’re not thinking about next year, you’re thinking about the next ten years.” - Tom Wironen
How Important Is Outside Australia For Artists Here
“It’s a trap to think about certain markets as more important...Take it where you get it.” - Tom Wironen
"You may have to focus on your local market for financial or creative reasons but think globally." - Eric Fritchi
Transitioning From Self Managing To An External Manager
"You can reach out to managers but at the end of the day you need to find someone as excited about your music as you are...Be patient it will come when it comes.... Be careful. Get a proper lawyer." - Tom Wironen
Expanding Your Team
"A good tour manager is your best friend." - Nathan McClay
Most Personally Satisfying Thing As A Manager
“I’m a failed musician so....that second I get an early demo from my favourite bands...the second that happens I go ahh this is tre best job in the world.” - Tom Wironen
"I love being organised and..Hitting every deadline." - Jessi Frick
"For me they payoff is a live show...When you see the fans reaction." - Eric Fritchi
"I love rolling out plans...when it all comes together...that’s the best thing ever." - Rachael Comerford
"For me I think it’s learning...When it’s magic it’s incredibly intoxicating...There’s a lot of days where you have to grind it out." - Nathan McClay
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