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 Internal
Management:
Automating Your
Career
Into Gear
Article by Kenny Love
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Most
musicians whom I have met, deplore
working the business aspects
of their careers, only doing
so as a necessary evil and,
usually, as a means to an end.
This is, primarily and
naturally, due to their desires
to focus exclusively on being
an artist.
However,
like it or not, at some point
(and, mainly, in the beginning
of their careers), most are
relegated to serving as a booking
agent, manager, promoter, secretary,
treasurer and several other
business oriented positions.
Today's
tip, however, focuses on the
overall execution of their career
known as "management."
Since it is an inevitable
aspect that must be dealt with
by most artists, it is best
done in an organized fashion,
as opposed to a harried process
experienced by most.
And,
I would like to reference it
as "mini-management"
as its list will be limited
in comparison to what a full
time music manager's duties
entail. In fact, if it is done
in an organized manner, you
will likely find that it is
not so troubling a deed as you
might previously have imagined.
Management
can probably be equated to an
organized storage facility versus
a messy one. With a neat
and organized one, your belongings
tend to be easily and quickly
located. However, with
a messy storage, a nightmare
can quickly develop, particularly,
if you are searching for a very
small item.
Management
involves daily duties that are
absolutely critical to the survival
and success of your career.
This applies to artists
ranging from 1-man bands, to
full blown orchestras. And,
at the beginning stage of a
new band, the manager is also
likely to serve as the "booking
agent" for the act as well.
But,
let's say that, for whatever
reason, such as your act is
new, you have not attracted
a manager who is interested
in your career. How are
you going to keep your act progressing
until you can interest a manager?
1.
Internal Manager Selection:
Select
the most appropriate member
of your band and, preferably,
the most business astute of
all members, to manage it.
This
does not necessarily mean that,
because you formed or co-formed
the band, that you should also
run and control every aspect
of it. The selection of
this position should be delicately
done, and not only democratically
decided, but should also be
a member who all can honestly
agree is the best source.
After
all, the goal is to operate
the business mechanics of your
act as smoothly as possible
for the success of all, and
this is no time for egos to
get in the way.
Also,
once the internal manager has
been decided, all members should
give him or her the respect,
room and time for fulfilling
the obligations of the managerial
position.
2.
Duties For Progression and Success:
If
you have become the internal
mini-manager for your band that
makes the bulk of its income
through gigs and performances,
commit to doing the following
daily tasks:
Use
the Local Media: Contact one
"new" potential media
source for gigs. This
will mean keeping your proverbial
antennas up for any and all
entertainment possibilities.
Your
area newspaper is a good source
to begin with, as are your local
cable channels that have bulletin
boards, or your local radio
or television stations that
air notices of upcoming functions
that a number of businesses
or organizations are holding...all
potential entertainment jobs.
With
your newspaper, simply develop
a routine of picking it up at
a certain time each day or,
better yet, subscribing to it
so that this cuts your pick-up
time, as most papers are delivered
early mornings.
Learn
where the entertainment prospects
are, i.e., new business development
sections, classified sections,
etc. And, learn to scan
these sections as quickly as
possible in order to move on
to your next task within a certain
time frame.
In
respect to cable, radio and
television, most news, unless
it is of a "breaking"
nature, tends to be repeated
throughout the day. Learn
when the earliest broadcasts
are and be sure to tune in,
in the interest of completing
another marketing chore.
3.
Direct Contact:
Aside
from any contact you are fortunate
in making through your daily
media leads, also get in the
habit of making one "cold
call" to a venue that can,
potentially, serve as a paying
performance for you. This
can easily be done through your
yellow pages.
And,
through them, you can contact
food caterers in an effort to
leave your band's business card
or any promotional material,
night clubs, bridal shops, schools,
etc. The great thing about
caterers and bridal shops, is
that they can dramatically increase
your possibility of getting
gigs, based on the amount of
niche target traffic they get.
4.
For Bands with CDs:
In
addition to executing, at least,
one source within the above
sections, if your band has a
release, make direct contact
with one appropriate area radio
station, television station
and print publication for possible
media coverage.
Since
you now have several different
areas that you are working,
as your band's internal manager,
you should probably limit each
area to only one type of contact
per day.
Additionally,
you should also create a computer
file or record, either in a
database program or spreadsheet
that allows you to recall the
status of each source at any
given time.
Some,
if not most of these contacts,
are likely to be unavailable
during your initial contact.
As such, be prepared with
a brief speech for their voice
mail that states, to the point,
your purpose for your call.
Night
club voice mail message:
"Mr.
Baker, my name is Kenny
Love, and I am the manager
for the "Little Driveling
Fools" band. I
am calling to learn if I
may submit a press kit for
your review and consideration
of having our band perform
at your venue. My
number is 927-555-1348,
and I would greatly appreciate
your response. Thank
you."
Business/Organization
Prospects:
"Ms.
Thomas, I am manager for
the band, Lurch and Popeye,
and was wondering whom I
might speak with in your
company that coordinates
entertainment for your company
functions."
If
you structure this right, and
get your daily rhythm down,
you can get what is, possibly,
now a daily chaotic fight for
exposure, down to an organized
science that can be executed
within a 3-hour time period,
or less.
And,
when your resources have been
depleted for contacting in your
area, simply duplicate the process
and spread it out wider, geographically.
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Kenny Love has
an extensive background in both the Music and Writing industries. Learn about the new services that he is providing
to unsigned and independent recording artists in response to today's shaken and fractionalized Music industry by
sending an email request to klmubiz@getresponse.com.
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