Panda Band Management interview at SXSW
As I watched this interview with a manager from Panda Band Management, I am reminded of once again how difficult this business of music can be to break into. It takes some intense focus, vision, planning and execution to even come close to making it big. This blog will focus briefly on the interview with Ray of Panda at SXSW, and then talk about some very important factors artist managers need to be looking for when taking on new talent. In essence, this post could be very helpful to both someone looking to become an artist manager, and also a band looking to gain a manager.
From the interview, Ray says the most important step is to have a plan, and have a plan on several levels…recording, distribution, touring. Management is there to help you achieve your goals, but you need to have goals, first. He suggests that the band is ready to record, or already have recorded. It also comes down to who they want their audience to be. In order to reach those audiences, they will have to make a product that appeals to them.
Ray also mentions first tours doesn’t usually make money, they end up being more of an investment to broader your audience. You get to meet a lot of new people and make new fans. You are also far more attractive to your fans at home because you are expanding your resume in a sense.
So, with that advice from a manager to a new artist or band getting started, I thought it would good to expand upon what a manager should be looking for before committing to new talent. From “This Business of Artist Management”, a book I’m reading for my Product and Management class through Full Sail University, I have been learning about what a manager is looking for beyond business organization assets. It’s very important to assess the creative skills and package that the artist or artists bring to the table. It’s not good enough for an artist to just have a good voice, but they need to bring the “whole package”, if you will. Some suggestions the book give from Chapter 10 are: taking inventory of your artist’s sound, their material and physical appearance.
When listening to an artist it’s important to see what differentiates them from the crowd. If you’re signing another Christina Aguilera, you are going to need to find a new angle to market her. It would be really helpful to sign an artist off-the-bat who is unique and offers something new. Physical appearance, as unfortunate and shallow as it may be, is also incredibly important in the entertainment industry. In order to be taken seriously, an artist needs to look their best and show some edge and pizzazz. A manager’s job is to point these things out, and make sure they are managing an artist who is unique and has a great look.
By taking a full inventory of an artist, a manager can have a good grasp on what direction the professional relationship will go. Overall, it’s important to plan as an artist and also a manager. In order to gain success in the music business goals need to be established and carried out. The relationship between the two is crucial and will set stage for success.
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