Social Media: The Gift & The Curse

Facebook, Twitter, Instagram, and Tumblr; these social media sites have changed the landscape of how we communicate with each other on a day-to-day basis. They allow for networks of people to keep in constant casual contact with one another through Facebook statuses, tweets from twitter, instant picture sharing via Instagram, and outlet to express your individuality through media with Tumblr. However, it was not long ago that none of these options were available. I can still remember back in 2004 when I first joined Facebook and only having a network of only 20 schools to communicate with. Time flies.

Social media has also allowed for music artists to better communicate with their fans and give somewhat of an insiders look at their life through their social media accounts. Artists have been able to build a strong fan base over the last few years primarily because of these social media accounts and the access into their lives that it affords the everyday person.

However, there is a flip side to this exposure. Everyone is not a fan nor supporter. The same sites that allow for artist to communicate with their fans also allow for them to communicate with their “enemies” or “haters”. Over the last year or so, I have seen far too many instances of what I like to call “social media misconduct,” committed by various artist from local to well known. Artists have engaged in arguments with fellow artist and fans, and posted inappropriate material at times.

As an artist manager, it is one of your responsibilities to monitor the content an artist displays through these networks. Social media should be used as a supplement and not be mishandled. All post should have some sort of direction towards a final means. Artists should engage with fans in regards to topics relevant to their career. They should also stay clear of Internet trolls and NEVER engage in any back and forth with someone via the Internet. These people will prey on the insecurities of an artist to evoke a reaction, but an artist must remember that they are the professional and ignoring ignorance is a part of the territory.

We live in an instantaneous world now and social networks have allowed access for anyone to voice their opinion, valid or not. At the end of it all, artists must maintain their professionalism. A reputation takes a lifetime to build and only minutes to destroy. Guard your artist reputation and be very mindful of what is being posted throughout their social media accounts. 

A Managers Foundation

Over the last 2 years I have gained some great experience as an artist manager. The excitement of overseeing a music artist career from its beginning stages to even the smallest amount of success is very rewarding.  I look at myself as sort of a life coach on top of music manager. There is a certain level of guidance that an artist looks towards their manager for that is not found in any other realm of their life because its dealing with their profession. After successfully managing various artists the last 2 years I can share some of my successes that will help anyone new to artist management gain some basic understanding of how to deal with artist.

Tunnel Vision

This is a key attribute that any manager should make sure that their artist has, and if they do not have it then we must develop. What do I mean by tunnel vision? It’s the ability to block out all the surrounding distractions that have no bearing on the overall goal. Artists sometimes get caught up in watching what other artists are doing and feel that they must keep up with them. The more energy an artist puts into developing their own sound, fan base the more benefit to them in the long run.

Decision Making

As a manager I explain to each of my artists that their careers are ultimately in their own hands but a great manager will layout the information necessary for an artist to make key decisions. I compare it to coaches of professional teams. The players are the talent so everyone judges them based off of their performance on the field/court. What the coach does is prepare the players as best possible and put them in the best positions to succeed with their ability. Same thing applies for artist managers. It is our duty not to make the decision for the artist, but guide the artist into making the right decision through proper research and planning.

Handle With Care

Every successful artist is passionate about his or her craft. With that passion also comes a certain level of sensitivity. The ego of any artist must be handled delicately because every artist is giving the listener a first hand look into their diary of lyrics which in most cases have some personal meaning or effect on them. Now I don’t suggest you baby any artist because the worst thing an artist can have is a “yes man”. However when critiquing or making changes that an artist may not fully agree with gives rationale and reasoning for your input.

These are just a few main tips I’ve chose to pass along as a foundation for any successful manager to build that good relationship with their artist. The better the relationship the more in tune you are to help the artist grow as a professional.