Entertainment Management
Ten years of artist management in Los Angeles has taught me many tenets of the entertainment industry. The skill of artist representation can be quite a daunting task; the success of the client rests entirely in your hands, therefore it is imperative that the representative/client fit is one of mutual understanding, truth and trust. The objectives of both parties must be clearly defined and agreed upon in working collectively in directing a career in a very competitive industry.
The following are in answer to some commonly asked questions.
To the Client/Artist:
A candid approach to identifying one's talent is imperative. However personal, use an external assessment of your talents and capabilities in plotting your direction, and later in realizing your goals. Do not undermine any of your experiences, yet realistically quantify them in your career goals - (one acting class will not make you an actor). Be realistic, creating a career takes time; oversimplifying the industry will lead to failure.
Study and practice your craft from the inside out. Know the protocol of your industry and prepare yourself accordingly. Do your homework, know who you will be meeting with when auditioning. Research their accomplishments and or failures. Understand production timetables from casting to wrap, this will allow you to 'guestimate' other like projects.
Establish as many relationships as possible, for this is what the entire industry is based on. The relationship with your agent or manager must be mutual
This is an area your representative will enhance and forge, but do not rely solely on the attempts of your rep.
Have a professional/semi-professional medium by which to showcase your work. This collection can be quite expensive, so start slowly and build up as you need. Choose carefully a photographer for headshots. This is the single most important medium used as a first impression in the entire entertainment industry.
Diverse and detailed resume. Clear photography that displays your character/characteristics (portfolio). Well prepared monologues. Song/music displaying your range. Writing samples (for literary representation). Voice-over samples (commercial/voice-over talent)
This is the double edged sword. Representation can cost 5 to 25 percent of your income, a very worthy investment. However for the novice, do not secure representation right away. Do the foot work yourself, get familiar and interested in the business, know that your rewards are based on how much you put into it. When you reach obstacles in your growth then secure an agent. Research and select agent representation specific to your primary talent (do not use a commercial talent agent for theatrical representation). Although many agencies diversify, their divisions may be separately operated and inter-departmental transitions may be frowned upon, and vindicated by the agents. However, a complying diverse agency will provide a greater “team” in achieving your objectives and goals.
Management representation is very useful with established talent, diversifying accomplished careers and philanthropic endeavors. The pairing of agency and management generally covers the gamut in entertainment representation. This team can work collectively, expeditiously and simultaneously on reaching set goals, objectives and interest, in all areas of entertainment. Segues into product branding, apparel, culinary, fitness and philanthropy have been successful applications in artist management.