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Music Tectonics
The Evolution of Artist Management
Nov 20, 2024
David Lai, a manager at Park Avenue Artists with A&R experience at Sony Music, and Ross Michaels, a partner focusing on innovative project development, share insights on the evolution of artist management. They discuss the shift from securing record deals to a comprehensive strategy that encompasses social media, project development, and traditional label roles. The duo highlights the importance of balancing artist autonomy with managerial guidance and the innovative opportunities that technology brings to the music industry, including evolving business models and brand collaborations.
49:37
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Quick takeaways
- The role of artist management has evolved beyond securing record deals to actively guiding artists through project development and social media engagement.
- Partnerships with brands are now essential, as managers help identify collaborations that enhance an artist's image and secure funding for creative projects.
Deep dives
Innovative Directions in Artist Management
The traditional role of artist management is evolving significantly as practitioners adapt to technological advancements and changes within the music industry. Management now encompasses not just securing record deals but also actively engaging in the artistic development of projects, from virtual instruments to mixed reality experiences. This shift reflects a recognition that artist management must take on more responsibilities as record labels have diminished in influence and function. By focusing on diverse creative projects that align with the artistic interests of the artists, managers can provide more comprehensive support to grow artists’ careers in innovative ways.
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