by: Brandon Countee
One of the most important things in a varied industry like entertainment is the need for managers to create and execute goals. Goals are so important because your clients’ careers are in your hands— not being able to managing things like this can lead to failure. Now one thing that is important to mention is before you set goals for your artist, make sure that both of you have a trust of each other. Having an artist that questions your leadership is another discussion. So lets get started. Define the goals as detailed as you can for your client. Have you noticed that when people say they want to lose weight, they can usually give a weight that they are shooting for? No one just says I want to lose weight and don’t have a number or some measurement to attain. Same thing with what we want to do. When an artist wants to work together on something but states that their goals are “success” or “hit record,” I respectfully decline. Those responses are vague and vague is a red flag. Your goals need to be either numerical or clearly defined. What sounds more likely: “I want a hit record” or “I want 3000 streams of my record in 3 months of releasing it”? Your goal as a manager is to define what their goals are. Coaches tell players the goal is the championship and you have to set that goal for your artist. Make your goals realistic. Continuing from the first tip make sure your goals are something that can be achieved. Too many times, I speak with inspiring entertainers who want success and may have goals. But sometimes their goals are so high(unrealistic) that failure is basically guaranteed. Not because aiming high is bad, but aiming for something that has a low level of achievement is bad. I consulted with a emerging musician about 4 years ago who wanted to release a mixtape and wanted 50,000 downloads by the end of the month. Very ambitious and detailed, but it was unrealistic. I told him that our goal should be 2k by the end of the month with 300 with in the first 2 weeks with a marketing strategy to help it go viral.Be ambitious but be realistic with your artist and the goals. Never stop focusing on the goals The last one is maybe the most important because I can speak from my failures with this. Many times we start seeing things going in the right direction. Our artist single is getting more streams, our client is getting more shows, or we start seeing a little coin (old school way of saying money), we start thinking differently. No!!! Unless something happens that should change the goals, don’t let the little success change the long term goals. You have to stay focus and keep your clients focus. You ever see that artist that is growing more and more then all of sudden the little success caused them to go sideways and they are back to square one. In closing, you have to remember you don’t have to be the most connected manager, the most knowledgeable or the best. But you have to insure that all actions are geared toward the goals being met. That’s your job.
Brandon Countee is the founder and Chief Design Director of Majestic Raven (MR). He specializes in branding and marketing, along with artist management and artist development.