One of the first things an artist will have to decide is the name by which he/she wishes to be known. If the artist is a solo performer, or one who wishes to hire other musicians to accompany him or her, they may choose to use their own real name.
Alternatively they may wish to make up a new ‘stage’ name under which they will be known. For example Elton John’s real name is Reginald Dwight, whereas Elton John is his stage name or artist name. If the artist is a band, the name of the band needs to be chosen carefully. It is best to opt for a very unusual name to avoid confusion with other existing artists. Searching one of the Internet search engines such as Google or Yahoo is a good place to start.
There have been many cases in the past where bands have had to change their name or contest their title in court as it comes to light that there is another band in existence with the same name. For example, in the 1980s there was a very
successful British band called ‘Yazoo’. They dicovered that there was already a band with that name in the US, so they changed their name to ‘Yaz’ for the US only which served to avoid any legal action against them in that territory. It did, however, lead to some confusion globally. If finances allow, it is a good idea to trademark the artist or band name as soon as possible, at least in the country of residence. This name can then be trademark registered in other countries or perhaps worldwide as the artist or band becomes more successful.
Artist Management
As soon as an author or performer, or an artist who is both author and performer, starts to become successful he/she will need to find a manager. A manager is someone who will look after the business side of the artist’s career and will interface with all other parties involved in contributing to the artist’s commercial success. Commerce and art do not always sit happily together and it is the manager’s job to provide that often difficult interface, and make it work. Managers are the only group of people in the worldwide music industry who have to know about every aspect of the music industry. They are the ones who have to make the rules of copyright work on a daily basis and it is they who have to grapple with the rapid developments in technology and make sure, as far as possible, that the artist is paid.
Let us consider the main aspects of management. We will refer to an individual artist or a group or band of musicians or singers as the ‘artist’.
Artists seeking Management
In the early stages it is often a good idea for artists to manage themselves until they reach the point where they need outside help. Alternatively it may be that a friend or relative of the artist or band takes on the management role at this early stage. It is very important that the artist, as soon as possible, is conscious of the need to build up a fan base. A fan base is a database of people who are interested in the artist and wish to find out where he/she is performing, and if and when he/she is releasing records etc. If a phonogram producer comes to see an artist play live and the venue is full the artist stands a much better chance of being offered a recording contract, if that is the artist’s aim. Phonogram producers want to sell as many records as possible and if they see that an artist already has a substantial and enthusiastic fan
base they will be reassured that there will be a market for the artist’s recordings. In the early stages it is a good idea for the artist to try and secure as many live appearances as possible. By doing this he/she can improve his/her skills and build up a fan base. One of the best ways of building the fan base is to get a friend of the band to hand out forms and pens and encourage members of the audience to complete and return them on the night of the performance.
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