This month I am reviewing Artist and Product Management by Japheth Campell from the website 360 digital artist. In this article Mr.
Campell discusses the differences between Artist and product management and how they rely on each other for the
success of the artist career. How it is the manager’s responsibility to
integrate the artist and products on behalf of the artist. It is also important
that a manager designs a career plan for the artist before any sources of
revenue are attempted, this way the artist had connected with his/her fan base
building awareness for the brand before trying to turn them into customers.
According to the article taking a creative inventory will
help identify the artist abilities, strengths and weaknesses, and see if the
artist has an appealing appearance that is marketable; are they the total image
package? After the creative inventory a manager can start to map out the career
path and seek to develop and market the artist by having an online presence to
retain current fans and make new ones. It is also important that a good manager
knows how to manage a product and understands the target audience, and to talk
to the fans to find out what they want.
In Ian’s article he make mention of a few good resources for
the aspiring artist and product manager, The Product Manager's Field Guide: Practical Tools,
Exercises, and Resources for Improved Product Management and This Business
of Artist Management by Jr. Xavier M. Frascogna, H. Lee Hetherington both very
good resources for anyone interested in artist and product management. I have
found this article to be of great importance to me in my efforts to become a
very good manager in the music industry and the resources are a mainstay on my
bookshelf and I read them to help me be a better manager.
