Songwriters are using AI Generated voices for song pitchesSome may see it as cheating while others find it genius, however no matter what you think AI will not be stopped by creating new strides for music professionals. by. Continue reading
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Angry Mob Presents New Normal Writing Camp, Announces Upcoming CampsThe New Normal Writing Camp presented by Angry Mob Music Group took place over five days (June 26-30) in Downtown Los Angeles and featured 30+ talented artists/writers/producers from 10+ different cultural backgrounds. In addition, out of those in attendance, 50% of them were women producers and 70% were female writers/artists. 

The New Normal Writing Camp, founded by Ralph Torrefranca (Filipino-American Senior Director of A&R, Angry Mob), was created to bring our songwriting community together and lift each other up in an industry where underrepresented voices are often held back due to the old ways of thinking. The New Normal is a writing camp that encourages diversity and champions the melting pot of cultural backgrounds, which brings a unique and universally relatable perspective into the music world.

“Artists in residence” included UMI (RCA), YDE (Warner/Facethouse), Paravi (RCA), Deb Never (Moon Landing), Maris (Black House), Tempest (Arista/Sony), and Chandler Leighton; Our producers included MNDR (Mark Ronson, Charlie XCX), Chong The Nomad (21 Savage, Shang-Chi), Ali Stone, V-RON (Alicia Keys, Ambre), Joe Pepe (Iann Dior, Sam Short), Verskotzi (Prinze George, Sam Drysdale), Bus (Ty Dolla $ign, Brent Faiyaz) and Dominique Sanders (Tech9, Dr. Dre); and our writers/artists included Bailey Bryan, Sayak Das, Kiana V, Brooke Daye, Rose Tan, LeyeT, Galxara, Taylor Foley, Chloe Tang, Sad Alex, Floyd Fuji, Mori Einsidler, Gray Trainer, Dan Richards and Louis Castle.

The New Normal is proudly sponsored by BMI, Topo Chico, Shure, JHS Pedals, Izotope, Native Instruments, and Spitfire Audio, who all support the message and purpose behind what the camp aims to change in the industry. For more pictures, visit The New Normal Songwriting Camp's Instagram. Angry Mob Music is also planning to have another New Normal Writing Camp in Los Angeles, CA during the fall of 2023, followed by one in Nashville, TN in 2024. 

Bandsintown launches free Release pagesBandsintown, already the go-to platform for live show marketing, has added free Release pages to help artists announce new music, merch drops, contests. tours, presales, and more. Artists keep the. Continue reading
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Why songs are getting shorterThis week’s Hypebot Flashback Friday post digs into a trend that is showing no signs of abating. Bobby Oswinki shares why. Guest post by Bobby Owsinski of Music 3.0 Songs today are shorter. Continue reading
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Fitzmaurice Relies on Amphion Atmos SetupAward-winning Irish mixer, engineer and producer Steve Fitzmaurice couldn’t have foreseen that his sessions with Dublin-based rock band, The Frames, in the mid-1990s would eventually lead to him buying a pair of Amphion reference monitors. Now, over twenty years into his career, Fitzmaurice is inspired by Apple Music’s launch of Spatial Audio, in mid-2021, he has since expanded his stereo monitor setup with additional speakers from Finnish manufacturer Amphion to enable him to also mix in Dolby Atmos.

Born in Dublin, Fitzmaurice knew by his early teens that he wanted to work in the record industry. But there were few studio job opportunities in Ireland, so after finishing school he went to London and started knocking on the doors of some of the city’s best known recording facilities. His early career began on the nightshift answering the phones at producer Trevor Horn’s Sarm West Studios. It wasn’t long before he was assisting on sessions with Horn and longtime Sarm West producer, engineer and mixer Julian Mendelsohn. After five years at Sarm, Fitzmaurice moved to New York and got a job at the Hit Factory and after a year went freelance.

Freelancer with new primary speakers

Over the years Fitzmaurice, who is based at Pierce Entertainment’s London studios, has worked with a long list of artists including Seal, Tina Turner, Tasmin Archer, Jodeci, Ian Brown, U2, Depeche Mode, Hikaru Utada, Sam Smith and many others. He has been nominated for 10 Grammy Awards, winning five for projects with Sam Smith, Seal and U2, also working on various Oscar, Golden Globe and Brit Award-winning productions.

It was David Odlum, guitarist with The Frames, who first brought Amphion monitors to Fitzmaurice’s attention. Now Odlum is also a successful producer and engineer, currently musical director for Sam Smith, with whom Fitzmaurice has worked since their debut album in 2013. “During lockdown we did a live stream from Abbey Road Studios for Sam,” Fitzmaurice recalls. “I was mixing, and Dave was going on about the Amphions, so I got a pair of One18s to try,” as an alternative to his usual monitors. “At first I found myself using them occasionally and then more and more.”

Fitzmaurice was happy with the results but still unsure, he says, so Odlum suggested that he try Amphion’s Two18 speakers. “I kept them for two or three weeks and the same thing happened — I was using my other monitors less and less. I ended up buying a pair of Two18s, and now they’re my primary speakers.”

Full view of the 7.1.4 Atmos Setup in Fitzmaurice's studio

Dynamic clarity with subtle details

Fitzmaurice has a simple philosophy when it comes to mixing. “I like clarity, low-end and dynamics. I don't really like clutter. My most used piece of equipment is probably the mute button! ​ These days, it’s a constant battle to make loud competitive records — we're in a world where you have to EQ and compress everything — but I try and keep some sense of clarity, bottom end and dynamics while also trying to keep everything as natural as I can.”

His Amphion monitors have certainly helped him achieve those goals. “I think that they’re pretty natural sounding, with clarity in the mid-range, especially, and the top end. But they’re not bland and boring. When you turn them up for clients, they’ve still got a bit of vibe.” His previous speakers worked best when they were loud, he says. “But with the Amphions I definitely mix quieter because they don’t change tonally when I turn them down.”

Fitzmaurice has worked with some of the best singers in the business and has earned a reputation for the sound of the vocals on his projects. There, too, the Amphion monitors are proving their worth. “The Amphions are very good for subtle details, smaller changes in volume and dynamics are easy to hear. ​ Because of this clarity I found them great for balancing vocals.”

Changing monitors is always challenging, but with three years of working with the Amphions behind him, he reports, “Mixes seem to be translating to every other system quite well, which obviously was my main concern, so I'm totally sold. And now I've got an Atmos system which is all Amphion speakers.” The new 7.1.4 setup in Fitzmaurice's room at Pierce Entertainment is comprised of three Amphion Two18 monitors combined with the BaseTwo25 bass extension system, four One18s for the surrounds ​ and four One15 speakers positioned overhead.

Cohesion with immersive mixes

One reason to dive into immersive mixing was that Apple Music’s default playback is the Spatial Audio mix of a song, if it exists, Fitzmaurice says. Having heard other people’s Atmos mixes of his stereo mixes, he says, “I started wanting to do it myself, being a bit of a control freak! Somebody asked me if there was a steep learning curve to mixing in Atmos, but I haven’t really found this as I am simply trying to convey the same feeling of the stereo mix in the immersive world.”

One big advantage of an Atmos mix is being able to spread the tracks out spatially, he continues. “You don't have to fit all this information into two speakers, and make tracks bright and aggressive. In fact, I’m often taking a little top end off my stereo stems, as they don't need it any more to cut through.”

But having heard Dolby Atmos mixes where some of the elements are too spread out, the song loses its power as a result, Fitzmaurice says. He is careful to keep his immersive mixes cohesive. “Primarily, the vocal and the drums are more in the front. Sometimes, with live drums that I've recorded, I might pull the room mics away from the main drum kit. I've mixed a few electronic things in Atmos, and there you've got a bit more freedom to play around. But I'm not a fan of stuff flying around and making myself feel seasick. Occasionally I’ll have something moving around slowly but it's more about placement.”

With the record labels, streamers and broadcasters all clamoring for immersive music mixes, the investment in an all-Amphion immersive speaker system is paying off. “Nearly every time I’m commissioned to do a stereo mix, as long as there's a budget, they want an Atmos mix as well.”

Fitzmaurice mixed eight tracks for the stereo version of Sam Smith’s current album, Gloria, released in January 2023 (Serban Ghenea mixed another three and David Odlum and Kevin “KD” Davis mixed one each). “All the songs that I mixed in stereo I mixed in Atmos as well,” he says. “There’s one song, “Perfect”, where I prefer the end section on the Atmos version because it feels like there’s much more space.”

He also recorded and mixed Smith’s live orchestral performance at Abbey Road Studios in Dolby Atmos. “It was Sam, a 16-piece choir and a 20-piece string section. I laid the studio out in a horseshoe and when I was mixing in Atmos I laid it out exactly like that. I had room mics as well and I put those exactly as they were in the room in the Atmos mix. You perceive it as if you are Sam, standing in the middle, so it envelops you. It sounds amazing in Atmos.”

About Amphion​Amphion Loudspeakers Ltd. was established in 1998. We design and build loudspeakers that are characterized by honest and accurate sound reproduction. Precise driver integration ensures world-class imaging and phase coherency. Controlled dispersion technology helps achieve more stable results in a variety of room acoustics. All products are handmade in Finland (and the Amphion amplifiers are assembled in Finland) to ensure enduring listening quality.

8 Tips to help you successfully pre-promote your next releaseMaking the music is only half the battle, now that it’s time for promoting you may have a lot to learn when it comes to getting the word out about. Continue reading
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The music industry is at a tipping point [MIDiA’s Mark Mulligan]Artificial intelligence, underpaid artists, and tens of thousands of new tracks released daily are just a few of the major problems facing the music industry. “There is still time for. Continue reading
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The MLC Issues Quarterly ReportIn June, The MLC's CEO Kris Ahrend, testified in Nashville before the House Judiciary Subcommittee on Courts, Intellectual Property and the Internet, at a field hearing entitled “Five Years Later — The Music Modernization Act.” In addition to answering questions about The MLC’s work from the Committee members in attendance, Kris provided an update on The MLC’s operations, including the growth to more than 28,000 rightsholder Members and the distribution of more than $1 billion in royalties to date. The MLC is grateful for the Subcommittee’s time and for the participation of all of the other stakeholders who testified, to address the work of The MLC and all those across the industry working to ensure that rightsholders receive the royalties they are due under the blanket mechanical license. To read Kris’s full written statement, click here.

The MLC’s 2022 Annual Report is now available on our website. The report offers a look into our second full year of operations, key performance metrics from 2022, a financial summary and more.

Read Our 2022 Annual Report

On May 23, the Copyright Royalty Board (CRB) issued its initial rate determination for the Phono 3 rate period. This initial determination and the publication of the corresponding regulations that accompany the initial determination represent the next important step in the CRB’s process of finalizing the rates for the Phono 3 rate period.   Once the rate determination is finalized and published in the Federal Register, DSPs will have 6 months to deliver revised data and any royalties they may owe under the final Phono 3 rates — both for the historical unmatched usage previously reported (for 2018, 2019 and 2020) and for usage under the blanket license previously reported (for 2021 and 2022). The MLC has already begun working with DSPs to prepare for their delivery of this revised usage data. For more information, you can read more and check out our timeline here. 

In May, we completed running our final set of historical unmatched data files through our internal matching process. During the Congressional Field Hearing in Nashville, we announced that we had matched nearly 70% of the historical unmatched royalties transferred to us by DSPs. That means that nearly $300 million in historical royalties will be eligible to be distributed to Members provided they have claimed their shares of the works that we’ve matched to those historical royalties. Members can use our Claiming Tool to search for — and claim — any missing shares of their songs that other Members have registered with The MLC, and Members can use our Registration Tools to register any songs that have not yet been registered with us.   Members can also use our Matching Tool to search for uses of their works in the remaining unmatched data we have for those historical royalties. (The one exception is the historical data we received from FanLabel, which contains issues that FanLabel has not been able to rectify.) By providing our Members with full visibility into all of our remaining unmatched sound recording data, we have fully illuminated the "black box" for digital mechanicals for the first time in history and given Members the ability to help us eliminate the black box by proposing matches to their registered works. We’ve already reviewed and approved matches for more than 800,000 previously unmatched groups of recordings that our Members submitted using the Matching Tool. Once we approve a proposed match submitted by a Member, they will be able to receive any previously unmatched historical royalties we received for their song and any unmatched blanket royalties we have received since The MLC launched full operations.

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Billboard: How’s the Music Modernization Act Working? Congress Gives Landmark Legislation 5-Year Review Music Row Magazine: The MLC Crosses the $1 Billion MilestoneBillboard: Songwriters’ Streaming Royalties Have Been Determined (Finally)Music Tectonics Podcast: Inside The MLC With CEO Kris AhrendMusic Connection: The MLC Announces Events for Pride and Black Music Month

TikTok’s parent has launched an AI music making app. What might this mean for the video platform’s music licensing talks?How might the launch of Ripple, an AI-powered music making app, play into the short-form video platform's future licensing negotiations
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Recent Classical Highlights for June 2023Epic listening is what you get with this month's classical reviews, in more than one sense. If only we all had the energy of Garrick Ohlsson (pictured), who, with conductor Donald Runnicles, performed the heroic feat of playing all of Beethoven's piano concertos over the course of one week.

The Manager's PlaybookThe Manager’s Playbook: Essential Roles and Realistic Paths For Musicians

As musicians, we all ponder the role of personal managers, those guiding lights who can shape our journey. They navigate us toward our artistic vision while deftly handling the nitty-gritty of the music business. Picture them as our champions, hyping us to the right business contacts, unveiling hidden opportunities, securing sponsorships, and orchestrating epic tours. They’re the backbone that ensures everyone involved is pulling their weight and more.

But here’s the thing: personal managers don’t grow on trees; they’re a hard-earned privilege. Truth is, until we’ve made some headway on our own, those seasoned managers with clout may not bat an eye in our direction. If we sit around waiting to be rescued without making our own strides, well, our musical journey might just veer into the abyss.

That’s why it’s crucial to grasp the diverse management options available to us musicians. From the DIY approach to linking up with established professional management, there’s a path for everyone. But before we dig into those essential routes, let’s quickly walk through the myriad roles a personal music manager can undertake. So, hang tight and read on, fellow musicians, as we embark on this enlightening voyage together.

Excerpted from the book Business Basics for Musicians, 2nd Edition

© 2023 By Bobby Borg

PART 1:

THE ROLE OF A PERSONAL MANAGER IN YOUR CAREER

By strict definition, a personal manager advises and counsels artists in all aspects of the new music business. This may include artist development, project management, touring, contracts and income streams, and so much more. 

A. Artist Development

The manager may assist with the development of an artist’s career via the following activities: 

•Encouraging You to Get Your Brand Together: Inspiring you to polish up your brand—from your artist name and logo, to what you wear and say in public, to the charities and other organizations and brands with whom you associate. 

•Assisting with Your Sound and Songs: Inspiring you to polish up your compositions and musical sound. If needed, the manager may even help set you up with songwriting consultants, cowriters, and producers, and help you find complete songs to record and perform. 

•Helping You to Improve Live Performances and Merch: Inspiring you to perfect the quality of your live performances (set list flow, presence, etc.) and merchandising designs (T-shirts, hats, stickers, etc.). And finally . . . 

•Helping You Build—and Monitor—Your Fan Base: Encouraging you to strengthen your connections with fans, including improving your social media content strategies on sites like Instagram and TikTok (or other), finding ways to get fans’ assistance with promotion and spreading the word-of-mouth, and ultimately getting fans to engage with you more personally through monetized crowdfunding platforms and Patreon. Additionally, your manager will help you to monitor fans through the use of various analytical tools and artificial intelligence to gain insights and make smarter decisions.

B. Contracts and New Income Streams

Your manager may also help initiate various business deals by doing the following: 

•Setting Up Meetings and Seeking Out Future Opportunities: Setting up meetings with potential co-writers, publishers, merchandisers, sponsors, and record companies, and seeking out immersive opportunities in the metaverse, digital asset stores and NFT marketplaces, and—when you’re a huge star—catalog sales via top music investors.

•Researching the Right Deals: Researching which companies and representatives are best suited to your talents and musical style, based not only on a company’s past signings or successes, but also on its financial stability, management capabilities and understanding of your vision.

•Recommending You Find Legal Counsel: Providing recommendations for legal counsel to help shop your music to various companies and review important contract terms that are relevant to the new—and ever-changing—music industry. And finally . . . 

•Working Collaboratively with Your Attorney: Communicating with your attorney about important contract deal points, but knowing when to step aside and let the attorney do their job. 

C. Project Management 

When, and if, you sign a recording agreement, your manager may also assist by doing this: 

•Getting Everyone at the Label Excited About Your Career: Lighting the fire under the label’s ass and trying to make sure that you will be a top priority. 

•Monitoring Pre-Release and Post-Release Activities: Providing marketing ideas regarding the branding, price, place, promotion and measuring of your records, and fighting tactfully for what is best for your career. And finally . . .

•Meeting with Departments: Meeting with the various departments at the record label, (new media, licensing, press, sales, marketing and radio promotion), and to make sure that everyone is talking and working in concert to further your professional career. 

D. Hybrid Services: Merch, Publishing, and More

As if the above tasks were not enough, some management companies operating under newer business models may even assist your career by doing the following:

•Providing Label Services: Handling all matters concerning the funding, recording, manufacturing, distributing, promoting and monitoring of a record, in addition to all other management services. Said another way, the management company is a label, or the label is a management company—however you see it. 

•Providing Publishing Services: Seeking creative uses of your songs in film, TV, games, and podcasts, issuing licenses to music users for the use of your songs, and collecting all income generated by these uses. And finally . . . 

•Providing Merchandising Services: Helping design and manufacture effective merch that sells, helping the group sell merch on the road and via retail outlets, and seeking sub-licenses to expand the product line. And finally….

•Providing Digital Marketing and Advertising Services: Acting as a digital marketing service in influencer marketing campaigns, advertising campaigns, email marketing brand sponsorships, and general social media management. 

E. Live Engagements and Touring

Moving on to another role, a personal manager may also assist with the following: 

•Securing a Talent Agent: Helping you to find a licensed talent agent who specifically works on procuring live performances. Your manager will work together with this agent to determine which tours are best for you, to make sure that you’re getting the best offers from concert promoters, and even to help direct your performances from city to city. 

•Working with Your Business Manager: Helping you find a business manager who specializes in the music business, and working together with him or her to ensure that your tours are properly budgeted. Hotel accommodations, transportation, stage crews, and other expenses will be closely examined in an effort to minimize expenses and ensure that you turn a profit (or at least cover expenses). And finally . . . 

•Hiring a Tour Manager: Hiring a “tour manager” who is responsible for keeping a watchful eye on all business matters from city to city, night after night. This could mean checking you in to hotels, “advancing” the shows (making sure that each venue has the proper accommodations in place for you), “settling” money with promoters at the end of each night, babysitting, and bailing you out of jail—seriously!

F. Physical and Mental Health Issues

Finally, once an artist is successful, a great manager can assist the artist in the following ways: 

• Monitoring Physical and Mental Health: Looking out for the artist’s health and well-being, and knowing when to say no to that extra morning radio show, public appearance, podcast interview, or leg of the tour. 

•Checking in with the Artist: Checking in with the artist and simply asking him or her, “How are you doing?” Said another way, the manager checks the goose that is hatching the golden eggs, rather than just focusing on the golden eggs. This is important. Artists are known to break down when they’re pushed too hard. Elvis Presley is one classic example. Destiny’s Child, Britney Spears and Justin Bieber are more recent examples. 

Turning Bad into Good: POST Malone and IGGY Azalea

Dre London, Post Malone’s manager, highlights another role of personal managers—turning bad into good.  

London discovered that Malone’s upcoming album had been leaked online. This could have been a major setback for the album’s release and promotion, potentially affecting its sales and reception.

However, instead of letting the leak derail their plans, London and team decided to turn it into a marketing opportunity. They created a scavenger hunt on Twitter, where they released different snippets of the leaked songs and hid clues for fans to find the full tracks.

This not only generated excitement and engagement among Post Malone’s fanbase, but also helped increase the album’s visibility and anticipation. When the album, Hollywood’s Bleeding: The Director’s Cut, was officially released, it debuted at number one on the Billboard 200 chart and became one of the best-selling albums of the year. Totally fire! 

In another example of turning bad into good, T.I., Iggy Azalea’s manager at the time, helped Azalea avoid a major PR disaster and instead turned it into a positive experience. 

Iggy Azalea was set to perform at the Pittsburgh Pride festival, which was a highly anticipated event for the LGBTQ+ community. However, a Twitter user resurfaced old tweets from Azalea containing homophobic and racist remarks, which caused a backlash and calls for her to be removed from the lineup.

T.I. could have suggested Azalea issue an apology and let the situation play out. Instead, he came up with a creative solution. T.I. suggested that Azalea use the opportunity to educate herself on LGBTQ+ issues and work closely with the community to make amends.

Azalea agreed and as a result was eventually welcomed back by the LGBTQ+ community. Make no mistake, folks, turning bad into good is a major role of the manager.•

PART 2:

Management Options

Now that you understand what a manager does, we can discuss the various management options available to you. The most common choices, depending on how far along you are in your career, are self-management, start-up management, and established professional management.

A. Self-Management (DIY or DIE) 

In the early stages of your career, good management must always begin with the artist. Unless one of your relatives happens to be a record label or publishing company president, no one is going to help you until you first help yourself!

As your self-manager, consider the self-assessment checklist below to determine whether or not you are doing all the right things.

• Have you given serious thought to your long-term career vision? 

• Have you written a large repertoire of songs or even cowritten with professionals?

• Have you professionally recorded, mixed, mastered, and packaged your music?

• Have you developed a consistent and unique brand (name, logo, look, attitude)?

• Have you learned to properly release your music in streaming and physical formats?

• Have you mastered your marketing game both online and offline, as well?  

• Have you developed creative methods of connecting/engaging with your fans? 

• Have you amassed respectful analytics (streams, social numbers, reviews)?

• Have you developed a kick-ass live show and amassed a respectful local draw?

• Have you attempted to hit the road playing colleges, festivals, other events?

• Have you created a line of merch (T-shirts, hats, etc.) and generated decent sales?

• Have you aligned with any product sponsors and formed symbiotic relationships?

• Have you pitched your music in synch (film, TV, games) and secured placements?

• Have you attended industry conferences (NAMM, SXSW) and built a network?

• Have you subscribed to the trades/podcasts and got a grip on the new music biz?

• Have you made an effort to keep up with emerging trends (NFTs, Web 3, AI)?

• Have you found methods to pay bills, set goals, and manage your time like a pro?

Musicians often believe that the solution to their problems is finding someone to whisk them up from rehearsal room to superstardom. An experienced manager can make good things happen fast, but he or she is not a solution for your laziness. This is the digital age, where doing it yourself is far easier than ever before. Bottom line: you must generate some action on your own—and prove that you don’t need any help—in order to give managers a valid reason to want to work with you.  

B. Start-Up Management

After you’ve reached a point in your career when you’ve done all the things mentioned in the list above, and you just can’t go any further without a helping hand, then perhaps you’re ready for a start-up manager. This might include one of the following: 

• A Friend: A close friend who’s willing to make phone calls and help promote shows without getting paid for the first few months or years. In fact, he may not even be called a “manager” at all, working with the understanding that as soon as your career progresses, he will be replaced by an established professional manager and offered some other position with the band. 

• A Retired Musician: An experienced musician who wants to “right all the wrongs” she encountered in her professional career, and has got all the passion and drive needed to set you on course. 

• A Businessperson: An educated businessperson who’s always dreamed of being in the entertainment business and has the desire to live those dreams through you.

• A Club Owner: A club owner in your hometown who sees hundreds of bands perform each year. This individual has a good idea of what works and what doesn’t and is willing to offer you an objective point of view and career guidance. And finally . . . 

• An Intern: An intern or junior assistant of a professional manager by day who’s looking to cut his teeth on managing his own artist on his downtime at night. He’s got the advantage of having his boss’ ear for guidance and observing how a professional office is run all day.

While start-up managers may not be the most experienced folks, don’t underestimate their value. They can be some of the most loyal and hardworking people around, and they’ll stick with you through the tough times. And who knows, they may even grow into being legends. Look at Andrew Oldham. He started out with the Rolling Stones when he was just 17, and he became one of the most successful managers of all time. Johnny Wright started managing New Kids on The Block at just 18, and he also went on to manage Jonas Brothers and Justin Timberlake. Impressive! 

C. Established Professional Management

Finally, if you’re able to create serious momentum in your career (get millions of streams, start generating some income, and/or attract labels and publishers), then established professional managers will be more interested in working with you. You might be referred to these folks via your record label, or they might seek you out. Let’s look at mid-level and big-league managers.

Mid-Level Managers 

Mid-level managers are those who have a great deal of experience in the industry but have not quite broken a band into superstardom. Maybe they have one client on their roster who was able to amass several million Spotify streams and social media followers on Instagram, YouTube, and TikTok (or other), but they still don’t have that bonified superstar artist yet—and that’s what they’re shooting for! They are typically well liked in the industry and have a big enough network to open some doors for you. 

However, the problem with mid-level managers is that they are not as powerful as big-league managers, and therefore it may take them longer to get things done.

Big-League Managers

Big-league managers (like Irving Azoff, Scooter Braun and Coran Capshaw) have been around for years and have lots of Grammy-winning superstars on their rosters. The relationships they’ve formed, the respect they’ve earned, and the favors they can trade give them the power to make things happen with just a few phone calls. 

However, the problem is that you could easily get lost in the sauce. This means that you get overshadowed by their more profitable clients. I was with a group that had one of the most successful rock management companies in the word (one that handles Metallica), and we never even did one date with the band or really much of anything at all. We soon left the management. 

Qualities of the Manager 

There are dozens of experienced, professional, established managers out there, any one of whom is capable of doing the job. The important thing is picking the one who really wants to work with you. 

Don’t just pick a manager who has the biggest stars on his or her roster, takes you out to the most expensive restaurant, or makes the biggest promises. 

Above all, your manager must possess a genuine enthusiasm for your music, an understanding of your vision, and a commitment to going the long haul. Of course, they must also come highly recommended from people you respect, and they must be trustworthy.

Be sure to read the biographies of some of the most interesting managers of all time and make note of some of the other character traits that you admire. One I’d like to recommend is the story of the Rolling Stones manager titled Stoned: Andrew Loog Oldham. Oldham understood branding and how to create the Stones’ “bad boy” image; he was an innovative thinker and helped the Stones retain ownership in their masters; and he knew how to form the right alliances for the band (he connected them with the Beatles). 

Another manager you might want to read up on is Scooter Braun. Scooter was a strong believer in social media (long before it was the industry norm), and had a knack for spotting hidden talent online, notably Justin Bieber. He also knew how to form the right alliances for Bieber by hooking him up with Usher, who was very instrumental in furthering Bieber’s career. 

So, what traits are important to you? Be sure to give this some thought. •

BOBBY BORG is a music industry professor at USC, author, and YouTuber at youtube.com/bobbyborg. He is the author of Music Marketing for the DIY Musician, Business Basics For Musicians, and Introduction to Music Publishing. He is the co-author (with Britt Hastey) of Personal Finance for Musicians.

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SoundCloud tackles what it calls the ‘Zero Plays problem’ with AI-Powered ‘First Fans’ featureAlgorithm will use AI technology developed by Musiio
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The music industry’s tipping point is Right Here, Right NowStreaming is buckling under its own weight. The economics and structure that served it well in its first decade are not the ones that will get it through the next ten years. You might say that streaming is going through its ‘start up to scale up’ phase. AI is the disruption lightning rod of the moment, but transformational as it may prove to be, it is simply catalysing pre-existing disruptions. ‘Fixing’ the problems thrown up by AI would be dealing with symptoms rather than causes. The music industry is at a tipping point. There is still time for the creators and businesses within it to help shape what comes next, but that window of opportunity is both small, and closing.

Is anyone earning what they want from streaming?

When streaming first emerged, artists were worried it would not pay them enough; then the debate moved on to whether too much value lay with the biggest artists and labels; now with the superstar artist production line stuttering, the majors want a new royalty system to protect their income. Meanwhile, Spotify still struggles to generate a consistent profit. So the long tail, the majors, creators, and streaming services all think that streaming isn’t paying them enough. Which begs the question: just who or what is streaming paying enough?  Whatever the answer may be, the clear takeaway is that a royalty and remuneration system designed when albums, charts, downloads, and radio still ruled the roost, is failing to adapt to today’s much changed music world.

Remuneration pains are a symptom of consumption

A host of potential innovations are vying to be the solution to streaming’s remuneration woes (fan powered / user centric, two-tier licensing, etc.) but royalty challenges are the output, not the input. Streaming has shifted the majority of music behaviour from active listening to lean-back consumption, using algorithms to push consumers towards niches. The result is a consumption landscape shaped by fragmentation and passivity. There is a lot more consumption than before, with more consumers monetised, but the previous, finite artist economy has been replaced by an in-effect infinite song economy. Consumption needs ‘fixing’ before remuneration. 

While there are encouraging shifts towards monetising fandom, those tools will never have full effect if audiences are simply spending their time listening passively. There will, quite simply, be no fandom to monetise.

Machines on all sides

These are the two key sets of market dynamics that AI, and some other emerging technologies, will make worse, not better. Lean-back consumption is where AI will have the biggest, near-term impact. Context based playlists deliver music that is good enough. It is all about the overall soundscape rather than individual tracks, and even less about the artists. Production music libraries, like Epidemic Sound, have already shown that their music is plenty good enough for such playlists. Generative AI is waiting to pick up the baton, and may be able to do it even better if the music is specifically designed for the hyper-specific music that algorithms have taught consumers to expect. What is more, generative AI can get even more specific by evolving to the listener’s use case (i.e., like Endel). And if DSPs were to generate AI music themselves, then they could a) improve margins; b) stuff playlists; c) push users to the music. They who control the algorithm, control the listener.

And if that wasn’t bad enough for traditional labels and artists, a rising wave of virtual artists is hitting the market, such as K-pop acts Mave, Plave and Eternity, building on the foundations laid by the (now almost heritage) trailblazers like K/DA and Aespa. And even if these virtual artists have humans behind them, they are still a machine-centred challenge to wholly human artists (slightly crazy we even have to think in those terms these days!)

So, machines are opening a two-pronged attack on traditional labels and artists: 1) AI is competing for lean back, while 2) virtual artists compete for lean in (fandom).

Choose your poison

The industry’s strategy is to compel DSPs to take down problematic AI music and to keep the long tail in check with lower royalty rates. But that is unlikely to be enough. For example, why wouldn’t superstar virtual artists be eligible for the same royalty rate as superstar human artists? Regardless of whether the superstars are virtual or human, arguments that superstars deserve higher rates for pulling people to DSPs in the first place becomes less convincing every day, as consumption becomes ever more fragmented and ever less reliant on superstars.

But the scale of this problem is about to erupt like a volcano. Because the existential threat will come from AI in the hands of humans. AI will accelerate the consumerisation of creation trend that has been harnessed by artists and fans alike on TikTok, Snapchat, BandLab and a host of other places. Throw simpler-than-simple generative AI into social platforms and suddenly you have the potential for consumers creating ‘music’ at the same rate they create photos and videos. 

Millions of new ‘songs’ every day would break streaming royalties. So, labels would just get DSPs to keep those tracks off streaming, right? Not necessarily. These would be tracks made by people, so they would bring with them ready-made audiences of friends, family, colleagues and connections. Everyone becomes a fan of everyone else. It is the zenith of the network effect. And AI creations do not need to have millions of streams to disrupt streaming economics; millions of them only need to have at least one stream each.

And if friends can’t listen on DSPs, then they’ll listen on the social apps. Which means less time spent on streaming and further cultural dilution for DSPs. As one investment analyst put it to me: labels are faced with a ‘choose your poison’ choice, i.e., lower royalties now (due to dilution) or lower royalties later (due to smaller user bases).

Build a better train?

The entirely understandable temptation is to make what we have, work better. But sustaining innovation is unlikely to be enough. Just in the same way that it wasn’t enough for train companies to build better trains when Henry Ford’s new-fangled Model T car came to market. 

To be clear, building a better train is a not a bad option. Today, nearly a century on from when the last Model T rolled off the production line, trains still play a pivotal role. But for music, everything points to making streaming work better AND building something new.

Streaming fixed the problems of piracy and tumbling music sales. In doing so, it had the unintended consequence of commodifying music consumption. Without a new fork in the road, generative AI will simply hasten the utter domination of convenience. Pop will eat itself. AI will bring huge amount of value right across the music business, but portions of it will also hasten a reductive race to the bottom for convenient consumption.

Which is why, the time is now to start building plan B. To elevate a music world centred around fandom, identity, creativity, and exceptionalism. These are the fundamentally human elements of music that can (at least for now) clearly demarcate what is inevitably going to become a two-track music world. 

Five years ago, it would have been crazy to be thinking about how machines will shape the near future of both the business of music and of music itself. Just imagine what we might be discussing five years in the future?…..

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