Artist Management

About the Relevance of Record Labels

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Brave new digital (music) world?

If you had to invest a lot of money in the marketing machinery in the past, you could do it yourself through social media with Facebook, Instagram and co. Whether newcomer, already established music artist or also actors of completely different industries - there seemed to be no limits to self-marketing. Social Media seemed to be THE marketing tool. It revolutionised classic marketing methods - a new era began with the rise of so-called social media stars.

The music industry was also affected by these developments. Music labels no longer had the same meaning as before. Musicians could suddenly be the blacksmiths of their own happiness, interact personally online with large crowds of people, discover the opinions and needs of their fans, and build an emotional connection through personal messages. Planning and executing a release in DIY style seemed simple and therefore attractive - especially for musicians without a label. But…

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Music Industry Insight: A&R and Networking with Tjark Hartwig, Four Music

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“Networking is essential. You definitively have to know a lot of people.” (Tjark Hartwig, A&R-Manager, Four Music, Sony Music Germany)

When an artist decides to pursue his passion professionally, he has to make a variety of decisions: Who can help me with what matters? How do I have to perform? How do I connect to any contacts I need? Do I actually need a label? These are all questions that a young artist deals with - but not only the artist, labels also deal with exactly these topics: How can your own network be expanded? What does an artist need to be signed and where can I find these artists?

About this topic, tamanguu talked to Tjark Hartwig, A&R-Manager at the Berlin record label Four Music.

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Founder's Comment: Seth Kallen in the Forbes Interview about Artist Management

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This article is a comment of tamanguu co-founder Johannes Ripken on the following article: “How to manage Pop Stars like X Ambassadors” with artist manager Seth Kallen

A few days ago, I read this interesting interview by the Forbes editor Danny Ross and directly had some thoughts on this, which I want to share with you as “Lesson learned” for artist management. Seth Kallen is a successful and experienced New York-based artist manager.

I draw the essence from the interview below and supplement it with technical background knowledge, but I also recommend to read the entire interview as this is very interesting.

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7 crucial characteristics of artist brands and other human brands

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Brand management for artists (or other personal brands) is a central topic at tamanguu. Every module developed by tamanguu in the future deals with it; just like every artist, every manager and every entrepreneur - whether active or subliminal.

Brand management has a large impact on artist development, because every artist in the music industries can and should be seen, managed and marketed as a brand. The strength and reputation of the brand are significant for the success of music products, as music is an experience. This means that consumers are not able to assess product quality before they consume it.

In addition, the current oversupply of artists and advertising messages requires distinctive artist and music brands. Well-known brands receive more attention from potential customers. Keeping the consumers’ attention is a more difficult task in today’s saturated media environment. It requires the understanding and management of music artists and companies as brands in order to increase the chance to attract and retain the attention and preference of the consumers.

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