After years of observing and working with artists at the baby band stage (roughly making less than $100k per year, defined here), we have noticed that generally these bands are best served to go through this phase of development without outside management.  I own a management company – why would I say this?  Isn’t this area where all the gold is found – where a relatively unknown artist can be discovered and ‘blown up’ through the industry tools?

Stepping into the music business is not just about the music – it is about the business as well – and it is important for an artist to be aware of both.  Good ideas and good music are everywhere but the ability to act on those expressions and build a business around them is what matters in the marketplace.  We have found that there is a wealth of important experience that the artist/business owner (see point #2) gains from this period of time.  Given that artists are business owners as well, no outside manager could ever replace that experience and the valuable lessons it will teach.  In this stage artists learn how to:

• Communicate with the audience
• Communicate (marketing, branding and “selling”) their vision
• Find and build an audience
• Create merchandise products that their audience desires
• Be self-reliable on the road and as overall business owners 

In short this period provides the artist/business owner with the opportunity to test their product in the market place, to define their role in the market, to get people to care (grow a fan base) and to work toward financial self-sustainability.  The artist is gaining traction – defined as developing a core customer base that cares. 

At some point outside partners begin to make sense.  This should occur when you:

1. Understand how a certain partner can help your business grow AND you can define the expectations
2. Know that you can not do it alone any longer

If there is ever a thought that a manager will magically take you to the “next level” without understanding what you expect of them, then you will certainly set yourself up for disappointment.  The key for successful partnerships is in each side understanding their business and being able to define their expectations for the partnership.  Poor partnerships are defined by not understanding your business and not knowing what you expect of a potential partner.

Artists, take ownership of your ideas and your vision.  Look inside for inspiration and guidance first then when the time is ripe, look outside for those who align with your vision.  This is your business and your brand.  The best thing you can do for yourself is to focus on running it like a business no matter how much that thought scares you.  If you are in this for the long haul then it’s a realization you need to make.