Convention Review
Artist Managers Speak Out
At NARM '97
For a number of years, retailers have wanted NARM to start a
dialogue with the artist manager community so both segments could identify mutual goals
and interests. The first step was taken at the 39th Annual Convention in March via a panel
discussion moderated by NARM President Pamela Horovitz.
"We assembled a group that represented both diverse
musical and management styles," Horovitz noted in her introductory remarks.
Panelists included Barry Coburn, Ten Ten Management (Suzy
Bogguss, BR5-49); Bob Currie, Sound Management Direction (Tony Terry, Sweet Sensation);
John Glover, Chairman of The Managers Forum Ltd. (IMF) in the United Kingdom (Beverly
Craven, Go West, Allison Limerick); Preston Powell, Jazzateria (Rosie Ania, Abstract
Truth, Walter Beasley); Arthur Spivak, Spivak Entertainment (Collective Soul, Tori Amos);
and Alan Wolmark, CEC Management (Ben Folds Five, Lush, Boo Radleys).
The discussion opened with helpful clarifications of the
roles played, and distinctions between, agents and managers. The panel also acknowledged
that the music industry is experiencing a corrective phase, and that there are obvious
challenges for all segments.
Several retailers expressed disappointment with bands selling
product when they appear at local venues. The managers countered that it is frustrating
when outlets are not stocked deeply enough on newer bands, especially when the groups are
scheduled to appear in a particular area.
Panelists urged retailers to seize opportunities to sell
product at concerts in their area, or to stage their own events. If there is a problem
getting a response from a record label about an artist appearance, it might help to get
the managers involved directly.
When Horovitz broached the subject of radio, there was
consensus that radio can play an obstructive role in the process of introducing new music
to the public.
Horovitz reported that in light of recent NARM and RIAA
consumer focus group research (See article in April issue), radio relations might be an
area of common interest for retail and artist management to tackle.
A number of retail attendees voiced concern that too many CDs
hit the marketplace by groups that should never have been signed. Consumers are also
turned off because they feel there is not enough good music available.
"Retailers have a lot of power they could exert with the
labels and they should use it through their Association," Spivak asserted.
"We always try to find bands that are exceptionally
talented and willing to work with all retailers to sell themselves," Powell said.
"This is a real challenge today," Currie concurred.
Panelists' opinions varied on whether offering value-added
items could get better consumer trial on a new artist's product. But there was support for
considering alternative ways of marketing music. As an example, Spivak cited an upcoming
CD, which includes music from and inspired by the hit television series Mad About You.
When asked about the impact of record clubs on our industry,
several panelists were quick to respond.
"The '10 CDs For A Penny' ads have an astonishingly
negative impact on the perceived value of music," said Coburn. "The clubs do an
injustice to music makers and merchandisers."
Coburn explained that he has tried to negotiate club clauses
out of his artist contracts, but has not been successful. He noted that, unfortunately,
without club sales, achieving platinum sales status for some artists would not be
possible.
"The clubs are cheapening our image," stated
Wolmark. "They are cannibalizing retail sales and hurting artists overall."
Horovitz asked what an Internet presence does for artists.
"It's right for some, but for others, it's basically
'Who cares?'," said Spivak. "Artists would have to make a major investment to go
online with everything they do."
According to Coburn, a number of artists are getting lots of
hits on their Internet sites, but sales are not yet easily quantifiable. However, he
advised retailers to monitor the influence of the Internet.
Currie added, "Music is not an impulse buy and people
like to have the live experience of purchasing their music, so retail shopping will not go
away."
And what about the introduction of new entertainment formats
and technologies, such as CD-ROMs and DVD?
"When new formats or technologies are introduced, there
must be a uniform presentation to the consumer," Glover stated. "It's also
critical that customers are sure whether a particular product will work on their
computers."
In ending the session, Horovitz, the panel and audience
members all acknowledged that this was a good beginning, and that additional communication
between retailers and artist managers on a number of issues will be extremely beneficial.
"NARM will do its best to nurture this relationship and
to encourage a continued exchange of ideas and information," Horovitz concluded.