ARTISTS MANAGEMENT By Alexandra King

alexandra925
5 days ago
3 min read

I grew up in the theater world studying ballet, point, tap and jazz. I started studying world dance in my late teens, early twenties. What I noticed having been part of both worlds is that world dancers, for the most part manage their own careers, while western dancers have managers who do the business work for them. There are good and bad aspects of both.

Working under a manager is great but you have to pay for it. Most managers get between 10%-20% of the artists salary. And they want you to follow their rules and the guidance they are giving. Managers expect the art and the artist to be a draw - to be in demand and make them a lot of money, so, 10% of %100 =$10.00 But, if you are Baryshnikov and you make $1,500,000/year that 10% = $150,000.00. World dances do not draw much money, hence they are their own managers.

Mendocino Middle East Music and Dance Camp, 1990 - after 6 hours of classes.

Western dancers have unions and they work primarily in theaters, TV and film. This gives them tremendous exposure and recognition. On the other hand, world dancers work primarily in clubs, restaurants, festivals and private parties, which does not give them recognition on a national or international scale. The good side artists being in control of their careers is that they can get themselves work and they get to keep all their money. Ballet dancers have to wait for a manager to get them hired, negotiate their contract and monitor their activities.

EDUCATE YOURSELF AS A BUSINESS PERSON

In the 1990's I went back to school and got a degree in Small Business Administration so that I could manage my career more competently. Best thing I ever did. With this degree I created two people Me, the artist, and Me the business woman. But, this presented a problem: As an artist I was loved, but as a business person, I was often - - - not loved. Being both can be a challenge. In any case, since then, I have become skilled at business AND being liked in business and so, learned to enjoy both roles.

So, how do we artists manage our careers? Here are some tips:

1. KNOW YOUR BRAND: Who are you in the dance world and who are you in the customers world? Example: Are you an entertainer or an artist – or both? It behooves you to understand the differences between professionals and amateurs, or top headliners vs. non stars – it is your job to understand these differences so that you capitalize on your best brand. How do you do this:

a. On your website make it clear right away what awards and accolades you have – use images and video clips. Put this on your HOME PAGE!

b. Make sure potential students (if you teach) can find your teaching schedule – put your calendar on the Home Page.

c. Add testimonials to your website and on all newsletters and marketing.

d. Have a Slogan and Logo and put it everywhere.

e. Use the same text, designs and colors to Identify your brand.

2. STAY CURRENT & BE EVERYWHERE ALL THE TIME.

a. Stay in touch with former clients/students through regular newsletters, Social Media Posts, phone calls, and go to as many events as possible to stay in touch and to meet new clients!

b. Do pro-bono work as much as possible. Some of my best long-term clients were originally pro-bono or like-for-like.

c. Watch other dancers - go to contests, festivals and shows. Know your competition!

Me, working in a Moroccan Tea House in Triana, the Gypsy quarter of Sevilla, April, 2001. I walked in - put on my manager hat and asked for a job. It was a blast!

3. PRICING:

a. Know the market rate for your services: As a dancer you should know what the going rate for private parties is in your area. Always be real and - if you are worth it - price yourself slightly higher that other dancers.

b. How many awards have you gotten? List this on your site and on all your promo!

c.. Establish your fee(s) and stick to them. If someone is a legitimate non-profit, offer them a non-profit rate - but don't allow yourself to be bullied if they complain and are not a non-profit.

d. I recommend your website includes your rates and services.

4. KEEP YOUR WEBSITE UP-TO-DATE