The entertainment industry has witnessed remarkable changes in recent years, and this change has blurred the traditional distinction between agents and managers. It has become typical for managers to behave like agents and vice versa. The relationship between the artist sand their managers is usually the most important one they have. The manager ultimately becomes responsible for looking out for the artists’ best interest when dealing with agents, promoters and press.
Thus both artists and their talent managers are accountable for the efficient working of each other in this industry. Here at EE, we delve deep into the issues faced by talent artist managers in the present time.
Speaking to a few renowned names in this domain we make an effort to identify and analyze their issues.
Listing issues from his industry experience, Mr. Tarasame Mittal, Founder TM Talent Management mentions the following:
Problem: Lack of Understanding about the term Talent Management/ Artiste Management/ Celebrity Management – a lot of talent do not understand the process and need of talent management. They either see us as someone who will handle their calls or someone who will get them more business. The truth is these are all short term situations. In long term an association with artist and management can only sustain if both understands the subject matter clearly.
Solution: We make sure that before signing any artist/ talent – we make them understand the entire process of Talent management we follow. This includes a presentation, detailed discussions and meeting with the entire team. We try to make them understand the importance of everything- Building Image, Strategic Promotions and Tie Ups, Liaisoning with the Industry, Sales and Service Process etc.
Problem: lack of trust – with their past experiences and what they had been hearing about management generally, they don’t really believe in the honesty and transparency of the management.
Solution: Honesty and Transparency is the biggest and the most important tool in any association and it’s the same in talent management. We at TMTM have a unique CRM software (1st of its kind in talent management) which gives details and updates of each query / business we discuss and conclude for a talent. The Talent is completely aware of everything what we do for him/ her. Another issue that arises at times is insecurity. This is one of the biggest problem which artists have.
When we have good business for them – this problem doesn’t arise, it only happens when the business is low. Although we have not been able to find an apt solution of this as yet as it is more psychological. We try our best to have regular business for them.
Mr. Jayesh Shah, Managing Director, Glow Show Entertainment looks at a broader perspective considering both Indian and International artists and relates to the following:
Problem: Bollywood artists need to upscale the standard of their performances and need to improve their presentation. With the advent of technology and innumerous bright ideas being incorporated by artists worldwide, people’s expectations have increased to a much greater level. On a general note, International artists are much more punctual, their deliverables are unique and indulging with them is a value for money.
Solution: Mr. Shah believes that there is a need for unique concepts to be created. Artists need to work on their packaging and incorporate variations in their performances. They need involve backdrops and be technically advanced and be aware of unique concepts being practiced in the world.
Delving deeper into the scenario, Mr. Raj Bhanushali, Director Black Hat Talent Solution & Consulting lists the two problems as follows:
Lack of adherence to appearance/call time of a show:
There are times when we face this issue especially with some well established artists wherein they don’t adhere to the call time given to them for the show. Their attitude is rather casual & in spite of having ample time to get dressed, do their make-up etc. & be ready for the show, they are late to reach the venue. This happens even when the venue is at the same hotel where they have been put up by the client. It appears that they think it’s acceptable or shall we say their ‘birthright’ to be late. This attitude is highly unprofessional even though they are paid 100% in advance & the standard terms and conditions of the agreement followed by the event industry are totally in favour of the artists.
The artist needs to understand that we cannot call them just 5 minutes before their entry as that would pose a serious risk to the timely flow and execution of the event as some of the other activities which are also a part of the event flow (for e.g. speeches by company officials) cannot be timed exactly. Hence it’s paramount that the artist in question be ready back stage at least 25- 30 minutes before their scheduled performance to ensure a smooth and stress-free execution of the event. The uncertainty and stress caused by their late appearance increases the tension faced by the event crew which is often worried that they could miss the timing of their entry which in turn would upset the rest of the event flow. Even if the artist just about makes it on time before the entry I think it’s not acceptable as it adds to the stress for the event crew due to the uncertainty on whether the artist will turn up on time for the entry. It’s anyways a high pressure, stressful job for the event crew.
Unreasonable requirements on travel/stay for their entourage
There are times when we realise that there are too many people traveling with the main artist(s) whereas the job could have been done smoothly even with a smaller entourage. Just because the cost for such travel/stay is to be borne by the client, the artist shouldn’t expect the client to pay for accompanying family member, additional crew members who have a minimal or no role in their performance. In some cases it would seem that the artist is travelling not for an event but on a holiday with friends which is funded by the client.
The solutions to the above issues as he suggests are:
I think our industry association EEMA should set some guidelines for the artists & these need to be circulated amongst the artist fraternity. It should encourage agencies to report such incidents or issues faced by them with artists & their managers. I am sure there will also be some cases whereby the artists would be facing issues with the agencies in terms of the deliverables as per the agreement not being met by the event agency. The artists should also be encouraged to report such issues. Although at times it may be difficult for EEMA to ascertain the faulty party as both sides will have their stories to tell. However the artists/agencies that exceed a certain number of complaints against them can be penalised by EEMA. The artist may be warned initially & given a chance. However if they still don’t change their ways & cause trouble for the event manager EEMA should term them as ‘Blacklisted’ & thereby discourage its members to book them. This will ensure that the artists & their managers don’t take event managers for granted.
Mr. Sonu Tyagi, Director, Approach Entertainment feels logistics are a great issue while dealing with artists. He says “If an artist asks for a luxury car and a five star accommodation and somehow the client doesn’t provide it, it is when the ego issues arise.” Artists like to be treated as celebrities, and we all know it. So in circumstances like such, there arise trust and ego issues.
Another problem as he quotes is at times artists are not in the favour of performing for longer duration at events which they are being asked for either by the client or the crowd. This also results in an issue at times. He says “The problem only arises during the time of the event. We do not generally face any problem while hiring artists.”
Solution:
I think clients should mention even the minutest of details in the contract to avoid any sort of confusion and disagreement with the artists. This would bring transparency and will be better for both the artists and the clients.
These were some of the most important issues faced by talent artist managers these days. There are several other similar issues that talent managers face in this industry. To conclude, talent managers feel that their clients should generate enough trust in them and consider them fair while they quote their prices.
