TRACY BROWN
CO5 Music/Sensei Management
co5music.com
Tracy Brown is the managing partner and general manager of CO5 Music. She is also founder and president of Sensei Management (a separate company). Brown began her career over 20 years ago, starting in “artist development” at EMI Music. She then went on to launch CO5 Music, which offers services and solutions for artists and companies looking to compete on a national level. CO5 specializes in promotion, publicity and full label services to help creatives enter the marketplace in a competitive and successful manner. CO5 functions much like a major label, championing superstars, independent artists, management and production companies and indie labels. In fact, CO5’s client list reads like an amazing “Who’s Who” of music.
What’s the biggest change you’ve noticed over the years?
Today, the industry expects artists to develop themselves. They’re not looking for talent and possibilities. They’re looking for lightening in a jar.
How has the Internet affected your job?
It has provided some awesome tools and opportunities. But, it also created a disconnect for creators. Streaming services are very popular, but they’re problematic. The sites make money and labels make money, but the creators are frequently left out of the equation, or are paid so little it hardly matters. That means you have to develop other sources of income to sustain a career.
How important are social networks?
They’re super-critical. Most of the acts I work with are very savvy and better at working their social media than some marketing experts. They want to control their social networks, and even know the best time to post and tweet. When done right it can attract major attention. One of my acts recently got a label deal after acquiring 22 million views.
What do you look for in artists?
Besides talent, authenticity and great songs, I look at their work ethic. I want them to swing for the fences. They also need to know who they are and where they want to go. If artists want to succeed, they must define themselves.
What’s the most effective thing a manager can do?
Working as a manager is about always going above and beyond. You should be willing to do almost anything for your acts. But, you have to pick your battles and still do whatever it takes to make your artists successful.
Is it a good time to be a manager?
Yes. You have to do what you love, regardless of the industry changes. You just adjust to them. It’s a great job, but you can’t be afraid to fail. You’ll win some and you’ll lose some. That’s life as a manager. •
