ARI HERSTAND
Ari’s Take
aristake.com
Forbes magazine calls Ari Herstand “The poster child of DIY music,” which makes him a “go-to source” in the industry. A Los Angeles-based musician, Herstand is the founder of the uber-popular music business blog Ari’s Take. He has been a featured speaker at many music conferences and workshops, and is also the author of the best-selling book, How To Make It in the New Music Business.
Do artists need a manager?
I thought I did when I started my career. But, I discovered that a manager is not necessarily the key to success. However, if you hook up with the right manager they could help you develop faster than you could on your own.
What qualities should an artist look for in a manager?
Passion is number one. Your manager should be your best friend who is willing to die for you. They should also have confidence, energy, be organized and have a great sales technique.
When should an artist look for a manager?
I don’t think artists should waste a lot of time looking for a manager. They should focus on their art and career. A lot of acts look for a manager before they’re ready. If you’re successful, managers will find you.
What do you think about performance guarantees (specific results) in management contracts?
I think that’s old school. When it was about getting a deal, it made sense. Now, however, there are many different ways to go. Maybe an income level (within a certain period of time) could be a condition. But, every act’s career is going to be structured differently. With that said, no one wants to be locked into a contract with someone they don’t believe in anymore. If it comes to that, I think you should be able to walk away.
What about vision and a plan?
It’s important for a manager and artist to have the same vision, otherwise it’s not going to work out. A plan is also important to achieve your goals. It should focus on short-term and long-term goals. A manager should be able to craft that plan and create opportunities that will advance the act’s career.
You never had a manager. Why not?
I learned that I could make things happen on my own. You can’t expect a manager to be your savior. So, instead of waiting for someone to help me, I made it happen.
What should artists focus on today?
There’s been a huge shift in the industry. You can’t model your career on anything that happened even five years ago. Things have changed and it’s a new day. I understand how difficult that can be, but today artists have more control and more opportunities available to them. They should take advantage of that. •
