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Artist Management for the Music Business by Paul Allen

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7 The Artist as a Business

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Any business requires an understanding of what product or service they are providing, and to whom they are providing it. It is a basic mission statement. With the mission established, it becomes the job of the manager to refine the definition of who the expected customers of the artist will be, develop a plan to reach them, and to employ the people and other resources to create a support team.

It is clear that among the most important functions of the artist manager is to be the promoter and advocate for the artist and their talents. This is another way of saying that they are responsible for developing the artist as ...

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