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Monetizing Entertainment by Larry Wacholtz

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Representation 11

Artist managers bring representation, administrative supervision, and surrogate control to an artist’s complex image and long-term career. A developed strategic management plan links the business and creative systems of the artist’s career together. Career goals are established based on the perceived commercialization or “branding” of the artist’s image and talents. Managers act as gatekeepers, selecting only the recording deals, concert appearances, and staff members that can best enhance the artist’s long-term goals. Managers supervise everything connected with the business of the act. Booking agents are hired to establish contacts with promoters, who create concert appearances. Business managers are added to the team ...

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