ADA Artist Management & Representation

This Brand is Your Brand…

We all know that there is not one way to make it in this business, or “make it” period.  We feel we are constantly battling the elements to survive. If you’re not careful, you allow yourself to look at those that are one tier above us and pine for their success. At the same time, however, they are scheming to either sustain that success or reach new heights.

In between flights, work outs, business planning and subway rides I am fascinated by the psychology of the opera business. I discuss this with my colleagues and we wonder about it and try to come up with explanations and reasons for the constant roller-coaster ride – real or imagined. I compare it to the stock market: very hard to predict but somehow there is an interesting sense of order.

In the past 18 months every area of the industry has felt the effects of the economy and as a company that takes our responsibility to our artists seriously, we want our artists not only to survive but to thrive. One of the common factors I have noticed is that the people that take a gamble in finding their special unique “brand”, are able to sustain a level of success, while the ones who diversify too much have a greater chance to get lost in the shuffle.  If you were an investor on the stock market, you might put your money on Apple hoping the iPad does as well as they hype promises, since it is so unique and innovative. But the risk is higher. If you wanted to play it safe, I guess you could invest in Dell, they have been selling the same thing forever and doing… um… ok.

Branding = Entire process involved in creating a unique name and image for a product (good or service) in the consumers’ mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Singers and artists in general, need to know what their brand is. Apple or Dell, Nike or Reebok. What makes each company different and unique? I wont objectify musical artists, but lets use a celebrity example. Angelina Jolie vs. Reese Witherspoon. There is a pretty clear brand for both these actors. I don’t think this is merely coincidental… these two ladies have carefully crafted an image for the product that defines them, that makes them special. Could you imagine Angelina as the bubbly lawyer wannabe in Legally Blonde, or Reese as Lara Croft in Tomb Raider?  They are both actors and they both should be able to play either character, right? But would people buy it? Would you?

The buyer (Opera Companies and producers) want you to tell them what your brand is… especially those artists that they are learning about or investigating. They want you to know yourself well enough to explain, project, and deliver a product that is unique and the best of its kind (usually in an eight-minute audition). Write down your ideas for your brand. Consult your team of teachers, coaches, mentors, managers. Look at the feedback you’ve gotten over the past year. It doesn’t mean you will have to remain in a “fach” straightjacket, but its a great way for people to get to know your strengths. Then once they discover the person behind the artist the sky is the limit!