Interviewing a Music Manager

Industry discussion

Emma started off as a creative artist. However, over time she has become a publisher as well as a songwriter who writes songs as well as being a music manager. She began doing musical theatre in broadway, but as she progressed she would begin song writing as her dream was to become a singer . So she went to song writing camps to try and evolve her talent. 

Her social media account allowed her to show what she was doing. And because of this Psycho (Simon Cowell's record label) reached out to her and she began to work for them. She would scout as well as help as a vocal coach.

From a business point of view. Since she was working with a diverse range of artist. Financially she is broadening the record labels artist and ensuring that the label are not limited to just one genre. Instead they have pushed away from the traditional ways in the music industry and branching out to a wider audience.

She states that in order for you to be able to get a deal with a record label. You have to show, by using multiple social media/streaming platforms that there is an audience that has an interest in what it is that you are doing. No longer being signed on a record labels feeling.The artist has to be fairly established in order to pursue their career.

100,000,000 streams would be the equivalent to 500,000 pounds for a writer. 

Hedge fund companies manage your investments and make the most out of them. 

Emma formed a company with a hedge fund company attempting to manipulate new versions of songs that could kick off. 

She claims that when she is scouting for artist, she doesn't just have to consider their talent, she also generally looks at the artist social media presence. Although it's a shame that someones individual talent maybe impressive. End of the day it's a shame that artist are based off their numbers/streams. 

physical streaming is not as popular, but for some artists they may want to release vinyl copies of their albums along with their merchandise. However, the most relevant form of sharing and streaming would be digital releases.

The purpose of having a music video used to be just part of the promotional campaign. However, in this day and age the relevance of creating music video's may be just to increase revenue for an artist. In addition, to the fact that there is a large demand for visual content for the audience. 

One interesting example that Emma was talking about in her interview was 'Ritt Momney'

 At first Ritt Momney had a small following until he re-made Corrine Bailey Rae's "Put Your Records On". Through social media platforms such as TikTok, Ritt Momney's remake of the song blew up out of nowhere when someone posted a video of them doing their make up, creating an overnight trend that millions of people were liking. Ritt's streaming number had increase on an extremely large scale. However, of course Corrine Bailey Rae's streaming numbers had also increase a little bit as some people were discovering the original to Ritt's remake.

Music Video Analysis

 'This Is America' by Childish Gambino

In 2018, 'This Is America' was released. I watched this video the day it came out. My first impression when i watched this was that there were just loads of hidden messages. At the time when I watched it, I didn't really understand all of the small things that were being referenced, whether they were in the background or if they where the main focus of a certain shot.

Camera wise, for the first minute and forty seconds of the music video we are shown one shot with a long duration. The camera is tracking Childish Gambino and all of his movements. The camera man ensure to keep Childish Gambino either in the centre of the frame or in one of the audiences points of interest.

What this does is it keeps the viewers focus on the artist. However, it allows them to focus more on what is going on in the background of the shot. As the camera continues to move backwards it simultaneously begins to slowly pan whilst keeping Gambino in the centre of the shot. Once the camera stops panning we see more extras in the background behind. 

As far as editing goes. Every-time that they decide to move on to another shot they whip pan but then cut and whip pan at the same speed when starting a new shot to edit together the effect that they are just turning to the right.

The actual song itself continues throughout the video apart from when Childish Gambino holds his hands up as if he is holding a gun and everyone around him runs away. The other moment where the music stops is towards the end before the final shot of him running .When the camera pans upwards into the pitch black of a tunnel. 

The intertextual meanings:

There are a number of small details in this music video that correspond with either history or present day society. For example:

- The trousers that he is wearing in the music video are the confederate trousers.

- Some of the dance moves that the school children were doing is called the gwara gwara dance. It originated from DJ Bongz and it was heavily imitated by South africans but it was popularised in 2016.

- body movements and facial expressions imitating Jim Crow. Who used to paint himself black and perform in front of a white audience and stereotype black people.

- In one of the shots where the school children are all dancing in a circle around Gambino. We see an extra who is riding a white horse, wearing a black. I searched on google for the symbolic meaning of this character and this is what i found  In the Bible, Revelations 6:8 (KJV) reads: "And I looked, and behold a pale horse: and the name that sat on him was Death, and Hell followed with him." According to the scripture, the appearance of four horsemen signifies the oncoming apocalypse – with death represented by the final, white one.

"This Is America": 8 Things You Might Have Missed

- With all of the old American cars feels like it represents the decline in the industrialisation of the car industry in America. especially because this music video is primarily shot inside of an empty warehouse.

The final shot of the music video where Childish Gambino is running into a lit up hallway that leads to darkness begins with a shot from the perspective of someone chasing him. Which then fades into darkness when he reappears with a group of people chasing after him. Has a meaning that Childish Gambino feels as though it is not his place to say what is going on in the final shot and that it is for the audience to figure out or understand what is going on.

 

An Artist's First Music Video

 Wu-Tang Clan

'Protect ya neck'

"Protect ya neck" would have been the Wu-tang Clan's first single released in 1992. From research it says that they had their own label at the time. It was only in 1993 that Method Man joined the song with loud records as the label. And although the genre that the vast majority of their music would be categorised as hardcore hip-hop. They came in strong with their first release and sold roughly 10,000 copies. 

After watching this. I realised that this entire crew were just in their neighbourhood filming a low budget music video. But i feel as though the record label wanted it to be filmed in different spots to try and develop a character image for the Wu-Tang Clan. Since their music was mostly categorised as hardcore hip-hop, a lot of the shot locations that they were in, most definitely complimented to the music.

An Artist's Music Video (Kid Cudi)

'She Knows This' Kid Cudi 

- 'She Knows This' is part of a sequel of studio albums. The Album is called 'Man on The Moon III'

- Throughout the album a lot of the music videos have visualisers that correspond along with each song. However, there are only two music video's in this album on of them being 'She Knows This'.

- Kid Cudi most definitely took a little bit of a break but then as soon as he announced that he was going to be releasing this album he re-gained all of his fans attention. 

- I feel as though the label is presenting him as though he has literally just been doing but then in the video they get Will Smith to do a voice over and make him think that the film that he is watching is talking to him and making him get up and start releasing more music. 

 

Andrew Goodwins's Conventions Music Videos

Andrew Goodwin is a theorist that believes that there are set conventions that can be attached to any music video.

Goodwin's theories conventions:

A link between the lyrics and the visuals

Having visuals will allow you to reflect lyrics either metaphorically, symbolically or literally.

A really good example of a Song that has meaningful lyrics that are being represented visually in a music video would be a song called 1-800-273-8255. by Logic, Alessia Cara, Khalid 

A link between the music and the visuals 

Visuals in music videos are really important. Not only do they reflect the pace of the song, they also show the rhythm and atmosphere. 

Visuals reflect the genre of the music 

The visuals in the music video tend to reflect the genre of the song. A really good example of this would be 'Californication' by the Red Hot Chili Peppers 

Use of intertextual references

''Intertextuality is the shaping of a text's meaning by another text''. It is used to draw in audiences attention making them feel clever because they notice  where the visuals are coming from.For example, some music videos have references to TV shows and movies giving the audience a larger appeal. A good example of this would be "The Ghost of You" by My Chemical Romance. which has movie references from "Saving Private Ryan"

https://www.youtube.com/watch?v=uCUpvTMis-Y

Notions of looking and Voyeurism 

This is the idea that we are sexualising the artist. For instance, some female artist will be encouraged to wear clothing that will appeal to the audience encouraging the audience to look at them. 

Reflective of the record label

Could reflect issues such as the recored label's 

- Financial status 

- Power / connections 

- Other signed artists 

- Global location 

A really goo example of this would be "Streatham" by Dave

https://www.youtube.com/watch?v=mkMQNRYlVAQ

Star Image is a key focus

This is how the star in the music video is portrayed to the audience. By filming the unique features of the artist that the audience deem as recognisable on a global view. An example of this could be by having the artist simply making the album cover and image of themselves. As the audience that is following the artist is going to then see the album cover and then want to listen to it. A good example of this would be Kendrik Lamar's Album 'DAMN.'

Three types of music video's

- Performance 

A performance music video tends to show the artist or band playing their instruments in their music video as though they were actually performing. A really good example of this would be a classic jazz piece called 'So What' by Miles Davies

- narrative 

A narrative music video tells the audience a story. It doesn't necessarily have to have any meaning towards the song itself. However, a-lot of artist like to have a music video that compliments the message that the song is trying to get across to the audience. For instance, a really good example of this would be "WINGS" by Macklemore x Ryan Lewis.

- concept based 

Concept based video's tend to be the videos that have no relevance to the song itself, yet they are the ones that have such a large appeal to a wide audience due to how unique and abstract they are. A group called OK go have created many concept based video's, all of which get and an extremely large view count due to how original and creative their video are. A really good example that they have created is called            "I Won't Let You Down"

Social Media Strategy

 The Importance of social media

 When it comes to setting up a social media account for an artist, there are three main points that an artist should try and cover to try and engage and grow their audience. 

1. Engagement- 50%-Drawing in your audience and immersing them with content.

2. Storytelling- 30%- Showing your audience where you've come from and what you are trying to achieve.

3. Promotion- 20%- Selling your audience what it is that you have made and what you are working on. 

Engagement:

Yo guys, check the set. We've been in here for a minute. Ideas popping off left n' right. I'm gonna post on my story so stay tuned and stay safe. #murdaondabeat

Storytelling:

For all you guys that have been asking. Ever since I was 7. My dad always wanted me to listen to his music. He pushed me to start creating music like he did. He taught me everything he knew and wanted me to become the best. And thanks to the love and support that you guys have been showing. One day I dream to make my fathers wish come true. 🙏🏽🙏🏽🙏🏽

Promotion:

You've all been asking for it and I am so excited to see what you guys think. My new single is going to be out on all streaming platforms. Make sure to go check it out.🤑🤑🤑. Did someone say album? Well you're gonna have to keep up if you wanna listen up. 

Richard Dyer's Star image

 'Star Theory'

Richard Dyer is well known for his 'Star Theory". However, what this theory is based around is the tars in the film, TV and music industry. Richard states that a star is not a real person yet, they are an image. What this means is that the person that millions of people look up too in the industries as previously mentioned are not necessarily who we perceive them to be. I say this because the persona that their agents and partners have created involved them using a range of materials. For example, videos, artwork, performance and especially media appearances.

Dyer's says that all of the stars that we see today are 'commodities'. Meaning that they are produced and consumed based off their strengths and their meanings. For instance, there are thousands of stars that are musicians with all sorts of musical talents. Whether that talent is impressive or seen as a USP ( Unique Selling Point), these stars are set out into the media purely to gain as much attention and praise from as many people as possible which will bring in a larger income.

All stars will tend to revolve around a range of subsidiary media. For example, magazines, TV, Radio and the internet otherwise there would be no other way for the star to construct an image for themselves. As it is this image that they will market towards their target audience. The more attractive or unique that the artists selling point is, the larger the amount of people that will follow them or even idolise. However, the stars ideology will develop over time its just that overtime the stars may find that they would like to target a different audience or simply they just mature and find a change in personality as they grow up and decide to find a new audience.

Travis Scott is currently one of the worlds most popular Hip-Hop artist. He has had multiple number 1 hits. Yet as one of  Hip-Hop's number 1 artist he has inspired millions of people and has an extremely large fan base. 

On 3rd August 2018, Travis released his studio album' ASTROWORLD'. Many people considered this album to be one of the best of the entire decade. With that being said, his reputation took off globally, expanding his fan base. 

Shortly after Travis Scott released his newly trending album back in 2018 he then released a line of merchandise to accompany his album which completely sold out. The clothing to this day has been sold and then re-sold for higher prices due to the fact that there is such a high demand for the authentic ASTROWORLD clothing. 

Travis then collaborated along side NIKE to create multiple signature shoes which have all successfully been sold out and influenced the reselling market as well as the fashion industry. 

As you can see on Instagram alone Travis currently has a total of 37.7 million followers that he shares photos and videos with regularly. 

Then in 2019 Travis Scott released a NETFLIX documentary called 'Look Mom I Can Fly' that contributes towards his life and his dedication towards music. 

By having Travis release this documentary allowed him not only to share his life along with his fans but he is branching out to an extremely wide community of people who are members on NETFLIX and showing all of them who he was as a child and who he claims to be now.