You started your career in the music industry as co-founder of trance agency ‘Evolved Artists’. What made you decide to leave and set up your own agency?
I guess my taste in music evolved which is a tad ironic. Also I felt the trance and EDM market is monopolised by a few juggernauts with little pie leftover for others to scrap on. Now I run an agency which is focusing on house/tech house although I am not averse to signing talent outside of these genres.
Did you study the Music Business course with the aim of launching an agency?
I was actually just at the point of moving away from my old agency Evolved Artists to set up 1712 Artists. I decided to study the course just to see if I was heading in the right direction and to see if there was anything else I had missed.
“The Music Business course helped me to refocus on what is important in making sure I am generating enough revenue to create a self sustaining agency and also exploring other revenue opportunities for the agency. Studying the course alongside like-minded individuals only drives and inspires you more.”
When you’re looking for new artists to sign to your agency, what is it you look for?
I tend to probe quite a bit before committing to signing an artist especially as my predominant focus is on management where at first you may put a lot of work into the development of an artist with no monetary return so it can be a little risky. Therefore I look for the following set of criteria;
Have there been any landmark moments in your career to date? If so, how would you say they’ve changed your outlook?
Good question, I guess moving on to set up my own agency (1712 Artists) has been a big thing for me. Prior to that the first time I realised I can do this and compete was when at Evolved Artists we booked four artists to play at the internationally renowned annual ASOT party in Utrecht. As far as I am aware I believe this is a record number of artists booked from one agency, don’t quote me on that. Either way for a small agency it was a big moment for us.
Overall I don’t think my principles and outlook on how to approach artist management has changed a great deal, I mean I am more experienced therefore decision making is a lot easier and I have learnt how to focus energy on tasks which anchor back to my aims and objectives for the agency.
Also since studying at SEM and then going on to finish my degree at UCLAN I have a lot more focus on monetisation of the business to ensure I am maximising revenue streams for both me and the artists.
“Signing an artist can largely depend on your gut feeling on whether you and the artist are going to fit / get along, as in artist management communication and same beliefs and values on how to approach things is absolutely crucial. I mean for example I speak to my artists more regularly than my friends or family.”
What are your future plans for 1712 Artists?
World domination! One day maybe ha! For now we have just secured a publishing deal which will allow us to set up our own publishing company for our artists and also take on clients for publishing too. Along with tours in Italy, Russia, South America and across the UK for our artists and a tonne more exciting projects in the pipeline for the rest of 2018.
Thinking about enrolling on a Music Business course? Why not call us on 0161 8334722 and arrange a chat with course tutor Tony Rigg.
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