The other day I had the pleasure of interviewing Bryan W., a
coworker of mine who is also a professional in the entertainment industry. He
is in the business of Marketing/PR and holds the title of Owner Operator and
Artist Manager. Though I am more interested in live events, I figured I should
interview him about what he does to get a better understanding of the inner
workings of the industry. I also know that our focuses within the industry
intertwine. Bryan goes to small live entertainment venues in Orlando to find
the artists that he represents. If he likes someone, he approaches him or her
and that is when the collaboration process begins. Negotiations and deal making
is something that happens a lot in entertainment business regardless of what
field you focus in.
When I met with Bryan I asked him how long he has been in
this industry, which he told me was six years. He added that he has been in
sales for 20 years and that the experience from sales greatly helps him now.
Bryan regularly negotiates about dollars, percentages, albums, royalties, etc.
with music artists. I asked him how he separates the person from the problem
when he goes into a negotiation and he told me by rapport building. He
explained how this is important in maintaining a positive negotiation and
understanding each other’s needs. Bryan went on to mention that before an
actual meeting, a phone call is made to build this rapport and from there he
extensively researches the person he will be negotiating with. I then asked how
long does his negotiations usually last and Bryan told me that he’s had it go
from an hour to a week. Those that take long are people that are being
hardheaded and in those situations he brings in a mediator. These responses
provided a good insight on the general run-through of a negotiation but I
wanted the good, bad, and UGLY.
Unfortunately I didn’t really get any ugly. I excitedly
asked Bryan about dirty tricks, such as lies and pressure, does he use them in
the negotiation room? Bryan assured me that he doesn’t but is great at spotting
them from the other party. He defines this ability as being one of a good
negotiator He told me that he actually says at the beginning of his meetings,
“[let’s] be honest, don’t play games”. Bryan also mentioned how it would be no
problem for him to get up and end the meeting if he senses that dirty tricks
are being employed. He said that this is “a sign of what will happen later,
which breaks the trust.” Bryan is looking out for the artist’s best interest so
he never takes them into a negotiation because he doesn’t want them to be associated
as being the bad guy if a deal with a label is not taken. In cases like this, I
asked Bryan if he has a BATNA to which he responded he usually has three
backups. This helps him know the value of the negotiation he is currently in.
The interview with Bryan was helpful because I learned about
doing RESEARCH! This was something he reiterated quite often in our interview.
Bryan said it’s important to not be caught off guard and research allows one to
know a lot of details about somebody. I also learned from this interview to
have backups, not just one but at least 3. The entertainment industry is always
moving so it’s best to be able to move right with it. Regardless of ‘who you
know’, deals are going to be made and they will require some negotiating.
If you are in the Orlando area looking for an artist
manager, just let me know and I will get you in contact with Bryan W.
