Product and
Artist Management, is the course that I am taking this month and I have found it
to be particularly interesting. I live outside of Atlanta, GA, which is now
considered to be The Hollywood of the South. Many things entertainment wise has been
done here, from the filming of major motion pictures, to the filming of major
awards shows. To fully grasp the concept of what exactly an Artist Manger does,
this week I had the opportunity to interview my friend and Artist Manager,
Yolonda Jay, of J. Squared Entertainment, LLC. Yolonda
Jay manages several different types of artists. Such as, instrumentalists,
writers, speakers, actors, dancers, poets, models and television personalities.
Mandisa Johnson:
Can you elaborate on what exactly your job as an Artist Manger
consists of?
Yolonda Jay: As the
CEO as well as the Senior Promoter and Manager, I handle the logistics for each
of my artists from conception of their ministries, career goals to its
execution.
Mandisa Johnson: How long
have you been an artist manager?
Yolonda Jay: I accidentally got into this business. I had no plans to working
in the industry. An Indie
Artist that I went to church with, asked me to help
her build her brand and a shifting occurred within her management. I then found myself being called her “manager.”
It was maybe around 2009. Up until 2011, I was asked numerous times by several
different artists and industry professionals for consultations. Through that I
launched my own business. J Squared Entertainment Group in 2011.
Mandisa Johnson: Did you have any formal
training before becoming an Artist Manager? If so,
what kind?
Yolonda Jay: No. I had no
formal training. I just kind of found some things out on my own as I went
along.
Mandisa Johnson: Can you elaborate on a few of
the artists that you manage?
Yolonda Jay: My artist roster is a collective of
performance artists. From vocalist and musicians to writers and actors. One of
the artists I have worked through J Squared is Cassi Simmons. Cassi is an entertainment triple threat. She is an awesome
actress, radio personality, television personality and prolific speaker. She
has appeared on the small stage, and is currently preparing to move to the big
screen! She is a certainly a force to be reckoned with, yet she is very humble
Mandisa Johnson: What is your job like on a daily basis?
Yolonda Jay: Every single
day is different. Having a roster of 15 artists keeps me very busy. I have
found that the artist types certainly are challenged with compliance. From the
time I step into the office, I am immediately connecting with other industry
professionals through social networking, responding to client inquiries
(requests for our artists), updating marketing information, planning/executing an event or simply making calls to get work. Outside
of the office, I am likely
networking at an event such as the Stellar or Dove Awards or even local industry gatherings.
Mandisa Johnson: When new artists want you to
manage them, what are some of the things that you look
for?
Yolonda Jay: It is very important for me to have
a one on one conversation. During that conversation, I am trying to sense if
our personalities will “mesh”. Since we will be working intimately, cohesion is
a must. Secondly, during that conversation I assess where they are in their
career and also see if they are “ready for show time”. If I feel they need any
assistance, I will call in my team. My team consists of, a photographer,
producer, writer, stylist etc. It’s hard to tell someone who is in a fragile
place in their career, “no” when I feel like their ministry or their gift is
not a match for my services. I have learned different ways to say it. An artist
needs to have an “it
factor”. It sounds cliché but it’s so true. I’m looking
for something I don’t see or hear when I listen to the radio every day.
Mandisa Johnson: Can you explain, how you
develop your artists?
Yolonda Jay: I normally don’t begin working with
an artist, until their business is in
order. I use a nine -step process when
developing the artist that I manage. Step 1.
Is where the artist (s) must have an official
business entity, with papers before we
move any further. The artist’s need to be aware
of that step, keeping in mind that this
industry is a big business. Then we move on to
their music. My clientele so far in my
career have only been indie artists. I also want
to know if their music is professionally
mixed and mastered. Step 2. This is where we get the artists’ pictures
done
professionally. Steps 3 & 4. This is where
we build the artists’ website, create business
cards and promotional flyers Steps 5 & 6. This
is when we make sure that the artists’
have a strong media presence. We also help the
artists’ build a fan base in order to
keep their fan’s informed. Step 7. This is where
I ask the artist if they are ready for their
single to be released. If their answer is “yes”,
then the artist’s single must be made
available online. Step 8 This is when the artists’
CD is designed and packaged for direct
sales. Step 9. This is when it is time for the
artists’ exposure.
Mandisa Johnson: What have
you done well as an artist manager?
I do well giving the
artists their start. I'm learning my foundational skills are the best and bring
me the greatest sense of achievement. I've learned that I really don't like
"managing" as much as establishing.
Mandisa Johnson: What is one of the biggest
lessons you have learned as an artist manager?
Yolonda Jay: One of the biggest and hardest lessons that I
have learned is, to always have your contracts in place before
anything moves forward. I have lost investments both monetarily and physically
because contracts were not in place. Secondly, before proceeding with an artist
(s) to always have your paperwork in order. Even if the artist is a small deal.
Thirdly, you have to be ready for the future. I preach it to my artists all the
time but I was not practicing what I preached.
