An Interview with an Artist Manager

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.