BUILDING YOUR TEAM

At the beginning, every artist wears a lot of hats:  manager, publicist, web developer, songwriter, performer, and probably a few others.  But at some point it becomes necessary to have a team to expand your efforts and shoulder the growing responsibilities.

Building that team usually takes time and experimentation.  Often it comes out of necessity.  But the best advice we can give is that you let it happen naturally.  Here are a few things to consider:

PROVIDE A REASON TO BE INVOLVED

If you can’t prove to someone that working with you is worthwhile, it probably isn’t.  Harsh, but true.  If a professional can look at you and thinks they can double your income, and sees that 20% of that doubled income is worth their time, you’re more apt to bring them on board.  But that means you need to be able to show them that you’re making money and there’s potential for growth.  All the talent in the world is great, but a real pro will also look to see if you have the skills to manage yourself on a tour, be on time, and put on a great show.

There’s no substitute for talent and professionalism.  Above all, when people are involved with you, you have to deliver.

TAKE RESPONSIBILITY TO MOTIVATE & INSPIRE YOUR TEAM

If it’s all about your success, why should anyone on your team get excited?  Keep in mind that everything emanates from you.  That doesn’t stop with the music or the performance.  Ultimately people’s motivation to expand your career is determined by both how much you value yourself and how much you value them.  See yourself at whatever level you aspire to, and inspire everyone to help you get there.

It’s your responsibility to let everyone on your team feel valued, appreciated, and motivated.  It’s important to know the difference between someone who wants to hang out with you and someone who wants to make money.

THERE ARE TWO KINDS OF PEOPLE ON YOUR TEAM:

1. Those that want to help you…
2. Those that you employ…

Both types have their merits.  The best web designer may not want to help you;  he just wants to be paid for his work.  But if he’s the best, then it’s worth paying for him.  On the other hand, your fans may want to get involved as a way to get closer to you.  Assuming they’re legit (and not psychopaths!), let them!   They can be great assets for getting all kinds of things done.  Professionals working in their particular field of expertise aren’t usually looking for free concert tickets and a meet ‘n’ greet, but an eager fan is.  And that’s something to build a team around.

No matter what their motivation, everybody wants to be part of a successful enterprise.  You should be extra vigilant to err on the side of paying people rather than not.  Don’t assume that people will just do you favors because you are (or you’re going to be … ) a star.

Most importantly, you’ve got to be able to measure the results and efforts of your team members.  Make sure things are getting done and you’re getting the results you want.  If you’re relying on your fans to bring people to your show, and they’re not, then you need to find another method.  If you’re paying for something or someone, make sure you’re getting exactly what you paid for and agreed to.  There’s no one to blame but yourself if you don’t.   It’s not a business unless you’re executing things with measurable results.

Provide an expectation and offer a reward when it’s met.  Remember, if you’re relying on someone, you must be able to measure the results they deliver and be able to compensate them for their efforts.  You’re the team leader here, so ultimately it’s all up to you.

DIFFERENT TYPES OF TEAM PLAYERS

Risky/Freebie: Your drummer’s girlfriend designed your website.  And they just broke up.  They broke up because the fan selling your merch was trying to get closer to the drummer, and he let her.

• When working with the drummer’s girlfriend, you still need to have your own access to the site from day one.  And if you paid her to build the site, you have a professional relationship with her rather than just having someone do you a favor.  Remember, free is never free.  One way or another, it’ll end up costing you something.   Don’t leave things up to fate (or trust … ).  It’s a business.

Better: A trusted and reliable fan helps you sell merch after the show.  Another fan helps you manage website and  Facebook updates.  In return, they’re on every guest list, and you usually buy ‘em a beer or two.   Everyone’s happy.  Regardless, you should always offer them a commission.  That trusted fan may someday become your tour/merch manager.

Best: You’ve hired a team that’s paid based upon their performance – not just a percentage of whatever gets sold/booked.   But don’t forget, you coordinate that team, you provide clear expectations, measure the results, and move forward based upon their performance.  Never forget that you’re the heart of the machine and need to coordinate everyone.

REMEMBER:  You’re only ready for a manager when the manager’s ready for you.  Any sooner, and it’s a one-sided deal.