A Partnership to Watch

In a press release issued June 13, 2011, it was unveiled that Simon Fuller, creator of American Idol, and Chris Blackwell, founder of Island Records, are forming a revolutionary joint venture called Blackwell Fuller Inc.  It’s almost so revolutionary that although it was strategically and formally announced, so far it seems more top secret than concrete.  Not many details have been confirmed, so the business plan is up for a lot of speculation.

What we do know is this: Fuller and Blackwell are two of the most influential people in the music and entertainment industry and the career accomplishments of them each individually almost guarantee that their collaborative work is going to be just as successful or more.  In this venture, Fuller and Blackwell plan on representing artists by allowing them and the content owners in the music and entertainment industries the ability to expand their audience.  We know that they plan on taking advantage of all of the recent and continuous changes in the new digital age.  They plan to create new media partnerships and opportunities and aim to put artists and content owners in full control of their careers and their businesses for the first time. Sam Thielman of Variety explains that these partnerships will “bypass the traditional, stage-managed relationship between artist and fan.” Billboard explains they want “to give artists the freedom and financing ‘to explore new paths to the market’”.  The LA Times calls it a “digital media consulting firm for musicians and artists”, and the Financial Times says the venture aims to bypass traditional record labels by giving the artists more power to profit from their work.

To me, even when considering all of these statements, the Blackwell Fuller business plan still seems extremely ambiguous.  All I can truly gather is that they plan on offering opportunities for artists to benefit from their work in ways they never have before and that they are going to have the creative freedom to do that however they please.  I have to imagine artists must be salivating at the thought.  Blackwell himself told the Wall Street Journal that they aren’t competing with management companies, but rather with major record companies.  However, Fuller began his career as a manager, representing the Spice Girls in the 1990s, and still represents them today under XIX Entertainment, a company he recently created and heads, which represents big name athletes and artists including David Beckham, Jennifer Lopez, and Carrie Underwood.  He left the company that produces American Idol last year, but remains executive producer, to manage his list of clients.  Blackwell, on the other hand, introduced the U.S. and Britain to Bob Marley and reggae, and guided such artists such as Cat Stevens, Melissa Etheridge, and U2 for decades. 

I can’t help but think that Blackwell Fuller Inc. has the potential to develop into an all-powerful management firm, despite their claims, due to the founders’ experience as managers, their business plan, and the fact that the company has hundreds of millions of dollars worth of financing.  With Fuller and Blackwell’s clout in Hollywood, they can basically do whatever they want. And what successful artist wouldn’t dream of having the opportunities these two can supposedly offer?

Although I am anxious to learn more about this venture as new details are released, as a talent manager myself, I am left wondering what kind of effect Blackwell Fuller will have on the industry, and if it will benefit smaller managers like myself, or negatively impact us if it begins to overpower its competitors.  I am hopeful that with the constant advances in digital media, we will all be able to find and succeed in our own niche, since battling the Goliath might prove deadly.

I reached out to XIX Entertainment’s media contacts for comment, explaining that I am a graduate student in Entertainment Business, and after a few brief email exchanges, Kelly Mullens left me with this: “You will never learn - nor will you succeed in the entertainment business - if you don’t do the work yourself.”  Considering she is the media rep for Simon Fuller, I’ll accept her words of wisdom knowing they are coming from a reputable and established person in the industry.  As much as it would be nice to think that Simon Fuller gave me that advice directly considering how much I admire him, I still plan on following it and will hopefully benefit personally and professionally by doing so.

I leave you now, not as much with the fear of Fuller and Blackwell swallowing me up, but with inspiration from a lesson from which I think we can all learn:  If you work hard, and pursue your dreams, you can and will prosper.  Simon Fuller and Chris Blackwell are true testaments to that.  As I uncover more detail about the developments and plans of Blackwell Fuller and how it is influencing the industry, I will be posting it here, so make sure to check back! 

What does it take to be a successful talent manager?

According to the Talent Managers Association, an agent’s primary objective is to secure employment for his or her clients, while a manager is forever thinking about how to make things better.  I have compiled select questions and answers from several interviews with various experienced talent managers in order to gain a better understanding of who a talent manager is and what a talent manager does.  Here is what I found:

In an interview with Steven Nash of Arts and Letters Management and former President of the Talent Managers Association, Mr. Nash explains that a manager is the client’s partner.  Because managers work on commission, they virtually invest in their clients.  Managers handle less people than agents.  They assist in making financial, professional, and personal decisions of their clients in order to help their marketability and reputation.

To watch the entire interview, click here.

Meghan Schumacher of Meghan Schumacher Management

You represent actors for a living. What do you enjoy most about being a manager?
The thrill of creating an exciting opportunity for someone is great. I have been working with some of the same actors now for over ten years. Having that long-term knowledge of their needs and building on a foundation so that their career continues to grow is a challenge and very satisfying. Every day is a different set of goals to accomplish. It’s fun.

Okay, this still confuses people. What is the difference between an agent and a manager? If I have a manager, do I need an agent? Or vice-versa?
This is the million-dollar question, isn’t it? Technically the difference is that an agent is responsible for getting those opportunities (offers/auditions) that an actor needs to get a job and that a manager is there to guide or advise the client through the process getting that job. The lines are blurry in many cases, I will be honest. Also, as a general rule, an agency will have many different agents covering separate projects.
A manager can offer different services for different clients. If an actor has a great agency and they are doing a great job, then a manager can be a part of the team that enhances all of those positive experiences by playing “air traffic control,” if you will. In essence, a manager can help distill everything so that the right decisions (i.e. which role to choose, which audition/offer to prioritize) are made. If an actor has many different agents covering separate parts of the business, the manager is there to oversee that they all get covered equally and to the best advantage of that specific actor.

Dustin Hoffman’s agent in Tootsie has a great line. He says to Hoffman: “I’m your agent, not your mother.” Realistically, what should an actor expect from his or her representatives?
The expectation for all representatives is that they should be working hard to help move the actor’s career forward. Everything after that is different with each manager. The flair and style with which each company illustrates that is very different. Some are very motherly and interested in your personal life etc. Some do just as well a job but stay completely on the professional side of the relationship. Each actor can find what they are looking for.

To read Matthew Rose’s complete interview with Meghan Schumacher, click here.

Kathy L. Carter of Carter

 

What are some of the challenges you face as a Hollywood manager that might surprise people?
I come from a very straight-forward family. I respect when people get straight to the point and accurately say what they mean. I am considered too blunt with some people but I consider this to be respectful to the other person's time and profession. If I don't like something, I say I don't like it. This includes speaking very directly with my clients. We are only as good as the weakest link so I have a very honest relationship with the people that I do business with even if they don't like my delivery. If I lose a deal or a client, at least I did it with honesty and integrity.

To read the full interview with Kathy Carter, click here.

Wendi Niad of Niad Management Company

Are there any upfront or ongoing fees to the client?
No fees. No legitimate management company would charge a client any upfront or ongoing fees. We make money when you make money. 

How is being a manager different from being an agent?
Less clients and much more hands-on. It's not so much about the next commission check (as agents are concerned with) as it is about where that client wants to be five years from now. It's more about career planning than just the next job. 

What if your client also has an agent?  How do you work with the agent to avoid duplication of effort?
E-mail is a beautiful thing. I e-mail the agents whenever something has come up for that client. We are always cc'd on any correspondence regarding that client and vice versa. Usually, if we're trying to get a client hired for something, one of us will call the studio and the other will work the producer. 

To read Mary Schirmer’s full interview with Wendi Niad, click here. 

Successful managers seem to truly be involved in every aspect of an actor’s life throughout the duration of his or her career.  They need to be their clients’ best friend, while still always viewing every situation from a professional standpoint.  Although being a manager requires serious patience and hard work, it is clear, from the managers interviewed here, the rewards are much greater.