Last week I went to get a new tattoo, and as I was sitting in the chair talking to the artist, it came to me. Tattoos have increased in popularity considerably over the years. According to U.S. News and World Report, tattooing is one of the fastest growing retail businesses in the country, with a new shop opening every day, adding to the 20,000 plus parlors already in existence. For those of you who have tattoos, you well know that most people are extremely particular about who tattoos them. You admire others’ work and ask who did their work. Most artists say they gain most of their clientele from word of mouth and referrals.
“Famous” tattoo artists are so sought-after that they oftentimes have a waiting list months long. Several of these artists currently appear on the hit TLC reality shows LA Ink , NY Ink, and the former show Miami Ink, as themselves. These artists are now TV personalities in their own right. I’m not sure there’s anyone who’s living in this country who hasn’t heard anything about Kat Von D for instance. Despite largely being known as the woman who had an affair with, and is now engaged to Sandra Bullock’s husband, well, former husband, Jesse James, she is an extremely talented tattoo artist, who has captured the attention of many. Von D has appeared in music videos, launched a makeup line, and released several fragrances. Her book, High Voltage Tattoo, became a best seller.
London boasts a show called London Ink, which mirrors the Ink series here in the States. One of the featured tattoo artists on that series is Molloy, the artist responsible for many of the tattoos of the Beckhams’. Simply by tattooing a superstar like David Beckham landed his work in almost every magazine and newspaper instantaneously. Molloy recalls, “It was a bit scary to be honest. The problem with a lot of press, especially the tabloids, is that they write what they want to write. The word that kept cropping up was ‘outraged’; that people were outraged at this tattoo, as if they were rioting in the street. It’s absolutely rubbish but they were just trying to stir people up. You could argue that any PR is good PR, which to an extent it is, but sometimes there’s a negative side to it as well.” Molloy understands that his six month long waiting list is due to the fact that he tattooed Britain’s other royal couple. He adds, “It’s like an endorsement, isn’t it?”
When casting for London Ink, producers were convinced they wanted Molloy as a participant. Victoria Noble, the show’s executive producer, says “And if you’re putting a studio together, you want people to be recognizable as well as having recognizable work and he’s worked with so many footballers and rock stars.” Several considerable business offers have now come his way. I could continue with examples, but let me get to my point.
As a manager, one should keep an open mind and look outside of the box of musicians and actors. We know that more musicians are starring in films and more athletes are pursuing music and acting. Everyone wants a piece of everything and they are being offered the opportunity to do it. The last time I was at a department store, browsing in the perfume section, I noticed how many stars have released their own fragrance. I mean, Justin Beiber perfume? I guess so. And obviously people are buying these things up, because otherwise more and more celebrities wouldn’t be creating their own.
So, I’ll leave you now with some food for thought. Why not manage the unexpected? Why not manage these artists who have the potential to make it big, receiving offers of all kinds, but without guidance, would have no idea how to handle it all and steer their career down the right path? Dennis Dwyer, who heads up the Alliance of Professional Tattooists, says body art has become more mainstream during his 30-year career as a tattoo artist. With the growth of the tattoo industry, I have to imagine more tattoo artists are going to go mainstream and be offered endorsement deals and the opportunity to launch their own products. Why not cash in on that too? I know I am going to definitely do some searching for the next big thing. Who said it has to be an actor or athlete or musician? Watch out because tattoo artists may very well be the newest competition, and an excellent opportunity for managers like myself.
No comments:
Post a Comment