Artist managers break down the three tiers of distribution services, how to find one that best suits your needs and what to do before signing a contract.
through her company Night Media, urges newcomers to remember that “the more services and money you’re getting upfront, the more you have to do to recoup.” If you already have a manager who handles a lot of tasks themselves, consider asking the second- or third-tier distributors to toss out specific services — like marketing, synch and publicity — that are redundant or unnecessary.
Sean Lewow, A&R at the label, management and music publishing company S10 Entertainment and manager to indie artists Katherine Li, Austin George and Kate Peytavin, says his experience with SoundOn has been fruitful. “They understand TikTok trends better than anyone else,” he says. “We do most of our content strategy in-house, but SoundOn gives us tips here and there and explains broader patterns on TikTok. It helps us guide the artists in the right direction with content.
Hicks adds that ensuring the company is enthusiastic about the project is key as well, especially if you’re signing a longer-term deal with a higher advance. Because employees come and go, Hicks says it’s important to know if there are multiple champions for you at the distributor. “See if you can meet more than one person at the company before signing to gauge their enthusiasm for your music,” she says.
“I feel like distributors all kind of do the same thing; the only thing that makes them different are the people within the building and within the teams,” says Kei Henderson, president of label and management firm Third & Hayden. “It’s important for young artists and young managers to research and find all the avenues possible. And once you find that one person who really cares about you and your music, make sure they have the power to help move your shit.
Splitting royalties is even more complicated when the artist is trying to pay royalties to producers and/or featured artists at the same time as recouping his or her distribution advance. “It’s very easy to make mistakes if you’re handling this yourself and causes a larger headache,” he says.Though distribution contracts are often considerably shorter than label deals , it is still important to have a lawyer review the paperwork if an advance is involved.
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