I recently had the privilege of interviewing Angel Johnson, CEO/President of Bold Music Productions in Urbana IL. Angel Johnson is a strong woman that has been involved in the music industry for over 10 years. Coming from a family of musician and singers, it was only destine that she work in the industry. Having an uncle who worked in the music industry, as the manager of rapper Nelly really influence her to manage artist. She started out managing one of her friends at the age of 20. She then continued to do different things in the industry that lead her to meeting and working with some great artist. During this journey in her life, she had to learn how to negotiate contract deals with her artist. She has encountered many problems, but was able to over come them by taking the person from the situation and then solving the issue.
I requested an interview with her and she graciously accepted my invitation. I posed a few questions concerning negotiation deals in the music industry. Here is the result of our discussion:
In past negotiations, what were some ways that you were able to separate the people involved from the problem or issue being negotiated?
It is important to remain calm and stay focused on the key points of the negotiation. Compromise enough to make sure that you get what you want, without giving in to all the demands that are being made. People need to trust you and know that you have their best interest at heart, which is very important!
How have the music industry changed in the past 5 years?
The music industry has decreased in the past five years, but grew in its ability to reach the masses. Now with new media everyone has access to any kind of music they want. The draw back is that now the industry is over saturated and it is harder for those with talent to shine over the noise of everything else.
Where directions do you see the music industry going?
I see the music industry heading for a complete and total restructuring. Soon major labels will be completely irrelevant as now most of the mainstream artist emerging have to put in almost all of their own leg work in order to create a following and a buzz.
How important is artist development in the music industry?
Artist development has and will always be the most important thing for maintaining a certain standard of quality coming from artists. When you first start in this industry, you have no clue about what really goes in to being a full-time professional music artist.
What advice would you give new artists in the music industry?
Shut up, look and listen. Humility is key. Even at this stage in my own career, if I'm ever in the presence of those that have been doing this longer and better, I will always take every opportunity that I can to learn from them.
What advice would you give entrepreneurs in the music industry?
Prepare for a long tough ride. Some people make it in easily without much adversity, but for most of us, it's a struggle.
What do you attribute to your longevity in the music industry?
My ability to adapt and learn. I have a willingness to do whatever it takes in order to achieve my goals, and that's what I do.
Do you feel that people really understand the business aspect of the music industry?
Not until they've been in it for a while. There are a lot of people that get taken advantage of because of their lack of knowledge.
What was the hardest decision that you had to make?
Whether to be potentially homeless and do what I love to do, or be stable and miserable for the rest of my life.
What hard lessons have you learned while working in the industry?
You can't trust anyone, to a certain extent. At the end of the day, even people with the greatest intentions will ultimately look out for their own well being before yours.
Do you feel that artists need to become more than just an artist in order to have longevity?
Yes. You have to be diverse in order to survive. If you can flow then you blow.
What impact do you feel that the Internet have had on the music industry in the past 2 years?
It has opened many doors and forced the industry to begin changing the guard.
Where do you see the state of music now and in the future?
It will get better. We just have to figure out a way to make it work well again.
What changes do you feel that need to be made in the music industry?
People need to stop the facade of greatness. At the end of the day, we are all people. Once we stop holding each other back, we can all move forward.
