AAM Member Profile - Craig Lock
Company name: 5/4 Entertainment
How did you get into management? I used to play bass in a band and was the guy who tried to organise the band and get things happening. Using the skills I learnt from the band I started a music company with a friend (Ross Osmon) who was running club nights. We started booking venues and promoting tours in Adelaide and things kind of grew from there to the point where we had the skills to manage acts as well.
What do you see as the biggest challenge in 2015 for artist managers and/or their artists? Figuring out ways to break acts overseas whilst keeping them in the spotlight in Australia plus having enough money to open up new markets without sending the artists bankrupt is really tough as well!
What is your hot tip for getting started in artist management: Find a good band to manage! Thats the first step so people wanting to get into it should be very active going to shows and looking for new music online. Dont even try and start until you find a great artist! Whilst you are looking try and learn some skills and information about the industry so that if you find something great you know enough to be helpful to the act and are able convince them you re the right person for the job.
What is your hot tip for helping/sustaining your artist management business: Dont just be a manager. I don’t think its viable for someone to start managing acts and only do that. If the artists are new then you wont be able to survive from the commission you receive by just being a manager. My advice is to try make money doing other jobs in the industry at the same time. PR, venue booking, festival work, promoting shows. These are all things that are easier to make an income from and the pay is often more immediate and consistent than being a manager. You’ll also learn a lot, build your networks and hopefully be able to work in the music business full time instead of a regular 9-5 job. Having a consistent income from other work also means you don’t base your management decisions on how much commission you make for certain things for survival reasons which is better for your artist!
Name 2 people within the music industry who have helped you get where you are: Paul Pittico and Danny Rogers