ABSTRACT
A weakness found in the music business is the lack of any formal planning for artists, especially new artists. Veterans of the music business, both artists and their managers, have a short-term and long-term vision for managing careers and they frequently are not formalized in any written form. Artist manager Stuart Dill says, “Developing careers and plans, and actually putting them on paper and in writing I think is always a good idea. I don’t think it is always the norm. I think you’ll be surprised at how the industry has not had a formal approach as you would [if you were] a Fortune 500 company.” (Dill, 2004) Others in the music business agree with Dill’s assessment. For the new artist who is ready for the commercial side of their music and who is signed with management, a formal written plan is especially important. Chapter 12 of this book guides artist managers through the creation of such a plan. This chapter begins with goal setting.
