ABSTRACT
Any business requires an understanding of what product or service it is providing and to whom it is providing it. It is a basic mission statement and helps maintain focus. With the mission established, it becomes the job of the manager to refi ne the defi nition of who the expected customers of the artist will be, to employ people and other resources to create a support team, and to develop a plan to create a relationship between the artist and their fans that includes commercial activity.
