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Raising A Superstar Brandy Arjay Raeven - managing child celebrities

Black Enterprise, Dec, 1999 by Shawn E. Rhea

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A music manager's initial responsibility will be polishing your child's image; setting up performance and talent showcase opportunities and shopping for a record deal. Later, he will pursue promotional and endorsement opportunities. Artists don't have to pay up front for these services, so any manager who requires cash in order to represent your child is not legitimate. A manager typically earns 15% to 20% of his client's income. In the early stages, however, your child probably will not have developed enough for an established manager to feel confident that he can secure a recording deal. Thus, much of the work will fall on your shoulders.

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That was the case for Melinda Dancil, who began working with her younger cousin, Arista recording artist Monica, while a student at Tennessee State College. "I planned a lot of the campus events, so I'd have her come up to perform and we'd take up a collection to pay her," says Dancil.

After college, Dancil returned to Atlanta and continued working with the then 12-year-old singer. She booked her to perform at so many events that Monica came to be known as the "little gift who sings `The Greatest Love of All.'" Her increasing popularity resulted in several recording contracts from local record-label executives. But it wasn't until producer Dallas Austin--whose Rowdy Records label is distributed through Arista--offered a deal that Monica, her mother and Dancil decided to sign.

"Dallas was the only one who approached Monica as a person and not a dollar sign, and with her being only 12, it was important that she [sign] with someone who acknowledged her age and innocence," explains Dancil. She strongly advises parents not to jump at the first contract that comes along, and to make sure that label executives support your goals and concerns.

After securing Monica's recording deal and working with the label to complete the singer's debut album, Miss Thang, Dancil took a step that surprised some: she brought on rapper-actress Queen Latifah's Flavor Unit Management company to act as Monica's co-manager. "I was concerned about trying to direct her career in a trial-and-error fashion," admits Dancil. As Monica's pursuit began paying off, Dancil knew there were key career development concerns--imaging, promotional appearances and endorsement opportunities, for example--with which she would need help. Dancil, who is currently Monica's sole manager, says parents need to be open-minded about bringing in help when necessary. "I don't think that you should step out of the picture, but if someone can offer the artist a better situation, it should at least be considered."

In the film and television industries, agents reign supreme. While you may be managing your child's day-to-day activities, you'll still need an agent. Why? Because an agent will be the only way your child can gain access to certain auditions. "While I try to give everyone who I think is right for the part a chance, there are a lot of casting directors who will only cast with top agencies," says Hardin.

Raising A Superstar Brandy Arjay Raeven - managing child celebrities

Black Enterprise, Dec, 1999 by Shawn E. Rhea

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