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Vol. XX No. 5 February 2005 |
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The State of the Arts: Advice From 10 Pros Performers young or old can gain valuable insights from behind-the-scenes professionals in the business of the arts. Lauren McMinn, associate director of national advancement and alumni relations, asked 10 Juilliard alums working as artist managers, publicists, artistic directors, journalists, recording engineers, and general managers to share their perspectives on what it takes to succeed.
Engineer and Producer, Adrian Carr Music Designs Manhattan recording studio How can young artists make the most out of their recording time? Just be prepared, and realize that a recording session is not the same as a performance. It allows you to use tools and technology that make it much easier than performance. But in another sense, some people find recording very difficult because of the pressure and the lack of audience and spontaneity. Learn how to feel comfortable using those tools, and learn how to create spontaneity.What should an artist look for when choosing a recording studio? It's all about the knowledge and experience of the engineer, who can create any acoustic space with today's technology; it's all in his hands. The important thing is to feel good about whom you are working with. The recording experience should be a pleasure. It shouldn't be a job.
General Manager, AntiGravity, Inc. Aerial performance group uniting dance and athletics What is the greatest challenge for today's performing artist? In our economic climate, the biggest challenge has become the task of staying true to one's idea of artistry while still being smart about being able to appeal to the commercial world. Pure ideology does not pay the bills, and an artist may never blossom unless a coexistence between the two opposites is found.What are some important non-performance skills that an artist must have?Communication. The biggest mistake many performing artists make is assuming that concepts of their art will be understood by non-performers. Management in almost all arts institutions is becoming more and more staffed by corporate types with little to no performing experience.What is going to keep the performing arts alive?Outreach and innovation. It is important to bring the classical arts to persons who would otherwise not be exposed to them, thus cultivating young and new audiences. It is equally important not to have an arrogant attitude towards new trends. The inclusion of new styles and techniques into performances will open the doors for many to the more traditional performing arts.What should an artist be wary of in the industry?Promises, and the words "trust me." Do you have any audition tips?Have strong audition materials (résumé, video, pictures), if you don't have the chance to audition in person. Some of the best performers have the worst materials and get overlooked.What advice would you give to young artists who wants to maximize publicity for their budding careers?Don't discriminate. Don't get "married" to New York. Get yourself out there, get as much experience in as many fields as you can stand. You never know when it will come in handy and what it may lead to. Network like crazy. Do all of the above with integrity and respect, because you never know who's on top tomorrow. The best advice I ever got was from my entertainment attorney: "There are only 10 people and $40 out there, so you better act right!"
Senior Director, Jay K. Hoffman & Associates, Inc. Public relations and marketing firm for classical music What are the greatest challenges for today's performing artist? Understanding that "networking" is much more than just knowing the so-called "right" people. Some artists are fixated on knowing the "Who's Who" of classical music—the record producers, managers, etc.—but without the real drive to get to know people around you, to get "out there," it doesn't matter that you know the president of a record company.Realizing your potential as a creative being. Instead of just practicing for hours and hoping you win an international competition and become famous, think about creative programming ideas, so that when you eventually talk to or play for a presenter/manager, you'll stand out in a field that's full of "I-can-do-all-32-Beethoven-sonatas-from-memory."Not yielding to gimmicks. It's hard out there and people can sell themselves short. Yes, it often works, because we live in a world where beauty and sexuality are commodities. But just because you look beautiful doesn't mean you can keep playing the Tchaikovsky Violin Concerto and expect to be successful. Fame is instant; a career isn't. Aim for longevity. What are some important non-performing skills that an artist must have? Some basic day-to-day skills that I was fortunate to learn as a work-study in Juilliard's Office of Admissions: dealing with people, phone skills, writing letters, and speaking in front of people. Nowadays, Internet use is also vital.What are the main elements to focus on when trying to "sell" an artist or a particular concert?Planning event-style programs, rather than straight "recitals" (focusing on a composer, creating a mini-festival, collaborating with other artists, etc.) lets us brainstorm about how the public and critics will respond. A career can be built (albeit slowly, but steadily—an important aspect that everybody forgets!) based on reviews of those events, program "niche," etc. What advice would you give to a young artist who wants to maximize publicity for their budding career? Maximize your brain, not just your technique. Stand out from the competition by expanding your artistic horizon. We're all interconnected; talk to actors, dancers, choreographers, visual artists, sculptors, writers, etc.
General Manager, Merce Cunningham Dance Company What advice would you give to young artists who wants to maximize publicity for their budding careers? Treat yourself like you expect to be treated. If you behave like you are important enough to be written about, then let the journalists know the who, what, where, and when of it, so they don't miss the story. They'll appreciate it—and you might get reviewed.
President of Local 802, American Federation of Musicians New York chapter of professional musicians' union What is the greatest challenge for today's performing artist? Students have to understand that they are not only artists, but when they get out of school, they are also going to be workers. Most of us are trying to achieve our artistic goals and support ourselves, so that we have the privilege of being musicians the rest of our lives. Often, to students who rightfully see themselves as the artists of tomorrow, the word "worker" can sound almost insulting. It's important that they understand it is not either/or; they will be both.What is going to keep the performing arts alive?I've heard it said that musicians are one of the few groups of people who love what they do so much, they would give it away for free. But ultimately, no one can survive that way for very long. Musicians (along with everyone else) need to put food on the table and a roof over their heads, raise a family, and have a quality of life. They train and spend quite a bit of money on their education (equal to—if not more than—a lawyer or a doctor), but often society sees them in this very Bohemian way. People must understand that performers have a right to the same quality of life as anybody else who is equally skilled in a profession.
President, Uptime Studios Manhattan recording studio What are some important non-performance skills that an artist must have? Art can be considered humankind's greatest achievement; it is the one thing that transcends our daily needs and activities. Those daily needs, however, may be met by applying the same skills already mastered by the artist. The same discipline and effective communication required in art are essential for success on the commercial side of the profession. Versatility in style and repertory can increase one's ability to adapt to a wider array of professional requests. The same perseverance required to achieve technical accomplishment can be applied to identifying a means of support that will allow the artist's creative impulses to flourish.How has technology changed the environment for recording the performing arts?Great advances in digital technology have dramatically changed the nature of recording in recent years. Modern equipment can edit seamlessly, correct tuning, enhance tonal quality, accentuate dynamics, and even construct sounds that one only used to imagine. Polished, high-quality recordings have become the standard. But there is now a greater challenge for the artist to transmit emotion, spontaneity, and the human "imperfection," which are the primary qualities in a recording that excite the listener.
Vice President and General Manager, Minnesota Orchestra What is the greatest challenge for today's performing artist? Being relevant in a society that prefers easy answers, simple sound bites, and instant information.What should an artist be wary of in the industry?Taking opportunities for granted. No matter how insignificant the gig seems, be grateful for it and give it your best. This is a small business—good and bad news travels quickly.What qualities do you look for in a young artist's audition?For an orchestral musician: absolute precision, knowledge of different styles, the ability to make quick adjustments, a very high technical ability, musicality. For soloists: tonal beauty, technical mastery, deep musicality, something unique to say, confidence. Do you have a top-five list of audition tips?1. Be confident. (We want you to do well!) 2. Be well-mannered and look your best. 3. Don't make excuses. ("I'm getting over a cold." "My flight arrived late." "The dog ate my music.") 4. Be so well prepared you could do the audition in your sleep. 5. Remember that a couple of mistakes don't ruin the audition. Immediately put them out of your mind and keep going!
Artistic Director, Vail Valley Music School; Arts Correspondent on CBS TV's Sunday Morning What are some important non-performance skills than an artist must have? Today's artist must be a natural communicator in order to draw listeners inside the music. Speaking to the audience before a performance is de rigueur these days, and performers need to be able to talk about the music with spontaneity and ease. Being a good colleague is also central, because positive relationships with conductors, managers, and other performers are the key to sustaining a career.What is going to keep the performing arts alive?Arts education in the public schools, coupled with a partnership of support from government and the private sector. I also believe that the passion, integrity, and commitment of performers will inevitably revitalize the performing arts.How has technology changed the environment for the arts?Technology has helped and hindered the arts. It is thrilling to hear a wonderfully recorded performance, but because of the amazing advances in editing, audiences expect live performances to be as perfect as an edited CD. There is no doubt that computer programs for composing have sped up the process for the composer, but speed does not always ensure excellence. Technology is an aid, not an answer, for artists.From a journalistic standpoint, what factors comprise a successful performance?There must be aspects that are unique. Communication is key: either a player leaps (figuratively) across the footlights, or not. When a performance is alive and when the performer has something to say, there is something to write about.What advice would you give to young artists who wants to maximize publicity for their budding careers?Get another career. If publicizing oneself is a goal, the artist is not of interest. There can be no publicity without events or accomplishments to publicize, so it is a Catch 22. Therefore, the artist should keep his or her eyes on the prize: making the music, the words, etc. come alive.
Artistic Director, M.C.C. Theater Off-Broadway theater presenting new work What is the greatest challenge for today's performing artist? Overcoming the politics. The craft used to be the thing.What are some important non-performance skills that an artist must have?Intelligence. The understanding of the business, how it has changed. An awareness of L.A. as an opportunity base. Survival instincts.What do you love most about your work?After 40-plus years, I'm way past love. What qualities do you look for in a young artist's audition?Craft, skill, an organic sense of who they are, so that something more than technique is coming across.
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