I often get asked what I’m looking for in order to decide if I’d like to work with an act. There are many answers to that question which would take far more writing than this post will be, but I wanted to start this conversation.

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The first thing I’m evaluating is always VALUE. By evaluate, I mean I am asking very direct and often tough questions related to your current business – eg. the money you are making, how many dates your booking, the type of places you’re performing, etc., in order to see where the holes in your business might be.

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Here’s the part that most performers get wrong – I’m not evaluating the value for me (that comes later). The first thing I’m evaluating is the value for YOU.

To simplify – I am asking questions to try and figure out whether you paying a Manager (usually 15% of your gross income) is worth it for you. If I can’t see a way to increase your gross earnings by at least 15% in a reasonable amount of time, then there is NO VALUE for you in having me as your Manager.

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Some examples of where I can see value for you in working me would be:

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• I think we can increase your pricing by 50% (you’d be surprised how often acts are under-charging for themselves)
• I think you’re playing in the wrong venues and we can take steps towards venues with a higher payout
• I believe that you are missing a niche marketplace in the entertainment world (e.g. corporate gigs, colleges, cruise ships) and I think I can help you tap into it.
• You’re so busy managing your business that it is actually costing you money as you’re focus is being pulled in too many directions.

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There are many other examples, but you get the picture. Many performers wait A LONG time for an opportunity to chat with “industry folk” that may be able to help their careers. So before you find yourself in a room with one of these people, give some thought to the things you think they are looking for. Exceptional talent is only the thing that gets you in the door. Remember what the Agent or Manager is looking for – Value for YOU.

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- Justin Sudds

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