JRMA Music Career Seminar - Managing Your Career & Dealing With Money
By Richard Young
Published on Saturday, April 10th, 2010 on beatmagazine.ca
 Panel Members:
Morgan and Mercedes Lander, Kittie, Olenka Krakus, Olenka and the Autumn Lovers
Johann Kinting, Executive Secretary Treasurer, London Musicians’ Association
Terry McManus, Manager, The Birthday Massacre, and Music Industry Arts Faculty, Fanshawe College
Pat Maloney, Buyer and Performer, Fanshawe Student Union
Mark Watson, Watson Entertainment.
A roomful of aspiring young musicians - most of them in their teens and twenties - benefited from the collective
wisdom of a panel of seasoned working musicians and industry support personnel during a JRMA Music Career Seminar
devoted to managing a career in music on Saturday at The London Music Lounge.
Questions discussed during the lively session ranged from how musicians can make money in an environment where many
consumers feel entitled to “freebies” and how to determine your financial value as a musician to dealing
with unscrupulous promoters and employers.
A number of themes were repeated during the discussion. Panelists advised audience members to focus on their art, work hard
and persevere, diversify their sources of generating revenue and have a contingency plan in place for making money while
they pursue their musical dreams.
“Pursue you musical dreams, but realize that becoming a career musician is not only an artistic decision, but
also a business decision that must be viewed as such. Decide what business model you are going to use,” Olenka Krakus
told the audience. A firm believer in DIY (Do It Yourself), Krakus has managed her musical career with great aplomb
since going full-time a couple of years ago while a graduate student at UWO.
From their perspective as seasoned touring musicians, the Lander sisters implored audience members to educate
themselves about the business side of the music industry. “Stay on top of the business side of your career, keep
informed about royalties, agents’ fees, contracts and merchandising. Don’t become an uninformed victim of
unscrupulous managers and promoters,” said Mercedes.
Terry McManus suggested that musicians not spend too much time worrying about pursuing those consumers who steal
their music and product. “You can’t force these people to buy your product, so focus on those who do support you
financially and you should be able to make a pretty good living,” said McManus.
Johann Kinting, who deals with thousands of local and touring musicians in his position with the London Musicians’ Association
suggested that musicians should be prepared to do something else to pay the bills while they pursue their musical
careers. “Be realistic and always have a contingency plan in place for generating revenue from other sources if
necessary,” Kinting said.
The issue of determining one’s dollar value as an artist elicited several
responses from panel members.
 Recalling Kittie’s early days playing London bars, Mercedes Lander warned the young audience to be realistic
when starting out. “Be realistic - as an entry level band, you’re not going to make much at first. Be
prepared to play for $50. Use this time to develop your brand and build rapport with promoters. And whatever you do,
don’t start acting like a “Rock Star” and begin believing your own hype - if you do, I’ll come
after you,” she warned.
Mark Watson suggested that musicians let the buyer speak first and decide at what point they are prepared to walk
away from the table, while Terry McManus advised audience members to set a price and stick to it.
As the seminar came to a close, perhaps Olenka summed it up best. “Inevitably, your success as a professional
musician will be determined in large part by your personal stamina and creativity in directing your own career,” said
Krakus.
Two other seminars were conducted on Saturday, one on record production and another on how to use
old and new media to publicize your music. Drum and guitar clinics were also held. The Jack Richardson Music Awards
conclude on Sunday with the annual Awards Gala at The London Music Hall.
Richard Young is the Managing
Editor of The Beat - Arts In London and he serves on the Executive Board of the London Musicians’ Association. He was
a panelist on the JRMA Music Career Seminar devoted to Using Old and New Media to Promote Your Music Career.
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