The biz's brightest new talents tell their stories. This week it's the turn of Atlanta Cobb, artist manager, Crown Talent Group/AM Music.
What made you choose music?
“Growing up, it was always something I knew I’d end up doing in some form. It has always been music since I could walk and talk, and I’ve never thought twice about the career I’ve set up for myself. I genuinely don’t know how to – or want to – do anything else. I know how to arrange international travel and itineraries for an artist, create and lead a full social media campaign and design an artist’s merchandise line, but I still can’t poach a bloody egg.”
How do you define success?
“There are many definitions, and it’s all relative. It’s important to celebrate each small achievement along the way, just as it is celebrating your fifth platinum record and No.1. For artists in general, I see it as being able to make a full time living from music, achieving the growth of your fanbase and keeping them engaged to the point of being able to sustain your career for longer than 10 years. For someone like me – being able to wake up happy every day in your job, knowing you can do your best to help elevate your artist, and in turn, developing and growing your own career alongside is a win.”
What’s the secret to management?
“It’s definitely not rocket science. Rule No.1: Don’t be a dick! The main thing I’m always conscious of is, be fair, and be nice to everyone, meet as many people as you can, and remember who they are. Also, communication is key. Knowing how to work in a team effectively and get the best out of people around you. Knowing when to listen and when to speak up.”
Where will the biz be in five years?
“Most likely still ticking along as it is today. Hopefully Lorde’s finally returned with her third album that I’m desperately waiting for! And there’ll probably be some new tech everyone’s excited about. I’d like to see the continual growth and support of women in music. And even more women working in live music, we still need more female tour managers, backline, monitors, MDs...”
What’s your best music memory so far?
“When I started in artist management [for Becky Hill, Ella Henderson and Camden Cox]. I’d been in the job for less than a month and I was off to China for a show and then Vietnam with Becky for her Sunrise In The East video. A two day shoot turned into three. On the second night we only had about 90 minutes sleep. The entire thing was non-stop, and the most tired I had ever felt. But Becky and the team; Michael Holyk, Greg at Noir Productions, Lisa Foo, Louis Brown, Ed Gibbs, Adele Cany and Terri Capon were the best crew to be out there with. The video turned out great. That confirmed this is the job for me.”
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