The industry's brightest new talents tell their stories. This month it's the turn of Phoebe Gold, co-founder of Up Close Management...
What made you want to work in management?
“I love being part of the entire process of an artist’s journey, whether that’s liaising on the creative or planning live shows. Artists almost always have the most personal relationship with their managers, which makes it feel like a really special role. As a manager, your artists become your extended family. Also, I’m a middle child between two brothers, so bossing people around came pretty naturally to me at a young age!”
Can you describe your management style?
“There isn’t really a one-size-fits-all style of music management. All of my artists are different and I have different relationships with each of them. I guess the common thread is that I try my best to be protective, empathetic and adaptable.”
When did you come to work with PinkPantheress?
“We actually met through Goldlink. My business partner looks after him and he was in the studio with her. We were talking and I then realised who she was as my brother had played Break It Off on his Bone Soda radio show the day before.”
How important is TikTok to modern artists?
“The algorithm for discovery on TikTok is more powerful than on any other app. If you learn to use it right, you can amplify your voice more easily than anywhere else. PinkPantheress is the brains behind all of hers. She figured out how to use it as her own personal focus group, which is genius.”
Tell us the biggest lesson you have learned so far...
“Find your people and stick with them. I’ve had a lot of ups and downs and having people to share them with, people who get it, makes everything easier.”
What do you consider to be the most important part of your job?
“Making sure that my artists are OK. So often, everyone’s focused on the task at hand or success as opposed to making sure the artist is in the right headspace and is happy.”
Is there one thing you would like to change about the music industry?
“Where to begin! Artists and writers deserve more from the streaming services. Streaming royalties are way too low for the amount of work that goes into the creation of their art. And, on a human level, things would be more pleasant if there was more integrity around.”
Finally, what’s been your best industry moment?
“Seeing my artist Tendai play for the first time and being so blown away that I wanted to work with him straight away, even though I barely knew what management meant at the time.”