Concerts have come to a screeching halt during the widespread shutdown of everything from the stuffiest public library to the seediest dive bar, leaving artists and their managers are busy trying to find ways to keep the music flowing.
“As managers, we’re doing everything we can to just keep our heads above water and still push our artists as much as we can,” says 10 and 8 Management President Nicholas Mishko. “OK, this one facet of your career is on pause right now. Don’t look at this as ‘it’s gone.’ Life will go back to normal, it’s just going to take time.
“Let’s take that energy and focus on other facets, like sync deals and brand partnerships,” he says, adding that he’s just made deals with Dean guitars and Bumpboxx. “Live on social media, even though that’s already a cliche, seriously just live on it and post and do everything you can to engage with your fans.
“I’m telling my team, right now, OK, everyone’s at home, they’re going to get bored. Start reaching out and making new opportunities, say hi to people we’ve never worked with before, build new relationships. All the people who before said ‘my plate is too full,’ well right now their plates are not too full.”
Acknowledging that he’s lost “God, a lot of tours” to the coronavirus-related shutdowns, he says you still have to do what you can to salvage any business at all from the fallout.
“Run some sales to get that merch out there,” he says. “If you were originally going to do $20 shirts, do $12 shirts. Help people out so they can help us. Don’t let that merch sit for five months.”
While the situation is dire to those who make their living in the live events business, Mishko, whose company’s clients include bands like Dig The Kid, Autopilot, Krosis, Scream Blue Murder, Titans In Time, and Young Medicine, says everyone is working together and trying to stay positive.
“From all the talent buyers and promoters and agents, everyone I’ve spoken with is trying to stay positive in some form,” Mishko added, mentioning a Cleveland venue called The Foundry that just donated a lot of leftover food from its kitchen. “The main thing is to focus on what we can control and focus on the positive.”