Thoroughly modern managers take charge of pop singers<\/p>\n
By Helly Minarti<\/p>\n
JAKARTA (JP): On the surface pop music is about glitz and
\nmaking hits. But at a closer look, it is more than some cool
\nartists playing good music and singing some chart climbing tunes.
\nThe fact is, the new magic word of today's pop world successes is
\nthe management that backs the show.<\/p>\n
On stage it may seem that it is the singer or the musicians
\nwho run the show, but their career may depend on the manager who
\nhas to make sure that everything works as planned. As a
\nconsequence, gone is the traditional role of a manager who acted
\nmore as a personal assistant or who often ran errands for the
\nartist. It is replaced by a more modern approach that requires
\ncreativity on a par with the artistry of the artists themselves.<\/p>\n
The latest case was shown by GIGI Management in their special
\ngig titled The Tribute Concert. Organized by manager Dhani
\nWidjanarko, GIGI Management successfully ran a two-hour free live
\nconcert of GIGI at Gedung Kesenian Jakarta, an unusually classy
\nvenue for pop music. It was specially dedicated to the people who
\nthe band thought to have had a share in their success -- from
\nband members' relatives to journalists and fans club members. The
\nconcert was tied in with the band's sixth album release and was
\nbroadcast live on a private TV station at prime time.<\/p>\n
Dhani is one of the few who applies management principles to
\noversee a band, combined with his offbeat style to accommodate
\nthe band's creative and often costly ideas. He treats GIGI as a
\ncompany, complete with short-term and long-term plans.<\/p>\n
"I want them to concentrate on the musical side only and let
\nme take care of the rest," said Dhani. It means that at a gig,
\nthe band only comes after everything is ready so that they can
\nplay right away. Tuning of instruments is not their job.
\nEverything runs efficiently.<\/p>\n
Dhani works himself on strategy issues and is aided by a
\nfull-time staff members for daily business. Additional crew are
\nhired on a job basis.<\/p>\n
Unlike GIGI, pop singer Reza chooses a collective team to
\nmanage her career. She co-founded Zahwakabiza -- an event
\norganizer -- in 1997, as she prepared to launch her debut album,
\nKeajaiban (The Miracle), which skyrocketed Reza to pop stardom.<\/p>\n
Zahwakabiza, taken from the Arabic word zahwa and the
\nSundanese kabiza, respectively means 'pride' and 'gifted'. The
\norganization consists of three twentysomethings: Aaron
\n(production manager), Aqsa (account manager) and Damayanti
\n(personal assistant). Aaron and Damayanti, graduates of an
\naccountancy college, were Reza's seniors in junior high school
\nwhile Aqsa is Reza's younger brother. They share
\nresponsibilities. For example, Aaron, with the aid of full time
\nstaff, directs show time, while Aqsa covers pre-production issues
\nand other areas, including investigating concert possibilities or
\nother jobs, such as model gigs for advertisers.<\/p>\n
They sit down together with Dhani Ahmad, Reza's music
\ndirector, or with the major label to cover issues such as
\npromotional strategies. But for the rest, Reza's core staff
\nhandle her successful career, sorting offers from producers who
\nwant Reza to promote their goods. Aqsa said they turned down many
\noffers, as they did not fit Reza's personality.<\/p>\n
At first, the team projected Reza for a more selective upscale
\naudience because her music inclined to R&B.<\/p>\n
"We never thought she would get to the stage she has, and
\nattract a much wider audience," said Aqsa.<\/p>\n
Aquarius Indonesia even held off releasing the debut album for
\na year until the public was 'ready' to appreciate Reza's music.
\nThey also suggested she remix Pertama (The First), her first
\nsingle, to add more poppy tunes.<\/p>\n
Though strikingly different in style (Dhani's is more daring
\nand innovative compared to Zahwakabiza's safe and sound
\njudgment), both try hard to apply modern management in their
\nwork.<\/p>\n
"We see Reza as a commodity that has a lifespan. Our task is
\nto stretch it to as long as possible," said Aqsa.<\/p>\n
Her team says they do have plans, but carrying out those plans
\nis more a learning-by-doing process.<\/p>\n
"We rely on the instinct of Reza's label (Aquarius) since
\nthey've been in the business for quite a while." said Aaron.<\/p>\n
The tendency is global. Publicity approaches like GIGI's
\nrecent Tribute Concert are also carried out by international pop
\nstars like Ricky Martin. He threw a similar event in Italy with a
\nfull week of solo concerts exclusively for journalists from all
\nover the world. And the world Latin star reaped the benefits when
\nhe released his new single -- not even a new album -- a salsa
\nthump titled Living La Vida Loca.<\/p>\n
"My next dream for GIGI is to do a phenomenal gig in the year
\n2000. Something like Pink Floyd's The Wall (one gigantic,
\ntheatrical and phenomenal rock concert along the former Berlin
\nWall) a few years ago," said Dhani, who is dubbed as the best by
\nhis peers. He has even started thinking of the next move in their
\nmusic careers for every member of the band in anticipation of the
\nfuture downturn.<\/p>\n
"Indonesia is no America. They can just make two world hits
\nand live a lifetime on that. Our musicians are still far away
\nfrom that kind of future," he reasoned.<\/p>\n
Dhani plans to expand GIGI's management, so that it can deal
\nnot only with GIGI but other artists. Zahwakabiza has the same
\nplan. "We'd like to be experts in artist management," said Aaron.<\/p>",
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