Heads, We Win; Tails, You Lose — Or: Pimps 1, Artists 0
When it was announced a couple weeks ago that Universal Music Group, owner of the top classical labels Decca and Deutsche Grammophon, was forming a new division called Universal Music Classical Artists Management and Production — a division designed to provide management services for prominent classical musicians, and produce recordings and live events for them, the division to be headed by classical superstar manager Jeffrey D. Vanderveen (Anna Netrebko is one of his clients), formerly of the eight-hundred-pound gorilla of artist management, IMG Artists — it sounded to us like a natural and a good deal all round for everyone.
How thoroughly silly — and purblind — of us. How we could have missed seeing this huge, devouring monster lurking beneath the surface of that cozy little arrangement is simply beyond our comprehension.
A manager has moved from one agency to another. So what? "It happens all the time," says Barrett Wissman, the chairman and owner of IMGA , and Mr. Vanderveen's former boss. "But here much more is at stake. The suit [instituted by IMGA against Mr. Vanderveen and the new Universal group] is about huge conflicts of interest. Who will protect the artist? No one is talking about that. And many of the artists don't even see what's coming."
Mr. Wissman conjures up scenarios of junior Artur Rubinsteins and Renata Tebaldis suckered into indentured servitude for the sake of a coveted recording contract with a major label. You want to sing Schubert in Salzburg? Too bad, this is business. It's show tunes at the Garden for you. For an analogy, think back to Hollywood in the days of the almighty studios, when the moguls owned stars virtually body and soul.
[...]
The Norwegian pianist Leif Ove Andsnes, wants an ally who answers only to him. "The recording company has to think commercially," he says. "That's the nature of their enterprise. As an artist, I need room to think completely differently, to think about which projects are artistically interesting and only that, and then to see if we can sell them."
The disagreements are never-ending, and recording executives are not the only ones who may think an artist's ideas too esoteric. Lately, Mr. Andsnes had to battle presenters in Paris who thought Debussy piano pieces too recherché for the French. How much harder it would have been had his manager — who is paid to represent his point of view — been a paid operative of his record label as well, working hand in glove with the impresario. Here we touch the crux of the matter: Under such circumstances, manager and impresario would be united in the common interest of maximizing profits for themselves rather than for the artist. And the artist's creative agenda would have no true defender at all.
During intermission at the Metropolitan Opera, a competitor of Mr. Wissman's explained some of the basics, on condition of anonymity. "Say I manage Diana Damrau," he said, referring to the diva of the evening. "As her manager, my interest is to maximize her fee, and thus my commission. But if I'm presenting her and selling tickets, my interest is to reduce her fee to zero or even to get her to pay me for the privilege of singing, and thus to maximize my take at the box office."
IOW, heads, we win; tails, you lose — or: Pimps 1, Artists 0.
RTWT here.
