Unsigned Artists

Kenny has produced gold and platinum records for the likes of KISS, Gladys Knight, Badfinger and Teena Marie.

Q: What is the role of a band manager?

KK: The band manager, usually referred to as the Personal Manager, is responsible for getting the band or artist's career plan together and exposing the artist's music to people and companies that can further the artist's career.

This includes rehearsing the act, getting press or hiring a press company, making sure the artist records a CD of original songs, finding an agent to get gigs for the act, helping the artist to expand his fan base and being available 24/7 to help with both personal and career problems. It's a full-time job.

Q: What is the role of the A+R Person?

KK: The record company A+R person is the liaison between the label and the artist and the manager. first, the A+R person signs the act. Then he must see the act several times (and hear the recorded music) to be sure the label won't make a mistake if that act is signed.

Then the A+R person must find a record producer, schedule the CD for recording, come up with the budget, oversee the project to make sure the songs are top-notch and then sell the project and Cd to the rest of the record company so they are totally behind it and promote it to the hilt!

Q: What is the role of an independent record label?

KK: The role of any record labelis to provide exposure for the artist's music by releasing and marketing CDs. In the case of major labels, they have giant distribution companies to help them along with million dollar marketing and video budgets.

Indie labels offer little recording money but the chance for musical freedom to the artist. They provide some touring cash and leave the particulars to the artist--meaning that the artist must come up with creative ways of getting around on very little money. With a major label you would need to sell close to 2 million CDs your first release but, with an indie, if you sell about 20,000 everyone can make money and you get to record a second Cd and continually build a fan base and touring territory.

Plus, if the indie label really does its job properly and can sell 50,000-75,000 CDs, chances are the majors will take note immediately.

Kenny Kerner was a former record producer with 18 gold and platinum record awards, and is currently Vice President and Director of the Music Business Program at Musicians Institute in Hollywood.