360° Digital Artist

A few months back I came into contact with up-and-coming electro-pop artist Santa Leja. I’ve been monitoring her incredible marketing campaign, promoting her recent single across multiple social networking platforms. Her music has generated a buzz across both the Internet and radio.

Such an organized and well-focused promotion can only mean that a top-notch manager and team back her career. This week I inquired to find out a little more about her management and to see if I could obtain an interview for my readers.

I was pleased to discover that her manager is Sam “FISH” Fisher, an artist manager, producer, songwriter, and arguably a developing legend in the music industry. Mr. Fisher was born in Puerto Rico and studied at both the Conservatory of Music of Puerto Rico and UCLA. As a producer, he has received two Grammy awards and additionally was involved in the production for a Grammy winning album. I’m honored that Mr. Fisher allowed me the following interview concerning Artist Management.



Tell us a little about your background. How did you get started in artist management?

I started as a musician first, working with many bands like Duran Duran, The Spooky Kids, and some others. Then I evolved into production which showed me both sides of the music industry, from the struggling musician looking to get signed, to the producer/A&R working for a record label, and learning all the intricacies and workings of labels and music industry as a whole. This led me into artist and label management when I opened my own production label, FISHMUSIK Global Media, LLC, and music publishing. FISHMUSIK Global Media, LLC is a boutique independent label created by myself, Record Producer Sam FISH Fisher (credits include Fey, Daddy Yankee, Vico-C, Celia Cruz, Duran Duran, many others), with the objective of evolving and nurturing the new sounds of Latin Urban, Alternative, Urban Pop, and Rock to the mainstream worldwide and using all new technologies to make this genres and their artists available to audiences everywhere. One of my latest projects is Electro-Pop songstress Santa Leja. Her catchy debut Single, “Let The Beat Don’t Stop,”  from upcoming album “Delicious,” has already charted #1 on Dance Charts in Latin America and is on Top40 radio across USA and abroad, which I am very proud of.

Usually how involved are you in the artist career from the business and/or creative standpoint?

I work and handle every detail with the artist in developing the creative side, nurturing all creative aspects along with organizing, planning, and strategizing all business parts.

Do you ever look at artist management as being like a marriage?

It is more than a marriage to me in the sense that even before the marriage, every detail of an artist management needs to be known the way you know your family, whether it’s ups, downs, virtues, or defects, and work them together unconditionally.

A manager definitely has a lot of responsibilities in the life of an artist. What are some things that a manager should not be expected to do?

In this day and age, a manager should not be expected to be “a babysitter,” because with all the advantages and advances in the music industry, any artist, whether newcomer or established, should know what they really want, their true objectives, and how to handle themselves on the road to achieve them.

In your opinion, what does it take for an artist to be successful?

For an artist to be successful, he or she should be totally involved in every detail of their career from songwriting, production, marketing, promotion, and even show an interest or appreciation towards music publishing, distribution, and business affairs using their true objective as a logical answer based upon common sense of what they want.

What are some of the first steps you take in mapping out a career path for an artist?

First, knowing everything that the artist has done from the beginning, from recording to online marketing, from live performances to selling music. Based on those pointers, I can see the strengths and weaknesses of an artist career and that way I know what to work harder on, what to upgrade or update, and what to leave intact until we get to the next level.

A new artist will often ask, “Do I need management?” How would you answer that question?

No artist should look for management as an “answer to all prayers” in which the artist would think that the manager would do anything for them. Before an artist looks for management, they should do some serious groundwork in developing as many parts of their career as possible. That way when management is needed, that management can see, as I have mentioned before, all the strengths and weaknesses of an artist career. Without this done, the reality is that the artist does not really have a career, as he/she has not done the work needed to ignite their career. This is not just about recording a song and doing a live show, this is about developing all your artist skills, having a keen sense of how you want to promote, market, and sell yourself, and use common sense for your business decisions.

Finally, the music industry is filled with both great managers and con artists. What tips would you give to an artist who is looking for a manager?

Any manager who asks for money upfront is a con artist. Why do I say that? Because a true manager knows that with the work done under the agreed percentage, based on his contacts and know-how of the industry, the manager will be able to further all levels of the artist career and therefore the profits and earnings, including management percentages, will be as big as how big the artist will become. There should be just the normal mutual agreement between artist and manager about basic expenses, even though in this day and age with the advantage of the Internet, those expenses can be cut to a minimum.

Thank you Mr. Fisher for taking the time to give us some insight into Artist Management.

Thank you so much for such a great interview! I wish this is helpful for all up and coming artists out there. Good luck in your careers and keep this thought in mind: “Don’t let your ambitions overcome your talents.”