After hearing a number of accounts
about the course director formally known as Cassandra Willard, Esq., I felt I
was set on equal footing entering her class. There were just as many horror
stories as there were rave reviews. After concluding the class, I can say with
a particular degree of certainty, instructors like Cassi are the reason I
decided to pursue a Master’s Degree in the first place.
The curriculum was balanced between
product and artist content. I found the product side to be most practical, which
is ridiculous when I say it out loud (because I’m an event coordinator). The
product management sector has a lot less twist and turns, as it doesn’t have to
deal with the practice of managing something that was born with free will. Lots
of bare numbers and analytical marketing in this area as well.
The artist management track is for
a special kind of saintly person who has Gandhi’s patience, only on steroids.
Landmark talent managers like Rene Angelil and Shep Gordon come to mind when
discussing people who literally have seen it all, on account of having music
royalty as clients. It also takes an incredible degree of self-control to
function as a talent manager. The greats have come to know when appropriate to
take a little extra time to review a deal. Endorsements and sponsorship
agreements need to be gone through with a fine-toothed comb, to ensure that the
deal will showcase the client’s strength and be conducive to their longevity in
To a degree, the same can be said
about the product management sector. Project leads and product management
specialists must work hand-in-hand in order to find more enticing ways to get
products and their associated content in front of their consumer base. In many
cases, pairing products accomplish this with celebrities (usually, recording
artists). In these instances, the product and artist management fields meet. And
that, my children, is the beginning and end of the universe.