What is artist development?
You’ve heard it from music schools, you’ve heard it from record labels. Your favourite artists have said it yet so have your teachers. Dancers, musicians, actors, even photographers have heard the words yet no one knows truly what it means. So what ACTUALLY IS artist development? Let’s define it!
The traditional definition of artist development is “the process of improving a musician's skills and craft to build a professional career in the music industry. This includes developing their voice, songwriting, image, and performance skills.” Yes, it’s a music industry term! Traditionally record labels would offer upcoming artists they thought showed future promise an “artist development plan/deal” or “demo deal” to shape their image, songwriting skills, and craft/performance whilst working with top industry personnel to create a project (traditionally an EP) of songs that could be released as a first release under the label. Artists like Troye Sivan, Ariana Grande, Guy Sebastian, and Taylor Swift have all gone through it and look at them now.
Nowadays you’ll hear everyone throw the term around as a gateway term to sell services at music or dance schools, private tutors, etc. but sometimes without fully comprehending the history and nature of the service itself. When done in the right hands, the modern goal of artist development is to create the holistic skillset you need to succeed in industry. But this requires a versatile experience and ability from teachers, managers, leaders, and those trusted individuals you look to work with to follow-through on promises of training, development, and success.
So why do you need artist development?
You develop the stamina you need for the working industry (touring, performing, touring, performing, maybe a little more touring - it’s a lot!)
You improve your craft and abilities in voice, songwriting, and production, allowing you to make the art you picture in your head.
You learn the ins and outs of how the industry works (from marketing and branding to deals and budgets) to be able to give yourself the best shot at success.
Now imagine a company that provided artist development in music, theatre, and the arts, for young artists who wanted to get into the industry…just imagine for a seco…hey wait a minute!
