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profile International Arts Manager
January 2006
Global reach
Since Barrett Wissman became involved with IMG Artists,
the company has been expanding with new offices and festivals
around the world. Robin Newton reports
T
HERE WAS A TIME NOT SO LONG
ago when IMG, along with CAMI,
dominated artist management.
The power they wielded gave them an
unprecedented level of influence and
control; and that was quickly turned
into serious money.
The foundations of IMG, however,
lay in sport where the constant influx
of new stars and the constant exposure
of existing champions provide
seemingly endless revenue opportuni-
ties. The arts, with the exception of a
few proven long-term performers, did
not yield such riches. By the beginning
of the 21st century, the artist manage-
ment branch of IMG was failing; some
reports claimed annual losses of £1m
($1.7m).
Clearly, something had to change.
IMG decided to sell its artist manage-
ment arm but found buyers hard to
come by. In 2003, Mark McCormack,
the founder and heartbeat of IMG, died
suddenly, making the situation more
urgent: there was no clear way forward
but swift action
was essential. considerable recovery: directly with the public. We have to re- Wissman at work with
S e e m i n g l y ‘We are in danger of turnover has increased enliven the arts and not just take money Maxim Vengerov
out of the blue, losing our audience if by 40% in two years out. Our job as arts managers is to move
Barrett Wissman and is expected to grow in new directions and, because we’re in
appeared. His we don’t nurture it’ between 10% and 15% touch with so many artists at the same
offer to buy a more in 2006. Add to time, we’re in a perfect position to do
majority share that a new Singapore exactly that.’
of IMG’s artist management business office opened in October 2005 with The challenge facing artist manage-
was accepted with alacrity and a new era another opened earlier in Italy and ment, Wissman feels, is combining
began. Now rebranded as IMG Artists, things certainly look good for IMG global reach with local understanding.
70% of the company is owned by Artists. In some ways there is nothing new in
Wissman with the remaining 30% Wissman’s belief is that the world of this concept; larger agencies with an
remaining in the hands of IMG. artist management must change rapidly international remit have commonly
Not surprisingly, Wissman’s appear- if it is to build a future for itself. ‘There relied on small, local agencies for infor-
ance generated more questions than it is so much going on around the world mation. Wissman’s modification,
answered. Although his background today, not just in our kind of music but however, is to have many smaller offices
showed a love of music – he trained as a in all areas, that we are in danger of all under a single management
pianist, has a degree in music and losing our audience if we don’t nurture umbrella.
married the cellist Nina Kotova – there it. We as an agency cannot behave as we ‘Local knowledge is vital,’ he says. ‘It
was nothing apparent in his profes- used to, simply booking artists into is important to be global because we
sional past to suggest why he might engagements the world over and taking need to be aware of all the potential
want to take over IMG Artists. commission. We have to work on opportunities for our artists. Without
Wissman, however, has been great building our audience. We have to give knowing what is happening on the
success. IMG Artists has experienced a our artists the opportunity to be involved ground, though, we would never

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International Arts Manager
January 2006
profile
ture. Not only that, he also introduced
food and wine events into the mix. ‘The
idea is that people come and try
different things and gradually become
more and more involved. It might take
a couple of days or three years but we’re
encouraging a new audience. The
Tuscan Sun Festival has been so
successful that we’ve extended the idea
to include Napa Valley in the States
that will unite the world’s best and
most adventurous music making with
the visual, literary and culinary arts.’
Singapore is interested in hosting a
similar event and in China IMG Artists
started a huge music education festival
called the Canton Summer Academy
with Charles Dutoit as music director.
More than 800 students from all over
Asia participate in concerts and master-
classes during a week and a half of
activities.
None of this is to suggest that IMG
Artists is no longer engaged in the day-
to-day business of negotiating and
scheduling for a large roster of artists.
Wissman, however, is convinced that
Wissman (back row, second discover these opportunities. The ways of getting people interested. I without generating new interest, there
from left) and friends at the reason we have offices in all these don’t believe that we should necessarily will be nothing to book his artists for.
Tuscan Sun Festival places – which now includes New York, copy that and I am absolutely certain ‘The notion of arts management as a
London, Paris, Lucca, Kuala Lumpur that our art should remain pure but I booking service is gone. The landscape
and Singapore – is build relationships am quite sure that there are other ways has changed dramatically in terms of
with local organisations, ministries of of getting people interested. We want funding and in terms of what people
culture and so forth.’ things that become infectious; success actually want. We have to keep the
Nevertheless, building such a stories that everybody wants to buy business alive and at the moment I
network is only valuable if it is used in into. ‘I want to try to create events that don’t see other agencies doing this. It
the right way. Wissman believes that bring people together, events that might mean that we don’t get rich but
the key to unlocking this potential lies artists really want to come to, events we have to generate successful
in creating events. ‘It is essential for us that encourage audiences to get platforms for our art. If our festivals are
as managers to keep the business of involved and to engage more with the of a high enough quality and create the
music making alive. You see this on the performers. right atmosphere then they will be such
pop side of the fence with constant Four years ago Wissman founded platforms.
thinking about marketing and the Tuscan Sun Festival, which is a ‘As long as we don’t actually lose
publicity – always coming up with new combination of music, art and litera- money, its worth it to me.’ IAM
Reprinted from International Arts Manager magazine, January 2006 edition
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