In 2011 when I first began working on music showcases for SXSW in Austin, Texas, one of my clients that I worked closely with was Allen Stone and his manager BJ Olin. Stone is a soul and R&B singer from Seattle, Washington who released his first album, Last to Speak, in 2010, followed by his self-titled label released album in 2011/2012. It was after the release of his sophomore album that his career really began to take steam, landing him top spots on iTunes and Billboard. He performed as the headliner on an unattached showcase at SXSW 2012 then as the headliner on his management company's showcase in 2013, Red Light Management.
Red Light Management is an artist management company with offices in New York, Los Angeles, Nashville, Atlanta, London and more. The represent acts such as Alicia Keys, Alabama Shakes, Rayland Baxter, Alberta Cross, and Natasha Bedingfield.
BJ Olin has been with Red Light for a few years now, but has been artist managing in one way or another for approximately eight years. I jumped on the phone with him last week to pick his brain about his exciting career and to get advice from him for those out there who are pursuing artist management.
Olin graduated with a Bachelor's degree in marketing and public relations from Texas Tech followed by some communications classes in grad school but ultimately dropped out to pursue artist management full time. He first began by tour managing a friend's band as well as Missouri to Nashville based singer, Matt Wertz. Ultimately these relationships fizzled and Olin went on to work with Def Jam Recordings, followed by a brief stint working with Seattle indie rock band, Barcelona. After some hardships post-Barcelona, Olin landed his now job working for Red Light Management.
He is now currently living and working in LA, but travels very frequently with his clients. Outside of Allen Stone, Olin manages a budding rapper whose name I cannot disclose at this time, American Idol season eight contestant Jackie Tohn, Swedish singer-songwriter Tingsek, and singer-songwriter/actress Stacie Orrico.
When I asked Olin what some of his most important responsibilities are in managing his artists' careers, he explained that it is his job to "coach" his clients. Starting from the ground up, Olin goes through the growing pains with his acts and assists in developing their craft. The other large aspect of his career, he said, was to cultivate relationships with other entertainment entities and professionals on behalf of his artists in order to create opportunities for them.
I asked Olin what, in his mind, are the most important characteristics an individual must embody to build a career as an artist manager. Without hesitation, he said "resourcefulness and tenacity." These qualities combined with a lot of hard work and a little bit of elbow grease, he said, will without a doubt multiply your victories in your artists' careers.
As far as advice for aspiring artist managers go, Olin said to never put all of your eggs in one basket. He explained that oftentimes people want to pigeonhole themselves to only work with one act or one type of act. Broadening your horizons, even if it's out of your comfort zone, will ultimately make you a more successful and more versatile artist manager in the longrun.
I closed the interview by asking Olin what he most loved about being an artist manager. He said, "No day and no artist is ever the same. Seeing each individual artist as a new project keeps me on my toes and keeps me guessing. It creates new and exciting situations. Life is always interesting as an artist manager."
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