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IMRO | The Mechanics of Music Management Seminar Series | Part One

September 25, 2019 @ 11:00 am - 5:30 pm


Mechanics of Music Management’ seminar series in association with the Music Managers Forum (MMF) and delivered by Chris Cooke from CMU Insights, who will be joined by John Glennon (Jawdropper Management) and Kathryn Mason (Masonry PR), will explore best practice and current trends in artist management.

Together these sessions will provide a comprehensive guide to artist revenue streams and business models, record deals, fanbase building and direct-to-fan relationships, and explain where the manager fits in with each of these strands of the business.

These seminars will be of interest to those starting out in artist management, artists who self-manage their careers and also for more experienced managers looking to gain a fresh insight into new trends and management strategies.



This full day course looks at how artists build a business around their music, and the manager’s role in making that happen. Along the way it covers music revenues, artist companies, business partners, management deals and fan data. Chris Cooke from CMU Insights leads the proceedings with a series of presentations – including insights from the MMF’s ground-breaking ‘Digital Dollar’ work. Plus hear from guests working in management, marketing and deal-making.

Music Revenues
How do artists make money out of their music and what business partners do they work with to unlock each revenue stream? We put the spotlight on the intellectual property, live performance and fan relationship strands of the music business.

The Artist/Manager Relationship
What role does the manager play in each artist business and how does this impact on the artist/manager deal? We look at how the artist/manager relationship can vary, over time, and depending on who the artist is and the kind of business they are evolving.

Companies & Money
How does an artist go about structuring their business and managing their money? What questions need to be answered and what formalities need to be completed to ensure everything is agreed, legal and secure? Plus how does the manager facilitate this process?

Building A Fanbase 
At the heart of every artist’s business is their fanbase. How can artists formally connect with and start to understand the core fanbase, and how does that process drive the business?

Fan Data 
As the artist’s business grows, they will start to gather valuable data about their fanbase. Or at least, the platforms and partners they work with will! How can artists ensure that they have access to that data – and how can they legally utilise it to grow their business.

About Chris Cooke
Chris Cooke is co-Founder and MD of CMU, a company that helps people navigate and understand the music business. It does this through media like the CMU Daily bulletin, Setlist podcast and CMU Trends library; consultancy units CMU Insights and CMU Pathways; and future talent programme CMU:DIY. He also programmes core conference strands at The Great Escape showcase festival and wrote the book ‘Dissecting The Digital Dollar’. CMU is part of Chris’s business 3CM UnLimited, through which he also publishes cultural media ThisWeek London and ThreeWeeks at the Edinburgh Festival; and teaches for PR training charity the Taylor Bennett Foundation.

About Kathryn Mason

Kathryn has over 30 years’ industry experience. Previously Marketing & Promotions Manager, BMG Ireland and then Head of Marketing & Publicity, Universal Music Ireland. Kathryn is a very active PRII member and holds Diploma’s in Digital Marketing (with Distinction) and Event Management as well as Marketing, PR & Advertising qualifications. One of the project’s Kathryn is best known for is launching the career of Westlife and working with Simon Cowell. She set up the company in 2003 and has worked on clients ranging from the IMRO Radio Awards, Sightsavers, Taste of Dublin, Shane Filan, Mark Feehily, MCD Productions, Choose Radio, Equinox Events and Celtic Collections record label (Celtic Woman, The High Kings, glenn&ronan and Sharon Shannon).

About John Glennon

Over 30 years experience in artist management with a wealth of experience in securing recording and publishing contracts, live booking agents, lawyers etc for both new and established artists. Jawdropper PR provides radio, online and press promotion services in both Ireland & UK.

About the Music Managers Forum (MMF)
The MMF is the world’s largest professional community of music managers. Since its inception in 1992, the MMF has worked hard to educate, inform and represent its members as well as offering a network through which managers can share experiences, opportunities and information.

Its core purpose is to:

  • Educate: To support managers’ continuous professional development within an evolving music industry.
  • Innovate: To create and highlight opportunities to develop and grow artist businesses.
  • Advocate: To provide a collective voice and leadership to affect change for a transparent and fairer music industry for artists and their fans.


September 25, 2019
11:00 am - 5:30 pm
Event Category:


01 661 4844
View Organiser Website


Irish Music Rights Organisation
Copyright House, Pembroke Row, Lower Baggot Street, Dublin 2
Dublin, Ireland
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01 661 4844
View Venue Website

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