At the Nokia Music Connects conference in Mumbai yesterday, Brian Message, co-Manager of Radiohead, whose company ATC Management also manages other artists like Eliza Doolittle and Nick Cave, spoke with Ralph Simon about Social Media, streaming, live streaming, and how Radiohead decided to allow buyers to choose what they wanted to pay for their In Rainbows album in 2007: What does a manager need to tell the band to do on Social Media? The key thing is to adhere to the principle of not trying to sell. You try and be authentic. Nick Cave is a 50 year old guy. He's not going to be someone who tweets. But he takes a lot of pictures. So we put up pictures. It's very important that we try and push something that is not fake. Most fans out there require that from their artists. Fans want to know the real them and the authentic them. We tell the artists don't over sell, because people will follow you because of your authenticity. We're very very pro technology. We want to work with the likes of Google and Spotify, and see the advantages of technology, and the direct artist-fan model. There was a structure on the supply side that got between the artist and the fan. The Internet allows you to reach the fan direct. Anybody can be an artist,anybody is a fan, and the dialog between us and the fan is where the business is growing. The forefront of growth is technological change. Breaking…
