ELEMENT

PERFORMANCE CRITERIA

1. Monitor new and emerging musical trends

1.1 Listen critically to a broad range of music to assess commercial potential of new and emerging trends

1.2 Monitor and assess commercial potential of new and emerging trends via information sources

1.3 Develop and maintain strategic relationships with a broad range of known and new industry contacts

1.4 Exploit information sources to predict and influence current and future music market trends and make judgements as to the marketability of new artists

2. Find and develop new musical talent

2.1 Analyse, plan and balance artistic and commercial risk in the selection of new artists

2.2 Assess current audience response to new artists and calculate potential audience response in a variety of performance situations

2.3 Discuss potential music market trends and product development with artists and artists' managers

2.4 Assign artists to appropriate producers and ensure recording approach complements artists' repertoire

2.5 Mentor artists in a supportive manner to optimise their artistic and commercial development

3. Facilitate agreements with artists

3.1 Provide company with realistic view of artists' potential and proposed approach to artistic and commercial development

3.2 Advise artists about obtaining legal advice with regard to negotiating contracts

3.3 Monitor the process of drafting agreements between artists and company and facilitate process as required

3.4 Document agreements, distribute to all parties and ensure negotiations are kept within budget

4. Monitor progress of artists' agreements

4.1 Monitor level of income generated from sales of artists' recordings

4.2 Provide reports to management on commercial viability of artists as required

4.3 Anticipate any agreements that are likely to lead to a loss for the company and recommend appropriate action

Required skills

research skills sufficient to identify the commercial potential of current and future music market trends

literacy skills sufficient to read and interpret a wide variety of music media

numeracy skills sufficient to ensure negotiated agreements are kept within budget

communication skills sufficient to:

advocate and promote ideas and new talent

develop comprehensive industry networks

listen critically to and suggest appropriate repertoire for artists

mentor and counsel artists effectively, ethically, patiently and sensitively

critical-thinking skills sufficient to apply confidence, insight and foresight in the evaluation of new and emerging talent

initiative and enterprise skills sufficient to assess the marketability of new and emerging talent

learning skills sufficient to evaluate and improve own negotiation skills

planning and organisational skills sufficient to align and connect artists and producers

problem-solving skills sufficient to identify and resolve issues arising from agreements between artists and the record company

self-management skills sufficient to set priorities and use time-management strategies

teamwork skills sufficient to work collaboratively with artists

technical skills sufficient to access music downloads, websites and blogs

Required knowledge

appreciation of artists and record producers and their work

music knowledge, including:

genres

styles

repertoires

song structures

approaches to critical listening

typical formats and content of agreements between artists and record companies

copyright legislation as it relates to licensing, publishing, rights and royalties:

Copyright Act 1968

Copyright Amendment (Digital Agenda) Act 2000

local, regional, national and international music scenes and trends

markets and revenue structures in the music industry

role and functions of national and international music industry associations

talent development from a management and artistic perspective

issues and challenges that typically arise in the context of developing artists and repertoire

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to:

assess the marketability of new artists

develop and promote new artists

network strategically to gain and exploit information on music market trends

facilitate agreements with artists.

Context of and specific resources for assessment

Assessment must ensure:

access to appropriate technology to research the commercial potential of music market trends

access to new artists and their markets

access to standard music business documentation

use of culturally appropriate processes, and techniques appropriate to the language and literacy capacity of the candidate and the work being performed.

Method of assessment

The following assessment methods are appropriate for this unit:

case studies to assess ability to develop new talent

direct observation of candidate developing artists and their repertoire

written or oral questioning to assess knowledge of current and future music market trends.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

CUFCMP501A Manage and exploit copyright arrangements

CUSMGT502A Manage artists and their careers

CUSMKG501A Manage the promotion of creative acts

CUSPUR502A Establish and manage recording contracts

CUSSOU502A Produce sound recordings.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Information sources may include:

current industry personnel and practitioners

music charts, including:

internet

radio

television

music downloads, websites and blogs

music industry associations

music media, including:

articles

bulletins

directories

information sheets

journals

magazines

newsletters

reviews

subscriptions

trade papers

music productions and events, including:

awards

competitions

conferences

conventions

exhibitions

festivals

functions

performances

trade fairs

solicited and unsolicited recordings

suppliers of products and services.

Industry contacts may include:

artists

artists' agencies, including:

booking agents

managers

promoters

tour managers

education and training organisations

entrepreneurs

freelance producers

legal counsel and accountants

music distributors

music industry associations

music industry media and journalists

music manufacturers

music merchandisers

music producers

music publishers

music wholesalers and retailers

radio presenters

record producers

recording engineers

studio/venue managers

technical crew, including:

front-of-house

lighting

sound

staging

vision systems.

Music market trends may involve:

growth areas of audience interest and commitment

local, national and overseas trends

specialist niche markets

specific genre or product styles

targeted markets.

Artists may include:

arrangers

composers

group collaborators

lyricists

performers

songwriters

writers.

Artistic and commercial development may include:

balancing personal and artistic integrity with commercial reality and reward

capacity and willingness to develop, evaluate and continuously update:

artistic talent

collaboration options with other artists

marketable image

performance standards

repertoire

style and genre

technical ability

determination and will to succeed.

Company may include:

promotional

record

touring

digital distribution.