The Art of Negotiation

We all know how tricky the entertainment industry can be. From negotiating contracts, deciding on artist and management royalty, and legal representation to what concert/tour dates work for the artist, the fee of each performance, and the logistics of the entire deal. I had a chance to sit down and talk with Rob Robbins, Managing Partner of Alliance Artist Management. They currently manage 21 classical ensemble and orchestras, nationally and internationally. And the most exciting part is that I was granted an opportunity to work with them as their spring 2011 Managerial Intern. Mr. Robbins, with his 20 year experience in the industry was able to provide me with some insight on how to effectively negotiate and reach a mutual agreement with the parties involved, without them feeling like an adversary. He explains that, "Negotiation and deal making is a somewhat unique process, you have to treat each one [negotiation] with respect, while recognizing your needs and wants and that of the other party". He then elaborated on Appreciation and Affiliation, saying they go hand in hand. It is somewhat equal to buying a car". Meaning when you buy a car, you have certain features, specifications, colors, interior, and exterior, etc. that you want and hope the dealership has them. To feel like your business is appreciated. "Artists and managers need to appreciate what they are getting and what is being offered", Robbins says.

As I listen to Mr. Robbins over the phone negotiating a deal or attempting to secure dates for one of the groups, I cannot help but wonder what it is like to be in his shoes. I have never seen him lose his temper or become agitated when working through a contract. "Learn how to separate yourself and the other party from the problem", he mildly states. It amazed when he referred to the Getting to Yes book, which I told him that we read also. His infinite knowledge has led me to believe that you can always get a yes from a negotiation if you just "Recognize that you're dealing with humans and human emotions, which tend to be irresolute sometime". After the interview I asked Mr. Robbins if he had any advice to give to anyone that desires a career in the entertainment industry. His response was simple. "If you find yourself in this business, learn how to separate the people from the problem, ask yourself what it is that I can and cannot afford to lose. Identify that and start negotiating".