5 years of Accelerator: Anique Cox on the impression of the MMF and YouTube administration programme | Administration

ANIQUE COX – Founder, Anique Cox Music 

Since transferring from advertising and marketing to managing Bree Runway, Anique Cox has been on the centre of an enormous breakthrough story. Right here, she takes time to replicate on the success and the assist of the Accelerator initiative…

As supervisor of Bree Runway, you’re working with one of the crucial proficient new artists within the UK. The place did your journey collectively start? 

“Bree is unquestionably one of the crucial thrilling artists round, throughout the UK and past. In some ways, that’s how I replicate on how far we’ve come. I loosely knew Bree earlier than I joined EMI by way of a mutual contact when she was effervescent on-line, however our journey formally started at EMI in 2018, when Bree was assigned to my roster as advertising and marketing supervisor.”

Would you say you have uncovered the key of what it takes to interrupt an artist within the trendy music trade? 

“No, as a result of each artist is completely different. Finally, it is about authenticity and the way that is translated and marketed. We have been each lately in New York for Style Week, the place Bree was attending the Coach present. We have been making a buzz on-line, she was bonding with artists like Doja Cat and Lil Nas X and it was a extremely explosive journey. We then went to Paris to attend one other trend present and now we’re engaged on new music and Bree’s subsequent file. Bree cares an enormous quantity for her picture and needs to have the ability to inform a narrative via her look, her music and any visible asset. It is nice to have the ability to hold evolving.” 

What’s your philosophy as a supervisor? 

“A supervisor’s function is to facilitate your shopper’s goals and imaginative and prescient, and to be dedicated and resilient in your alliance. All the time have an answer, work laborious, keep organised, care about your shopper’s well-being, be ready for the sudden and benefit from the function and the experiences that include it.” 

Are you able to pinpoint what drew you to administration and what retains you enthusiastic about being a supervisor now? 

“Bree drew me to administration. I wished to ship for her and I knew I used to be succesful. Her music, the journey and her trajectory proceed to maintain me excited. Within the present local weather, you have to assume rather a lot concerning the artist model, and the way that model can stretch throughout a number of completely different areas, and for me that is a extremely thrilling prospect. One of many causes I like working with Bree is that she’s proficient in a number of completely different areas, so there’s rather a lot we are able to do.” 

Who’re your idols or function fashions in music and artist administration extra particularly? 

“The historical past and longevity between Jonathan Dickins and Adele is an actual testomony to being an excellent supervisor. I additionally admire the connection between Woman Gaga and Bobby Campbell.” 

How worthwhile are programmes such because the MMF Accelerator? 

“Extremely worthwhile. Virtually each day brings a brand new and distinctive problem and being a one-person administration ‘staff’ can typically really feel like rather a lot. The MMF is a secure area to ask unfiltered questions and have skilled folks to study from and depend on. I got here into the programme with file label expertise and there was a complete world I wasn’t acquainted with, and Accelerator actually opened doorways and allowed me to study much more about different basic areas of the enterprise.” 

Lastly, are managers handled pretty within the enterprise? 

“There’s positively not practically sufficient appreciation of how a lot work a supervisor has to undertake and what number of bases they should cowl. Labels are within the enterprise of promoting information, and that is their major focus, whereas the supervisor needs to be throughout every little thing and take a long term plan and imaginative and prescient.”

Click on here to learn our interview with YouTube’s Lizzie Dickson.