“Big Bang maths is against you – make sure you achieve your fair slice of creative recognition”

This post from my consultancy website is aimed at so called 'Creatives'

- but hey... judging by the posts I read, Accounting Web has its fair share of poets, musicians and writers...

Creatives have a real and present problem facing them today.

Simply put, in a crowded and competitive creative world, the chances of getting your pet creative project noticed and rewarded are harder than ever before.

Don’t believe me? Then check out the Big Bang Theory maths.

As Sheldon Cooper would doubtless lecture you, the total Annual Creative Output (‘ACO’) of planet Earth hit an all time historic high in 2012 because:

‘ACO’ = P x F% x S*

where:

P= population of Earth

F= average daily free time available%

S*= sensory stimulation coefficient

We now have a record number of people (7 billion) with a record amount of ‘casual’ time on their hands. Then factor in sensory stimulation from a myriad of sources plus the tools and apps to transform mental ideas to creative form so much more easily. And it all adds up to the sum total of our creative endeavours being at an all time high. A casual glance at the daily uploads to YouTube, Tumbir or Instagram will add all the empirical weight you need to this theory.

That said, it’s one thing to say total creative output is at an all time high right now – that’s not the same as saying that creativity is qualitatively better than ever before…

Or that the ‘best’ creativity always gets the recognition it deserves.

Lets remember, getting recognition has always been a pretty tough feat – even for the blatantly talented. The famous ‘near failures’ should include The Beatles who were famously rejected by Decca Records and Van Gogh who was rejected by almost everyone in his lifetime. And bang up to date, Oscar winning and Man Booker prize winning Life of Pi by Yann Martel was rejected as a book by at least 5 major publishing houses.

There was one common factor to all the above near failures. Each Creative had the good fortune to have a strong, evangelical and tenacious business manager – who eventually got them the breakthrough they deserved.

Check out the case studies…

The Beatles – Parlophone Records signed them when Producer George Martin heard those ‘rejected’ Decca demo recordings. Their manager Brian Epstein was crucial to eventually making things happen for the fab 4.

Van Gogh – despite the patience and support of his brother and de facto manager Vincent never achieved a breakthrough in his lifetime. It fell to his sister-in-law, Johanna van Gogh, to make him a success following his suicide and his brother’s sudden death.

Yann Martel – his agent Derek Johns eventually bought the Life of Pi to the attention of Editor Jamie Byng of Canongate publishers.

So the lesson could be, whatever the level of your innate creative talent, if you want to maximise your chances of attaining a fair commercial reward for it - ensure you have the right sort of business manger supporting you.

And to avoid confusion – ‘business manager’ is a loose title it could mean ‘consultant’, ‘advisor’ or ‘commercial director’

(Well, I would say that wouldn’t I?)

The crucial point is having expended blood, sweat and creative tears on your ‘project’ (it could be a book, film script, npd innovation, iPhone app, art installation, dress design, painting – or even your creative business) you may need someone else who can pick up the baton, on your behalf, and help you monetise it.

So what are the ideal qualities you need from your ‘Business Manager’?

·      They need to genuinely appreciate your craft (otherwise how can they sell it with passion?)

·      They are tenacious (they must be able to ride the knocks)

·      They get things done and can make things happen (they are not just talkers – they can roll up their sleeves and get stuck in, if necessary)

·      They exhibit real practical commercial expertise (though ironically perhaps both Brian Epstein and Johanna Van Gogh initially undersold their clients – given their eventual ‘true’ value…)

·      And you actually like them (This IS important because if you enjoy their company this increases the chances of building a really productive relationship).

So if you already have a ‘ Business Manager’ that is up to the mark – congratulations.

If you don’t… well you’ve seen the Big Bang maths. You don’t need Sheldon Cooper to tell you…