Students
at Full Sail University are encouraged to broaden their knowledge of the
Entertainment Industry through use of Interview. This blog takes a look at
tools of negotiation as seen from one particular man’s perspective. I conducted
this interview with an Artist Manager, Ervin (Emoney) Robinson. His work
is attractive for Artist who live in the metro area of Minneapolis, Minnesota to
have an opportunity for a paid gig.
Robinson
is the CEO and owner of Emoney Entertainment, an LLC located in Brooklyn Park
MN. The small company is comprised of approximately 13 staff members that
assist Recording Artist with Brand development, CD & DVD production, on
line album sales, hosting concerts and events. Some of his work is featured on
his Facebook page at https://www.facebook.com/ervin.robinson1?fref=ts [1]
For
the purpose of our interview, Robinson was asked to consider the area of his
business where negotiation is used often and sometimes presents challenges.
This was an easy choice for Robinson. He quickly selected negotiating with
venue owners.
Robinson
mentioned that these type of negotiations can be particularly tricky, as the
venue owners will sometimes threaten to change the terms of their agreement. To
prevent unresolved conflicts, Robinson has made it his practice to “never
do businesses without a contract.” [2] He believes his philosophy has
made him the success he enjoys to date.
As
he reflected on one of his very first deals, the recollection delivered
conversation of fluctuating emotions. There was anticipation of doing the deal.
To address this issue, Robinson approached the negotiation with research and
preparation. He didn’t just rely on his own knowledge of the industry. In
addition to his education and reading, he interviewed others and consulted with
an attorney.
Robinson
reports, he was still met with a degree of apprehension, along the way. This
did not surprise him, as he had not had the opportunity to establish his
name. In the book “Getting to Yes” by Fisher
Ury and Patton, the writers teach effective negotiators are able to do so by “separating
the people from the problem.”(pg.11) [3]. Robinson
was able to separate the person from the problem by focusing on the interest
not his position. Despite his novice status, Robinson moved forward finding out the shared interests of both parties.
Robinson
learned the interest of this particular owner. The venue owner had four main
interests 1) to maintain an urban and suburban appeal for his location, 2) to
keep a safe environment and 3) to attract a balance of specific gender and age,
and 4) to have enough cover charges that fill the space to capacity.
This
did not contrast with the interest of the booking Manager. Robinson’s interest was “capacity, price,
and location.” [4]. However, shortly
after the agreement was made, Robinson reports receiving a phone call from the
venue just before the ink dried. The representative began to express some
concerns that may not have been addressed. Robinson said, “ This
is when the haggling begin.” [5]
“Strategic wariness causes many people to
leave untapped value on the bargaining table. Of course, agreements based on
incomplete and distorted information aren’t likely to be efficient.” [6]
Robinson
was able to use objective criteria to ensure the information did not get
distorted, as taught by Fisher Ury and Patton. (pg.11) [7]. He pointed out the
laws that were addressed in the contract, and his commitment to abide by the
agreement regarding rules and regulation of the age and gender mix for his
performing artist.
Although
the negation deal may have left Robinson a bit weary, the amazing results of
his first negotiation ended with a mutual agreement and a major cash profit.
Leaving no resource untapped, Robinson reports this was the incredible start
that helped to springboard his ability to build a business and a good name for
his self in the Entertainment Industry.
References
[1]
Robinson, E. (2011). Facebook timeline page [Web log comment]. Retrieved from
https://www.facebook.com/ervin.robinson1?fref=ts
[2] [4]
[5] Robinson, E.
(2013, 02 10). Interview by tf Fair [Audio Tape Recording]. Does negotiation
help in getting an artist a gig?., blogspot., Retrieved from
www.VisionsGoViral@blogspot.com
[3] [ , [7] Fisher, Roger, &. U. W. (2011). Getting to yes,
negotiating agreement without giving in. (revised by Bruce Patton ed.). New
York, NY: Penguin Groups Inc. DOI: www.penguin.com
[6] Lutz , K. (2013, January 22). Enhancing your deal in business negotiations. Program on Negotiations, Retrieved from http://www.pon.harvard.edu/daily/business-negotiations/enhancing-your-deal-in-business-negotiations/
Additional
references
Music
Produced by Emoney Entertainment can be heard at
