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Inspiring Conversations with Ayana Cobb of Hardknocklife Entertainment
Hi Ayana, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Throughout the years, I would often attend events and/or be around artist that shared frustration with the music industry. After reviewing some of the immediate roles around a music artist (i.e., road manager, artist manager, publicist, etc.), I found that artist management was my niche and decided to create my business in 2014.
The first thing I did was establish my own brand and get my team set up (i.e., entertainment attorney, website, business license, business registration, CPA, etc.) before I could bring an artist on board. It is extremely important to be resourceful and get comfortable with the word “No”. It was also important to understand that everyone had to start somewhere and learn a lot of lessons along the way. In the beginning, I conducted a lot of research, asked plenty of questions, and made a lot of cold calls to entertainment areas. I was able to speak to a booking agency early and they provided me valuable information regarding what they look for when booking an artist. I wanted to be able to teach artists the importance of the BUSINESS of music vs. primarily focusing on their craft. I took the time to really absorb information as a student by attending entertainment conferences and events. I have also done things on my own from the ground up, regarding working in the recording studio, creating a production (including overseeing the staff for that production), setting up radio interviews and the long list goes on. Based on my experience, there is a lot of misconception regarding what an artist management does for an artist. Truthfully, we are in an era of information, and this information can be looked up via your computer or mobile device online but a lot of people want the instant way without putting in the work.
Unfortunately, there isn’t a quick way to sustained success. Artist Managers are not here to fund a music artist career and if they pay for something, those expenses have to be reimbursed to the manager. I have learned a lot through this process of the dos’, don’ts’ and never again…LOL. I also step out of the box by becoming involved with the city entertainment process. I have meetings with the Special Events Office, which handles the Film. Entertainment and Music to gain knowledge on how to properly hold an event within the city limits. These can range from a block party, private party, comedy show with performers, etc. In addition, this is a great way to establish relationships because you don’t want to have an event that goes horribly wrong WITHOUT a proper permit and this is how you establish your first relationship with the city. Many cities have events (i.e., parades) that need entertainers and this is another awesome way for a music artist to get exposure.
We all face challenges, but looking back would you describe it as a relatively smooth road?
No, it has not been a smooth road. Not ensuring that artists have invested in their brand or what many call “skin in the game”. This is not the same as going to the studio or writing music but has an individual really taken the time to learn the business. Are they reviewing videos online? Are they following industry professionals online and applying the tips they provide? Are they financially investing in themselves? Are they working to ensure they can pay for their expenses involving their passion? I wanted success for an individual more than they wanted to put in the work to become successful. I wasn’t satisfied with the results I was getting and something had to change because I couldn’t keep doing the same thing. I had to return to the drawing board.
We’ve been impressed with Hardknocklife Entertainment, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
I have had my share of Hard Knocks and I wanted a name that reflected those experiences. Creating this name was important because I wanted a brand that others could relate to. I am an artist manager who wants to ensure that outside of the roles/responsibilities of an artist manager that musicians understand the business of music. In addition to specializing in understanding the process of business in music. This is easy when an individual is clear that their passion is a business vs. a hobby. Here are some examples: Understanding you don’t need a manager right away, hiring an entertainment attorney, reading paperwork, remaining coachable/professional, studying the roles/responsibilities in the industry, and understanding the process. What sets me apart? I have been directly and/or indirectly affected by difficult times, caused by hardknocks.
Music is a form of therapy that allows someone to speak about a very uncomfortable experience that normally would not be discussed at your family dinner or among your peer’s neighborhood setting. These topics range from homelessness, betrayal, unemployment, mental illness, rejection, abuse, stereotypes, trauma, bullying, injustices, entitlement, laziness, abandonment, absentee parent, etc. We have experienced failures and learned from those mistakes, some of those lessons may have taken much longer than others but it is those experiences that allowed us to become a better version of ourselves. I am able to connect with professionals and that makes me extremely proud. Great things develop out of those relationships. I want readers to know that it’s very important to take in the feedback on what is needed to get their brand to the next step in their career because although they may not be ready for management today, they could be ready in 6 months.
So maybe we end on discussing what matters most to you and why?
My daughter is what matters to me the most. She is such a beautiful human being and I will continue to provide her the guidance and support she needs.