- 05 May 21
As part of our special feature on the impact of Covid-19 on the Irish music industry, Mani, the founder of music management company LJ Platform, shares his experiences, and looks to the future...
Founder, LJ Platform
How has the impact of Covid-19 affected you and your business?
The music world has been affected majorly. There has obviously been no gigs and very few new releases. The artist and the industry have become so vulnerable. As an artist manager, you really have to stand up for your artist and make your presence known. You become the everything for your artist – even a counsellor – but then you have to question who is there for the manager?
What is the worst aspect of it all for you?
That the entire world literally just stopped: it’s not something we ever thought could happen. At the start of the year, business objectives and goals were set out – but something like this was never considered.
Did you have to let any staff go?
Thankfully no, we haven’t had to do that. We have maintained the small team and have had to work in a different, more agile way as well as using technology a lot more to keep things going.
Music is a people business – how has the loss of contact with staff, colleagues or others in the business affected you?
Music is a collaboration between all parties involved: the artist, engineer, producers and fans. Often, music business needs to be carried out face to face to get the best out of it. Networking isn’t happening anymore, so we’re not able to push much for newer artists. Resources are also very limited.
Were you in a position to try anything new or different?
Yes, I tried new ways of working. I had to rely on technology, and place more trust in external parties due to not having those face-to-face interactions.
Mental health has been a huge issue for a lot of people involved in music. How has your experience been in that regard?
The most important thing that one can do is to be there for people in such situations while offering a listening ear.
Are you optimistic or pessimistic about the future?
I’m optimistic – making wishes and creating plans. We say at LJP that when words fail, music speaks. That’s what drives us.
'Music Industry in Ireland: Where To Next?' is a special feature in the current issue of Hot Press, running to over 20 pages, featuring music industry professionals as well as artists including Moya Brennan, Jess Kav, Luka Bloom, Fia Moon, Kneecap, Gavin Glass, Mick Flannery, King Kong Company, Mary Coughlan, Rosie Carney and many more.