Drop the mystique and let's all sing from the same songsheet

They came from the elder statesmen of rock and roll's management, whose stars - the likes of Springsteen, Dylan and the Rolling Stones - have weathered the enormous changes the industry has gone through during the past five years.

John Robinson's account of those principles of music management (see the feature at Guardian.co.uk/music/2008/oct/25/popandrock) contains some interesting applications to our industry during these turbulent times.

Of course we should "Keep it personal". Personally, I couldn't agree more.

Sometimes it can be a curse to take everything to heart in this business - often when you feel slighted or overlooked, it is nothing to do with you and is simply because someone else is having a bad day. But our industry inevitably still runs on personal relationships and developing the right set of contacts.

"Keeping a good sense of humour" is key too. There are many times when you need to laugh so that you don't cry (that new business pitch eve when the printer blows up and the computer crashes at 2 am).

Unlike the world of football, great managers in music "play down their own involvement". The Eagles are a much bigger name than their manager Irving Azoff. So, no need to talk loudly in restaurants.

Our jobs are to help our clients sell more. If you help to deliver success you will get credit - there's no need to make it about you.

"Never take no for an answer" is a good idea to keep in mind. This attitude hasn't always won me friends. One of my dearest colleagues once stopped talking to me for a bit when I snapped: "Don't bring me problems, bring me solutions."

Really though, there's nearly always a way through and almost everything is negotiable.

Not all Robinson's points apply. Music managers need to "maintain mystique", whereas I think we could very well do with a bit less mystique.

The amount of jargon has increased exponentially, as if there wasn't enough anyway. A bit more clarity and a bit less mystery would be a good thing for all.

And Robinson's final point is perhaps the most enduring one. It lacks charm but it has teeth: "Hold a grudge".

Anyone who has had a long career in this business will tell you that what goes around comes around.

Sue Unerman is chief strategy officer at MediaCom; sue.unerman@haymarket.com

This article was first published on Media Week