It’s all about making the artist(ry) with Madeleine van Geuns.
-- Renske Dilven
In the vibrant and ever-evolving world of music management, I had the pleasure of interviewing Madeleine van Geuns, my former Spinnin’ Records colleague and friend and now the business owner of 88 Music Management and Madam Eight Music Publishing.
Madeleine's story unfolds in 2004 when she started as a performer in a high-level band, eventually discovering her deep-seated passion for the behind-the-scenes aspects of the music world. After participating in a Music Business Summer program at Berklee College of Music in Boston, her vision as an artist manager took shape.
Having worked closely with Madeleine at Spinnin' Records, I witnessed her skills and dedication. In a bold move, she transitioned from the world of a massive dance label to embarking on her entrepreneurial journey. In 2018, she founded 88 Music Management, initially focusing on artist management and later expanding into the music publishing industry in 2022. Madeleine's shift from being an artist to becoming an inspiring and strong entrepreneur shows her determination and passion for the music industry.
| What inspired you to start your own music management company?
Madeleine: The entrepreneurial bug has always been in me. I knew I wasn't the best fit for working under a boss, and having the opportunity to bring one of the artists from the Spinnin’ roster with me was a significant advantage and great start. Growing up in a family of entrepreneurs, I had a support system to turn to, including my aunt who is my business coach.
| Could you share the primary focus and mission of 88 Music Management?
Madeleine: My main goal is to help artists worldwide step up to the next level in their careers and assist new artists in taking their first steps in the music business. What sets my company apart is my personal approach. I'm not afraid to share knowledge, and I tailor my services to help artists across various career stages, ensuring accessibility for all, regardless of their profile size.
| You recently added consultancy services - can you elaborate on that?
Madeleine: Many people reached out to me for artist management, but not everyone needs the full package straight away. I wanted to offer a more flexible option, so I introduced consultancy services. It's essentially a tailored approach for each client, offering calls and advice based on their specific needs.
| What challenges have you faced as a business owner in the music industry, and how have you overcome them?
Madeleine: Well, there's quite a list to consider. One of the significant challenges I faced was transitioning from a consistent monthly salary to a management commission/fee structure. This shift forced me to reevaluate my approach to deals and restructure the traditional commission-based arrangement. This shift forced me to reevaluate my approach to deals, moving away from traditional commission-based arrangements.
| Can you share a significant learning experience that has shaped your approach to music management?
Madeleine: Saying goodbye to my biggest A-level artist was a pivotal moment. It made me realize that quality matters more than quantity. Being selective in choosing clients has become a guiding principle for me now.
| How does 88 Music Management approach artist development?
Madeleine: When I started the company, there wasn't a defined base, so I created eight pillars to structure my approach. Key factors include seeking proactive artists with a clear vision, a business sense, talent, openness to ideas, and the ability to work as part of a team.
| Can you share a success story of an artist you've worked with and how your management played a crucial role in their career?
Madeleine: I work with a hardstyle artist who has an entire team unfamiliar with the genre by choice. Despite the challenges, we successfully coordinated a release party, an entire merchandise line, and an album launch all in the same week.
| How important is collaboration in the music industry, and how do you go about building strong relationships with artists, labels, and other industry professionals?
Madeleine: Collaboration is incredibly important, and having a strong network is key. I actively engage with people online, attend conferences and network events, and make an effort to meet my clients in person. I attend live shows as much as possible to get to know the crew and strengthen those relationships.
| What are the future goals and aspirations for 88 Music Management? How do you envision the role of artist management evolving in the coming years?
Madeleine: My goal is to achieve worldwide success with my artists and build long-term, strong and loyal relationships. I want to continue pushing boundaries and doing next-level things. Maintaining a personal approach is crucial, and hopefully there will be potential for growth with a few more people in the team.
| Is there anything else you would like our readers to know about 88 Music Management or your approach to artist management? Any upcoming projects or exciting developments that you'd like to share?
Madeleine: The working relationship between an artist and its manager is strong. For all the artists reading this: please do your research and know the role of a manager. Your manager is super important in your career, both on a personal and business level. A manager's experience is important, but also keep the personal connection in mind.
As for exciting developments within 88: just before this interview, I announced a new artist: Able Faces, who is transitioning from a duo to a solo career. I'm excited to work on this with him!
| What’s your favorite band or artist of all time?
Madeleine: That's a difficult one. Whitney Houston is a classic, but I also enjoy the more chill vibes of Emancipator and Island Man.
| What do you jive to in the shower?
Madeleine: I found a playlist from the nineties that's perfect for shower time.
| What has been your craziest music management story?
Madeleine: Flying on a private jet from London to Brussels and a four-day whirlwind tour from Seattle to Chicago to Vegas with DJ Sam Feldt. Those experiences were absolutely wild!
Photo credits: Winish Chedi
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