photo by steed media service

Charlondra Glover is at odds with the recording industry. While working in the distribution department at Universal Records, Glover noticed that artists often suffered because of bad contracts and a lack of national promotion. So in 2002, Glover decided to take matters into her own hands by establishing V.I.P. Management.

“There are a lot of artists who are signed to major labels, but don’t get the shine that they deserve,” Glover says. “Some of them sit on the shelf for two or three years before the label decides to put their music out. And when they finally get a chance to release their music, it’s promoted poorly.”

V.I.P. Management focuses on using alternative methods to market its artists. Along with using posters, magazine ads, and commercials for promotion, V.I.P. Management encourages artists to be more accessible to their fan base.

“It’s important for a recording artist to build a fan base before putting out an album,” she says. “We want them to be stars so that their music is anticipated. In a lot of ways, we’re helping them to help themselves.”

In 2008, Glover hopes to introduce several new artists and will remain an advocate for musicians who want their voices to be heard. “I tell my clients that they have to be more than just an artist,” she says. “It’s about being able to market yourself throughout the entire industry.” - amir shaw

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