Intellectual Property Rights

"EL-EMPRESARIO" CASE

A true and successful artist in today's world not only has to work on perfecting his/her art form

but also on managing essentials like Public image, visibility, endorsements , intellectual

property rights and many others. In other words he needs to be a good manager, but more

often than not they are not equipped with the desired skills needed to be an effective manager

which sometimes lead to self destruction. Thus, services of specialized personnel are hired and

this is where a Talent/Artist management firm steps in only to take care of endorsements and

brand associations, corporate profile, patents and digital rights, images, visibility on social

networking sites.

Entertainment industry is one of the fastest growing industries in India. As per the combined

survey report by KMPG and FICCI, the entertainment industry in India is expected to expand by

12.5% every year and is likely to reach US$ 20.09 billion by the year 2013. This is directly linked

to the income levels of the well known and talented artists across the industry. With increasing

income levels more and more artists are now willing to avail the services of these firms making

them hugely popular and in demand. Infact firms like Rhiti sports , Mindscapes and Percept

talent are already quite big in terms of the talent that they represent and the revenues that

they generate.

"M.s. Dhoni inks Rs 200-cr deal with Rhiti Sports Management and Mindscapes" – this

statement itself is a testimony to the fact that the game of Talent/Artist management in India

has reached its next level.

You are three MBA graduates freshly out of college planning to open an Artist Management

firm in India. You are required to present the whereabouts of this firm including marketing

(promotional tools, media planning and buying), financial (pitching the investors), HR (staffing,

traning, compensation) and operational aspects.

After