‘MANAGEMENT IS OFTEN ABOUT SAYING WHAT THE ARTIST DOESN’T WANT TO HEAR, WHEN THEY NEED TO HEAR IT.’
'Benjamin Evans, the long-term (but also quite new – details later) manager of world-conquering Aussie pop-rock band 5 Seconds of Summer, doesn’t love music.
He certainly likes it, he definitely knows about it, and he absolutely loves managing his superstar client.
But music itself? Not his No.1 passion...'
FULL INTERVIEW
PARTS ABOUT 5SOS BELOW CUT:
'...Evans found himself back in Nottingham, out of the loop, until, eventually, he pestered and persisted his way into Modest! Management.
There, after a few years, he began working with 5 Seconds of Summer, four Australian teenagers (Luke Hemmings, Michael Clifford, Calum Hood and Ashton Irwin) who very quickly became one of the most successful rock-pop bands in the world.
Their first three albums (5 Seconds of Summer, 2014; Sounds Good Feels Good, 2015; Youngblood, 2018 – all released via Capitol) went to No. 1 in the US and the UK.
Calm (2020, Interscope) only missed out on the top spot Stateside because of a shipping error (but went to No. 1 in the UK), while their latest record, 5SOS5, released by BMG last month, was No. 2 in the Billboard 200 – kept from the summit by the streaming juggernaut that is Bad Bunny. (Again, it was a No. 1 in the UK).
Evans was with the band on every step of that remarkable journey, until they left Modest! in early 2021 – a split that both sides have said was amicable and chiefly down to the band wanting L.A-based representation.
They joined YMU in February last year, with Evans leaving Modest! soon after to set up his own company, 17 Artists.
5SOS’s relationship with YMU only lasted around eight months, however, and this time the split wasn’t especially amicable: it was followed by talk of a $2.5m lawsuit surrounding alleged unpaid commission. That situation has, MBW understands, now been resolved.
The band, however, less than a year after leaving Modest! and making the biggest team-change of their career, needed a new manager. Thankfully, they knew just the man…
YOU SPENT 12 YEARS AT MODEST! MANAGEMENT, WHAT DID YOU LEARN THERE?
Firstly, you never stop learning in management, but yes, I owe so much to Richard [Griffiths] and Harry [Magee] at Modest, they were certainly great mentors for me.
It was a baptism of fire managing artists from X Factor [at the time, Modest had the contract to manage all artists that appeared on the show].
These artists were superstars overnight. It was both brilliant and brutal – and emotionally so challenging for those contestants, to have such fame so quickly and then potentially fall away and go back to relatively normal lives.
Managing their well-being while under such a spotlight was really tricky at times and it definitely educated me on people management. There was no better education, to be honest.
WHAT WERE YOUR HIGH POINTS DURING YOUR TIME AT MODEST!?
As much as I had loved working on [X Factor], I was really eager to work with an artist, not from the TV world who we could develop. When the chance came to work with 5 Seconds of Summer, it was exactly what I had been waiting for – a band with ambition and talent who I could grow alongside.
Actually, some of my favourite memories are to do with the great friends I made and the family culture we had at the company for so many years.
In terms of achievements, there are obvious moments like No. 1 albums and selling out huge venues, but I think it was [5SOS’s] third album, Youngblood, that sticks out. It was that era when people outside the band’s fanbase really started to take them seriously.
As a manager at that time, their ability to change that perception was inspiring. It was always up to them to shake off that tag and prove people wrong, all we could do was encourage that.
We always knew how good these guys were, but they were misunderstood by a lot of people. When you see a group of guys topping the charts at the age of 17/18 you instantly think they’re the next big boy band, and that’s understandable. But they were proper musicians and songwriters.
They just needed to be themselves and let their music and live shows do the talking. They were where they were because they fucking deserved it.
WHAT WAS THE WORKING RELATIONSHIP WITH CAPITOL LIKE IN TERMS OF BREAKING THE BAND AND THEN MANAGING THAT SUCCESS, BREAKING THEM GLOBAL ETC? IN PARTICULAR, WHAT WAS IT LIKE WORKING WITH NICK RAPHAEL AND JO CHARRINGTON?
I loved working with Nick [Raphael] and Jo [Charrington, previously the co-UK head of Capitol]. They wanted to win and there was no bullshit with them. The whole team were brilliant: Murray Rose, Tom Paul, Charlie Knox, and the international team with Rob Fleming and Tom Burrows. We all got along really well, which helps.
Nick and Jo were proper A&Rs, and even if the band didn’t always agree, it was refreshing to have strong opinions. I think you need that. But they always respected the band’s choices.
We all agreed She Looks So Perfect was the perfect debut single. It was pop, but guitar pop. The video was a little rebellious and the lyrics were cheeky. It was catchy, it matched the band’s personality.
We invested a huge amount of time internationally right from the first album, through all three albums that we made with Capitol. We did some pretty brutal promo trips around the world, but it certainly paid off.
Wherever they went, there were hundreds of fans outside the hotels or radio stations; they were shutting down streets. It was chaos, but the band were special. They had this really close connection to their fans and they were backing it up in everything they did. They just had that rare talent and work ethic you are sometimes fortunate enough to work with as a manager and label.
I’m not sure we will see it again either, in the way 5SOS burst onto the scene so quickly with that level of fanbase. With the exception of K-Pop, I think it’s a lot harder to break through at the level in today’s world.
Maybe I’m wrong, but I think the listener today likes so many different artists or even songs, rather than being totally obsessed with one artist.
WHAT WAS THE MOOD LIKE IN THE CAMP AHEAD OF THE RELEASE OF THE NEW RECORD?
After 11 years of releasing music, there was a very different expectation. While No. 1 records are, of course, very special, we know the band aren’t defined by charts – and I remind them of that. They have stood the test of time and we’ve just had a really successful touring year during very difficult circumstances.
Our perspective was very much that we are proud of what we have achieved this year, both the music that’s been created and how everything had been executed.
One of the proudest factors behind this album and what makes it even more special, is that 80% was written by the band and produced by Michael [Clifford].
To then get No. 1 in major markets like the UK, Australia, and No. 2 in the US was a brilliant achievement statistically, but that makes me more happy for the band and the people who work so hard behind the scenes.
What pleased me most personally was seeing these respected outlets reviewing the music so well and acknowledging where the band are in their careers. They are serious musicians and more and more people are seeing that now.
HOW FRUSTRATING WAS IT NOT TO HIT NO. 1 IN THE STATES, ESPECIALLY AFTER THE LOGISTICAL ISSUES THAT PREVENTED CALM FROM GETTING THERE LAST TIME ROUND?
Sometimes there’s nothing you can do about streaming artists like Bad Bunny! We were extremely pleased with No.2 in the US; it was a huge success.
There are so many factors that determine where an album charts, and that changes week on week.
For that reason, how do you really determine what’s considered a success? And as I mentioned before, the band shouldn’t be defined by that.
BOY BANDS TRADITIONALLY HAVE A DEFINITE SHELF-LIFE. FIRST UP, HOW DO YOU FEEL ABOUT THE PHRASE ‘BOY-BAND’? SECONDLY, HOW MUCH DOES THAT IDEA OF A SHELF-LIFE INFLUENCE STRATEGY? DO YOU COLLECTIVELY WORK TOWARDS EVOLVING, BECOMING SOMETHING THAT CAN BE AROUND FOR THE REALLY LONG HAUL?
It’s an interesting question, but I’m afraid, to me, it’s also definitely a misinterpretation of the band. We’ve spent years answering the ‘boy-band’ tag, or rather educating people that the band are not a ‘boy band’. But it would be unfair if I ask you to rephrase it. The band constantly have had to answer it, so I will too!
They are four guys in a band that can sing and play instruments. If that’s a boy band, then so be it. But they are a boy band as much as The Killers, The Strokes or the Rolling Stones are a boy band. They are also a fucking rock band. I guess the Beatles were the first rock band that was also a ‘boy band’ to some.
I urge anyone to watch a 5SOS live show and then tell me they’re a boy band. These guys grew up together and formed a band, they’ve written all their music from record one, and now Michael has produced most of the latest album.
As I said earlier, it was up to them to prove people wrong and they’ve done that. Their fan base has grown with the band and the demographic is changing.
These guys are mid-twenties and have released five No. 1 albums over 11 years. They are only just beginning.
HOW WOULD YOU DESCRIBE 5SOS AS PEOPLE – AND THE DYNAMIC IN THE BAND?
Is it always laughs and smiles… no it’s not [laughs]. Nor should it be!
It’s work at the end of the day, and from the outside you don’t see that. But nobody works harder than these guys and they truly care and support each other. They care about their team. It’s those values that keep them close and keep the right people around them.
WHAT WAS IT LIKE WORKING WITH BMG ON THE LATEST ALBUM?
BMG are taking records incredibly seriously, that is clear. Thomas Scherer, Cyndi Gill, Dan Lynott and the team have been great partners for us on this campaign and we’re not done yet.
The band have always dictated how their records sound and what’s released, so it hasn’t been very different from the previous albums in that regard. We actually made most of the record before signing the [BMG] deal, but we did the same on [the band’s previous] album at Interscope. We wouldn’t sign with someone who didn’t put the artists’ opinion first.
NOW THAT YOU’VE GONE DOWN THE ROUTE OF RETAINING RIGHTS OWNERSHIP VIA YOUR DEAL WITH BMG, WOULD YOU EVER CONSIDER REVERTING TO A MORE TRADITIONAL LABEL DEAL WITHIN THE MAJOR SYSTEM?
I guess the biggest change [at BMG vs. a major] is being far more aware of the budgets, because it’s essentially all the band’s money and I’m very used to just going to the label and asking for more cash! But they’ve honestly been brilliant across the board.
It’s very simple: We want to work with whoever shows the most belief in the long-term growth of the band and are prepared to invest in that.
Who’s the most passionate about working with the band? More than anything you need people on your team who love the project, otherwise, what’s the point? One of the reasons we signed with BMG was because they showed that.
I suppose one of the biggest compliments I could give BMG is that they function almost identically to how the majors do, yet we have a very artist-friendly deal. It’s a great setup, but, in truth, we will always want to work with the team who can deliver the above.
WHAT IS THE MOST IMPORTANT THING YOU CAN DO FOR AN ARTIST AS A MANAGER AND WHAT’S THE RELATIONSHIP LIKE?
Belief and trust. If you don’t believe in the artists you represent then you may as well walk away. And without stating the obvious, you have to trust each other and build a team and environment that shares that value.
Management is often about saying what the artist doesn’t want to hear, when they need to hear it. But so long as they trust you, they know what you’re saying is with the right intention; that’s key.
I always say management is about doing the necessary for the unknowing. Nobody will ever truly understand what you do, even the artist. I’ve had one day off in the last 12 months and that was Christmas day.
The artists don’t see that, they don’t see the relentless hours of calls, emails, planning, etc. that goes into the daily business of music management. Just like we, as managers, will never truly know what it’s like being an artist.
I’ll never know what it’s like waking up and seeing what someone has said on this or that platform. I’ll never know what it’s like standing up in front of thousands of people to perform or do an interview on live TV, irrelevant of how you’re feeling that day. I’ll never know what it’s like trying to write a song – it might sound fun, but it’s not always and can be really challenging to their well-being.
You just need to be understanding and aware, at all times, how this job can impact life – for the artist, our teams, the fans and ourselves.
WHAT WOULD YOU CHANGE ABOUT THE MUSIC INDUSTRY TODAY?
This isn’t so much a music industry point, but I don’t like how exposed artists/people are in general with social media. There is very little protection.
Also, and it’s probably a common answer – that I was actually just talking to the band’s lawyer, James Sully about – but greater rewards for songwriters.
Record companies take the greater risk, as they pay the recording costs and bear the brunt of the promotion and marketing of recordings – including the staffing costs that [go with that]. But distribution costs have diminished so much in the new digital world, the balance between publishing and recording income doesn’t seem equitable.
FINALLY, WHAT ADVICE WOULD YOU GIVE A YOUNG MANAGER JUST STARTING OUT?
Work in as many areas of the business as you can before being a manager and always ask questions. Learning the ins and outs of all aspects of the business will help make you a great manager.
Secondly, learn how to manage yourself. It took me a long time to realize that. This job takes over your life with huge sacrifices on family, relationships, mental health. It’s very difficult to ever switch off, so you really need to manage yourself, which I still don’t do enough.
Thirdly, as I’ve already said, only work with clients you 100% believe in. That’s not just ‘are they going to sell records?’, it’s the whole culture around that artist: is it what you believe in? If it isn’t, don’t go near it.
Lastly, be a lawyer first!'
Music Business World, October 2022
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my music in may
may was hectic and filled with exams, but it was a great month in pop music with lots of new releases! reviewing my past music.
i managed to sit down and listen to a couple of albums in full, including relistening to that harry styles' album 4 times to understand exactly what people found appealing about it 😀
lastfm may 5x5
while preparing for exams in late april, i listened to a lot of singaporean artists (evanturetime and brb are my favourites)! they didn't get into the final may 5x5 though. i also finally listened to yoh kamiyama, yoasobi, gracey, and 5sos's discography, they were really good
special mentions 💚💚
my favourite (new) albums: Closet, i used to think i could fly, CALM
i really like the intended order of i used to think i could fly, but it took a relisten for me to appreciate the album better! same for Closet, but some songs are really good. i took a liking to CALM right away because i love the singles, but couldn't get into the other songs at first listen :(
least favourite albums: Mr. Morale & the Big Steppers, Harry's House
I really tried to like a rap album but the expletive use is way too much for my liking, one song goes on and on about an argument but it's just dropping slurs and swears so um. trans representation in auntie diaries was pretty cool though !
Harry's House was really forgettable, i really only like Late Night Talking, Music for a Sushi Restaurant and As It Was. Grapejuice and Daylight are decent but i hardly remember how they sound like right now lmaoo. it was disappointing given the hype and number of streams it got, i think it should've flopped
most quotable single: modern day titanic
"we're the modern day titanic, beautiful but tragical"
"go down with all the tea // self esteem sink to the bottom of the sea"
final thoughts 👻💭
may was a good month for pop music! looking forward to more wdw releases in the future, and i don't think a lot of artists will have new releases soon so i'll be able to explore old releases more.
artists i've recently been getting into: shy martin, sky ferreira, beabadoobee! sky ferreira and beabadoobee aren't really my cup of coffee (XD), but i'm glad i gave them a try :)
hoping i'll get to explore more in june! 👾
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Some MitsuMina songs in my 7 hour and 9 minute playlist for them that are low key bops ft. some analysis
🔵Favorite Drug-daydream Masi
This one is mainly for the lines, “Tell me what you wanna do/Sometimes, we can bend the truth” One representing Mitsuru in her social link of wanting to experience new places, and also for lying to SEES about the truth of the Dark Hour.
🔴Rear View-ZAYN
Don’t tell me that “Heard about all the things you’ve done/All the walls that you’ve been in” and “Heard about all that you’ve been through/and it sounds like you need a friend” isn’t meant for Mitsuru-
🔵Silence-Marshmello
Idk about you but “And I’ve been quiet for too long/I found peace in your violence” is Minato.
🔴No Strings Attached-*NSYNC
Personally, I think this one captures Mitsuru’s hesitance to actually join a relationship cause of her shitty fiancé, and Minato showing that she “doesn’t have to be afraid to fall in love/if you want here’s my heart, no strings attached”
🔵Like To Be You-Shawn Mendes
They live very different lives (no shit) so they don’t really know what’s it’s like in each others shoes. (ie “If I can put myself in your shoes then I’ll know what it’s like to be you”)
🔴Hold Me While You Wait-Lewis Capildi
This one is about Minato dying in Mitsuru’s arms and her grieving!!!
🔵Love Don’t Hate It-Duncan Laurence
Really just about them coming to the realization (and i was like....the realizashun luv xx) that they’re catching feelings
🔴sex-EDEN
sPEAKING OF CATCHING FEELINGS this one highlights the factors of Minato not knowing what exactly he’s feeling (ie “don’t know if this is empathy I feel”) and the idea that he’s falling in love hits him like a truck. (yes, this is the “oh nooooooo I think I’m catching feelings” and it’s a banger)
🔵Get You the Moon-KINA
Just talking about how they couldn’t be where they were without eachother and that they meant a lot to eachother. (ie: “cause you are the reason I’m still hanging on/and if death was coming for you, I’d give my life for you”)
🔴Tear In My Heart-Twenty One Pilots
Some Minato feeling like an actual person when he’s around Mitsuru (“she’s a tEAR IN MY HEART, I’M ALIVE”-)
🔵Sweater Weather-The Neighborhood
If you don’t know this song by now I feel so sorry for you
🔴Greek Tragedy-The Wombats
I think this is more of a Minato reflecting on his relationship, especially for new game+ and just realizing that everything was going great, but with his knowledge he knew that it all leading up to a “Greek tragedy”.
🔵Teeth-5 Seconds of Summer
Mitsuru is a very secretive person, so that’s definitely something they have to tackle together. (ie. “every little lie gives me butterflies”) So, Minato definitely still has to continue earning her complete trust in everything and vise versa.
🔴Someone To Stay-Vancouver Sleep Clinic
Some angsty Minato comforting Mitsuru over her dad dying and Mitsuru comforting him after regaining his memories of the night his parents died.
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