In the age of viral hits, these managers have a simple goal: Find someone that’s blowing up, and be the first to slide into their DM’s
Daniel Awad, Kang’s partner in the management company Good Luck Have Fun Media.“I put Dan in a lot of situations where he gets scared,” Kang quips. The end goal was to harness the Egg’s reach — it had already shot past 18.4 million likes — and put it to use for Kang and Awad’s clients: Kang envisioned the egg cracking open to reveal either the yodeling phenomor the pop agitator Oliver Tree.
“It’s all just potential,” Awad adds. “Sometimes you see something and the lightbulb goes off, and you see all the moves it’s about to make. Do we hop on this early? It’s always a gamble. You can never predict 100%.” One of the most successful was an ecommerce website which Kang boosted by making a connection with a popular YouTuber. “Brands hadn’t really figured out product placement yet with YouTubers,” the manager explains. “I was one of the first people to ever put a product in a YouTube video.” Shirt sales soared, and Kang spent months fulfilling orders.
But the music industry has never been hostile towards creative promotional strategies. In fact, the business tends to reward those daring enough to risk censure to cut through — their audacity is proof of their hustle. Not long after the Hype Machine bust-up, Awad discovered the electronic producer Whethan. “I had dealt with so many managers at the time, and no one seemed to really know what they were doing,” he recalls. So he decided to give management a try: “I can fake this, too.
The two men believe they are on the right path with Mason Ramsey. Country music remains one of pop’s most rigid genres, and it treats viral talent with a raised eyebrow — sometimes a stiff-arm . “A lot of people thought [Ramsey] would go away, that he wasn’t real,” Kang says. Although the singer hasn’t charted a single this year, he embarked on his first headlining tour in the spring, and it will expand into a national run in the fall.
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