Amy Thomson is the president of ATM, a global music management Swedish House Mafia, Axwell & Ingrosso and Alesso. ATM merged with AMSGE in Feb 2014 and is now working with Irving Azoff, Ron Burkle and Jim Dolan building an ever increasing roster.
Creative Director of Ministry of Sound at 21, Thomson formed her own company in 1999. In 2011 she took on a Consultant role to Ron Burkle, advising in asset purchases and marketing in the youth culture and entertainment space. ATM merged with AMSGE in Feb 2014 and is now working with Irving Azoff, Ron Burkle and Jim Dolan building an ever increasing roster. Known for innovation in the social media space the partnership will cover management and theapplication of their clients to brand and equity partnerships.
How did you get into the music industry?
I started putting parties on for $5 a ticket when I was in school, I was throwing raves by the time I was 18 and then I was hooked. I was offered a job at Ministry of Sound as Head of DJ Mgmt at 21 and then there was no turning back.
Tell us about ATM Artists. What inspired the idea and what is your vision for the company?
I wanted to run my own management company when I decided to manage full time. Swedish House Mafia exploded and that was the right time to go full time on my own.
What strategic partnerships have you implemented that attributed to your success?
Working with other people has led to all my success I think. From my clients, to my business partners Ron Burkle and Irving Azoff to the social media partners and brands over the years who have allowed me to achieve firsts. iTunes, Facebook, SnapChat, Vevo to brands like Absolut Vodka. I also find creatively working with people like film director Christian Larson which has been a long and intense relationship has been incredible. I have learned so much from him, we are a great team when we work on roll outs. And like I said, my clients….they all push me to think further every time we work together.
What has been the proudest moment and most difficult of your management career?
Betting Paul Tollett on the side of the Sahara Stage in Coachella that if I sold out Madison Square Garden with Swedish House Mafia he would let us close the main stage next year….. We sold it out in 9 minutes, and he put us on, even though we had never released an album.
How important is social media in marketing your clientele?
Very but its VERY important not to be obsessed with it. Reach doesn’t mean great. Millions of likes doesn’t mean it was good. You can start to become a slave to likes and I decided to turn my eyes off to that a long time ago. Its hard for artists not to read comments and keep going, for journeys not to be diverted by people commenting on a track or a piece of art…..and people have no idea their comments are so impacting. The downside of social media is it can influence and for the consumer its addictive….it just creates so much noise. But the plus side is it can help you release your art to the world and it can feel like you can remote control crowds to where you need them. I have redirected whole venues to new locations using Twitter or warned of a danger on a highway to a show etc…..that's powerful.
What industry trends have you noticed and how do you capitalize on them?
I like to think we've been one of the best at marketing electronic music with brands. Our campaigns have broken records, pushed innovation and won awards. It's a vital revenue resource to stay ahead, creativity is expensive :-)
Don’t sweat the small stuff. The older I get the more I realize it's the people who stay around you who matter. Those who encourage you, those who praise you, who want you to grow. Those who don’t you have to let go of.
Your advice to an aspiring entrepreneur?
Be fearless. Never ever ever take no for an answer first time round.
Favorite travel destination?
Most interesting headline you've read this week?
I've been watching the U2 roll out.
One food and drink left on earth, what would you choose
Easy! Wine and an english breakfast
What music is on your ipod/pandora stations?
Everything. I love George Harrison to Florence and the Machine to Kanye West…..
Building a team of people around me who inspire me every day and watching them grow. Its like having kids. So proud of my team.
Role model - business and personal?
Irving Azoff and George Harrison
What's next for ATM Artists?
The Axwell and Ingrosso album on Def Jam. The 2 members of Swedish House Mafia are going to change the game with their approach to this record. Alesso….will be on of the biggest stars of 2015 and that’s before I really even start to dig down and plan next year. Joining with Ron and Irving and accelerated the potential of my business by 100.
The next phase is building a subsidiary branding company. We're connecting with a couple of amazing people which we will announce shortly. It will combine the brand power of my roster and other rosters to allow brands wider reach and wider campaigns instead of betting on one guy. It's smart and will be a tonne of fun. We will also own products in 2015, not just promote them