With the music industry undergoing a major transformation over the last two decades, more and more artists and bands have been able to self-produce their albums and still attain a level of success that was previously reserved for those represented by major labels. In the same way that the relationships between major record labels and today’s musical acts have changed, so too have the roles of those working behind the scenes to make sure we hear an artist’s music.
Management coordinator Daria Khovanova of Tiki Rocket, who coordinates for the incredibly popular US band Allah-Las, is a key figure who organizes everything from upcoming shows to social media posts for the bands she coordinates. She not only utilizes her social media skills to ensure that we hear her artist’s music over others, but that their live shows run smoothly, plus a whole lot more of the day to day happenings that as an audience, we don’t get to see.
If you’re not familiar with the management coordinator title, imagine the work of a tour manager, production manager, booker and social media director all rolled into one and you’ll get an idea of what Daria does for Allah-Las and the other groups she works with.
“As an artist’s management coordinator you wear many hats, and that’s what I enjoy the most. There’s never a dull moment. I realized a long time ago that working in music I didn’t just want to be stuck in the office,” Daria explains. “Maintaining personal contact with the artist is of great importance to me, and something I think the artist appreciates also. At least the ones I’m working with. It’s important to be in it together, share adventures and grow a bond.”
Since she first came on board as Allah-Las’ management coordinator in 2017, Daria has booked and organized a rather impressive list of shows for the group, including the Marfa Myths Festival in Marfa, TX, their three-night residency at Lodge Room in Highland Park, CA, the Off the 405 show at the Getty Center and the Huichica East festival in New York earlier this year, as well as their performances at the 2017 Desert Daze festival and more. Earlier this month she organized the band’s performance during the Open Arts & Music Festival in Glendale during Glendale Tech Week, a “Spaceland Presents” event that partnered with the Downtown Glendale Association and LA County Arts.
For the Open Arts & Music festival Daria handled all the negotiations with show promoters, coordinated the schedules of the key band members and organized additional musicians, such as Tim Hill who played keys with Allah-Las during the show, and rented all of the specialty backline equipment i.e., the amps, lights and speakers. All of that, plus she organized the merch stand and made sure the band’s performance at the event was announced on all social media channels in order to draw the largest crowd possible. While she generally handles all of these things for the other shows the band plays, those taking place outside of their home state of California, like the Oh So Slow Festival in Bali, Indonesia that they played in May, require her to take on even more.
Daria says, “I step in as a tour manager and production manager when needed… arrange interviews, photoshoots, work on collabs with clothing brands, like Billabong x Reverberation Radio, and develop merch ideas. The list is diverse.”
With Allah-Las headlining many of the shows and festivals they play, there’s the understandable added pressure of putting on a flawless performance. With Daria working from behind the proverbial curtain and handling all of the details, the band can focus their energy on the music and the show, taking comfort in knowing that if any obstacle arises she’ll be there to take care of it.
“Since October of 2017, Daria has elevated our music ensemble with expert negotiation of agreements, effective communication with internal and external partners and organized coordination of domestic and international touring itineraries,” explains the members of Allah-Las. “We know we can count on her to look after all our interests and well-being no matter where our tours may take us. Her outstanding management skills have not only helped us meet our financial and creative goals, but also taught us to work more cohesive as a small business team.”
Though Daria’s job is pretty much non-stop all of the time, she loves what she does. If she didn’t, then being available 24-hours-a-day 7-days-a-week at the drop of a hat would get old quickly. Apart from the seemingly endless list of organizational aspects, a major part of her work as a management coordinator is being personable. Before ever meeting or speaking to the band, she’s often the first one the booking agents, venues and sponsors are in contact with, so making sure she represents the vibe of the band and creates a relationship that makes people want to keep working with them is imperative to their success.
Daria says being a strong management coordinator “[Is all about] being able to juggle a lot of things at once and prioritize, plus assertiveness and the ability to act as a mediator, when needed. A good sense of humor doesn’t go amiss either. It’s all about working with people.”
Aside from going on the road with the band and organizing their bookings, Daria has been hugely responsible for securing endorsement deals. Earlier this year she secured an endorsement for the band with Danish audio equipment manufacturer Ortofon, as well as one from music industry leader, Marshall.
Despite the need to be in constant communication with a large amount of people and the challenges that come along with managing multiple egos while ensuring that everything runs smoothly, Daria’s personal love for music and her relationship with Allah-Las make it all worthwhile at the end of the day.
“I feel grateful to be working with the people I like… [Allah Las] take you in, you become part of a family… there is a certain magic in being on the road with a close-knit group of best friends,” says Daria. “Driving through Texas to get to a festival in Marfa was so fun, and then seeing them live score a surf documentary starring themselves on a vacation in Mexico, ‘Self Discovery for Social Survival,’ was pretty magical.”