A Little Secret of Deal Making: An Interview With Ananya Viriyasittarod.

Picture from FineArtTips

Someone told me that,

“Negotiation is not hard as you think. It just needs you to understand the interest in it. It is not only your interest. It is your negotiator’s interest and also the group’s interest.”

The owner of this phrase is one of my idols in Thailand Entertainment Industry, Ananya Viriyasittarod. She has been working in the entertainment industry for more than 10 years. She has been dealing with people in various field of the entertainment industry such as live events, promotional events, concerts, advertising, TV, radio and music. She currently owns an event and production company, "Loma Production Group".

I met her 8 years ago when I was a trainee at Sony Music Entertainment, Thailand. She was the only one who came up in my mind when someone talks about negotiation. I made a phone call to Thailand and asked if she wanted to share some secrets of negotiation. She did not hesitate to say, “Yes”.

Another reason that I requested her to be my interviewee because she has been dealing with both independent artists (unsigned artists) and professional (signed artists) for many years. I asked a few question about negotiation especially with the artists.

Can you please tell us a little bit about your current work and how important is negotiation in your career?

I’m the owner of Loma Production Group, the event and production company in Thailand, which I usually call independent production group. The reason I call my company like this because there are many leading companies asked my company to be their partner and sign contracts to take care of their project only, but I had to reject. I do not want to be a part of something or some companies. I want to be an independent company. I want to create my own works. My company usually creates and manages live events, concerts, and promotional events. Sometimes we do TV spot, radio spot, casting and equipment rental service. Negotiation is a part of my life, and I believe that it is a part of every life. You have to make a deal to get something. It is extremely important. I work with artists and people in the entertainment industry. I let them sign a short-term contract. So, everything is about negotiation.

What is the different between dealing with independent artists and commercial artists?

Let me say this way. People may think independent artists are easy to make a deal because they are new, fresh and they need attentions. They may say yes easier than commercial artists. It is right and wrong. I think it is not fair for them if you think like that. Actually, the independent artists are nicer and have fewer tricks than the commercial artists. It is not easy to deal with independent artist, but it is not difficult either. We just have to understand that no body protects them. They have to protect themselves. Because of this reason, they will request many things in the agreement, and you will need to make it clear and fair enough for both sides.

How can you make it clear and fair enough?

Use standard rules or objective criteria first then examine their abilities and experiences. Most artists do not want to be paid too high or too low. They need you to show your appreciation for their work by paying them fair. That is it. If it is their first time show, I will use standard rate. I will show them the paper. I want to make sure that they understand my respect.

In the past, have you ever had a fight or some serious problems with your negotiator during the negotiation?

Fighting? No. Dealing? Yes. I have not had a fight. It is very important to understand and focus on the problem, not the person. I have a lot of friends working in this industry. We made many deals. Sometimes, the negotiation was stressful. We just had to make a fair deal that match our interests. After the negotiation, we are still friends. If you focus on the person too much, you will finally find out that the problem is not solved, and you already created one enemy. One trick for you, if you have to face people that never respect and bring you to the problem and if you could not make them focus on the problem, what you have to do is just walk away without saying a word. Don’t fight.. Just walk away, but before you doing that please make sure that you really do not need them, and you have other ways to go.

Are you talking about BATNA?

Yes, Best Alternative To a Negotiated Agreement. It is highly necessary to have a plan B or C or D. Your plan B does not have to generate the best outcome as same as a plan A, but make sure that its interests are fair enough for everyone.

How BATNA affects the outcome of agreements?

It is about how well you prepare to face the result of the agreement. You have to prepare your plan B before the negotiation. At least, it makes sure that you will fall on a soft bed, not a concrete road.

Have you ever had a deal with someone who has negative emotion during the negotiation and how did you deal with it?

 

I hate to say this, BUT YES! Many times. My work is about dealing with the artists. Most of them are creative people. They usually express their feelings right in front of you no matter what situation they are. What you have to do is calm them down by stepping on their side and telling them that you understand them. Try to let them know how the outcome will solve the problem. Let them know what  is the best interest for them in the outcome. At this point, you have to use your language skills including verbal and non-verbal. They will not read your contract or your paper at this time. After calming them down, now you can read the contract again. Stay focus on the point and don't let emotion control you.

Unfortunately, I have not had a chance to ask her more about dealing with the independent artist. After 15 minutes, we had to finish the conversation due to her busy schedule. I will definitely interview her again if I have chance. There are many things I need to learn from her :) 

Thank you for visiting!