An old interview with Shauna Gold (old manager)

Do you still manage Avril Lavigne?

I don’t personally. Our company still does. I’m just focusing on finding new talent to sign to the roster and develop.

I was her manager during the first five years when she first came to Nettwerk. Terry McBride, CEO of the company, is her current manager.

When did you first meet Avril Lavigne?

I first met Avril in October of 2001. I signed her to management.

Who discovered her?

Initially it was Mark Jallet, who works for the label, who was trying to sign her. She ended up going to Arista.

Six months later she was looking for new management. She came and met with Terry and myself. She’d been meeting with several other managers, but she decided to come to our company.

It was interesting that six months prior, a man from our label had actually discovered her before we had in terms of management.

How did you work with Avril?

Very hands-on, because she was so new to the industry and so young. She only just turned 17 when we met. I was traveling with her far more than a manager traditionally would. I was gone over 300 days a year for five years.

How did she develop up until her breakthrough?

A lot of people thought that she was all pre-fabricated, but in fact she always had a strong sense of who she was as a person and what she wanted to be.

The key to her success was first and foremost her talent, and second of all just allowing her to be who she wanted to be, not trying to mould her.

Everyone had their own opinion of who they thought she should be. The job that we had to do was just pushing all those people away and letting her be who she naturally was.

At the time that she came out there were not a lot of role models like her around. Kids could instantly connect because she was so real. Kids were obviously longing for a role model that they could relate to, and that was her.

Who chose the singles and the producers for her?

She had her own choices of producers and mixers, and they were all great choices.

In terms of picking the singles, there were conversations between her, myself and Terry, and the record label. We all had our opinions and had conversations back and forth until we all agreed. It was a collective effort.

What was key in ensuring and maintaining her success?

The real key was making sure she had what she needed to stay focused to do the job. It was a pretty grilling schedule going around the world several times over.

Really just letting her be who she was. Not forcing anything on her. Not letting anyone else try to force her or tell her who she actually should be. Just keeping her real.

Why did you part ways eventually?

It was time for me to go grow the roster. It was a great run. She has matured, and she has a very solid career foundation.

I wanted to go and look for new talent and hopefully have several more similar successes. It’s a much harder industry environment at this point, but I would love to break another couple of artists.