How To Become An Artist Manager

An artist manager, also known as a music manager or talent manager, is the primary representative of an artist. They manage the business side of an artist's career, allowing the artist to focus on their creative endeavours. The manager's goal is to promote the artist's career, secure opportunities, and ensure the artist's success.

Understand Your Role: Managing Artists’ Expectations

In the pursuit of becoming a band manager, one must understand what role he or she plays in relation to the artist. The question above in fact answers itself: a band manager handles the artist’s career, and more specifically, manages and understands the expectations of those artist’s. A competent music manager is one who is able to identify all areas that may relate to the artists career and administer them in such a way that directs their career into success – whatever the artist establishes success as. The goals are then unanimously identified in the artists career business plan. So, to help achieve the artist’s vision, it is the role of the manager to develop career strategies. Asking questions like “We are making this career decision to realize what goal?” is important to fully steer the artistic career into a believable, achievable end result. And to do that properly, one must be organized, meet deadlines, and, above all else, passionately dedicated to one’s work.

Become a Student Manager

Not many colleges and institutions agree that the hands-on/do it yourself approach is the best way to learn how to manage an act, and thus offer specific courses that direct the student into finding a band to manage for the entirety of the school program. This can be a great way to start as a manager because if any mistakes are made, there is lesser backlash to the manager’s reputation since he or she is considered to be in training. And, as you will read below, the manager that has attained a positive reputation in the industry over time has much higher chances of working with talent he or she believes has potential.

Start Your Own Company

By obtaining a comprehensive understanding of how the music industry works; the artist manager is now gaining reputation in the industry. Since a positive reputation earns someone credibility, the manager with a good reputation is also receiving positive attention and building greater respect. This will allow for better opportunities to work with bigger and more developed acts. Still, even for the young managers who are yet to establish a name in the field, starting their own company can be a perfectly adequate decision. Personally knowing an artist can stimulate young entrepreneurs to start a musical talent management company, and representing someone they already know is, in fact, very common – most artists feel comfortable having a trustworthy friend supervise their career. Before starting a music management company, defining how much time and money can be devoted to it is key, because, just like in any small business startup, initial capital is necessary and it may take several weeks for the company to start generating profit.

Network! Be Connected and Informed

Making connections and taking advantage of the “six degrees of separation” principle to further increase one’s professional circle is standard practice for the manager who wants to have greater accessibility to industry tools in order to advance his or her artist’s career. The manager who knows the best publicity agent in the region, has worked with experienced event promoters, and has built relationships with radio directors and is friends with music supervisors is the manager who has access to the key people who can influence and progress the artist’s career. In fact, networking is such an integral part of being a manager that there are many networking events designed specifically for managers to connect with other music professionals, as well as artists and other managers.

Managing an artist or band is a responsibility that demands discipline, dynamism, and open-mindedness. Due to its competitive nature, while it requires patience and determination that is fuelled by a passion for the art, it can be a very rewarding profession.

Negotiating Management Deals

Negotiation is a key part of securing a management deal. The financial aspects of talent management, including commission rates and the complexity of management structures, play a crucial role in these negotiations. Focus on important points such as commission rates, contract duration, and the scope of services. Be aware of red flags, such as unreasonable demands or lack of transparency, and ensure the terms are fair and mutually beneficial.

Maintaining a Good Relationship with Your Manager

A positive relationship with your manager is essential for long-term success. Effective communication, setting clear expectations, and addressing issues promptly help maintain a healthy partnership. Building trust and mutual respect ensures a productive and collaborative relationship.

How Artist Managers Get Paid

Artist managers typically earn a percentage of the artist's income, known as a commission. The standard rate ranges from 15% to 20% of the artist's gross earnings, though this can vary depending on the manager's experience and the scope of services provided. Some managers might also negotiate flat fees or retainers, especially for specific projects or short-term engagements.

Do's and Don'ts for Artist Managers

Do's

Do Stay Committed to Your Artist 100%

Building a strong relationship based on trust is crucial. This enables you to stay focused on the artist's goals and achievements, working together as a team.

Do Communicate Effectively

Communication between the manager and the artist is vital. Even though the manager handles the business side, the artist must remain in control of their art and creativity. Keep the artist involved in all necessary decisions.

Do Create and Sustain Relevant Contacts

Establishing industry connections is essential. Even if you don't have the relevant contacts immediately, work hard to gain them. Networking is key to opening doors and creating opportunities for your artist.

Do Understand the Industry

Stay informed about industry trends, market changes, and new opportunities. This knowledge helps you navigate the complex landscape of the music industry effectively.

Do Keep Learning

Continually educate yourself on new marketing techniques, business strategies, and legal requirements. This ensures you stay relevant and can provide the best guidance to your artist.

Don'ts:

Don't Try to Mould the Artist

There's a difference between artist development and trying to change the artist. Respect their individuality and creative vision. Only suggest changes if you believe they are vital for their success.

Don't Make Decisions Without Informing Your Client

Making decisions without the artist's feedback or consent is a poor practice. Always consult with your artist before making any significant decisions to ensure transparency and trust.

Don't Lie to Your Artist

Honesty is crucial for developing a good working relationship. Even if the news is bad, it's better to be upfront. Trust is built on honesty and can be easily damaged by deceit.

Don't Overcommit

Avoid taking on more artists or projects than you can handle effectively. Overcommitting can lead to poor management and affect the quality of your work.

Don't Neglect Self-Care

Managing an artist can be demanding. Ensure you manage your own health and well-being to remain effective in your role.

Don't Lose Sight of the Artist's Vision

Always respect and support the creative vision and personal goals of your artist. They should feel empowered and understood.

Essential Skills and Qualifications

A successful artist manager needs more than a few skills under their belt. Here are some essential skills:

Effective Communication: Comfortable dealing with everyone from artists to producers, sponsors, and executives.

Leadership Ability: As an artist becomes more established, leadership becomes crucial. Managers need to liaise with senior-level individuals and delegate tasks effectively.

Marketing and Promotion: A good manager should be able to design and deliver promotional campaigns, independently or via PR teams.

Negotiation Skills: Even in the early days, selecting the most lucrative sponsors and securing the best deals is pivotal.

Financial Sense: Basic understanding of finance is necessary to manage the artist's finances effectively.

Navigating the Music Industry

Understanding the music industry landscape is crucial for artist managers. They need insights into every aspect, from live performances and touring to recording contracts and executive negotiations.

Networking and Building Relationships:

A strong online presence is a good start, but an artist manager needs to go the extra mile. Networking with music supervisors, promoters, publishers, agents, and more is essential for finding the best team for your artist.

Career Planning and Development:

 Have the tools to get the job done, build trust with your artist, follow your instincts, have passion, and take risks together. Financial sense is also important; don't spend wildly when you get that first big paycheck. 

Being an artist manager is a demanding yet rewarding career that requires a blend of business acumen, industry knowledge, and interpersonal skills. By understanding the comprehensive roles and responsibilities, maintaining ethical standards, and following the essential do's and don'ts, aspiring managers can effectively guide their artists to success and build a sustainable career in the entertainment industry.

Artist managers are among the most respected and sought-after professionals in the music industry. The best artist managers can turn an independent musician into a global superstar. However, there's more to this job than overseeing an artist's schedule and securing deals.

Securing a music manager is a significant milestone in an artist’s career. A music manager plays a crucial role in overseeing and guiding the development of an artist's career, including areas such as crisis management, financial planning, and strategic growth. By understanding the role of a manager, assessing your readiness, building a solid foundation, and effectively networking, you can increase your chances of attracting the right professional to guide your journey. With dedication, strategic planning, and the right support, you can navigate the complexities of the music industry and achieve long-term success.

Get our training guide, This guide will provide an in-depth look at what it means to be an artist manager, the key roles and responsibilities, how they get paid, and essential do's and don'ts. 

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