A career in music management is a commitment to becoming a strategic partner for an artist. The role extends beyond administration; it involves being an advocate, a business leader, and a creative confidant who helps navigate the complexities of the music industry. A manager is dedicated to shaping an artist’s trajectory, ensuring their vision is realized while building a sustainable and successful career. This path requires a deep passion for music and a sharp understanding of business.
What a Music Manager Does
A music manager serves as the chief operating officer for an artist’s career, allowing the musician to focus on creating. The core of the job is to keep the artist’s career progressing by managing the many moving parts of the music business. A manager must be adaptable, filling in gaps wherever necessary, from organizing video shoots to managing merchandise at shows, especially in the early stages of an artist’s development.
One of the primary functions of a manager is to act as a liaison and spokesperson. They are the central point of communication between the artist and their professional team, which can include record labels, booking agents, publicists, and attorneys. This involves holding team meetings and ensuring that all parties are aligned on strategic goals. The manager filters incoming offers and inquiries, making many small decisions on behalf of the artist, which requires a relationship built on deep trust.
Career planning and strategic development are also central to the manager’s role. They work with the artist to define long-term goals and then create a roadmap to achieve them. This includes guiding artistic direction, such as selecting which songs to record, planning release schedules, and developing a tour strategy. The manager must have a profound understanding of the industry’s landscape to position the artist effectively.
Furthermore, a manager oversees the administrative and financial aspects of an artist’s business. This includes day-to-day tasks like managing schedules, coordinating travel, and handling budgets. They are responsible for financial matters such as tracking income, managing expenses, and ensuring all contractual obligations are met. By handling these operational details, the manager ensures the artist’s career is both artistically fulfilling and financially sustainable.
Essential Skills for Music Management
Success in music management requires a specific set of personal and professional skills.
- Strong communication and negotiation abilities are needed to articulate the artist’s vision, negotiate contracts, and maintain positive relationships with industry professionals. The ability to negotiate effectively is directly tied to securing the best possible opportunities for their client.
- Organizational and time management skills are necessary for juggling numerous tasks at once, from coordinating tour logistics to overseeing marketing campaigns. Meticulous planning and the ability to prioritize tasks ensure that deadlines are met and the artist’s career moves forward without complications.
- A deep understanding of financial management is another requirement. This financial acumen ensures that the artist’s career remains profitable and sustainable in the long term.
- Resilience and creative problem-solving are needed to navigate a competitive industry. A manager must think critically and adapt quickly to overcome obstacles, from high-pressure negotiations to unexpected tour issues, while providing support to the artist.
Gaining Relevant Experience
Aspiring music managers can build a strong foundation for their careers by actively seeking out relevant experiences.
- Internships and entry-level positions at record labels, management firms, or music publishing companies offer invaluable insight into the business. These opportunities provide a firsthand look at industry operations and help build foundational knowledge.
- Networking is a continuous process built through professional interactions. Attending industry conferences, workshops, and local music events is an effective way to meet key players. Volunteering at festivals or working at music venues also provides hands-on experience and expands professional connections.
- A formal education in music business or a related field like marketing can provide a structured understanding of the industry. University programs often cover topics like contract law, marketing strategies, and financial management, and may offer assistance with internship placements.
- The most direct experience comes from simply starting. An aspiring manager can offer to help an emerging local artist, applying their developing skills in a real-world context. Growing an artist’s fanbase and booking shows helps a new manager build a portfolio and a reputation.
Finding Your First Artist
The search for a first artist is a proactive process that requires immersion in the music scene. Attending local concerts and showcases is a primary method for discovering new talent. This allows a prospective manager to witness an artist’s live performance, stage presence, and audience connection firsthand. The goal is to find an artist whose music and work ethic align with the manager’s own passion.
Your professional network can also lead to finding the right artist. Relationships with musicians, venue owners, and other industry professionals can uncover recommendations and introductions. Sometimes, a future client can be a friend or an acquaintance who is already making music, which can create a strong foundation of trust from the outset.
Online platforms and social media have become powerful tools for talent discovery. Websites like SoundCloud and Bandcamp, as well as social media channels like TikTok and Instagram, allow aspiring managers to scout artists from anywhere. An artist with a growing online presence demonstrates initiative and an ability to connect with an audience.
When evaluating a potential artist, talent is just one piece of the puzzle. A manager should also look for a strong work ethic, a clear artistic vision, and a willingness to collaborate. The relationship between an artist and manager is a partnership, so both parties must share similar goals and be prepared to work together to achieve them.
Understanding the Business and Legal Side
Once a manager finds an artist to work with, formalizing the relationship through a clear and fair agreement is a necessary step. The artist management contract is the foundational document that outlines the terms of the partnership. It should clearly define the roles and responsibilities of both the manager and the artist to prevent future misunderstandings.
A central component of the management contract is the commission structure. Managers earn a commission of 15-20% of the artist’s gross income. This percentage can be negotiated based on the artist’s level of success and the manager’s scope of work. It is important to specify which income streams are commissionable, such as record sales, touring, and merchandise.
The contract’s term length and termination clauses are also important provisions. Management deals often last for three to five years or are tied to album cycles. The agreement should include a “sunset clause,” which details how a manager will continue to receive a declining commission on deals they secured even after the contract ends. This ensures the manager is compensated for their long-term contributions.
A music or entertainment lawyer should review any management agreement before it is signed to ensure the terms are fair and standard for the industry. Additionally, a manager may consider setting up a limited liability company (LLC) for their business. This can provide liability protection, separating personal assets from business debts and legal issues.
Growing as a Manager and Building a Roster
After securing a first client, a music manager’s focus shifts toward long-term growth. The initial success with one artist serves as a foundation for building a larger roster. However, scaling a management business requires a strategic approach and knowing when to take on new clients without compromising the quality of service provided to existing ones.
Expanding a roster should be a deliberate process. A manager might look for artists who complement their current client’s genre or who are at a different stage in their career. This diversification can create a more stable business. The decision to expand often comes after establishing a solid track record and having the resources to effectively support another artist’s career.
Continuous relationship-building is fundamental to a manager’s growth. A strong network of industry professionals, including agents, label executives, and publicists, can provide more opportunities for all artists on the roster. Attending industry events and staying active in the music community helps a manager remain visible and connected.
Staying current with industry trends is also a part of long-term success. The music business is constantly evolving with new technologies and marketing strategies. A successful manager is a lifelong learner, adapting their approach to navigate changes in digital distribution, social media marketing, and fan engagement. This commitment to professional development ensures they can continue to guide their artists effectively.