Securing a music manager is a significant step in an artist’s career, often marking the transition from a passionate hobby to a viable business. For many musicians, navigating this process can feel overwhelming, but it represents a move toward professional growth and broader opportunities. This guide offers a clear, step-by-step approach to help artists prepare for, find, and formalize a relationship with the right manager.
Understanding the Role of a Music Manager
A music manager serves as an artist’s primary business partner, tasked with guiding their career trajectory and handling administrative responsibilities. Their duties are extensive, including negotiating contracts, managing finances, and developing long-term career strategies. By overseeing the business side of an artist’s career, a manager allows the musician to dedicate more time to their creative pursuits. They act as a link between the artist and the wider music industry, building a network of contacts with record labels, booking agents, and publicists.
A key indicator that it’s time for management is when business affairs begin to interfere with the creative process. When an artist is overwhelmed with administrative tasks, it may be time to bring on a manager. Other signs of readiness include generating a consistent income from music and establishing a dedicated local or online following. Managers invest in artists who have already demonstrated success and have something tangible to manage, such as an active performance schedule or a significant online presence. An artist who has laid the groundwork for their career and has a clear vision is a more attractive prospect.
Preparing Your Artist Package
Before an artist begins the search for a manager, it is important to assemble a professional artist package. This collection of materials serves as a resume, showcasing the artist’s talent, brand, and potential for success. Managers look for artists who are not only creatively gifted but also a sound investment, and a well-prepared package makes a strong first impression.
Professional Quality Music
The foundation of any artist’s career is their music, and the recordings presented to a potential manager must be of professional quality. This means the tracks should be professionally recorded, mixed, and mastered. A simple demo is often not sufficient to capture the attention of an experienced manager, as high production quality demonstrates a commitment to professionalism.
A Cohesive Brand Identity
A strong brand identity is just as important as the music itself. This involves creating a unified and recognizable image that extends across all platforms, including a professional logo and a consistent color scheme. The artist’s visual aesthetic, from album artwork to social media profiles, should align with the mood and style of their music. This attention to detail demonstrates professionalism and an understanding of how to market oneself.
An Electronic Press Kit (EPK)
An Electronic Press Kit (EPK) is a digital resume that provides a comprehensive overview of the artist’s career and accomplishments. A well-crafted EPK should include:
- A detailed artist bio, written in the third person, that tells the artist’s story.
- High-quality promotional photos and any music videos that showcase on-screen presence.
- Links to professionally recorded music.
- Press clippings, reviews, and any notable achievements or accolades.
- A list of upcoming performances to demonstrate an active career.
- Clear and accessible contact information, including social media links and a dedicated email.
A Strong Online Presence and Fan Engagement
A robust online presence is non-negotiable for any artist seeking management. Managers will research an artist’s social media profiles to gauge their following and level of fan engagement. Artists should focus on building an interactive community around their music, using platforms like Instagram, Twitter, and Facebook to connect with their audience.
Beyond social media, verifiable data on streaming numbers, views, and ticket sales is a powerful tool. Platforms like SoundCloud and Spotify offer insights into an artist’s reach, and a mailing list provides a direct line of communication with a dedicated fanbase. This tangible evidence of a growing audience makes an artist a more attractive prospect.
Finding Potential Managers
Once an artist has prepared their professional package, the next step is to identify and research potential managers. This process involves building a targeted list of individuals or companies that fit the artist’s genre and career stage. A strategic approach to this search can significantly increase the chances of finding the right partner.
One of the most effective ways to find a manager is through networking within the music industry. Attending local shows, industry conferences, and music festivals provides opportunities to meet and connect with professionals. These events are often frequented by managers seeking new talent. Building relationships with other musicians can also lead to referrals and recommendations.
Researching artists who are at a similar or slightly more advanced stage in their careers is a fruitful strategy. By identifying who manages these artists, a musician can create a list of potential candidates who are familiar with their genre and target audience. This information can often be found in liner notes, on social media profiles, or through industry directories.
Online platforms and industry directories are also valuable tools for finding potential managers. Websites like the Music Managers Forum (MMF) and The Unsigned Guide offer directories of managers, often categorized by genre and experience level. Social media platforms like LinkedIn and X (formerly Twitter) can also be used to search for and connect with industry professionals, expanding the search beyond traditional networking.
Crafting Your Outreach
With a list of potential managers in hand, the next step is to initiate contact. The most common method is a cold email, and this communication must be professional, concise, and compelling. A well-crafted outreach email can make the difference between being noticed and being ignored.
The subject line of the email should be clear and to the point, grabbing the recipient’s attention. It is also beneficial to personalize the introduction by addressing the manager by name and mentioning a specific reason for reaching out. This could be an appreciation for an artist on their roster, which demonstrates that the artist has done their research.
The body of the email should provide a brief introduction to the artist and their music, highlighting key achievements and any notable traction. This could include information about a sold-out show, a positive review, or a significant increase in streaming numbers. The email should also include a link to the artist’s EPK and a direct link to their strongest song.
The email should conclude with a clear and respectful call to action, such as requesting a brief meeting or a phone call to discuss a potential partnership. Maintain a professional tone with proper grammar and a polite closing. Following up on the initial email is acceptable, but it should be done respectfully with a reasonable amount of time between communications.
Navigating the Management Agreement
When an artist successfully attracts the interest of a manager, the final step is navigating the management agreement. This legally binding contract outlines the terms of the professional relationship, and it is important for the artist to understand its key components. While it is advisable to seek legal counsel before signing any contract, a basic understanding of the standard terms can help an artist feel more prepared.
A standard management agreement will include a commission rate, which is the percentage of the artist’s gross income that the manager will receive. This rate falls between 15-20% but can be subject to negotiation. It is also important to clarify which streams of income are commissionable, as costs associated with recording and video production are often deducted before the manager’s commission is calculated.
The “term” of the contract refers to the length of time the agreement will be in effect, which can range from one to five years. Artists will want to negotiate a shorter term to maintain flexibility. Many contracts also include a “sunset clause,” which dictates the manager’s commission on earnings generated after the contract has ended. This clause often involves a gradual reduction in the commission rate over a set period.
Artists should also be aware of potential red flags in a management agreement. A manager who demands a large upfront fee or is unwilling to use a formal contract should be approached with caution. A transparent and equitable agreement is the foundation of a successful partnership. By taking the time to understand the terms, an artist can protect their interests.