This guide looks at becoming an Artist Manager, their key roles and responsibilities, how they get paid, and essential do’s and don’ts.
Guide to Becoming an Artist Manager
by Mark Knight, Founder. of Major Labl Artist Club
Our guide starts with having a clear definition and understanding of the role.
What is 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.
Key Roles and Responsibilities
Career Development and Strategy
- Long-term Planning: Creating a strategic plan that outlines the artist’s career goals and the steps needed to achieve them.
- Brand Building: Developing and maintaining a strong brand identity that resonates with the target audience.
Business Management
- Contract Negotiation: Securing record deals, publishing contracts, and other business agreements.
- Financial Management: Overseeing budgets, managing income and expenses, and ensuring financial health.
Marketing and Promotion
- Publicity: Coordinating with PR teams to manage media relations, social media presence, and public appearances.
- Promotional Campaigns: Designing and executing marketing campaigns to promote releases, tours, and other projects.
Tour Management
- Booking: Arranging tour dates, negotiating fees, and coordinating logistics.
- Tour Support: Managing travel arrangements, accommodations, and on-the-road needs.
Networking and Relationships
- Industry Connections: Building and maintaining relationships with industry professionals, including producers, agents, and executives.
- Collaboration: Facilitating collaborations with other artists and creators.
Legal and Ethical Guidance
- Compliance: Ensuring all activities comply with industry laws and regulations.
- Ethics: Upholding ethical standards and protecting the artist’s reputation.
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.
How to become an artist manager. If you still believe artist management is for you, there are a couple of routes to follow. 1. Connect with existing music management companies and learn on the job. 2. Find a new artist and offer to be their manager.
Words Mark Knight
Mark Knight has provided strategic consultancy for indie labels including Earache Records (Buckcherry, Scarlet Rebels, The Temperance Movement & Travis Meadows), Trashmouth Records (Maggie The Cat) and a host of indie musicians including Anna Wolf, Iraina Mancini and Porcelain.
His work as the manager of The Daydream Club was recognised with a nomination for Best Digital Campaign at The Music Ally Awards (the only unsigned artist to be nominated). The band now have over 100m Spotify Streams as an independent artist.