Finding a music manager as an artist can be an incredible upgrade. The right manager can help connect you with other artists, venues, and most importantly fans. With that in mind, not all independent artists are in need of a music manager, especially in the early stages of creation.
Below, we won't just showcase how to find a music manager if you're on the hunt, but also help you decipher whether or not you're in need of one in the first place.
Do I Need a Music Manager?
No. Not every artist needs a music manager, especially in the early stages. A manager should be thought of as a partner, not a scapegoat. What I mean by this is that a manager is not going to magically propel you to a new level of success. Instead, a manager amplifies what you're already doing. Some people use the rule of thumb that unless 10% of what you're earning from music might be interesting to another party, you'll likely have to manage your own project.
In order to create interest in potential managers and record label deals, for that matter, you have to create some level of buzz on your own accord. There are also several different types of managers: for instance, tour managers are going to have totally different responsibilities than day-to-day band managers.
While a great music manager can help you elevate your vision and craft with the right partnership, you have to have excellent music to begin with, as well as a clear idea of how a music manager would fit into the picture before acquiring one.
The Main Responsibilities of Music Managers
So, what does a music manager actually do? It really depends on the needs and agreed-upon scope of work. An easy way to think about it is that a manager oversees the non-creative aspects of an act's responsibilities. This could include but is not limited to:
- Negotiating contracts with record labels, promoters, and other industry professionals
- Assisting with accounting and record-keeping
- Providing feedback and general business guidance
- Securing last-minute needs and items
- Helping you build a brand
- Reaching out for press opportunities
Larger artists may have these responsibilities split across multiple roles and managers. One of the most valuable assets of managers is their connections and professional network. While it's difficult to quantify the importance of this aspect, it's certainly a piece of the puzzle that factors into their leverage and commission rates.
How Much Does it Cost to Hire a Music Manager?
Since music managers are partners, they earn money based on what you're creating. A standard structure is a music manager who handles all non-creative aspects of an act's day-to-day operations, taking a 10-20% cut of the revenue in exchange for their services. You might find some freelance music managers on an hourly rate or opting to go on retainer, though this model tends to be more rare.
How to Pick a Music Manager: Essential Considerations
Finding an all-star prospective manager is no easy feat. In most cases, the best, most experienced managers will reach out to you on their own accord once the buzz you've independently created has attracted their attention. A great music manager will genuinely believe in your vision as an artist and has an unrelenting work ethic: the life of a music manager is by no means easy, especially in the financially-starved era of streaming. You need to find someone you can trust to be a long-term steward of your art.
Keep in mind that there are plenty of alternatives to hiring a "traditional" music manager. For example, artists like Post Malone have opted to hire a social media manager instead, since this is what supported his business. You need to have an acute awareness of what you actually need as an artist before you bring in a manager or anyone onto your team, for that matter.
How Do I Contact a Music Manager?
Ideally, your music manager is finding you, or has at least expressed interest in your art independently before you've crafted a contract together. If you have an eye on a particular manager, you can scan their socials for an email and send them a brief introduction, select tracks, and a bio. You might start the conversation by asking for feedback which can help you get on the manager's radar without being too overt about your needs.
Try not to get too keen about any specific music manager. After all, you want your manager just as excited about you as you are about them.
3 Signs You're Ready for a Music Manager
Don't forget that when evaluating potential music managers, you aren't just looking to see if he or she will take you on - you need to make sure that they are a good fit for you and a steward of your art. Here are three boxes you'll want to check to make sure you're ready for a music manager:
1. You're already being contacted by multiple music management companies and/or record labels.
While this isn't a definitive measure of readiness, it's not incorrect to assume that quality music, artistry, and social media presence will naturally attract higher music industry contacts when you're ready to start scaling.
You never know who's watching, which is why it's so essential to put yourself out there as an artist. Remember, getting a music manager won't make your life magically easier as an artist. You are always going to have to put in the work by way of promotion and creation.
Potential managers are going to want to see that you're diligently creating music and promoting across your socials, as well as making an effort to attend music industry events, work with other artists, and engage with your fans.
Remember that a music manager's success depends on your own and vice versa, so if you can't already stand on your own accord, you might not be ready to dive into the world of management.
2. You have a clear vision for yourself as an artist and brand.
Before you jump to finding music managers, you should have a clear idea of what your brand is as an artist. Without clear direction and artistic perspective, it will be incredibly difficult to attract a good manager as ideally, your manager already has past experience in your sonic wheelhouse.
You know your audience better than anyone else and will be expected to bring that level of insight and pass it onto your manager so that they can use that lens to secure additional opportunities for your act.
3. You know what you're looking for and what you aren't looking for in a manager.
Knowing what you aren't looking for in a manager is just as important as knowing what you are looking for in your manager. Having clearly defined boundaries and tasks for your potential manager at the advent of your professional relationship can help you both get off on the right foot.
Clear communication can appropriately set expectations to make sure that you and your manager stay on the same page. This is particularly important when it comes to crafting a contract for how you and your manager intend to split earnings.
6 Strategies to Attract Potential Managers
Never forget that the best way to attract a music manager is to go far enough on your own accord that they start knocking down your door without you having to reach out to them . With that in mind, here are some strategies that might help you track down potential managers as an artist:
Invest Time into Your Live Performances
Obviously, it's a good idea to play out often if you're looking to get discovered as an artist. However, many emerging artists do not spend nearly enough time curating their performance to make sure it's a show worth attending.
Take the time to reflect on how you portray your amazing music. Is your stage presence aligning with your sound? Are you projecting confidence and assurance in your music? These are all skillsets that should be worked on before you're ready for management.
Play Music Festivals
Music festivals are an excellent opportunity for artists to cross paths with other industry professionals since by nature, so many other artists and their personnel have to attend that event.
Getting on a music festival's bill, however, is another beast but if you can find a way to secure a slot in a line-up of larger artists within your genre, take it as a golden opportunity to perform not only to your fans but to potential business collaborators.
Go to Where Music Managers Flock
Immerse yourself in events and gatherings where you might find yourself running into music managers. For example, there are entire communities, like the Music Managers Forum that are organized around manager meet-ups. Look for auxiliary events with these types of communities to expand your chances of crossing paths with a manager.
Release Quality Music
This goes without saying, but releasing quality music should be your top priority when it comes to securing management. Prospective managers want to see that you're committed to frequently putting out work and connecting with fans on a regular basis, otherwise, it doesn't make a whole lot of sense for them to invest their time and energy into you.
Collaborate with Other Artists in Your Genre
Working with other musicians has several positive effects for an artist's career trajectory, but it can also get your work in front of prospective managers and music industry professionals who may take an interest in your work. You can also keep an ear out with collaborators to identify which potential managers are worth considering and which might be best to avoid.
Consistently Create and Engage on Social Media
Most artists wouldn't say that social media is their favorite part of the process, to say the least. Although, in today's day and age, it's more essential than ever to have some form of consistent online presence.
Remember that your manager will not do this part of the process for you - it might be their job to remind you of the importance of creating content and engaging regularly with fans, but they want to see that you're already posting on socials before they reach out to you.
In short, in order to get a music manager, you need to commit to the tasks and activities that would make you an ideal client. Exercising all of the independent avenues you can to find publicity, whether that's posting across socials, reaching out to music blogs, and collaborating with related brands and artists is always encouraged.
The Right Music Manager Can Help You, the Wrong One Can Make Your Process More Difficult
We're lucky enough to live in a time where having a music manager is not necessarily vital to succeed in the music industry, at least at the beginning of your career. Whether you find yourself striving for music management or not, one truth remains about the music business at large: the more leverage you can cultivate on your own accord, the better off you'll be.
What does leverage look like? Well, it means building your music career from the ground up. It means attending music industry events, collaborating with artists, and building your online presence as an artist. When you're ready for a music manager, you'll know.
An artist manager is best utilized when both the artist and the manager have something equitable to gain. An unbalanced relationship is a fast track to creating an exploitative relationship, which unfortunately is fairly common in the music industry. Music managers play an important role for artists who need their services to scale their reach but try not to put the cart before the horse.
For example, take a listen to this artist Nic D who made his career take off on his own, at least initially:
Getting a music manager when you haven't reached the level of artistic and professional growth to justify one may be more harmful than good.
In short, take your time and be discerning when it comes to securing artist management. The most successful artists understand that in order to attract the right kind of attention from the business and music industry professionals, you have to have something to give.
Put your personal artist development and improvement at the core of your business model as a musician.
