If you’re looking to develop your musical career without a team — which is possible at the early stages of your career — you will likely still need the support of at least one person: a manager. An artist without a manager is like MacGyver without a Swiss Army knife… one usually doesn’t go without the other.
Some artists get music managers first, and their manager finds them a label. Other artists may be scouted by a label and the label assigns them a manager. There are many different ways to advance in one’s music career!
In this article, we explain what artist management is all about: what a manager is for, how to know when you need a manager, and how to find one. A music manager can help artists focus on creating amazing music by handling the business aspects of the industry and opening the door for further opportunities. Understanding the importance of music management can significantly impact an artist’s career trajectory.
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Are you looking for a music manager? ⬇️
1. Why artists need managers
Did you ever dream of performing in sold out stadiums as a kid? Of course, this is what many still think being a musician is — a cool and shiny profession that doesn’t require much work offstage. In reality, being a musician is a lot about entrepreneurship.
To be successful as an artist, it is necessary to have a strong team behind you in order to cover all your bases. Being a musician involves wearing many hats, and artists often find themselves doing a lot more than they bargained for on their own.
The music business really is a business. There are a number of areas that require attention: live performance, contracts and paperwork, finances, and press, amongst others. Thus, juggling these responsibilities (and doing it well) is a full time job.
So where does the music making, the most important part, fit into the equation? If you’re doing everything yourself, it barely does. Quite simply, there aren’t enough hours in the day to both 1) fill every business role in music, and 2) actually make the music. Your focus will be pulled from your art and may take a toll on the quality of your work, as well as your mental health.
2. What does a music manager do for an artist?
So how do you navigate this complex musical ecosystem? How do you learn the ins and outs of distribution, getting signed, promotion, royalty collection, touring, and the like?
It all starts with meeting artist managers in the business. Managers act as an extension of and #1 champion to the artist, covering all day-to-day duties and ensuring that the artist’s only job is creative, not administrative. In addition, the importance of a manager’s network of music industry contacts cannot be overstated. To attract such professionals, it is crucial to release quality music that resonates with a global audience.
No rulebook tells us where the lines are drawn between roles, and every manager is different. However, in addition to what’s listed above, every manager is especially responsible for:
- Career planning
- Online PR/image
- Contract negotiation
- Promotion
- Personal branding
- Financial guidance
- Legal affairs
Duties such as booking shows (usually done by booking agents) are sometimes covered by managers as well. What they can’t do, they will hire someone to cover, building a solid team around you that oversees everything necessary for success. Managers also play a crucial role in finding opportunities for artistic and professional growth, such as pursuing record label deals, publishing deals, and sync placements to increase exposure.
You should view your manager as your number one partner; the ideal sidekick, the one who helps set up the strategy for your career. They are the ones who will be instrumental in developing your professional network.
3. How to get a music manager as an independent artist
Your relationship with your manager is of the utmost importance, so you must be selective in this process. At the beginning of your career, especially as an independent artist, you can either meet people, or recruit someone you already know.
Someone You Know
You’d be surprised by how many artists are currently being or have formerly been managed by someone they knew personally before making it big, whether they be family or friends. A couple examples:
- J. Cole is managed by his college friend, Ibrahim Hamad
- Dua Lipa is managed by her father, Dukagjin Lipa
- Usher was managed by his mother, Jonetta Patton, for 14 years
- Angele is managed by her childhood babysitter, Sylvie Farr
The reason this often works well is because managers and their artists much trust each other 100%, and managers should believe in their artists 1000% – this is a non-negotiable. They absolutely must have your best interests at heart. Therefore, if someone in your life wants nothing more than for you to succeed and you believe they have the skills to get you there, you should definitely consider asking them to manage you.
Meeting People
If it makes more sense for you to meet/get in touch with a manager elsewhere, make sure to prepare. The goal is for your prospective manager to want to help you grow as an artist. Show them your potential so that they can envision a big future for you, what that might look like, and how they could contribute.
First and foremost, you must have music out on streaming services that has gained some traction. This is crucial because, most often, it is the manager who finds the artist. They are often on the lookout for new talent, so don’t be surprised if you receive a DM or email from someone who’s interested in repping you after hearing your music on Spotify (which is why your contact info should be readily available on all your pages).
Secondly, if you opt to reach out yourself, make sure you know what you need. Are you struggling to book shows? Do you need help with distribution? Are you unsure about the contracts you’re signing? Why exactly do you need this person’s help? Express this to the person you’re talking to so they know whether they can be of service. If you’re contacting them through social media, you’ll need to write a small pitch.
Attracting Potential Managers
To attract potential managers, you need to prove yourself and your demand through live performances and online presence. Potential managers look for artists who show promise and have a clear vision for their career. Do not hesitate to put footage of past shows on your website and social media pages to show that there is public interest and support for your art.
Finding music managers through social networks is a great strategy if you know where to look.
Start by finding the IG accounts of artists who are similar to you and your music. Someone who is managing a hip hop artist will likely pass if you’re a singer-songwriter in the indie/folk world, so no need to waste your energy.
Next, figure out what music industry professionals these artists are working with. Do they have record deal, promoter, publicist, or band manager? Is the manager working independently, or for a label?
This information is often available online on the artist’s website. Their “contact” page will likely lead you straight to the person you want to be talking to. If not, browse their socials for “thank you” messages to their team, tags on group photos, or even in their comments where a manager will often be supporting their artist.
5. How to contact music managers: the pitch
Once you’ve drafted an initial list of potential music managers, it’s time to get in touch with them. Start by researching the manager’s background, accomplishments, and current projects. Then craft a personalized pitch that demonstrates your value and how working together will be mutually beneficial.
Include any relevant information about yourself, such as your background, experience, and releases. Even better if you have an EPK to send along as a reference. Make sure to explain why you think the two of you would be a good fit. Don’t be afraid to mention artists they are working with and how you could be a great addition to their repertoire.
Apart from introducing yourself and your music, it’s important to be direct in what you are looking for. A lot of indie artists send their music out to labels, managers, or publishers, and forget to ask for anything concrete. Provide a clear action plan or timeline of your current goals or releases. If you’re not sure what you’re looking for, ask for an initial phone call or to meet up for a coffee in person. A well-crafted pitch can be the difference between a successful connection and a missed opportunity.
6. Important tips to follow when contacting prospective managers
Be clear, direct, and friendly in your communication. Remember that you are not only pitching yourself as an artist, but also as a collaborator. Don’t forget to let your personality come through in your messaging!
Have proof of concept. Try not to jump the gun and look for a manager in the baby stages of your career without proof of public interest. You may know your own potential already, but you should be able to have something to show for it.
- Have a single, EP, or album out to send to prospective managers that has gained traction on streaming services, press coverage, or likes/views on social media
- Be able to demonstrate that you and your project will be something truly special. If you believe in yourself, let it be known
- The more organized you are, the better. If you already have the following before you contact anyone, you’re all set: website, artist pages on all DSPs, an EPK, social media pages, an artist bio, professional photos.
Be selective. Let’s say you find someone who you click with and who believes in you. Establishing a good working relationship with a manager is crucial. Clearly define roles, responsibilities, and overall strategy, and consider seeking legal advice before signing any contracts. They may seem great, but they also know more than you about the business. Make sure you are ok with the terms they’re setting if you’re going to lock in.
Reach out directly on social networks or through Groover. Many artists, producers, artist managers, tour managers, management companies, etc. are Twitter users. This means that they’re accessible directly through Twitter, if you reach out with a specific request. We suggest sending your EPK to who you think you’d work well with, and who share similar goals. We also recommend using Groover to get your music heard without having to go through the tedious process of sending potentially unanswered DMs.
Groover allows you to contact the best music industry professionals with a guaranteed response in less than 7 days.
7. How to find a music manager that is right for you
Remember the essential criteria for finding the right manager: a manager must believe in you 1000%. The personal investment the job requires is so intense that they must have absolute faith in your success. They have to “sell” you and your potential to a lot of different people, and must therefore know it inside and out.
Do you understand your own strengths and weaknesses on the business side of things? By assessing where you need help most, you can find someone who complements your skillset (and vice versa). We recommend trying out the roles and responsibilities an artist manager takes on to understand which skills you know must definitely be taken on by someone else.
8. How much are managers paid?
It is industry standard for managers to take 10-15% percent of their artists’ income. If your budget is tight, look to personal relationships for a potential first manager — at least in the short-term — if you’re not able to offer a significant financial incentive upfront.
It is very common for smaller artists and managers to help each other for free until money starts rolling in. You are giving them work experience and networking opportunities, and they are helping you develop your career.
9. Conclusion: getting a music manager and advancing in your career
In conclusion, to get a music manager and advance in your career, it takes focus, dedication, and hard work. You must network and build relationships in the industry to find a manager who is passionate about your work, as well as continue to output quality music so they can also find you.
It is important to maintain a professional attitude, stay organized, and have a good understanding of the industry. With time and effort, you can get a music manager and take your career to the next level.
Sure, some independent artists advance in their career without a manager, however these artists are often highly organized, already have professional connections, or have significant financial backing. This isn’t the case for everyone.
Staying solo is not impossible, but we recommend that you do this only if you meticulously disciplined and treat it as a full time job on top of your artistry. Don’t forget that asking for help is not a bad thing! Nobody succeeds alone. The music business is overwhelming, and up-and-coming artists can really benefit from the support of having a good manager.
Lots of emerging artists remain just that: emerging. By working with the right music manager, you can break this cycle and really make headway in your career. Be smart in your research, confident in your pitch, and the rest will follow!
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Next article:
> Manager, booker, publisher, label? Who do you need to develop your musical project?
> How to sign with a label when you are an independent artist?
> Where to find a booker?
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Need feedback on your music? Get in touch with music industry pros on Groover now!