A manager is not someone you hire because having a manager makes you look successful.

A manager should solve a real problem.

Usually that problem is:

The artist has more valuable opportunities than they can manage alone.

What does a manager do?

Depending on the artist, a manager may help coordinate:

• release strategy;
• label/distributor relationships;
• touring;
• marketing;
• partnerships;
• business decisions;
• team;
• schedule;
• negotiations.

A good manager creates focus.

When you probably don’t need one yet

A manager may be premature if:

• you have barely released music;
• there is little audience activity;
• you expect the manager to find your identity;
• no revenue exists;
• there are few opportunities to manage.

You may need better music and consistent execution first.

Signs you might be ready

Consider management when:

• income is growing;
• labels/distributors are approaching;
• touring is expanding;
• brand offers arrive;
• your release schedule is complex;
• admin is stopping you creating;
• several specialists need coordinating.

At this point, management can create leverage.

Understand commission

Managers often work for a percentage of artist income.

Exactly what income is commissionable and for how long should be clearly documented.

Discuss:

• rate;
• term;
• expenses;
• post-term commission;
• exclusions;
• termination.

Get proper advice before signing.

Don’t choose only on contacts

Connections help.

But you need someone who:

• understands your goals;
• communicates;
• executes;
• is financially organised;
• believes in the project;
• has enough time.

The biggest manager is not necessarily the best manager.

Final thoughts

A manager should amplify an artist business that is already moving.

Hire one when the opportunity cost of doing everything yourself becomes greater than the cost of management.