Artist Managers in the Music Industry

This seems to be a very big and possibly sensitive topic.

We all hear the horror stories of artist managers screwing over artists and artists screwing over managers yet some how they still need each other. I have personally had many developing artists come to me and ask for management, but I have always been of the mind-set that an artist should manage themselves until such time as they cannot handle all the aspects of their career, only then can they consider getting management.

Many of the artists that have asked for management are just looking for a booking agent and just do not know what they are doing, so they think getting an artist manager would be the solution. The solution in this case is to learn the business properly, this way managers cannot screw you over because you know what is going on.

I have also found that many developing artists just do not want to be part of the business side of music, they want to be artists and that’s all. If it comes to uploads, delivery of content, metadata or even financial claims, release plans and social media roll outs, they just do not want to know anything about it even when it means their own careers.

So, I sent some basic questions to top artist managers as well as artists about what an artist manager does and what an artist expects from their manager to see if these things align.

No surprise, managers sent feedback, but artists did not reply, this is what they said…

MANAGER QUESTIONS

When I approached the Artist managers, I asked them to answer 3 questions.

What does an artist manager do?
When should an artist decide to get a manager?
How much should an artist pay a manager?

Here were their responses…

Mr. 012 – Management for Paige & Sdala B (South Africa)

A manager must make sure the artist is up to date with their music and they are always presentable to the public as well as always managing their schedule such as events, interviews, shoots, and day to day music business.
An artist must get a manager as soon as they feel or think they can’t handle everything on their own.
It depends on their agreement.

Zime – Management for Sino Msolo (South Africa)

An artist manager shapes the Artist’s career. Plans and implements the artist’s ideas and vision, advises them, hunts for deals, plans strategies, creates relationships, and networks for the Artist and manages expectations… a manager can also manage day to day life, a manager needs to be an all-rounder doing everything and anything for the Artist, the Artist is the client!

If they want to further their careers and achieve more than just releasing music.

20% of everything the brand makes outside of royalties and stream income which the artist should get 100% of. Some managers get a fee from their artist depending on their agreement, but I think it’s always best to make a deal on percentage that way the manager only gets paid from the work they bring into the brand.

Suffocate – Management for Koisan (Botswana)

Artist managers duty is to mold and shape their artists/careers both in a day-to-day and long-term. Artist managers usually assist clients in securing their artist, book gigs, plan projects, plan releases, tours and all engagements that would require their artist, plus create marketing and merchandising strategies. The list is endless and is usually based on your plan around your artist. The roles might differ from one artist to the other.

It really depends on the artist but from an advisory point I would say from the beginning, so you have someone who takes care of your interest as a musician e.g deals, contracts, recording dates, tour dates and bookings to mention a few.