As an artist - When do I need a manager?
And how do I find one?
Can you do all of the work your project needs from you on your own?
If the answer is, honestly, yes - you don’t need a manager. If you can name real work tasks that you simply can’t accomplish on your own, it’s time to think about it.
I say think about it, not run out and get a manager, because the other thing you need to assess is if it’s worth it to you. Being an artist today is a lot of work. You aren’t only responsible for the creation of music: you need to make content, market, figure out your style, distribute your music, and then also be the business person who gets your deals done.
Yes, a manager can help with some of that, but they won’t be an instant solution to all your problems.
Being a manager is a job and, like any job, the manager will need to get paid. A reputable manager should work on commission (15-25% of gross is standard) so an established manager is only going to take you on if they believe they can generate commissionable revenue with you. If you’re already earning money - you need to believe that the manager is going to add value to your business and that makes it worth giving them a cut.
It’s also important to know a manager will not solve everything for you. In the modern music industry, artists are expected to do more work on their own than ever before. Most of all, artists are expected to generate some awareness and business before they do any deals. Your manager won’t magically get you signed to a major deal - and honestly you don’t really want that deal if they could. It’s a lot of work to grow a career but it’s also an opportunity - let the manager enhance your work, not do the work for you.
I definitely CAN’T do all this work myself, but how do I find a manager?
OK, so you’ve done some soul searching and you definitely need some help. I hope that means you have some business and signs that people are interested in the project you’re creating.
The traction you have should generate some metrics. One of the great (and terrible) things about the digital era is a lot of the signs of success are publicly available data - it is possible managers are watching sources like Chartmetric and will reach out to you themselves. At that point, you really need good vetting instincts. Remember, you don’t just want any manager - you need someone who aligns with your goals and can help elevate your career. Educate yourself in what you need and make sure what the manager says they will do aligns with your goals.
If you’re doing more outbound research there are a few places to look:
Friends: This isn’t uncommon at the DIY level - do you have a hardworking friend who you trust and is willing to learn the ropes? A friend manager might be all you need. There is a long history of friends, siblings, and parents of artists learning the business and becoming seriously successful managers.
Other Artists/Connections: Are you part of a community or scene? If so, there are business people hanging around that scene - other artists, bookers for your shows, producers, label executives who go to showcases and events - they all know managers. Some of them even manage on the side.
Attorneys: Many lawyers are great connectors. You want to find a music specific attorney - don’t just go after any attorney. Since you’ll have some traction to even need a manager, it’s likely these attorneys will reply to your emails and if they believe in what you’re doing, there’s a good chance they’ll have some trustworthy approvals.
Direct Contact: This is a little harder because you’re probably going in cold, but it does work sometimes. I’ll often at least do an advice session for most cold-emails I receive and I have even found a couple artists via cold outreach - for that reason, the next section is for you:
What to do when cold emailing a manager (or any executive for that matter):
Introduce yourself and your project quickly and succinctly - include photos, visuals, and links to socials.
Do some research and be clear you understand their business and the type of work they do - if you’re a pop singer don’t cold email someone who only does death metal.
Provide links directly to your work that do not require downloads. Disco or something similar for audio, Vimeo or YouTube for video.
Provide real numbers (e.g. shows played/tickets sold, streams, etc).
Do not blanket email - personalize each message.
Be real - don’t say things like you want to take over the world together and you just need their help. Also avoid fake accolades and partnerships to seem bigger than you are (e.g. if you use the Orchard or ADA for distribution, don’t say you’re affiliated with Sony or Warner… it’s technically true but not saying what you think it is).
Optional: Consider offering some other value - eg. if you’re an established writer, ask if you can write with one of their existing clients.
If you’ve been honest with yourself about the level of success you’ve achieve and the exact help you need, at this point you should at least be having some conversations that make the path to getting a manager clearer. If not, keep trying - it’s a process and even just the act of networking can help.
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