What is an Artist Manager?

YMCMB's Drake and Manager Cortez Bryant.

Every artist knows that they need a manager, but most don’t know to the extent that a manager is needed or the services a manager offers. A manager becomes the artist’s best friend, which is why a lot of the times it ends up being a parent or the smartest friend. But a manager has to have experience, connections to gatekeepers, and a proactive attitude. There are also certain responsibilities that self-proclaimed managers don’t know about and their young artists don’t know to have them handle.

The number one thing artists should know about their relationship with their manager is that the artist is the employer and the manager is the employee. Putting your future in the hands of your employee is both a gift and a curse. With this knowledge you know that the final decision is yours. The problem is you have to trust the decisions of your manager because they’re supposed to be the expert in getting your career from point A to point B. This is why it’s important to have a manager with experience.

Your manager should be a jack-of-all-trades. This should be the person that double-checks every other person on your team. A manager should have some experience in contracts and contract negotiations, touring and the booking process, licensing and copyright protections, and product management. If you’re in the market for a manager you should be able to ask for tips or examples on each of these areas.

A manager should always come up with a great idea but that should always be partnered with a great plan. There will be lots of opportunities to take an artist’s career to the next level but knowing how and what it take to take full advantage is more important than the opportunity itself.

The question on every artists mind is what is a fair percentage for an artist manager. This depends on what the manager brings to the table. A fair amount is between 10%-25%. Of course with a 25% manager you should only have to worry about perfecting your craft. There will still be a significant amount of time dedication from the artist because the manager should be able to keep you in the studio when needed and have an established plan to develop and perfect your strengths and improve your weaknesses.

Here are some key things to look for during your first meeting with your potential manager.  The manager should look the part, be well spoken, know the right people, sound like a leader, and have the ability to sell you on your potential without a doubt. But it is just as important for you, the artist, to know what you need. Preparation is the key; the business of music is 90% business and 20% talent.

 MacDidIt