Music Business: What is a Manager?

You may heard of the title "Manager" used loosely when referring to a particular artist's career. You may have even wondered about the actual role these individuals play and why they are so valuable when it comes to an artist's success. So let's shed some light on these behind the scene characters that shape our idols from mega dreamers to mega stars.

First it is important to take note that there are different types of managers: business and personal. This article focuses on personal managers being as though the you choose can either send you to the mountain tops or can just as easily send you to flames.

It is not uncommon for artists who start out to chose an individual close to them to direct their career. They feel as though they can trust this person and have already maintained a relationship. This may or may not be in an artist's best interest. In either case, the person chosen must be someone who is willing to go above and beyond normal expectations and is not going to low-ball at the first glimpse of fame and stardom. When someone chooses someone they know personally or a family member to manage their career, negotiations are usually handled verbal as opposed to written. This can cause problems in the future and possible emotional heartache. The decision for this role should be carefully considered and not one aspect of someone's character should be overlooked.
The work of a personal manager is, as they say it, "never done". This is the person who when you awake is on the phone coordinating your production for recording, and dealing with all day long tasks such as helping you decide which company to sign, shopping your record, hiring bands, assembling concert tours, deals with advertising, marketing, and publicity campaigns, etc... Just about anything you can think of that is associated with you must have the permission and acknowledgment of your personal manager. So will you be spending a lot of time with this person? You bet. Despite how talented of an artist you may be, if you do not have a good relationship with your manager, your career will be in jeopardy. With that being said, it is imperative that you chose wisely.

If you plan to choose someone who you are not familiar with then here are some quick points for reference:

Do not get impressed with name dropping. Industry guys/gals do it all the time. You will soon learn that everyone knows someone. Being start-struck does not get you anywhere. Besides, you are a star yourself, so refuse to show nothing short of strict professionalism.

Take no one at their word. We all know that actions speak louder anyway and that's exactly what you want the see. Proof! So ask for it. Ask for references and actually check those references. Ask the former or current artist questions relating to performance, time management, and personality as well as how easily the manager can be contacted. This is very important. The last thing you need is a show canceled and your manager isn't anywhere around to let you know the details.

Do not be lured by fancy promises especially if it sounds too good to be true. Be realistic. Remember, it's not just your dime, it's your trust, your time, and possibly your career. So you're worth every demand you make. Request a time line. Be upfront about fees and confirm who actually does the work. This plays a major role when you're considering a company that may be managing several artists as opposed to one person managing your career solely.

The music business changes daily. Obtaining the knowledge and the keys to play the game ensures you'll win every time. Continue to study the industry and find out who's managing some of the top artists you admire. You'll gain an advantage over some of your competitors and you'll also gain insight on the skills needed for selecting your winning team. Go get 'em tiger.