How To Find The Right Music Manager

Learn how to find the right music manager to take a career to the next level. This guide covers essential strategies for finding one who aligns with your vision and goals.

How To Find The Right Music Manager

by Philip Kinsher of Disc Makers Blog

Navigating the music industry can be a daunting task, especially for artists who are focused on their craft. While talent and hard work are essential, it’s not enough to make it. You need to have the right team in place to take your career to the next level. One key member of that team is a music manager — a professional who can guide your career, handle the business side of things, and open doors that might otherwise remain closed.

These days, the role of a music manager is more critical than ever. With the music industry continuing to evolve — driven by digital platforms, streaming services, and social media — a manager can be the difference between staying in the shadows and stepping into the spotlight. This article will walk you through the essential steps so you can find a music manager to help you achieve your career goals.

The role and benefits of a music manager

As an indie artist, money is probably pretty tight. Is a manager worth the added expense? Let’s look at all the reasons why you should consider hiring a music or artist manager for your career.

Detailed responsibilities of a music manager

A professional music manager wears many hats, taking on various responsibilities so you can focus on what’s most important: Creating music. 

At their core, a manager oversees the business aspects of an artist’s career, ensuring that everything from contract negotiations to tour bookings runs smoothly. Here are some of their key responsibilities:

• Career strategy: A music manager helps devise a long-term career plan, setting goals and outlining the steps needed to achieve them. This includes identifying opportunities for growth, such as collaborations, brand partnerships, and expansion into new markets. They can also guide you on how to build a fanbaseand advise on strategies like how to promote your music overseas for free.
• Contract negotiations: Whether it’s a record deal, a publishing agreement, or a brand endorsement, your manager will negotiate on your behalf to secure the best possible terms.
• Marketing and promotion: An artist manager works with publicists, social media teams, and marketing professionals to create and execute campaigns that increase your visibility and fanbase. They can help you understand how to promote your music effectively and guide you on how to get press for your own music. They may also connect you with music promotion services that can elevate your profile.
• Financial management: From budgeting to tax planning, a music manager ensures that the financial side of your career is handled efficiently, allowing you to focus on your music.
• Online and PR image: A good manager will know how to help you craft your image online and in the media.

What’s more, they are a neutral third party. Artists can get so close to their own music that they can’t hear it from an unbiased perspective. Hiring a music manager means you’re bringing in someone with the emotional distance needed to help an artist make the correct musical and career choices.

How a manager can help grow your music career

Having a music manager can be a game-changer for your career. Their industry expertise and network of contacts can open doors to opportunities that might otherwise be out of reach. Here’s how the right music manager can help you grow:

• Industry connections: Managers often have established relationships with key industry players, including record labels, booking agents, and media outlets. These connections can lead to opportunities for collaborations, performances, and media coverage. Literally, one phone call to the right person could change your life.
• Increased focus on artistry: With a manager handling the business side of your career, you can dedicate more time and energy to your music. This increased focus can lead to better creative output and, ultimately, more success.
• Strategic career growth: The right manager helps you navigate the complexities of the music industry, ensuring that you make informed decisions that align with your long-term goals. This strategic approach can accelerate your career growth and help you achieve milestones more quickly.

Is it worth getting a music manager?

Here are some key points to consider.

Career stage: Identifying when you need a manager

The decision to hire a music manager depends largely on your current career stage. For emerging artists, the need for an experienced manager may not be as pressing. At this stage, you might be able to handle most of the business aspects of your career on your own or with the help of a small team. However, as your career grows and your responsibilities increase, a good music manager can become invaluable.

For established artists, having a manager is essential. With a larger fanbase, more frequent performances, and increased media attention, the demands on your time and resources can become overwhelming. A manager can take on these responsibilities, allowing you to maintain a healthy work-life balance while continuing to grow your career.

Specific goals: How a manager can help achieve them

Before seeking a manager, it’s important to identify your specific career goals. Do you want to expand your reach to international markets? Are you looking to increase your bookings and live performances? Do you need help managing the business aspects of your career, such as music contracts and finances? Understanding your goals will help you determine whether a manager is necessary and what kind of talent manager would be the best fit for you.

For instance, if your primary goal is to increase bookings, a manager with solid connections to booking agents and venues would be ideal. If you’re looking to expand your artist brand and collaborate with other artists, you will want a talent manager with experience in marketing and partnerships.

Budget considerations: What to expect

One of the most important factors to consider when deciding to hire a manager is your budget. Music managers typically work on a commission basis, taking a percentage of your earnings. The standard rate is usually between 15% and 20% of your gross income, though this can vary depending on the manager’s experience and the scope of their responsibilities.

It’s crucial to evaluate your current income and determine what you can afford to pay a manager. Keep in mind that a manager’s commission will be deducted from your earnings, so the question you need to ask is this: Will the amount of money they bring in justify their fee? In some cases, a manager might ask for a retainer or an upfront fee, especially if you’re an emerging artist with less income. Be sure to discuss compensation upfront and ensure that both parties have a clear understanding of the financial arrangement.

Remember to hire a lawyer before signing any contract!

How to find potential managers

OK, so perhaps you’ve decided you want to hire a manager. How do you go about finding one? Ideally, someone approaches you after a show and announces that they are so blown away by your music that they are desperate to manage you. But if that doesn’t happen, you can still get a music manager. Here’s how.

Industry networking: Leveraging events and conferences

Networking is one of the most effective ways to find a music manager. Attend industry events, music conferences, and local shows, as these are prime opportunities to meet potential managers and make valuable connections. Events like South by Southwest (SXSW), the Music Managers Forum (MMF) conferences, and other industry gatherings are where managers and industry professionals will likely be present.

When networking, be prepared to introduce yourself, share your music, and discuss your career goals. Building relationships with industry professionals can lead to referrals and introductions to managers who are actively seeking new clients.

Online platforms: Connecting with managers

Online platforms and social media are essential tools for finding and connecting with music managers. Platforms like LinkedIn, X, and Instagram allow you to search for and engage with industry professionals. You can also use music-specific platforms like ReverbNation, Sonicbids, and Music Gateway, which offer directories of music managers and other industry professionals.

When reaching out online, be professional and concise. Introduce yourself, provide links to your music, and explain why you’re interested in working with them. Send them your electronic press kit (EPK) if you have one.

Many managers are open to discovering new talent online, so don’t hesitate to take advantage of these platforms.

Referrals and recommendations: Leveraging your network

The music industry is all about relationships. Get referrals and recommendations from other musicians, industry professionals, and music forums to help you find a manager. If you have connections with artists who are managed, ask for introductions to their managers or for recommendations of managers who might be a good fit for you.

Music industry forums, such as those on Reddit or specific Facebook groups, can also be great resources for finding recommendations. Engage with these communities, ask for advice, and share your own experiences. You never know who might have a connection that could lead to a potential manager.

Evaluating potential managers

Remember, managers are working for you, so be choosy about who you hire. Here’s how to determine if a manager is worth your time and money.

Assessing experience, past successes, and client list

Once you’ve identified potential managers, it’s important to evaluate their experience and track record. Look at their current and past clients — are they artists you admire or who are at a similar stage in their careers as you? Research the manager’s history of successes, including chart-topping albums, successful tours, and media coverage.

Ask potential managers about their experience in the industry, including how long they’ve been working as a manager and what their specific strengths are. This will give you insight into whether they have the expertise and connections to help you achieve your goals.

Determining management style alignment

Every manager has a unique management style, and it’s essential to find one that fits your needs and preferences. Some managers take a hands-on approach, involved in every aspect of your career, while others may focus more on big-picture marketing strategy and leave the day-to-day tasks to other team members.

Consider what kind of management style will work best for you. Do you need a manager who will be deeply involved in your creative process, or are you looking for someone to handle the business side while you focus on your music? Discuss these preferences with potential managers to ensure a good fit.

Evaluating personal chemistry and communication style

The relationship between an artist and their manager is a close and collaborative one, so personal chemistry and communication are crucial. During your meetings or calls with potential managers, assess how well you connect with them on a personal level. Do they understand your vision and goals? Do you feel comfortable communicating openly with them? 

Effective communication is vital to a successful artist-manager relationship. Make sure that your potential manager is someone you can trust, who listens to your concerns, and who communicates clearly and regularly.

Approaching and pitching to managers

Let’s focus on refining your pitch. How do you present yourself to a music manager in the best possible light?

Preparing a professional package

Before approaching a manager, it’s essential to prepare a professional package that showcases your music and career. This should include a well-crafted EPK with your biography, music samples, high-quality photos, and any press coverage or accolades you’ve received. Your package should also include a brief overview of your career goals and what you’re looking for in a manager.

Having a polished and professional package demonstrates that you’re serious about your career and ready for the next step. It also makes it easier for potential managers to assess your potential and decide if they’re interested in working with you.

Writing a compelling pitch

Your pitch is your chance to make a strong first impression, so it’s important to craft it carefully. And yes, there’s a good chance that you’ll be making your pitch in person, but it can help to write it out beforehand so you know all the talking points.

Start with a compelling introduction that highlights your achievements and provides a snapshot of your music career to date. Mention any milestones you’ve reached, such as successful album releases, streaming numbers, notable performances, or media coverage. This will show the manager that you are already making progress and have potential for growth.

Next, outline your career aspirations and explain why you are seeking representation. Be clear about your goals and how you believe a manager can help you achieve them. Whether you want to expand your audience, secure better performance opportunities, or navigate the complexities of the music industry, your pitch should convey that you’re ready to take your career to the next level with the right support.

Finally, personalize your pitch to the manager you are approaching. What might work for one manager may not excite another. A tailored pitch shows that you’ve done your research and are genuinely interested in working with them rather than sending out a generic request.

Reaching out to potential managers

Once your pitch is ready, it’s time to reach out to potential managers. If you can’t connect with someone in person, then email is the best way to make initial contact, as it allows you to present your pitch and provide links to your music and electronic press kit. Keep your email concise and professional, and make sure to include all the relevant information that will help the manager assess whether they’re interested in working with you.

After sending your pitch, be prepared for follow-up discussions. If a manager expresses interest, they may want to set up a meeting or a call to learn more about you and discuss potential collaboration. This is your opportunity to ask questions, assess the manager’s fit with your career, and explore how they envision working together.

Negotiating terms and agreements

If you find a manager you’d like to work with, the next step is to negotiate the terms of your agreement. Any manager worth their salt will have a boilerplate agreement, but it’s important to run that by a lawyer before signing. 

Key elements of a management contract typically include:

• Commission rates: The percentage of your earnings that the manager will take as compensation. This usually ranges from 15% to 20% but can vary depending on the manager and the scope of their responsibilities.
• Duration: The length of time the contract will be in effect. Some contracts are for a fixed term (e.g., one or two years), while others may be open-ended with the option for renewal.
• Responsibilities: A detailed outline of the manager’s duties, including career strategy, contract negotiations, tour management, marketing, and financial oversight.
• Termination clause: The conditions under which either party can terminate the contract. This might include specific performance benchmarks, breaches of contract, or mutual agreement.

Tips on negotiating favorable terms

Negotiating a management contract can be challenging, especially if you’re new to the process. Here are some tips to help you negotiate favorable terms:

• Know your worth: Before entering negotiations, know your value as an artist. This includes your current earnings, potential for growth, and the specific contributions you expect from the manager.
• Be clear about expectations: Clearly outline your expectations for the manager’s role and responsibilities. Make sure these are reflected in the contract to avoid any misunderstandings later on.
• Consider a trial period: If you’re unsure about committing to a long-term contract, propose a trial period. This allows both you and the manager to test the working relationship before making a longer commitment. Giving your manager a short period in which to prove themselves is not a bad thing.
• Be open to compromise: Negotiations are about finding a middle ground that works for both parties. Be prepared to compromise on certain terms while standing firm on the aspects that are most important to you.

Consulting with a legal professional

Given the legal and financial implications of a management contract, it’s highly recommended that you consult with a legal professional before signing anything. A lawyer with experience in the music industry can help you understand the contract’s terms, identify any potential pitfalls, and negotiate better terms on your behalf.

Kickstart your music career

Securing the right music manager can be a transformative step in your music career. A good manager not only handles the business side of things but also serves as a mentor, advocate, and strategic partner, helping you navigate the complexities of the music industry. By carefully evaluating potential managers, crafting a compelling pitch, and negotiating favorable terms, you can set the stage for a successful and productive working relationship.

In addition to finding a manager, it’s important to take advantage of the professional support and resources available to musicians. Whether you’re looking for help with disc duplication, vinyl production, or digital distribution, there are numerous services at Disc Makers that can support your career and help you reach your goals.

Philip Kinsher is a writer, editor, and musician with a predilection for YA Sci-fi Fantasy books and rock and roll. And golf and pickleball.