Artist Management – Ten Skills an Artist Manager Must Have

An artist manager is any person that is managing an artist in the music business. They handle negotiations and other business affairs of the artist. The manager could be a road manager, tour, personal, brand manager etc. The changes in the music business have led to the roles of the artist manager changing constantly. Regardless of the role, the duty is the same…help direct the success of the artists’ career. This piece considers some of the skills and competencies an artist manager should have.

1. Staying up to date (Education):

Past events have shown that change and innovations are a constant in the music business. From vinyl to CDs, digital downloads, and now streaming, the music business is constantly changing. These changes can create new opportunities and challenges for artists. A successful manager will be one who will be aware of the trends, how they affect your artist and how to navigate through them for the betterment of the artist. A manager will have to attend seminars, take online courses, read blogs, magazines, newsletters etc., that offer recent and updated news about the music business.

2. Interpersonal Skills:

An artist manager needs to develop a significant interpersonal relationship with other individuals. The music business is intertwined. The manager will need to deal with several people and teams, both external and internal. The manager will be dealing with deals from different parties on behalf of the artist. They will need good communication skills, patience, consistency, reliability, and an excellent reputation to boot.

3. Planning and Organising:

Nothing is done with planning. Failure to plan in itself is actually a plan, a plan to fail. Of course, luck is part of luck, but luck serves as a booster and is successful when joined with a well–thought–out plan. In planning, the manager needs to identify where he intends to take the artist career, how this can be achieved, what will be needed to achieve this and milestones to determine the success or otherwise. Planning is the map that guides you to the desired destination. The manager should also be apt at organisation –organising people, events, teams, schedule etc.

4. Managing Pressure:

The manager must know how to work under pressure and handle it. There may be pressure from both the artist and the label (if the artist is signed) to “blow”. This may cause the manager to try alternatives to get the artist blow, which may be detrimental to the artist. When the artist finally does blow, there will be demand for the time and attention of the artist. Since the music industry has a limited timeframe for artists, there will be pressure to utilise the moment of fame to the possible best. Pressure will come from the artist, ensuring the schedule is adhered to and that shows and events of the artist are successful etc.

5. Networking:

An artist manager needs a network of contacts that he can do business. The network a manager can build may determine his net worth. Networking can be done through both the business and social sides of the music industry. This includes attending conferences in the industry, going out with other players in the industry for social events etc. Relationships built physically as opposed to online tend to last longer and probably turn into real friendship.

6. Creativity:

This cannot be over–emphasised. The manager should also help come up with creative and innovative ways of attracting attention to the artist. Something that will stand out, and in turn, be monetised. This could be demonstrated in sales, promotion, tours, merchandise, live performances etc. Creativity is essential as the music business is highly competitive, and manager, in addition to the artist, must display a high level of creativity to stand out.

7. Time Management:

The manager has many tasks that he must undertake in his day–to–day task as the artist manager. However, not all tasks hold the same weight. The manager must determine which tasks are priorities and align with the goals set and execute them first. Also, the manager should be apt at scheduling meetings, recording sessions, performances etc., at ensuring the artist keeps up with his schedule.

8. Negotiation Skills:

The manager is going to be involved in loads of negotiation on behalf of the artist. He should know how to develop and make deals that are in the best interest of the artist. Almost every commitment the manager takes on behalf of the artist involves negotiation towards finding an agreement that works for both parties or seeking a compromise to close the deal.

9. Conflict management:

This is a necessary skill an artist manager needs to have to be successful in the music business. Conflicts are bound to happen, no matter how much you wish to avoid them. Therefore, a manager should know how to resolve conflicts and bring a resolution. Conflicts are even more prevalent with groups and bands, and it could even lead to a break–up between the members. There may also be conflicts between the artist and other people crucial to his success, like record labels, producers, promoters, etc. Although it can be challenging to sort out, it is necessary to do so. Knowing how to resolve conflicts and solving problems will come in handy here.

10. Money Management:

Money management is essential for any manager who will be managing the sources of income and the financial accounting for the artist. The manager should be ready to prepare reports and financial summaries of the payment received for the artist. It is important to do this to promote transparency and trust. Disagreements over financial issues may cause a breakdown in the relationship and a lack of trust. The manager should carry the artist along in all decisions that will affect his earnings, positively and negatively. This avoids issues, and both parties are on the same page. When an artist is comfortable and trusts the manager to handle the financial matters, such artists will focus more on the creative side, which generates more revenue for both parties.

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