When Does An Artist Need A Manager?

When Does An Artist Need A Manager?

A paradox presents itself early in an artist's career. While you will certainly need advice throughout your career, you probably will need the most guidance when you are first getting started. Unfortunately, until you've gained a small amount of success, you won't be able to attract an experienced manager. So what are you supposed to do?

If you understand the purpose of a manager, you will be able to advance your career on your own, until you find a manager. As explained in the previous chapter, your manager's most important jobs are to (1) devise and carry out a plan to promote you (the artist) to the public and help you build a fan base, and (2) work with your label, booking agent, publicist, etc., so you can concentrate on writing songs and developing your musical and performance skills.

There is a common misconception that a manager will develop an artist's raw talent. This isn't true. We've invented vocal and performance coaches and music teachers to develop musical and performance skills. The manager's job is to help an artist who is already developing him or herself to leap forward in his or her career. The good news is you don't need a manager to improve your skills, gain valuable experience, and begin to enjoy success in the music industry. You can simply begin by doing the things set forth in this book.

Many artists start their careers with representation from friends or family members. While there is usually a certain level of trust built into this kind of arrangement, your friends and family probably don't have enough knowledge about the business to help you develop your career very far. Nonetheless, they can probably help in some ways, even if it's just doing some legwork or providing moral support. In the beginning, that may be good enough.

But as your career progresses, you will present your music and image to record labels and other third parties. The quality of your presentation is vitally important to your success as a musician/performer. Labels want to know that your representative is knowledgeable about the business and can continue to improve your career. When you get to the point of talking to labels, if not before, you'll probably need a professional manager.

When an artist starts making money, his or her manager is paid a percentage of that income. When you start out, you will be more concerned with development and opportunities than with making money. This is proper, but it means that at first, you will not be able to pay a manager. (This is part of the reason most professional managers will wait until you achieve a certain level of success before they will work with you.) That's okay. I have met, known, and represented many successful artists who did not have managers, even when they signed their first record deals. So don't worry if you don't have a manager in your first year (or five). You'll be in good company.

Unfortunately, no bell will ring when you have reached the right point in your career to obtain a professional manager. Many times, this decision is based upon knowing what specific managers are looking for. For example, many managers of young pop artists want to begin working with those artists very early, so they can help to refine that talent. Other managers prefer to work with artists who already have developed their skills and careers to a higher level.

Although it can be difficult to know exactly when to seek out a manager, there are some rough guidelines to help you. If you have taken the following steps in your career, you are in a position to approach a manager who has had some success in managing other artists in your location.

Develop a repertoire of enough quality songs to perform a thirty-to forty-five-minute set. Perform those songs live with some success locally. Record at least three of those songs on a quality recording. Put together a promotional package showing your talents. Of course, there is no law that says you need a manager at this point. You may continue to develop yourself, and even get a deal with a reputable independent label. If you make it that far on your own, you'll be able to approach even more successful managers, because you will have demonstrated that you have drive, talent, ambition, and an ability to make money in this business. Having persevered through the difficult early times, you are beginning to establish yourself. You won't have to convince people; they will be able to see the results of your work. This puts you in a good position to shop around for different managers.

Until that time, though, concentrate on creative development and being the best performer you can be. Assuming you have talent, your early hard work will create later opportunities for finding a manager (and other industry professionals) to take you to another level.