Role Of Managers In The Successful Career Of Artists


A talented music act cannot be a lone wolf in the wilderness of the music business. One of such supports that an artist cannot dispense with is the role of a manager. A manager guides, represents and handles everything on behalf of the Artist including booking gigs for musical performances, negotiating contracts, helping Artists navigate the complexities of the music industry and making informed career decisions for the artist.

A Manager's role is diverse as he is saddled with several responsibilities which includes interfacing with every other professional and supporting staff working with the Artist. He is a career advisor and strategist who oversees the day-to-day business affairs of the Artist. A manager works to develop an Artist’s career towards achieving a long-term success. How exactly do Managers achieve a perfect score in execution of their roles in the music industry?

It is no news that Managers identify promising Artists and help them refine their craft, public image, and overall brand through constant guidance and expert approaches. They also work with Artists to set realistic career goals, identify target audiences, and develop a roadmap to achieve those goals.

One of the key skills of a good Manager is the ability to negotiate contracts on behalf of the Artists they work with, which includes recording deals, performance contracts, endorsement deals among many others. They work tirelessly to secure performance opportunities for their Artists, such as concerts, tours, and festival appearances.

Artists are public figures who have the attention of thousands of persons commonly tagged ‘fanbase’ who are always eager to get news feeds from their favourites. A Manager helps create a positive public image for their Artists and develop marketing campaigns to promote their Artist’s music. As earlier stated, Managers interface with other supporting staff and professionals thereby attending to needs and complaints, on behalf of the Artist. This includes managing the Artist’s finances, ensuring the Artist is getting paid what he deserves and making wise financial decisions on behalf of the Artist. 

A co-sign from an established Artist can be a major boost for an Artist's career, lending the Artist credibility and access to new audiences. The Manager must ensure to identify an established artist whose musical style complements the Artist's sound and target audience. This could be achieved by carrying out research on the target Artist’s past collaborations to understand their taste and preferences and how both talents could align.

 An industrious Manager must highlight his Artist's strengths and potential, showcasing the Artist’s music, achievements, and fanbase. The manager must source for networking opportunities within the industry and develop relationships with established artists, producers, or even the co-sign artist's manager. These connections can open doors and create opportunities for collaboration.

 A Manager must focus on organic connections. This could be achieved where the Artist readily engages other talents on social media by commenting on their work and tagging them in relevant posts. This can help build rapport and get the Artist on the radar of Music Executives or established Artists.

As an Artist, it is advisable to hire a bright Manager whose work rate deliveries are impressive. A good manager can expand an Artist’s career to its maximum potential.