Chapter 02

You understand how the industry works, you’ve found some minor success on your own, and you’re considering taking that next big step toward searching for and ultimately hiring a music manager. You are going to find that in the field of music there is a lot more quantity than there is quality, and this can be said of musicians and managers alike. Not everyone with musical talent was born to be a superstar or to be part of a successful band that makes millions or to be a world renowned DJ. The same goes for managers; not all music managers are destined to manage a multi-platinum artist and certainly not all are skilled in the art of communication, negotiations, and common sense that goes along with finding success in this industry.

Before beginning your music manager search, it’s important to understand that not all potential partnerships are going to be the right fit, and that this is okay. Just like in a relationship, you have to build a partnership and mutual understanding of goals and interests. Having the right support system is crucial to any artist, particularly those who are relatively new to understanding the business. You need people who will help educate you on the industry while guiding you toward decisions that are in your best interest on ethical, personal, and financial levels. Some key components of your management search will be to take your time, meet with several potential managers, look into the other acts and artists that he or she currently manages, listen to the managers thoughts on your music and your career, and don’t be afraid to ask a lot of questions.

As you’re reading this guide, think about all the popular artists in the limelight and those whose careers have gone astray, those who reinvented themselves, and those who have maintained a steady career in the music industry. Chances are, if you research some of the musicians who came to mind you would find a strong support system behind the successful ones, savvy teams behind those who pulled themselves up after faltering, and behind the ones who did not meet a lot of success, you will likely find managers who did not provide them with the time, support, and advice needed to sustain a meaningful future in the business. We have all heard horror stories of bands and artists leaving their labels or suing their managers for unethical behaviors that robbed them of money and tarnished their public image. Take a lesson from these individuals who mistakenly trusted in every word a manager pitched to them, who didn’t have a business mind that collaborated with their team, and who turned themselves over to their labels without keeping true to themselves and their artistry. Remember, it is your face, your name, and your voice that is being projected into the public eye, so if you don’t feel comfortable with what a potential music manager presents you with while in the interview process, trust your gut. Once you sign on the dotted line it’s really difficult to turn back the clock and regain control. Your goal is to make smart decisions for yourself that will lead to longevity and financial success as a working musical professional.

Here are some things to consider during your search for the right music manager:

Don’t make an immediate commitment: Imagine some guy approaches you after one of your shows and asks if you have a manager and gives you his card. You’ll want to be engaged and friendly and follow up with an official meeting to see if the person is serious, but not everyone doing this is actually a music manager nor does every music manager doing this necessarily have a plan of action for what they could contribute to your career. Don’t make quick decisions or commitments; instead, take time to research, interview, and see if the person is interested in going through that process with you. Allow yourself to set up your own interviews and don’t just rely on the people who scout at shows. The management pool is deep and it may take some time to find the right catch.

Assess the manager, their situation, and their profits: When you show up for your meeting with a potential manager, do they work in an official business office and or did they meet you at a coffee shop late at night? Are they dressed in professional attire or a t-shirt and shorts? Do they use professional language or excessive slang and colloquialisms? Assessing the conditions in which they are willing to meet you and the way in which they present themselves can tell volumes about their level of seriousness and interest in you as an artist. It also can tell volumes about their success in the field of music management. Also, search engines are your friend. In today’s age of the Internet there is no excuse for not doing research on a potential business partner who has a large hand in your financial success.

Be honest: Tell the managers you meet with exactly how you see yourself as an artist and how you hope to see your career progressing. Make it clear that you want collaboration, or be clear on the level of input you are looking for and see what their reaction is to the things you say. If the person comes across as annoyed or intimidated by your assertiveness and professionalism, they may have been hoping that you weren’t as savvy as you are, and may have intentions to take advantage of and manipulate the artists they sign.

Ask Questions: Just as you are to be honest about how you see yourself as an artist, ask the manager what he or she likes about your music, where they see your career several years from now, and specifics about contracts and who else would be a part of your management team. If their answers make you uncomfortable they are not the right fit and if it seems they are putting on a good face just to impress you, as they come across as overly eager and agreeable that isn’t likely genuine either. You want to be having a professional but friendly conversation with someone who seems to sincerely be interested in you and believes that you are a talent who will make you find success.

Discuss Money and Contractual Agreements: Make sure you are on the same page in terms of what percentage of your earnings and what level of control the music manager wants over your career. If you think they are asking for too much and are unwilling to negotiate, it might be best to find someone more in line with standard agreements. In the fourth part of this guide we will discuss more in depth what you need to know when signing a deal, but for the time being if someone’s idea of money is totally off the mark from your own, keep searching until you find the right manager with similar sensibilities regarding your earnings.

Finding the right manager for you may take time, but once you find the right match it will have been worth the wait and you’ll begin to see the positive impact it will have on your career as new opportunities are presented. While these are a lot of components that can get complicated and overwhelming while searching for the right manager, the easiest and fastest way to weed out the herd is to ask yourself this one simple question: do I believe this individual cares about me as a person? If your answer is yes, it’s worth trying to work toward a professional agreement, and if the answer is no…. well, there’s your answer.