The Role of Music Managers

What a Manager Does

A music manager is your primary business partner — the person who oversees and coordinates every aspect of your career. Think of them as your CEO while you are the creative director.

Day-to-Day Responsibilities

Strategy — Developing and executing your career plan. Where are you going? How do you get there?
Coordination — Managing relationships with your label, publisher, agent, lawyer, publicist, and other team members
Deal-making — Identifying opportunities, negotiating terms, and structuring deals (with your lawyer's help)
Problem-solving — Handling crises, conflicts, and the thousand small fires that come up constantly
Communication — Being the primary point of contact for industry inquiries about you
Financial oversight — Tracking income, budgeting, and ensuring you get paid correctly
Creative support — Providing honest feedback on music, visuals, branding, and strategic creative decisions

What Managers Do NOT Do

Book shows — That is a booking agent's job (though managers may help until you have an agent)
Handle legal matters — That is a lawyer's job (managers coordinate with lawyers but do not replace them)
Make music — They do not control your creative output, though they may provide strategic input

Commission Structure

Managers typically earn a commission on your gross income — meaning they are paid a percentage of what you earn before expenses.

Standard Rates

15-20% is the standard range for most managers
20% is common for managers who take on newer artists with less income
15% is more typical for established artists with significant revenue
10% is rare and usually reserved for superstars with massive income

What Is Commissionable?

This is one of the most important negotiation points in a management contract:

Standard: Manager commissions on all music-related income (recording, publishing, live, merch, sync, sponsorships)
Negotiable exclusions: Some artists exclude certain income streams — for example, songwriting income for songs not recorded by the artist, or income from pre-existing deals
Touring income: Some artists negotiate a lower commission rate on touring due to high expenses

The Sunset Clause

When a management contract ends, the manager does not stop earning overnight. A sunset clause defines how commission tapers off:

Year 1 after contract ends: Full commission rate on deals made during the term
Year 2: Reduced to 50-75% of the original rate
Year 3: Reduced to 25-50%
Year 4+: Zero

Negotiate the sunset carefully — you do not want to pay commission forever on deals that were partly the result of your own work.

Finding the Right Manager

Where to Look

Your local scene — Managers often emerge from local music communities
Industry events — Conferences, showcases, and networking events
Referrals — Ask other artists, producers, and industry contacts
Online — LinkedIn, management company websites, Music Managers Forum

What to Look For

Belief in your music — The best managers are genuinely passionate about your art
Relevant experience — Have they managed artists at your career level before? Do they understand your genre?
Connections — A manager's network is one of their biggest assets
Work ethic — Managing an artist is a 24/7 job. Are they responsive and dedicated?
Communication style — You will talk to this person more than almost anyone. Make sure you communicate well together
Honesty — A good manager tells you what you need to hear, not what you want to hear

Red Flags

Asking for upfront fees — Legitimate managers work on commission. If they are asking for monthly retainers or upfront payments, proceed with extreme caution
No references — A credible manager should be willing to connect you with current or former clients
Vague plans — "I'll make you famous" is not a plan. Ask for specifics about their strategy for your career
Controlling behavior — Your manager works for you, not the other way around
Conflicts of interest — Be cautious if they manage direct competitors or have financial interests that conflict with yours

Self-Management

Many successful artists self-manage in the early stages. This works when:

Your career is still in the building phase
Your administrative load is manageable
You have not found the right manager yet
You want to understand the business before delegating it

Self-management is not a failure — it is a strategic choice. Understanding every aspect of your business makes you a more empowered artist, even after you eventually hire a manager.

The Artist-Manager Relationship

The best artist-manager relationships share key qualities:

Mutual respect — Both parties respect each other's expertise and contributions
Open communication — No important decisions are made without discussion
Shared vision — You agree on the general direction of the career
Trust — You trust them with your business, and they trust your creative instincts
Written agreement — Always have a management contract reviewed by your entertainment lawyer