Music Management 101: When to Get a Manager and What They Should Do

TL;DR

You need a manager when the business side of your career is taking time away from creating music. A good manager handles strategy, negotiations, relationships, and logistics. Standard commission is 15-20%. Never sign a management deal longer than 2 years initially, and ensure there's a clear exit clause.

The Role of a Music Manager (It's Bigger Than You Think)

A music manager is your business partner, strategic advisor, and professional representative rolled into one. Their job is to handle everything that isn't making music: negotiating deals, building industry relationships, managing your schedule, coordinating with your team (booking agent, PR, lawyer, label), and developing the strategic direction of your career.

Think of management as the CEO of your music business, with you as the creative director. You make the music and the artistic decisions; they make the business work around it. The best management relationships are genuine partnerships where both parties bring complementary skills and share a vision for where the career is heading.

A great manager also functions as a filter. They handle the noise — the emails, the negotiations, the logistics — so you can focus on the signal: writing, recording, performing. The mental bandwidth freed up by having someone competent handling your business affairs directly translates into better creative output.

When You're Actually Ready for Management

The honest answer: later than you think. Most artists seek management too early, before there's enough happening in their career to justify a manager's involvement. If you have one release and 200 monthly listeners, you don't need a manager — you need to make more music and build an audience.

You're ready for management when the business demands of your career are genuinely impacting your ability to create. When you're spending more time answering emails than writing songs. When you're getting opportunities (gig offers, sync requests, label interest) that require professional negotiation. When you need someone to coordinate between multiple parties on your behalf.

A useful benchmark: if you have a growing, engaged audience (even if small), regular live performance opportunities, industry interest from any direction, and a clear artistic identity — that's the stage where management adds value. Before that, self-manage, learn the business basics, and invest your time in creating the music and story that will attract the right manager organically.

Finding the Right Manager

The right manager believes in your music passionately and has the skills, relationships, and work ethic to translate that belief into career progress. Chemistry matters — you'll be communicating with this person daily and trusting them with your career. If the personal fit isn't right, the professional relationship won't work.

Look for managers who have a track record with artists at your level or slightly above. A manager who only works with arena-level acts won't give an emerging artist adequate attention. Conversely, a manager who's enthusiastic but has no industry connections or experience may limit your development. The sweet spot is someone hungry, connected, and experienced enough to open doors.

Attend industry events, showcase festivals, and networking sessions. Ask artists you admire about their management and how they found them. Follow management companies on social media to understand their roster and values. And don't be afraid to approach managers directly — the best ones are always looking for their next great artist.

Be wary of managers who charge upfront fees. Standard management is commission-based — they earn when you earn, typically 15-20% of your gross income. Anyone charging a monthly retainer or upfront fee is operating outside industry norms and should be scrutinised carefully.

The Management Agreement: Key Terms

Term length should be 1-2 years initially, with options to extend if both parties are happy. Signing a 5-year management deal as an emerging artist is risky — if the relationship doesn't work, you're locked in. Shorter initial terms with extension options protect both parties.

Commission rate is typically 15-20% of gross income. Some managers take different percentages for different income streams — lower on recording income (where margins are tight), higher on live income (where their involvement is more direct). The commission structure should be transparent and negotiated before signing.

Post-term commission (also called 'sunset clause') defines what happens after the management agreement ends. It's reasonable for a manager to continue earning commission on deals they negotiated during the term, but this should diminish over time (e.g., 20% in year one post-term, 10% in year two, then zero).

Scope of authority — what decisions the manager can make without your explicit approval — should be clearly defined. Financial commitments above a certain threshold, creative decisions, and anything involving your public image should require your sign-off.

Red Flags and When to Walk Away

A manager who promises specific outcomes — 'I'll get you signed within 6 months' or 'I guarantee 100,000 streams' — is either naive or dishonest. Nobody can guarantee results in music, and anyone who claims otherwise doesn't understand the industry they're operating in.

Lack of communication is the number one complaint artists have about managers. If your manager goes quiet for days, doesn't return calls, or keeps you out of the loop on important decisions, that's a problem. Management is a daily, active relationship, not a passive arrangement.

Conflicts of interest — a manager who also owns a label, booking agency, or studio and steers your career toward their own businesses — should be transparent and carefully managed. These arrangements can work if the artist is aware and consenting, but hidden conflicts of interest are a serious red flag.

Trust your instincts. If something feels wrong — if you feel pressured, uninformed, or uncomfortable — address it directly. If it can't be resolved, have your lawyer review the exit options in your agreement. A management relationship built on mutual trust and respect is essential; one built on obligation or fear is toxic.