Do you need a manager?

During my career, I've heard this particular phrase more than once: "My manager will contact you." Or this one: "I’m looking for a manager. Do you know someone who manages artists?”

What I've observed is when those artists find the manager they were looking for, they find themselves in a situation where they are more unsatisfied with what is being accomplished for them, which is usually nothing more than what they can do themselves. Besides, who knows an artist more than their own self? More on that later. 

Don’t get me wrong, this article is not a judgmental writing based on the misdeeds of all managers just because I just watched Elvis’s biography (very bad manager case there).

The truth is, a manager is absolutely crucial for any artist who wishes to expand and keep the music going. Just at the right time in their career. My observation is that more often than not, artists are looking for managers too early in their careers. 

What I think people generally are oblivious about is the goal of a manager in any music career. The actual responsibility of a manager is to maintain the ONGOING expansion of an artist while preserving and safeguarding the quality of all communication lines through PR (public relations), administration and performance. That is it. 

A manager is a tool for the artist to use. The artist is supposed to control the manager, not the other way around. Did you know that? Some artists spend their whole life being told what to do by their manager and then they are ready to put every fault on the manager because they called all the shots. 

The desire to hire a manager too soon indicates one of two things: 1) the lack of willingness and responsibility to do the work in order to expand as an artist or 2) the artist does not know how to create their career as an artist and doesn't know any better than to hire someone to do the work for them... someone else who, hopefully, "knows how to do it." 

Some artists think having a manager will magically push their career to the top overnight because his manager happens to know “someone”. Any career in the entertainment business has been built on blood, sweat, and tears. It is not an easy thing. But somehow, some people out there think that by hiring someone, it will make them achieve success.

You should get a manager, definitely, but only at a certain point.

Sure, artists can be "found" and it makes their career look easy. But why were they found? They were found because they were working hard at their career and promoting themselves. It takes putting yourself out there and booking gigs, playing in the street (Ed Sheeran), posting videos online (Shawn Mendes), talent contests such as American Idol or other shows, putting yourself in the right environment (for example, move to Nashville like Taylor Swift), and so much more. 

The point is, there is work that can be done before hiring a manager... performing, promoting yourself, recording albums, and booking more gigs.

When you're at the point where you can't handle your own schedule anymore and you're missing gig opportunities because you were on stage when your phone rang, then it's time. Maybe you get so busy that you don’t have time to register all of your performances to get your royalties while you are on tour. Or maybe you are uncertain about what sponsor to accept because you don’t have time to read about the companies beliefs and how they want to use your image because you are in the studio recording all week. Then it's time to hire some help. 

If that is not the case for you right now, you don’t need a manager. You will be paying someone monthly, out of your income, to do what you can do... if you have the gumption to do the work. 

When you're ready, it’s the manager’s job to create income through the artist. If the artist is expanding and generating profit then the manager takes a percentage, because he is, in part, responsible for the ONGOING expansion of the artist. Not only the expansion that will happen in 3 years or 12 months, but the expansion that is happening right now and into the future. 

I am aware that some things in this industry take time to develop and are not happening overnight. Nevertheless, if there is expansion in an area the manager should notice it instantly and control it and grasp the momentum for the artist so they can focus on what they do best: Music. 

If there is no expansion, that is the artist’s responsibility. It means the artist didn’t control the manager correctly OR that the amount of production or delivery of the music ceased or decreased. Please don’t be lazy and put your failure on the back of this poor fellow. 

Now, when you're ready, who’s the right person to work with and where do you look for them?

Those kinds of people don’t usually walk around with a hat written “I am a manager looking for talent” flashing in red lights. They are usually sitting in the back of the room very quiet, listening to what you are playing and not even mentioning what they do to others. Because the professional agent, the one you want, the one you dream about, the competent one, is quiet and only trusts his own judgement. He doesn’t get involved in small talk just to prove that he worked with someone famous, he doesn’t name drop the clients he has worked with. He has nothing to prove to anyone because he knows what he can do.

Just like the great stories of Céline Dion with René Angélil and Justin Bieber with Scooter Braun. 

Those people found something they believed in and found something they were passionate about and wanted to share it with the world because they share the same passion as us: music.

If you're unsure of what to do next or how to start, feel free to contact me. I'd be happy to help.