To the majority performers, the enduring image of an artist manager is a caricature of a heavy-set, unkempt slob of a man, stuffed into a 2-sizes-too-small, off-the-rack department retailer suit, chomping on a cheap smelly cigar while sliding a gr easy hand unceremoniously into the back pocket of a starving artist. Undoubtedly, somewhere in the vast landscape of the music universe, such malice exists. The vast majority of artist managers, however, are a motley collection of well-meaning, hardworking, selfless individuals struggling to make the dreams of an individual they believe in come true.
For the legion of dedicated unbelievers out there, this is an article that attempts to shed light on the true worth of an artist manager. Below are 8 reasons why a performer or artist needs a wonderful manager:
1. Career Guidance – It is oftentimes extremely c venue enging for artists to step back from the day-to-day activities and see the big picture (you know – the old ‘forest-for-the-trees’ thing). A knowledgeable manager may see how everything in the big picture fits together, and may help the performer navigate through the oftentimes -confusing maze of activities that seem unrelated yet are all part of a massive jigsaw puzzle. The manager offers career guidance and helps to set the overall game plan for the performer and the artists’ team to follow.
2. Cheerleading – Even though listeners are the main cheerleaders for an artist, an individual has to communicate the same enthusiasm to the music business community. an artist manager will trumpet the artist’s message to record labels, booking agents, promoters, media person nel, venue bookers, independent retail accounts, etc., in order to keep them all engaged and enthusiastic.
3. Prestige – According to the majority record industry professionals, there is something to be said about an artist that has a manager. The logic is that if an artist is good enough to attract management, there must be something of worth present. In fact, the majority major labels refuse to sign an artist unless they have solid team (manager, attorney and publicist) in place. an artist in the absence of management is just too much drama! Labels would rather deal with a person who knows how the music business works and could make decisions on a non-emotional basis.
4. Buffer – A manager could act as an effective screening buffer between the artist and people that want to do business with the artist. This buffer tends to attract legitimate industry players while at the same time scaring away scam musicians. There are no scarier words to a scam artist than “please talk to my manager”.
5. Time management – There simply is not enough time in the day to do everything that needs to be done in order to further the career of an artist. In among writing songs, conducting interviews, designing artwork for compact disc’s and merchandise, managing a mailing list, filling out copyright paperwork, rehearsing with the band, engaging and firing musicians, updating performer websites and MySpace.com profiles, getting pictures taken, shooting and editing DVD’s and YouTube videos, sending out packages and/or updating EPK’s, researching, repairing and buying equipment, etc., there isn’t time to furthermore craft a master game plan, solicit potential sponsorship partners, handle licensing requests, reach out to industry gatekeepers, attend industry networking events, harass labels for tour help, and so on. Some tasks may be delegated to the performer while others may be handled by the manager.
6. Accountability – Part of a manager’s job is to hold people accountable. What happens when the financial tour guide that has been promised by the label fails to materialize? Or the check from the booking agent bounces? Or the FOH engineer at the show is MIA? Or the licensee fails to sign and return the contract but is using the artist’s songs anyway? Or the beer in the tour van vanishes? Somebody has to keep people honest, and that is the majority appropriately the manager’s job.
7. Good Cop / Bad Cop – Need to fire the bass player but do not want to create an enemy? Let the manager play bad cop and do the firing. Need to re-negotiate your contract and request more of a promotion budget? Let the manager play wonderful cop and keep a positive spin on the proceedings. There are plenty of chances when the artist and manager may trade off playing wonderful cop / bad cop.
8. Sounding board – A manager, even though basic ally an “honorary member of the band”, is a number of times on the outside looking in. Managers a number of times see things diverse ly than the artist, and may a number of times offer diverse perspectives, insights and solutions to problems the artist is encountering. Running pointers by a knowledgeable manager prior to making decisions a number of times allows for wonderful pointers to become better and bad pointers to be removed altogether from the to-do list.
Now,there you have it! 8 nice reasons why an artist needs a manager. Having said all this, however, it is vital to note that having a bad manager is worse than having no manager at all. A lot of wannabe managers think they could just “wing-it” with an artist, and continue to operate with the “lets-record-a-3-song-demo-and-shop-it-for-a-record-deal” mentality, even though the music industry continues to undergo serious vary s. New business models are emerging, and only those managers that stay at the leading edge of the learning curve will create successful strategies and offer serious counsel to their clients.