Artists managers, who are also called talent managers, serve as the business managers of musicians. They handle negotiations and other business affairs of an artist or band. Since the musician needs to focus all his/her attention into making music, the artist manager serves as the promoter, agent or accountant. Artist managers also handle bookings, assist in promotions and perform production-related tasks. They ensure tours, gigs and other bookings are paid, unless otherwise agreed by the artist to perform pro bono.
Artist managers are responsible for collecting revenues, fees or other payments stipulated in contracts. They hold auditions and interviews to discover potential clients, communicate with artists to develop marketing plans or tour goals for their music career and to recommend and implement actions to achieve them. Artist managers also initiate contacts with individuals and organizations that may help in the promotion of their client’s career, negotiate and seek ex-deals, prepare lodging, travel, food and other needs for their clients’ out of town gigs and performances. They maximize sales by implementing direct marketing and advertising activities, negotiate with promoters and other people of contractual rights and obligations; as well as inspect equipments and facilities ensure they meet the artist’s specifications. Most artist managers book interviews for promotion, hire coaches and trainers to help artists with dancing, voice, translations and others, and perform daily bookkeeping take and complete financial obligations like taxes.
Education and Training Requirements
Most artist managers do not need academic training to qualify for this position. Although a college background is helpful since there are courses offered in music business and music marketing, many artists prefer managers with extensive industry experience and networks.
Knowledge and Skills Requirements
An artist manager must be an expert on the ins and outs of the music business. Good artist managers do everything they can to make their clients successful. They possess excellent communication and interpersonal skills, public relations skills, marketing and advertising skills, negotiation skills, leadership skills and basic computer skills. Artist managers must be friendly, independent, aggressive, and has the ability to work as part of a team.
Most artist managers are office based. Their work schedule varies since they are required to attend concerts or events at night, but handle promotional events for their client in the mornings. Traveling is a huge part of the job, with possible out-of-town and international destinations.
An artist manager makes $46,000 annually on average. Factors such as size of company, location, nature of the industry, benefits and experience may cause salaries to vary considerably among artist managers.