Over the past years, numerous acts have come and gone from our roster of Artists. After deep analysis we have narrowed the reasons why to one basic reason: The number one cause is the mere fact that the Artist was not ready for Management or did not understand the role of a professional Manager. In most cases the Artist really wanted a booking agent. This article will clearly address our views as to whether or not you are ready for a Manager.
The first place to look for an answer to this question is within yourself. Is your act serious about the time and money investment required to take the act to the next level? Without this commitment to the project from all those involved, the project is doomed. To become successful requires dedication, perseverance and professionalism.
The next step is to look at where your act is professionally and where you want your act to be in the next six months to a year. If you have just put your act together and have never performed live, you are clearly not ready for a manager. If you have been together for awhile, fine tuned your act and music, then you may be ready for professional management.
Now is a good time to bring up the subject of "cover tunes". If your direction is to be a "cover band" and not actively seeking a recording contract, a booking agent is best suited for you. If you are doing covers, but writing and performing original material as well, then you may be a candidate for a manager.
The Manager's Role
A manager does exactly what the title suggests -- Manages the act. Listed below is a basic list of roles for a manager working with a developing artist, and dependent upon where the act is professionally. Remember this is just a "basic" list.
evaluating and counseling artist
develop a business plan - your blueprint for the future
help develop the overall press kit and image of artist
assemble the right team
find the right recording studio/producer/engineer for artist
enlist booking agents, talent buyers to get act gigs
*note: most managers are not licensed booking agents
bring in legal counsel as required
bring in publicist as required
enlist sound engineers and techs as required for live shows
shop act to record labels
co-ordinate shows with booking agents
develop positive press for act
search out potential investors if required
Material
-is the demo or product of the quality required to attract record deals?
-is the press kit professionally done?
- is the musical direction clear?
- is it ready to be shopped to labels?
- is the act ready to play out/tour?
- is the act professional enough?
- what changes need to made if any?
Can You Afford A Manager
This is a critical factor. You have decided to hire a professional to take you to the next level in your career. There are costs involved, emotionally and especially financially. If your act is just starting out, the cost of developing your press kit and demo could be a major investment. For management to do their job effectively, a press kit and a demo are essential. The cost of Developing your worldwide website presence is an important investment in making you and your music accessible to anyone in the world within moments.,br>
Some managers take a monthly fee plus expenses, or a percentage of the gross revenue of the act. The costs and percentages will vary from manager to manager. Very seldom will a manager take you on as a client based on future success, unless the management company already has a "major artist" on their roster, or is very new to this business.
Some management companies will consult and/or provide services for a fee and/or future considerations. For example - develop a press kit only, or get your press photos done and duplicated only. This type of arrangement can be done without long term financial commitment.
Some managers may also in fact invest in your project. This could be a double edged sword if you are not careful. If you are not a solo artist, make sure each and every member of the act can do his/her part financially and most importantly understand exactly what you will be responsible for paying for as the investors funds become recoupable.
Money is usually a major factor for most new acts getting started. Do not enlist a manager's services without the financial ability to pay the manager for his/her services and time.
Good managers spend a minimum of twenty hours a week upward to 30 hours a week to enhance an acts visibility and viability in the music industry. Good managers only take on acts they truly believe in. If a manager truly believes his/her act will attain success, this energy and belief spills over onto all the contacts the manager networks with.
When you consider the time spent, the knowledge required, and the networking that has taken years to establish, a manager's fee seems a very small price to pay in exchange for his/her belief in your act and his/her hard work on behalf of your act.
What To Look For In A Manager
You now understand a manager's basic role. You have the commitment to your act. You have the financial ability to enlist a manager's services. So, what should you look for in a manager? The most important question is "IS THIS SOMEONE YOU CAN TRUST WITH YOUR CAREER"? If the answer is "YES" then look for these other factors:
does the manager fully understand the music industry?
Does the manager have music industry experience
-- record label/publishing, production/promotion, video production/tracking?
Does the manager firmly believe in your act and it's potential? Is the manager honest (check to ensure no criminal record). Is the manager aggressive and creative in their approach? Does the manager have a website presence on the worldwide web?
You may have noticed we did not mention whether or not the management has any "signed" artists on their roster. This should not be a major factor in looking for a manager. There are many good management companies that have extensive music industry experience, but currently do not have the one major artist they so desperately seek. Find out if they understand the record company process and the inner working of a recording contract.
THE THREE MAJOR TYPES OF MANAGERS :
1. "TOP OF THE HILL MANAGERS" and management companies that handle today's gold and platinum artists. Their roster is usually full and does not seek new clients on a regular basis.
2. "MIDDLE MANAGERS" and management companies with recognized professional skills and extensive music industry experience. They may have had artists in the past or may currently have artists who have national attention on independent labels, or had a major record deal. These management companies do in fact seek new talent with GREAT potential.
3. "WANNA BE MANAGERS" and management companies are generally persons with little or no music industry experience who want to be managers. They typically play the role of a glorified booking agent and with little or no networking in place are generally limited to the local scene. They also usually have a large roster to generate decent cash flow from low paying local gigs.
What To Avoid In A Manager
This is a tough question to address, but we suggest that you stay far away from any manager that says he/she can promise you success. This just cannot be guaranteed. There are no guarantees in this life, and the music business is well known to be one of the most risky.
Make sure the manager gives you the attention you require right from the start, because if you don't get the attention you require in the beginning, chances are you'll get less later.
Avoid any manager who takes exception to the fact that you are going to seek independent legal advice before signing the management contract offered.
REMEMBER
Make certain both you and your manager understand the contractual obligation you have to each other. Always read your contract carefully. When in doubt seek independent legal advice
