Written by Kerry Oliver, CEO of Rock The Dream
Every artist would love to have a competent manager. Someone to do all the work of booking, licensing, distribution, publicity, branding, merchandising, all of it! Unfortunately, these quality managers are not available to the average up-and-coming artists, unless you have a whole lot of money to pay them. So, most settle for mom, dad or the girlfriend.
How do you attract the viable managers if you’re a regular struggling artist? One way, is to be superior to everyone else — in reality, not just your mind. Managers love securing artists with strong potential. Networking is the easier path, but you still have to be superior. No manager worth their salt, will take on a client who cannot make them money.
Managers normally draw a varying percentage of the artist’s income; this is how they make most of their money. Make sure they earn it! Beware the wannabe managers or worse the scammer managers who prey on artists who show a little success. Their tell is that they over-praise your ability in order to “sell” you on their services.
Now that you know what they are looking for, what are you looking for? Competent managers have knowledge and skills. They have connections with industry movers n’ shakers within the booking arena, as well as the promotional, A&R and distribution world. They must also be the ultimate artist development expert, as this is usually what needs the most attention with new talent.
One of the first criteria is that they are honest. They must tell you the truth, not sugar-coat issues that will hold you back. Whether it be about obstacles, opportunities, or their ability or yours. A manager must have excellent follow-through skills, communication abilities, and be a goal-setter. Throw in a dash of patience, marketing, legal and accounting knowledge and you’re almost there. My best advice, learn all of the operational skills to become a successful artist, then find a more qualified professional to replace you. If you don’t know the job description, then how can you find the person you are looking for.