How to find an artist manager and attract their attention
Are you an independent musician looking to find an artist manager? Wondering how to stand out and catch their eye?
In this post, we’ll explore the practical strategies you need to secure a manager who can elevate your career to new heights. From recognizing the signs that you're ready for representation, to mastering the art of approaching potential managers, I've got you covered.
Drawing from insights I gathered from seasoned industry professionals*, you’ll discover actionable advice to help you find your perfect match. Let’s go!
Signs you're ready to get an artist manager
You're thinking about getting yourself a manager, yay, that’s a big milestone! But unless you've already got some serious momentum behind you, like building up your fanbase and making some decent money from your music, you might not be quite there yet. But if you're feeling overwhelmed by all the emails, gigs, and contracts you have to juggle, it's a sure sign that you could use some help.
In simple terms, Awal recommends hiring a manager when it becomes financially viable to pay them a percentage of your music income (typically 20%), so they can take on various responsibilities on your behalf.
Should you approach managers or let them come to you?
You might have heard that you should wait for a manager to come knocking on your door - what that really means is that you should be taking charge of your career.
Instead of sitting back and hoping someone notices you, it's all about being proactive and making moves to propel your career forward.
When you put the strategies outlined in this article into action, you'll find yourself in a much stronger position to attract the perfect manager for you.
How to attract the attention of artist managers
So, you want a manager to become interested in you, but what are they looking for, exactly?
Here are some key strategies to help you stand out from the crowd:
Create and release high-quality music. This is your foundation. Managers are drawn to artists who consistently deliver great music.
Be clear about your goals and demonstrate your commitment. Remember, the manager-artist relationship is a two-way street. Show managers that you're serious about your career by embodying a strong work ethic, ambition, and dedication.
Managers want to work with artists who are clear on their goals and vision and can articulate where they want to go. They want to see that you're actively working towards those goals and engaging with your fans
Build your fanbase and online presence. Managers love artists who already have a loyal following and a strong online presence. Keep your social media profiles active and engage with your audience (bonus point if you get one of your songs trending on TikTok). Showcase your work on streaming platforms and your own website, and cultivate a clear and authentic brand that sets you apart from the rest. However, building your online profile is only one piece of the puzzle. Managers rarely scout for new artists by scrolling on Instagram, but once you establish a relationship with them, they will definitely check out your social media presence
Network: create opportunities to get in front of people. Attend music industry events and conferences to connect with artists from similar scenes, as well as industry professionals and potential managers. Remember, building genuine relationships takes time and effort.
Book and play shows, including showcase festivals. Regular live performances can help you get noticed by industry insiders.
Proactively promote your music by submitting it to radio stations, Spotify playlists (editorial as well as user-generated ones), DJs, and anywhere else you can get your tunes heard.
How to find an artist manager that’s the right fit for you
Finding the perfect artist manager can feel like searching for a needle in a haystack, but fear not - I've got some insider tips to help you navigate this task:
Look for managers who align with your musical genre, values, and the vision you have for your career.
You want to collaborate with someone who understands your artistic vision, and wants to support any mission you may have.
Research managers that could be a fit: explore their background, track record, success stories, and the artists they currently represent. If their roster includes artists similar to you, they might be a good fit.
Seek someone with your best interests at heart, who genuinely cares about your success, shares your passion and is not in it just for the money. Prioritize managers who are proactive, communicative, and trustworthy.
Consider working with an upcoming manager who may be less experienced but possesses the right skillset and ambition to grow alongside you - as they will go the extra mile to champion your career. Think of Daft Punk and their manager - all of them 20 years old at the time, who formed a strong partnership and took the music industry by storm
If you're in the early stages of your career and have crystal-clear goals and specific needs - like wanting your album pitched to a specific label - exploring management services on a retainer basis could be a viable alternative to traditional management. Just make sure that whoever you select has a proven track record and the right industry connections to support your goals.
How to reach out to an artist manager
Now that you've found a potential manager you're excited about, it’s time to make a stellar first impression and pitch yourself like a pro.
Prepare your electronic press kit (EPK). It should include your music (streaming links or a playlist of 5 songs maximum), a well-crafted bio, high-quality photos, social media and video links, and any press quotes or radio airplay you may have.
There are several ways to track down a manager's email address. If you attend music conferences, the contact information of attendees is often listed in a directory. You could also check the online profiles of the artists they represent, or use tools like Hunter.io or Rostr.cc to help you find the information you're looking for
How to pitch yourself to a music manager
When reaching out to a manager, ensure your email is personalized, concise, and professional. Introduce yourself and mention any mutual connections. Share a brief overview of your music career journey, genre, and notable achievements.
Express why you think this partnership could be a fit (what do you admire about their work?) and how you'd be a valuable addition to their roster (what’s in it for them?). Clearly communicate your vision and short/long-term goals, and don't forget to attach your EPK. End with a call to action that moves the conversation forward and your appreciation.
Track your emails and follow up after a couple of weeks if you haven't heard back. Persistence can pay off, but always remain professional.
⚡Want to discover more insider tips - such as out-of-the-box ways to get managers to discover you or answer your cold email?
When you enrol in the Thrive coaching program, you’ll get instant access to Q&A recordings with industry professionals who share their tricks of the trade. Getting 1-1 support is the perfect way to complement your proactive approach to getting ready for a manager ⚡
Congratulations! You've just unlocked a treasure trove of insider tips and strategies to help you get ready for and find the perfect artist manager.
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* Big shoutout to Owyn Sidwell (artist manager) and Rachel Graham (music publisher) for their invaluable insights