What does an Artist Manager do?

An artist manager (also called a band manager or music manager) is the person who runs an artist's career and business, setting strategy, building the team and negotiating deals with labels, agents and promoters. They are usually the artist's closest business partner and the first person the industry contacts.

What an artist manager does

A manager's work covers every part of the artist's career:

  1. Strategy: plan releases, tours and press so each supports the others.
  2. Team building: hire and direct the agent, label, publicist, lawyer and tour manager.
  3. Deals: negotiate or approve record, publishing, sponsorship and live deals.
  4. Money: set tour budgets, track income and work with the artist's accountant.
  5. Day to day: handle the artist's diary, approvals and problems so the artist can focus on the music.

For live work, the manager and agent agree when to tour, the agent books the shows, and the tour manager delivers them, building an artist itinerary for each date. Crescat for tour managers keeps those tour details in one place.

Artist manager vs artist agent

A manager looks after the whole career and usually chooses the agent. An artist agent focuses only on booking and negotiating live performances. Managers commission on most of the artist's income; agents commission on live fees only.

Who an artist manager works with

  • The artist, on every major decision
  • Booking agents, on tours and festival plans
  • Record labels and publishers, on releases and deals
  • Promoters and venues, on headline shows
  • Tour managers, business managers and lawyers

Frequently asked questions

How much does an artist manager get paid?

Managers are usually paid a commission on the artist's gross earnings, commonly 15–20%, as set out in the management agreement. The agreement also defines which income is commissionable and what happens after the contract ends.

When does an artist need a manager?

An artist usually needs a manager once business tasks start taking time away from making music, or when labels, agents and promoters begin showing interest. Many early-career artists self-manage or rely on a friend before signing a professional manager.

Can an artist manager also be their booking agent?

At an early stage some managers book shows themselves. As the artist grows, the roles are usually separated, and in some territories rules limit managers from also acting as agents, so check local regulations.

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