Navigating the Role of an Artist Manager: Strategies and Insights

Artists often find themselves juggling a multitude of responsibilities, from creating art to marketing their work to negotiating deals. One of the most crucial supports in this journey is the artist manager. An artist manager serves a dual role, acting as a buffer between artists and the business world while also identifying and fostering financial opportunities.

Role of an Artist Manager

The primary function of an artist manager is to act as a buffer, ensuring that artists can navigate complex and often challenging situations without facing the brunt of criticism or harsh opinions. For example, when an artist is considering a gig that they feel may not be the best fit, an artist manager can tactfully explain the situation to the client, thus protecting the artist's ego and preserving their integrity.

A successful artist-manager relationship is built on clear boundaries and respective roles. An artist manager should not interfere with the creative process or artistic expression, but rather focus on the business and financial aspects of the artist's career. This allows both parties to concentrate on what they do best — the artist on their art, and the manager on securing opportunities and maximizing financial returns.

Negotiation and Deal Cutting

Another critical aspect of an artist manager's role is negotiation. Managers are responsible for securing the best deals for their artists, ensuring that both parties are fairly compensated. This involves not only the financial aspects but also the terms of the agreement, including contracts, licensing agreements, and other legal stipulations.

Managers also play a significant role in finding clients, booking gallery shows, and generating publicity for the artist. In the context of the art world, this means securing exhibitions, promoting art pieces, and building a strong online presence through social media and other marketing channels. Managers may charge a fee, often 10% of the sales generated with their assistance, which is a common practice in the industry.

Types of Artist Managers

There are different types of artist managers, each specializing in specific areas of an artist's career. For instance, some manage the entire life cycle of an artist's career, taking a commission ranging from 15-20%, while others, like agents, may focus on specific initiatives. Agents often manage live performances, while literary agents handle writing projects.

Over time, many management agencies evolve to offer a broader range of services. For example, I ran a boutique talent agency in San Francisco, California, which initially operated under the regulations of the DLSE and the State of California. Over time, I converted it into a management agency that offered comprehensive services, including booking, social media management, content production, PR, merchandise, and even label deals. Major labels can provide valuable support in areas such as radio and digital distribution (AR), thus accelerating the artist's growth and reach.

Challenges and Opportunities

The landscape of the art management industry is rapidly evolving, and new opportunities are emerging. For instance, private equity firms are showing growing interest in management firms, recognizing the potential for increased returns through investments in clients' initiatives. Artist managers can play a crucial role in identifying and exploiting these opportunities, making the most of their resources and expertise.

Key to success as an artist manager is recognizing the importance of good partnerships. Booking agents can be invaluable partners, as they help secure gigs and manage the day-to-day operations of the artist. However, a manager should also manage their own social media and content, ensuring that the artist's brand is consistently presented and promoted. Other crucial partners may include public relations (PR) firms, merchandise companies, and even radio stations.

Conclusion

Artists need strong, experienced managers to navigate the complex world of art and the business that surrounds it. Managers provide a protective buffer, negotiating the best deals, and exploring new opportunities. By focusing on what they do best and leveraging the skills of skilled partners, artists and managers can work together to achieve a sustainable income that allows them to thrive.