The Role of Artist Managers in the Art Industry

Should every artist engage the services of an artist manager, or is it only necessary for those at a certain career stage? Drawing from my personal experience of managing two successful artists, the decision to have a manager is as much about knowing when and why as it is about capability and necessary skills.

Personal Experience with Artist Management

From a personal standpoint, I have directly managed two highly successful artists. The value of having a manager lies in their ability to navigate the art scene and establish the right connections, which allows the artists to focus on what they do best - art-making. For emerging artists, there’s a clear need for someone who can help bridge the gap between natural talent and business success. These are artists who have already developed a following through galleries and other means, making them more ready to take their careers to the next level. However, the key is recognizing the right moment to bring in a manager to handle the intricacies of business, rather than expecting the artists to be well-versed in such matters from the start.

Art Management vs. Art-Making

Art management and art-making inherently involve different sets of skills. While some artists are adept at balancing both, others may struggle. Art management requires skills in networking, marketing, and sales - areas that many artists are either disinterested in or underdeveloped in due to their nature of work. Art-making, often a solitary and personal process, demands focus and often isolation from the commercial world.

Managing an artist's business can be a full-time job in itself. For example, a renowned artist like Loreena McKennitt divides her time between business and creating art at an 80/20 ratio. This reflects the immense effort required to sustain a successful art career. For those who find it challenging to balance both, hiring a professional manager can be a sensible solution. However, the relationship between the artist and the manager must be built on mutual respect, trust, and open communication to ensure the best outcome.

Why Artist Managers Are Necessary for Some, Not for All

Is it necessary for every artist to have a manager? The answer is no, unless the artist's career has reached a certain defined stage where business operations become overwhelming. Such a career stage often involves having established a solid presence in the art world, a following, and regular exhibitions, either through galleries or other venues. The manager's role is to help navigate the complex world of art business, ensuring the artist can focus on what they do best.

Effective art management is about creating a sustainable career that can endure for decades. It involves understanding the risks involved and making informed decisions. For investors, investing in artistic careers is a high-risk venture, which often limits the availability of professional management services. The relationship with a manager is not just for a short period but should ideally last for the entire career of the artist, given the time and effort needed to build a successful career in art.

In conclusion, while every artist does not necessarily need an artist manager, those who are at a significant stage of their career might benefit from having one. The decision should be based on the artist's individual needs, the stage of their career, and the ability to navigate the business aspects of art-making successfully.