AHHB R&D | #MusicUnscripted: How to decide if you need a manager

Words By SpokenPriestess.

Edited By TNGlive

There’s a misconception that once you start recording your music, you need a manager. In most cases, you only really need a manager once you can no longer handle matters regarding your brand by yourself. A measuring question for this is, “What exactly do I need managed?” The answer can range from submissions, to hustling interviews and even securing bookings. Although every artist at every level may require these things, some can do it themselves in the beginning, until it gets too much to keep track of. So, how do you know when it’s time to secure a manager?

In the beginning all you need to do is focus on improving your sound and producing better music. The crucial activities are getting your songs recorded, mixed and mastered as perfectly as possible. If it means mastering a single song three times for it to come out clean then so be it. The most important asset for an artist manager is your music, not you as such. The manager speaks for the artist whose story is told through the music, which will eventually help shape the artist’s burgeoning brand. If your music is not up to par, what will your manager sell to buyers?

Once you feel you’ve worked your craft hard enough, get a head start by doing your own exposure. Start small with your immediate social media tools, but be tactical on these platforms. These days everyone has links shoved down their mentions and Facebook walls. Be creative in your strategies of how you’re going to get your music genuinely heard and not just retweeted without being listened to.

Next, try to develop even just one relationship with a gatekeeper.

“Gatekeepers include publication writers, music compilers, promoters and even presenters.”

Get yourself a slot somewhere on a relevant platform. Your best bets are usually the community and campus radio stations and you should never overlook these platforms, they really build careers. You have to be realistic, you can’t start recording today and land on Metro FM or Ukhozi FM tomorrow. It’s a building process.

If you’re already doing the above, you’re making progress. You have built a healthy repertoire no matter how small it is. Once you start losing count of your interviews and start having so many things you have to do or submit, you now then qualify for an artist manager or booking agent.

3 Things to Consider in the Pursuit to Find Your Match.

Firstly, be careful of people who approach you asking to be your manager because they see “potential” in you, and “can take your brand to another level.” These are usually people who want to take advantage of the work you’ve already put into your brand. Do your research on them, and request concrete case studies of their previous work as proof of their capabilities. Don’t be so desperate for help that you can’t see when someone is selling you dreams.

Secondly, don’t pick a friend. Unless your friend has entrepreneurial skills or a business background that you have witnessed. Money and friendship are a disastrous combination, especially if you’re not mature enough to differentiate between business and personal opinions in your discussions. You will fight, and may possibly sabotage each other.
Don’t do it.

Thirdly, don’t pick people that are not passionate about music (in general), marketing, branding, as well building your career. Being a manager is a combination of business, people skills, branding and music knowledge along with knowing how to tip the scales for a perfect balance. Usually, you’ll come across people who’ve done Public Relations but don’t possess artist management skills or experience. This is a safe bet on the basis that what they do have, is theory on how to propel a brand. You could therefore grow together, with them handling matters you’re unable to.

One More Thing

Be careful not to rush into signing yourself to a big talent management agency, just because you think you stand a chance at getting exposure that is similar to the big names on their roster. It’s not guaranteed. Those big names have a head start on you, and chances are you won’t get the same focus that the big name is already getting from the agency. This is simply because of the fact that your careers are at different levels. Don’t put yourself in compromising positions.

In essence, be patient with yourself. Don’t rush into contracts that you don’t understand. Don’t be quick to feel judged. This industry can be testing, and if you’re the type of person who always takes things personally, it may not be for you. Listen to your mind and not always your heart. Always be rational, and remember to treat your music and your brand like a business from the start.

You can follow SpokenPriestess on twitter here: @spokenpriestess