The Role of Music Managers: Do You Really Need One?

 

So, you’re making music. Whether you’re a producer, singer-songwriter, or part of a band, the goal is clear: to get your music heard. But there's a lingering question in the back of your mind: do you need a music manager? And what exactly do they do? Let’s break this down.

What Does a Music Manager Actually Do?

A music manager is more than just someone who schedules shows or posts about your music on social media. At their core, managers help artists handle the business side of things so that musicians can focus on what they do best, creating. They act as a middleman between the artist and record labels, booking agents, venues, and even brands.

Their role can be pretty broad depending on where you are in your career. For an emerging artist just starting out, a manager might help with getting gigs, setting up social media strategies, and handling merchandise. But for more established acts, managers often work directly with major labels and promoters, negotiating contracts and ensuring everything is aligned for larger-scale success.

One of the biggest perks of having a good manager is their network. It’s not just about what they know but who they know. The music industry is notorious for being relationship-driven. A great manager has connections with A&R reps (the folks responsible for scouting talent), festival organizers, and people in the media who can help boost your exposure.

Could You Manage Yourself?

In today’s music scene, many indie artists are doing it all themselves, booking shows, promoting on social media, reaching out to playlists. With platforms like SoundCloud and TikTok giving musicians more direct access to listeners than ever before, it’s tempting to think you can handle it all without any outside help.

And honestly? You can, at least for a while. Some artists have found success managing themselves early on by leveraging digital tools and building fanbases organically. Take Chance the Rapper as an example. He famously stayed independent for much of his career, opting not to sign with major labels but instead focusing on digital distribution and connecting directly with fans.

But self-management has its limits. As your career grows, balancing the creative side with the business side gets harder. You might find yourself spending more time negotiating contracts or dealing with tour logistics than actually making music. That’s where a manager becomes invaluable, they take those responsibilities off your plate so you can concentrate on your craft.

When Is the Right Time to Hire a Manager?

If you're just starting out and still finding your voice as an artist, you might not need a manager right away. At this stage, it's more about experimenting musically and seeing how audiences react to your work. You don’t want to jump into paying someone 15-20% of your income before there’s any real revenue coming in.

But let’s say things are picking up, you’re getting regular gigs at decent venues, streaming numbers are climbing steadily, and maybe you’ve even been approached by record labels or brands for partnerships. Now it might be time to think about bringing in a manager.

• You’re overwhelmed with tasks: If you find yourself drowning in emails, unable to keep up with bookings or promotional tasks because you're too busy creating new material, that’s a sign that professional management could help.
• You’re missing opportunities: Maybe festival offers are slipping through your inbox cracks or you’re losing track of release schedules because there’s just too much going on.
• You want to scale: If you’ve grown as far as you can go on your own but see potential for bigger tours or collaborations that require industry connections you don’t have yet, this is when a seasoned manager could make all the difference.

A good rule of thumb is to hire a manager when you're at the point where they will bring immediate value that outweighs their fee (usually 10-20% of what you earn). If they can help generate enough income opportunities that more than cover their percentage cut, it's probably worth it.

What Should You Look for in a Manager?

If you're ready to explore working with a manager, it’s important not to rush into things. Not all managers are created equal and some may not have your best interests at heart.

• Experience: Look for someone who has experience in managing artists at your level or higher. They should know how to navigate contracts, understand royalties and publishing deals, and have strong relationships within the industry.
• A genuine passion for your music: You want someone who believes in what you're doing creatively, not just financially. They should be excited about your sound and see its potential beyond just numbers.
• Transparency: A manager should be open about how they operate financially (whether it's commission-based or retainer-based) and provide clarity around what they'll be handling on your behalf.

Avoid jumping into long-term contracts right off the bat unless you're absolutely sure about working together. Many artists prefer working with managers on shorter trial periods initially (maybe six months) to see how things go before committing long-term.

Do All Artists Need Managers?

The short answer? No, not everyone needs one at every stage of their career. It boils down to understanding what phase you're in as an artist and whether having management makes sense financially and logistically.

If you're still building an audience from scratch or working out the kinks in your sound, focus first on developing that foundation independently before bringing in outside help. But if you're gaining momentum and feel stretched thin trying to juggle both creative work and business responsibilities (then yeah) a good manager could be worth their weight in gold.

The bottom line: having (or not having) a manager isn’t a one-size-fits-all decision. What matters most is knowing where you're at right now and whether adding someone else to your team will actually push things forward without derailing what you've built so far.