Chart-topping artists live a very different kind of life than the average person. They’ve got it good; there’s no denying that, but those artists worked hard and walked a long, challenging road to get to where they are. What most people don’t see or consider, even the biggest Swifties and Little Monsters, is that there’s a lot happening behind the scenes.
From the numerous plane rides every month to bus transfers on local tours, from packing in vocal take after take to get the perfect recording to awards ceremonies and performances, managing the life of an A-list artist is what keeps everything on track.
Without a manager, even the best and most well-prepared artist’s career would crumble because managers (the good ones at least) are what make all the logistics, the events, the obligations, and downtime work together seamlessly.
What Is An Artist Manager’s Actual Job Description?
In the movies, it’s a lot of very early morning matcha or coffee runs and lots of making sure people’s multiple boyfriends or girlfriends don’t bump into each other, but in real life (we’re sure there’s at least SOME of the movie stuff behind the scenes!) there’s a whole lot more to it. The basic umbrellas of responsibility that fall to artists’ managers are
- Crafting A Career Strategy: Build long-term goals specific to the artist in question, putting together a clear brand identity, and milestone plans for releases, tours, and public growth.
- Business and Financial Oversight: Handle numerous budgets, track incoming revenue, oversee contract negotiations to make the best of each opportunity, and ensure fair compensation for the artist and, by extension, their staff and contractors.
- Team Coordination: Act as the primary gatekeeper and spokesperson, linking the artist with booking agents, labels, lawyers, and publicists.
- Administration: Manage daily schedules, logistics like sourcing a private jet for hire or making sure the bus has had a tune-up, and problem-solving so the artist can focus entirely on creating the best, most fulfilling art that they can.
The Devil Is In The Details
Managing all of these responsibilities, multiple teams, individuals, and company connections is no easy feat. Managers need to be on top of their responsibilities at all times, keeping multiple balls in the air and never missing a single step.
That’s a lot of analogies, we know, but it’s difficult to overstate how much work the manager of a headlining, chart-topping act really has to do. Here’s a slightly more nitty-gritty breakdown of what you’ll need to attend to as a manager: what you’ll need to handle and balance to be an asset to the artist that you manage.
The Schedule at the Center
The hub of all things for any successful artist is their schedule: it’s make-or-break. The schedule is essentially their OS: every activity in their life needs to pass through that filter: recording sessions, rehearsals, performances, awards ceremonies, promotional appearances, personal time… It’s all competing for attention and needs a place in the rotation.
This challenge alone is one of the most extensive and crucial because without a schedule, nothing works.
Managing a schedule that may need to be changed on short notice is even more of a challenge. Let’s say the artist has a breakout hit and is suddenly in much more demand than they were the week before: do you have contingency plans in place?
Can you find a way to be flexible and make it on The Tonight Show with a few days’ notice after another artist has called out sick? A bigger question: will you be a “stick to the schedule at all costs” manager or a “build in an option” manager?
Building in Rest and Recovery
Performing artists are human beings, not machines. They need time off for physical and mental wellness and relaxation, and they will probably need medical rest (strained vocal cords or a back that keeps paying up due to a certain dance move) at more than one point in their career.
These are line items that cannot be left off the schedule because your artist deserves to be well, healthy, and capable of carrying the weight of a career in the spotlight.
The Artist Comes First
Without your artist, there would be no need for a schedule…there would be no need for a manager either. One of the most important things to remember is that the artist comes first and everything else is built around them. You, as a manager, need to understand
- The artist’s mental state: do they have mental health concerns that need to be addressed? What keeps them well and present?
- Are they an early bird or a night owl? This will affect scheduling a lot.
- What are the artist’s preferences in all things? Are they vegan, do they go to the gym a lot, do they only drink one certain kind of coffee?
You need to know your artist inside and out and to remember, above all else, that they are the reason for all of this: for the music, for the spectacle, and for your job.
Travel Planning
Those private flights don’t book themselves! Nor can a tour bus book its own appointment with the mechanic. Hotel rooms, villas, accommodation for staff… It’s all on you.
Protecting Creativity
No artist can create without their inspiration being allowed to flourish. As a manager, you need to understand their process and what makes that creativity tick and protect it no matter what.
This dovetails nicely with a previous point, as it’s a focus on the artist themselves: not everyone is born with a creative gift or takes the time to nurture it to the point of becoming world famous for that gift. Protecting that gift protects the artist’s career long term.
The Events of it All
Live performances, talk shows, public appearance events, meet-and-greets before concerts: all of this is usually part of the deal. Many artists may not do talk shows or meet-and-greets for their own personal reasons, but live performances at least are a non-negotiable.
These events and appearances are not only a way for fans to get access to an artist that they love but also an enormous source of income. Planning events means liaising with many, many people: venue bookings, show runners, talent coordinators, and so many more people will be the bricks that build these events well.
Saying No
The things that your artist declines to take part in are just as important as the things they agree to. Understanding the long-term implications, potential fallout, and the potential for things to be taken out of context or not to be properly understood should all be considered in gruelling detail.
Managing Media and Publicity
Which magazines and websites is your artist going to be featured in and on? Who is taking their photos for these features? Have they been seen with a person they shouldn’t be socialising with? Has a statement they made in private been taken out of context in public?
These have all become your concern. An excellent PR agent as well as a damage control plan are essential tools in managing an artist.
The Ultimate Goal
It takes so much passion, dedication, and relentless perseverance to manage an artist, but if you’re working with one \that you believe in, it will be so worth the slog. The ultimate goal is for the artist’s career to flourish, for their art to touch the lives of as many people as possible, and for you to help that become the case.
