Artists often face frustration when they try to juggle creativity with the demands of running their music business. That’s where a manager comes in. Whether you're an artist looking to partner with the right manager or hoping to build a manager from the ground up, there are four essential skills that will set you both on the path to success. These skills are project management, reception management, network management, and cash flow management.
Project Management
Project management is the first step to becoming a great manager. If you're an artist seeking an inexperienced manager, assign them the task of helping you logistically complete your albums, EPs, or singles. It's an easy job to start with before tackling other responsibilities. If you two can establish a rhythm here, purpose and progress will naturally fall into place for every step that follows.
Reception Management
The second step is reception management. As you're completing projects, excellent responsiveness becomes crucial for professionally handling requests for the artist and managing project-related communications. AI can significantly assist with this task. However, the manager's ability to respond to incoming requests is a skill honed through time management and organization.
Network Management
Network management is key when working with an artist. Maintaining an accessible file of all contacts and relationships is essential. Noting birthdays, religious affiliations, and other significant information about your connections will ease business transactions, both current and potential. It may also decrease costs and increase growth opportunities.
Cash Flow Management
The final management skill is the most challenging but also the most crucial. The artist needs to maintain positive cash flow to run their business, and the manager must assist with these issues. Artists, and your managers shouldn't pressure you into doing things for money that don't align with your values or goals. At the same time, managers, it's your job to ensure there's enough "fuel in the plane" to keep flying. Once you gain momentum, there should never be a lull in cash flow.
How does the duo form?
The duo forms when all skills are in place, combining like the Planeteers from Captain Planet. If the manager can't handle these skills, they'll hinder the artist's career. However, if they can, you'll see that artist rise to the top very quickly.
Will the manager have access to my cash directly?
Only if they are partners with you in a business, if they are not, then they will manage cash flow from afar, making sure you pay people and invoices that need to be paid. If you do not have a financial manager, they may step in for the time being, but you must have a great relationship with them before taking this last step. The only reason why management would have access to the money is because you can't afford a financial manager yet, and it takes some time to be able to afford one.
How do I find the right person?
What you can do is hire multiple project managers to handle tasks for you first. This allows you to cut the management percentage and just pay people to do their jobs. It can make things simpler. Then you hire a manager to handle all of the mini-project managers. This will give you ample time to shop around for a manager. However, You may find the manager you’re looking for in the mix of all the mini managers you chose to do the simple tasks.
Tools for the powerhouse duo
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Using all 4 skills at one time
Creates a dynamic duo that will seem unstoppable. If you start with a manager who is willing to learn and adapt quickly, you may not even need a contract. This will give you unprecedented growth, as long as your music and work ethic backs up what the manager is doing.
Operating on 3 skills or less
Will not create the dynamic duo but will create systemic growth and organization for you as an artist. You won't be left high and dry, but you will be a little dehydrated. This is usually because the cash flow management skill is missing.
Conclusion
At the end of the day, if you're seeking management or looking for a manager to guide you, these skills will help you achieve your superstar status. Whether you're building a manager from scratch or hiring one, mastering these four core skills is key to success.
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