Music Managers: What They Do & How To Find One in 2026

Music managers play a crucial role in helping artists navigate the industry, especially when they’re trying to balance creativity with business.

They bridge that gap by handling deals, strategy, and industry relationships so artists can stay focused on making music.

Here’s what music managers actually do, why they matter, and how to choose one who can support your growth as an independent artist.

What Is A Music Manager?

A music manager is an industry professional who represents the business and career aspects of artists, bands, and music producers.

The process of artist management is particularly relevant for artists hoping to negotiate record deals with labels or work with publishers.

Music managers assist with developing long-term career strategies and with understanding how their creative journey can deliver financial success.

To achieve these goals, music managers have a keen understanding of how the music industry works and extensive contacts.

Music Managers vs. Artist Managers

In general, the terms “music manager” and “artist manager” are used interchangeably, though there may be subtle differences in context.

While both focus on helping artists make money with music, artist managers may emphasize their creative development and public image.

Alternatively, some managers focus on booking gigs and handling tour logistics, or specialize in contract negotiation.

A recent initiative has sought to clarify potential confusion by creating a cohort of certified music managers.

Related read: What is A&R in music?

Types Of Music Managers

The role of management in the music industry is broad and is influenced by the artist’s style, popularity, and overarching career goals.

Here’s a breakdown of the common types of music managers and how they play a crucial role in supporting the artist’s expression:

Personal Managers

The most common type of manager is the personal manager, who serves as a close advisor to artists and provides crucial guidance.

They take a broad management approach, encompassing contract negotiations, record label deals, and fan engagement.

Business Managers

The business manager focuses on the financial considerations, managing the artist’s income, expenses, and taxes.

This includes overseeing deals, such as the terms of a 360 deal, and ensuring artists are appropriately compensated for their works.

Road & Tour Managers

Road and tour managers handle everything from logistics and transportation to accommodation and on-site support for musicians’ gigs.

In additional administrative roles, they often collaborate with booking agents and other road managers who handle multi-artist events.

Production Managers & Technical Directors

Often working with major-label artists or on large tours, production and technical managers ensure production quality standards are maintained.

This includes setting up the show’s lighting and sound production and applying their expertise to verify that technical aspects are covered.

When Do Artists Need A Music Manager?

When most artists start a music career, in the early days, they tend to handle their own management and promotion independently.

By building their online presence and generating word of mouth through live gigs, they can establish a persona that gets industry attention.

At this point, artists may consider working with a manager who handles business and administrative tasks while they focus on writing music.

Artists also seek out management when facing creative blocks, and management advises on contacts with like-minded artists for collaborations.

Music managers can also help artists in the early stages of their careers take the next step by releasing songs on record labels.

Why Music Managers Are Important

Music managers serve as business partners and use their music industry contracts to help artists and producers build a successful music career.

Here are some other reasons why music managers play an essential role when representing their clients’ interests:

• Advising on Creative Direction: While managers don’t write songs, they draw on extensive industry knowledge to help artists direct their creative energy toward projects with strong potential for success.
• Expanding Industry Connections: They also use their industry connections to help artists secure everything from favorable press coverage and partnerships to collaborations and brand sponsorships.
• Coordinating Complex Projects: If an artist is working on a new album or planning a national or global tour, their manager will oversee the administrative and logistical aspects of the venture.

Next, we’ll break down how these advantages relate to the various roles and responsibilities of a music management company.

Learn more: Music copyright laws.

Key Roles & Responsibilities Of Music Managers

The best music managers are those who allow the artists they represent to develop naturally, building organic fan bases.

Here’s how the various roles and responsibilities align to achieve this end, helping artists navigate and succeed in the music business.

Business Management & Administration

Handling business and financial considerations is a common blind spot for artists and musicians when developing a music career.

A music management deal ensures these processes are handled correctly and that contracts are negotiated on favorable terms.

Business management also includes tracking income, such as music royalties, as well as other revenue streams and expenses.

It can also involve close coordination with music publishing companies and liaising with promoters and other parties.

Career Strategy & Long-Term Planning

While managers assist with collecting royalties and music licensing revenue, they’re also familiar with career strategies.

They have a keen grasp of what songwriters and music producers do in relation to market trends and establishing clear goals.

This knowledge is then used to define the artist’s career trajectory, identify and capitalize on new opportunities, and provide feedback.

Creative Development Support

An artist’s career path and creative evolution are closely intertwined, with music managers coordinating them daily.

It can include advice on how to record music that connects with the target audience, using industry networks and studio engineers.

While managers aren’t directly involved in processes, such as mixing and mastering, they can help artists find suitable producers for projects.

Some also provide creative feedback, from the best songs to include on an upcoming album to insights that may enhance the arrangements.

Marketing & Promotion

Another core role for artist managers is overseeing the promotion of music across social media and through press releases.

They develop the artist’s online presence, from creating band websites to working on brand elements, such as artist logos.

Managers may also work with artists to develop band merch ideas and develop strategies around new releases or upcoming tours.

These strategies are combined to maximize the artist’s revenue, implementing publicity campaigns at key points in their career.

Additional Roles Within a Music Management Team

While some roles are performed regularly by music management teams, others are handled on a case-by-case basis.

Here are some examples of additional roles performed by music managers that allow artists to focus their efforts on making music:

• Visual Branding & Creative Direction: This role applies to all popular music genres and involves developing a cohesive brand for artists across their logos, websites, and album artwork.
• Digital Marketing & Social Strategy: If an upcoming release requires an exclusive online promotion strategy on social media and streaming platforms, the manager may include this in their services.
• Booking & Live Performance Coordination: Managers also serve as licensed booking agents in some cases, helping artists secure and promote live performances, such as one-off gigs and tours.

These roles are often context-dependent, initiated whenever an artist has an upcoming release or event that requires extra attention.

Recommended read: How to start a record label.

Management Contracts, Splits & Deal Terms

Before signing on the dotted line to work with a manager, you must understand the fundamentals of contracts and deal terms.

Here’s an overview of the different contract types, splits, and commission rates, along with sunset clauses and red flags to watch for:

Contract Types

Before you start producing music under management, you must be aware of how contracts and splits affect your earning percentages.

Under a management deal, managers typically take a split of profits, negotiating the percentage based on the services they provide.

This can be based on gross or net receipts, with the option for artists to include exclusions when negotiating the structure.

Song splits are also used, although they relate to ownership of publishing and master recordings and may be excluded in contracts.

Commission Structures

Management contracts have various commission rates, with the standard commission usually set at 20% of the artist’s gross revenue.

In rare cases, this can be higher, or if management roles are limited, as low as 15-25%, depending on the artist’s reputation and reach.

Commission rates are also influenced by factors such as an artist’s career stage and the level of investment and resources.

Sunset Clauses

Artists’ consideration management representation should be mindful to include a sunset clause in their contracts.

This provision, also known as the “post-term commission period,” allows managers to continue earning commission after the agreement ends.

It can be offered at a reduced rate, with variable durations and applicable to revenue from work during the term, or limited to specific income sources.

If the manager wishes to include a sunset clause, artists can negotiate these conditions to ensure all parties are fairly compensated.

Red Flags To Avoid

When seeking a management deal, artists must take steps to protect their interests and avoid exploitation.

This means knowing what red flags to look out for, including managers who discourage legal advice or fail to provide a formal written contract.

Other warning signs to be aware of include requests for upfront payments, unfair commission structures, and a lack of music industry experience.

Notable & Influential Music Managers

Many of the best artists have realized their ambitions and become international stars with the help of their managers.

Here are some of the most influential managers of all time, launching global superstars across all genres:

• Brian Epstein: As the manager of The Beatles, Brian Epstein was pivotal to their career success, along with one of the best music producers of all time, George Martin.
• Allen Klein: Klein drew on his background in accounting to manage iconic bands like the Rolling Stones before transitioning to film and theater.
• Dr. Dre: A legendary producer, co-manager, and entrepreneur, Dr. Dre’s ongoing influence continues through the release of exclusive vinyl editions of his work.

Other notable managers, including Peter Grant and Albert Grossman, have influenced music trends and transformed business practices.

Read this next: How to make money as a music producer.

How To Find A Music Manager

Landing a management deal can significantly elevate an artist’s career, but finding the best one can be a challenge.

Follow these steps to attract the best music management representative for your personal style and career goals:

• Build a Strong Brand & Identity: Music managers are on the lookout for artists with great potential, so a distinctive voice will help you stand out from the competition.
• Grow Your Fanbase: An established social media following and a track record of successful releases will make you more attractive to potential managers.
• Network in the Music Industry: Building industry connections is another excellent way for emerging artists to get heard where it counts the most.
• Send EPKs to Targeted Managers: Once you’re confident in your brand’s appeal, create an EPK and send it to managers in similar genres.

By verifying their reputation among the artists they represent, you can shortlist management teams that align with your personal goals.

How To Become A Music Manager

Not everyone wants to be in the limelight, and working as a music manager is an excellent way to enter the industry and make a difference.

Here’s how to become a music manager and help guide the creative journey and career success of other artists:

• Internships & Industry Volunteering: A common path to management begins with internships or volunteering for an established company, where you can learn the ropes.
• Working With Local Artists: Up-and-coming local bands or friends developing the early stages of their careers can use your management services while you hone your skills.
• Attending Industry Events: Once you have a resume and more experience, you can network at industry events and build connections.
• Building a Roster: At this stage, you can also begin compiling lists of possible artists and bands with whom you’d like to partner in their career development.

The more experience you gain managing acts, the more your own company will attract high-profile artists that strengthen your appeal.

Summary

Music managers play an essential role in helping artists navigate the business side of the industry, unlock new opportunities, and grow their careers sustainably.

By understanding the different types of managers and what they do, you can make informed decisions about who to work with.

This clarity helps you confidently choose a music manager who aligns with your goals and long-term vision as an independent artist.