Band Management
For a new rock ’n’ roll band, hiring a manager is potentially one of the most important business decisions you’ll make. A good manager should help turn the band from a group that plays music into a well-run, growing music business.
The key is to distinguish a manager who will actually develop the band from someone who simply wants a percentage of whatever money you eventually make.
1. Start With the Most Important Question
Ask:
“What specifically do you believe you can do for this band that we can’t do ourselves?”
Then ask them to give you a 12-month plan.
You want to hear concrete ideas involving things such as:
- Live performance development
- Booking strategy
- Recordings
- Labels/distribution
- Publicity
- Social media
- Streaming
- Playlist/radio strategy
- Touring
- Festivals
- Merchandise
- Sponsorships
- Industry introductions
- Branding
- Career development
Be cautious about vague promises such as “I can make you famous.”
2. Find Out Who They’ve Actually Managed
Ask:
- Who are your current clients?
- Who have you managed in the past?
- How long did you work with each artist?
- What did you actually accomplish for them?
- What level were they at when you started?
- Where are they now?
- Can we speak with several current or former clients?
The last question is particularly important.
Ask those artists:
“What does this manager actually do for you?”
And:
“What do you wish you had known before hiring them?”
3. Understand Exactly What the Manager Does
“Manager” can mean very different things.
Ask whether they will handle:
Business
- Contracts
- Budgets
- Accounting coordination
- Business planning
- Scheduling
- Team coordination
Music
- Recording strategy
- Producers
- Studios
- Releases
- Distribution
- Label relationships
Live
- Booking agent relationship
- Touring
- Festivals
- Venue strategy
- Routing
Promotion
- Publicist
- Social media
- Advertising
- Radio
- Streaming
- Press
Industry
- Record labels
- Publishers
- Agents
- Lawyers
- Producers
- Promoters
You want to know what they personally do versus what they coordinate through other professionals.
4. Manager vs. Booking Agent
This distinction is important.
A booking agent generally focuses on obtaining and negotiating performances.
A manager should generally be looking at the band’s overall career.
Ask:
“How will you work with our booking agent rather than duplicate what they do?”
Likewise, ask how they will work with:
- Your entertainment attorney
- Publicist
- Record label
- Producer
- Accountant
- Social media team
- Booking agent
You want these people functioning as a team, not competing with one another.
5. Ask About Their Management Philosophy
Ask:
“What do you think this band needs to accomplish over the next 12 months?”
Then:
“What would you consider success after one year?”
Listen carefully.
You want specific objectives rather than generic statements.
For example:
- Build a strong regional live following
- Release several professionally recorded singles
- Develop a compelling EPK
- Establish relationships with key venues
- Develop opening-slot opportunities
- Build a measurable audience
- Create a release schedule
- Pursue appropriate label/distribution opportunities
6. Compensation Is Extremely Important
Most artist managers are compensated through a percentage of the artist’s income, but don’t focus only on the percentage.
Ask:
“What exactly is your percentage calculated on?”
Possible categories include:
- Live performance income
- Recording income
- Streaming
- Publishing
- Merchandise
- Sponsorship
- Licensing
- Endorsements
- YouTube/social revenue
You need to know exactly what is included.
7. Gross Versus Net Income
This can make a huge difference.
For example, suppose the band earns:
$10,000 from a show
but spends:
- $2,000 transportation
- $1,500 hotels
- $1,000 crew
- $500 other expenses
Is the manager’s percentage calculated on:
$10,000 gross
or some defined amount after expenses?
The agreement needs to spell this out clearly.
Don’t rely on the phrase “industry standard.”
8. Ask About Expenses
This is another major issue.
Ask:
“What expenses are you allowed to charge to the band?”
And:
“Do you need our approval before incurring expenses?”
Clarify things such as:
- Travel
- Hotels
- Meals
- Entertainment