Artist Management

Artist Management is a touchy subject many independent artists shy away from because it requires the artist to give up their rights of doing everything in their career. We often see up-and-coming artists being the manager, cd duplicator, engineer, marketer, and etc. Trusting a person with your career (life), is something that is not easy to take in because many questions arise: Are they honest? Are they experienced? What do I look for in a manager? These are some of the common questions that come to mind and are crucial in the process of selecting a manager.

Artist Manager Chris Ayears gives great insight on what skills you should look for in a manager as he explains his expertise of being in the music industry for many years. Ayears first started in the industry as an intern with Virgin Records in the radio department with Lou Calhoun. He soon figured out that he did not just want to do radio, but he fell in love with the process of getting records on the radio. Therefore, this led him to artist management. After being asked what interested him in artist management, he stated he was a behind the scene helper by nature. When he was young, his friends from the neighborhood established a rap group, and instead of being in the group, he wanted to be the manager. Keep in mind, he was only about 12 years old. Because of his efforts and minimal connections, the rap group was the first black crew on American Bandstand, which started giving them visibility. This sparked something on the inside of him.

Ayears stated that in management, you have to be a great listener because you have to listen to the artist and know the vision, and then take that, put it to paper and action. Also, the individual must be a major problem solver, negotiator, and salesman because you have to sale the artist. If the manager cannot sale you, he or she is not a great match for you. The manager should be the most knowledgeable person about the artist by knowing his or her strengths and weaknesses. Integrity is a major determining factor for a manger because in this industry, your word is BOND. Be really persistent because everything is not going to be easy, and success depends on the manager and artist’s determination.

What should an artist look for in artist manager?

Look for someone who is genuinely passionate about their project. They must have experience and know what they can do for the artist’s career. Examples should be presented of what they’ve done. The person must have a great reputation and be able to call people to be able to ask them how they do business. This person should be a hard worker who is willing to go the extra mile and stay up late, and really represent them. You want them to know more about the business more than the artist.

What are the biggest mistakes artists make in hiring a manager?

They just hire their friends or relatives or just someone who isn’t knowledgeable about the business.  When you hire a person close to you, the person is a YES person. You need someone who will tell you the truth and say NO. They become executive assistant. The manager must be strong enough to tell you about your career and make sure it is on the right path to GREATNESS.

How much should an artist manager be paid?

The industry standard range is 20%. The more established the artist, the lower the rate. If they come to you with 30% or 35%, YOU SHOULD RUN. 25% only comes when they are going to put money in your project, and should operate on a deescalating scale. Also, the person is very well connected and can get you out there by building you from the ground up.

What are some the greatest highlights of your career?

My greatest highlight was having Le’Andria Johnson say my name on the stage while receiving her Grammy. There was a lot of work put into it: airplanes, sound checks, early mornings, and etc. So, to hear my name was a great feeling. Also, having conversations with all the Music World artists Brian Courtney Wilson, Amber Bullock, Trin-i-tee 5:7 were great.

What encouraging words do you have to give to artists?

Artists, it is very important that you get a manager that you TRUST. Artists never let a manager outwork you. It’s your voice and livelihood. Managers just know that it is a blessing to manage a career. Don’t take it lightly. Learn everything there is to know about the artist and business. Subscribe to Digital Music News, Billboard, and know industry trends, no matter what industry. Always make connections and don’t be a tired worker. It’s great to mold an artist and bring the music to the masses. Take it seriously and have fun with it!!