The Personal Manager
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A ‘strong’ Manager will possess a complete insight and understanding of A&R, Marketing, Promotion at all levels, Press / PR, Manufacture and Distribution, Concert Promotion and Merchandising. The Manager also needs to be a diplomat in communicating with a multitude of individuals, that will come from all directions, from the ground floor upwards, to the benefit and furtherance of his or her artist/s.

A valuable Manager would also have a solid international contact base as it may well be more beneficial to place your artist/s with different companies on a territory by territory basis as opposed to committing to one company on a world-wide basis, albeit Recording, Publishing or otherwise.

Management is a very demanding role and as with almost every other aspect of the industry it is a way of life leaving very little time for a personal life, therefore your work becomes your life and your social time is usually spent with like-minded people in the same industry.

In being such a specialist area within the industry it is not the easiest of tasks to suggest how to enter into Management as this usually transpires more by default than by design.

As previously mentioned, there are many platforms in different areas of the industry from which to enter, gain knowledge, insight and contacts, to then springboard yourself with confidence into Management. Alternatively, you could apply to any number of Management companies for a position starting at ground level and gaining your experience by this route.

Most successful Management’s will usually concentrate on one or maybe two acts at a time, however, a good Manager will always be on the lookout for ‘the next big thing’ so never be hesitant in approaching a Manager or Management company if you are an artist or act looking for representation. Another method of securing Management is by networking all and any contacts that you have made, because artists talk to artists, they recommend other acts to their Management and also recommend their Management to other acts, talk to everyone, keep making those contacts, it will pay dividends, both short-term and long-term.

So what reward can the Manager expect to receive in return for committing days, weeks, months, even years of enduring continual pressure, aggravation, frustration, sleepless nights, continual battles with countless different divisions of the industry, not to mention monumental telephone bills, in an effort to represent artists and performers who are sometimes grateful and sometimes not, the Manager would normally obtain 20% to 25% (or possibly more depending on the agreement with the artist/s ) of all revenue / income derived through all aspects of the artist/s activities, however, it must be made clear that unless the act is well established and generating continual income, then the rewards become more staggered than regular. If spending your life and career living on a knife edge appeals, then this is the role for you, but be advised, the Manager more than earns every cent or penny received in commission. ......continued in The Essential Guide

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