How to Become an Artist Manager

Many musical acts, in the initial formation stages, experience a challenge when they try to advertise their existence and availability for gigs. One reason for this is because the group members are usually busy with learning new music, practicing and sometimes, school. It would be easier and less stressful for these groups to find a skilled marketer to publicize the group and line up gigs. If you have some knowledge of business and marketing, you can be a valuable asset to a music group looking for more exposure, by being the group's manager. These tips will help you to find success in the music industry.

Instructions

1. Know what kind of music that your client group plays. Attend practices and discuss this with group members. While you are getting to know each other, find out their desired images--heavy metal, industrial metal, Latin guitar, Flamenco, classic rock or country.

2. Design publicity posters and business cards. Make sure the materials you are designing reflect the image that your client wants to project. Make sample posters and business cards to show to all group members. Invite suggestions and constructive critique of your work, and ask for changes which will bring your work in line with what your client is seeking.

3. Contact businesses and let them know of your clients' availability for bookings and gigs. As you are contacting businesses, include the Chamber of Commerce and business organizations. Include college student organizations, local school districts and organizations within the school districts. Expand knowledge of your client by putting posters up all over town. Include your name and contact information for bookings.

4. Build a website for your client. Include basic introductory information, group members' biographical information, music clips and plenty of photos. Put the website URL on your publicity posters and business cards. View other music groups' websites to get a a better understanding of music marketing.

5. Be professional when you take calls requesting bookings for your client. Identify yourself by title and name to potential customers. Know your client well so that you can answer all questions that customers may ask. You will be marketing your client, so you have to "know your product" very well.

6. Create--or purchase--a basic contract which will protect your client as well as customers hiring the group. If you create your own contract, seek legal advice. You want to do this so you don't inadvertently put in clauses which will not be held up in court, should an occasion develop where legal intervention may be necessary. In order to personalize the contract for your client, you can put the group's logo at the top of the contract.

7. When you secure a booking, fax, mail or email a contract to the customer. Give them a deadline for returning the signed contract with a deposit to reserve the date of the gig. Let them know the remainder of the payment will be expected on the date of the gig. If the customer pays in cash, give them a receipt. Keep detailed records of each gig with signed contracts, checks or receipts for cash payments.

8. Understand that some gigs will end up being canceled, either by your client or by the group's customers. Draw up a cancellation policy which follows business law in your community. When you are creating policies for your client, decide if deposits are refundable or not. Specify this in clear language in the group contract. If you refund deposits, have a clear time frame for returning deposits, either by mail or in person.

Tips & Warnings

• You will have to continue to market your client even after they become well-known in your community. Maintain your publicity efforts and create new posters and publicity materials. Update the group's website on a regular basis. If there are changes, make those changes in a timely manner on the website.

• Don't assume the law is on your side in the event a customer cancels and there is a disagreement about payment or refund of a deposit. Research the law in your community and make sure your client's policy is in compliance. Seek legal assistance if necessary.