You Don’t Have to Be the Artist to Make It in Music: How to Become an Artist Manager

Let’s face it… some of us just don’t have what it takes to become an artist in the music industry. Reality check. We simply don’t have the God-given talent required to wow the masses with our musical gifts.

But that doesn’t diminish our love for music.

Wouldn’t it be great if you could still be a part of the industry you love? Or maybe you’ve never aspired to be an artist at all. Maybe you just love music and happen to have a strong organizational streak.

I have great news in both cases. There is tremendous opportunity in today’s music industry to build a fulfilling career and lifestyle aligned with your passion for music as an Artist Manager.

WHAT IS AN ARTIST MANAGER?

An artist manager, sometimes called a music manager or talent manager, is the person who guides an artist’s career and runs the business side so the artist can focus on creating.

Maybe the term Artist Manager is new to you.

Every successful artist, regardless of their level of success, has someone helping guide their career. An Artist Manager serves as the go-between for the artist and the industry. Overseeing business decisions, coordinating teams, and creating opportunities for the artist all fall under the manager’s umbrella.

A good Artist Manager handles the business side of things, allowing the artist to focus on what they do best… create art.

WHY ARTIST MANAGEMENT MATTERS MORE THAN EVER

In today’s music world, managers are more important than ever.

With the independent artist path becoming increasingly common (and it has never been more common), artists need help achieving their career goals. In fact, a great manager may impact an independent artist’s growth more than almost anything else.

There are more opportunities today than ever before through streaming platforms, social media, and direct-to-fan marketing. But there is also more complexity.

Artists need professionals who understand branding, marketing, touring, contracts, and career development.

That’s where you come in as an Artist Manager.

“The school has helped me learn everything I know to be in this industry. You get to work with industry professionals and they teach you everything that they know to get you ready. If you’re interested in a musical career, I highly suggest coming to Dark Horse Institute.”

Megan Williams — Nashville A&R Representative / Artist Manager, Dark Horse Institute Music Business Graduate

WHAT DOES AN ARTIST MANAGER DO?

The Artist Manager wears many hats. Here’s a look at some key skills you’ll need to master to be successful.

1. Marketing & Promotion

This is one of the foundations of artist success.

Marketing and promotion can make or break an artist’s career. You’ll help develop a marketing strategy for your artist. Everything from image and branding to identifying target audiences, overseeing content creation and social media, and determining the best ways to get your message in front of the right people falls under your responsibility.

2. Booking & Touring Coordination

You’ll need to be organized and capable of coordinating shows with venues, promoters, and agents. You’ll also help plan tours that maximize routing efficiency while managing travel and accommodations.

It can feel like putting together a giant jigsaw puzzle, so being organized and remaining calm under pressure are valuable skills.

3. Team Management

By now you’re probably realizing that Artist Management covers a lot of ground.

A great manager oversees all of these moving parts and keeps everyone working toward the same goal.

If this were a football team, you’d be the coach. Your job is making sure every position works together and moves in the same direction.

WHAT ARE THE DIFFERENT TYPES OF ARTIST MANAGERS?

Not every manager does the same job. As you explore the field, you’ll run into a few different roles, and knowing them helps you find your fit.

• Personal manager. The main advisor and day-to-day decision-maker, guiding the artist’s long-term career and coordinating the whole team. When people say “manager,” this is usually who they mean.
• Tour manager. Runs life on the road, handling travel, schedules, budgets, and logistics so shows go off without a hitch.
• Business manager. Focuses on the money, overseeing budgets, accounting, and financial planning so an artist’s success turns into lasting security.
• Publicist. Manages the artist’s image and press, securing coverage and shaping the public story.

Many managers start out wearing all of these hats at once, then specialize as their roster grows.

“There is no better program than Dark Horse. They will be with you every step of the way, even post-graduation. Definitely reach out to them, learn more, and connect with them.”

Wylie Withers — Nashville Producer, Engineer, and Manager, Dark Horse Institute Music Business Graduate

HOW TO BECOME AN ARTIST MANAGER

If you’ve made it this far, I know you’re beyond the hobby stage and serious about a career in Artist Management.

That’s a great place to be in today’s music industry.

But how do you actually become an Artist Manager?

Here are four steps you should take immediately.

1. Learn the Music Business

Because of your passion for music, you probably have a pretty good idea of what the music industry looks like from the outside.

That’s not enough anymore.

You need to understand the nuts and bolts that drive the industry from the inside.

How do you do that?

Develop an unquenchable thirst to learn from professionals and find ways to spend time around them.

A great starting point is Dark Horse Institute’s FREE guide, “How to Break Into the Music Business.” It’s packed with valuable information that can point you in the right direction.

If you’re ready for the next step, check out Dark Horse Institute’s Music Business program. It offers an immersive experience in the Nashville music scene along with direct mentorship from working industry professionals.

Not ready for school? Find a local Artist Manager and build a relationship. Ask questions. Learn everything you can. It also helps to know the essential skills a music business career demands.

2. Gain Hands-On Experience

Nothing teaches faster than real-world experience.

Learning by doing is absolutely a real thing.

If you can’t attend a school like Dark Horse Institute right away, connect with local artists and bands in your area. Offer to help. Volunteer if necessary.

The money will come later.

Right now, your goal is to learn the craft and build your skill set. Many of those early opportunities eventually lead to bigger and better ones down the road.

How do you find your first artist?

Go where the music is. Local shows, open mic nights, and platforms like SoundCloud, Bandcamp, TikTok, and Instagram are full of talented people who need help. Look for an artist who pairs real talent with a strong work ethic and a clear vision, not just the biggest following. Then start small. Offer to book a show, plan a single release, or run their socials for a month. Deliver real results, build trust, and let the relationship grow from there.

3. Build Industry Relationships

I’ve talked about this in other blogs, but I can’t emphasize enough how important relationships are in the music business.

It’s just as important on the management side.

Be professional. Be dependable. Be courteous. Go the extra mile.

Those qualities tell people you’re serious and easy to work with.

If you’re not naturally outgoing, learn to become comfortable meeting new people. Relationships and networking create opportunities, and opportunities create careers.

At Dark Horse Institute, networking is something we teach every day. It’s one of the reasons so many graduates find success. Many have gone on to collaborate on major projects and even build successful businesses together.

Do whatever you can to build meaningful industry relationships.

4. Understand Marketing, Branding, and Artist Development

These are the three cornerstones of becoming a valuable Artist Manager.

If you understand these areas and apply them effectively, you’ll be ahead of many people entering the industry.

Read books. Listen to podcasts. Study successful artists and managers.

Of course, Dark Horse Institute’s Music Business program covers all of these areas with direct mentorship from working industry professionals. We also offer Music Business Online, giving students the flexibility to learn from anywhere.

HOW DO ARTIST MANAGERS GET PAID?

Here’s something that sets artist management apart from a typical job. You don’t earn a fixed salary. Most artist managers work on commission, taking a percentage of what their artist earns. The industry standard is around 15 percent, usually set in a management contract that runs two to five years.

That structure matters, because it ties your income directly to your artist’s success. There’s no ceiling. As your artist grows, so do you.

The bigger picture backs that up. The broader category of agents and business managers of artists and performers earned an average of roughly $108,000 a year in 2023, well above the national average wage. In major music markets the pay climbs higher still. In California, the median runs near $103,000 with an average around $136,000.

Early in your career, while you’re building a roster and proving yourself, you’ll earn less. That’s normal. But the managers behind successful artists earn far more, and a single breakthrough artist can change everything. Artist management rewards the people who build something real. Put in the work, grow your artist, and your income grows right alongside them.

OTHER CAREER PATHS THAT USE ARTIST MANAGEMENT SKILLS

One of the great things about pursuing Artist Management is that the skills you develop can open doors to several other careers in the music industry. Many professionals begin in one area and eventually move into another as their interests and opportunities evolve.

Artist Manager. Work directly with artists and oversee every aspect of their career. From planning releases and coordinating teams to creating opportunities and guiding long-term growth, the Artist Manager is often the driving force behind an artist’s success.

Tour Manager. Love travel and live music? A Tour Manager coordinates the logistics of touring, including schedules, transportation, accommodations, and day-to-day operations while artists are on the road.

Label Relations Coordinator. Serve as the bridge between artists and record labels. This role helps coordinate communication, marketing efforts, release schedules, and other key initiatives between both parties. If the label side interests you, see how to start a record label.

Music Marketing Specialist. Help artists connect with their audience. Music Marketing Specialists develop and execute marketing strategies involving social media, advertising, branding, content creation, and fan engagement.

Artist Development Representative. Work with emerging artists to help shape their image, sound, brand, and career direction. This role focuses on preparing artists for long-term success in a highly competitive industry.

Talent Coordinator. Identify, recruit, and support artists for labels, management companies, festivals, venues, or entertainment organizations. Talent Coordinators are often involved in discovering the next generation of artists.

THE BOTTOM LINE

If you’re passionate about music but don’t see yourself on stage, Artist Management could be your path into the industry.

And if organization, leadership, and networking already come naturally to you, you may be closer to your dream career than you think.

Here’s the thing, though… nobody is going to hand you your dream job.

You have to go out and make it happen.

Let your passion drive you. Learn the skills. Build the relationships. Put in the work.

The exciting part is that the skills you develop as an Artist Manager can lead to opportunities across many areas of the music business. Whether you ultimately become an Artist Manager, Tour Manager, Music Marketing Specialist, or Artist Development Representative, you’re building a foundation for a long-term career in an industry you love.

And if we at Dark Horse Institute can help, we’d love to talk with you. Our Music Business program is designed to give students the real-world knowledge, hands-on experience, and industry connections needed to succeed in today’s music industry.

Call us at 615-791-7020 or request information through our website. Your future in the music industry may be closer than you think.

FREQUENTLY ASKED QUESTIONS

Do you need a degree to become an artist manager?

No. There’s no required license or degree, and many managers learn on the job. That said, formal training in music business gives you the contracts, marketing, and finance knowledge the role demands, plus the industry connections that are hard to build alone.

How much do artist managers make?

It varies widely because the work is commission-based. The broader category of agents and business managers of artists and performers averaged about $108,000 a year in 2023, well above the national average, and managers of successful artists earn far more. Early in your career you’ll earn less while you build a roster.

How do artist managers get paid?

Most work on commission, taking a percentage of what their artist earns. The industry standard is around 15 percent, usually set in a management contract that runs two to five years. Your income rises as your artist’s does.

What’s the difference between an artist manager and a talent manager?

They’re largely the same role, and the terms are often used interchangeably along with “music manager.” All three guide an artist’s career and handle the business side.

How long does it take to become an artist manager?

There’s no fixed timeline. Many people spend one to two years building skills, relationships, and a track record before managing an artist full time. Focused training and mentorship can shorten that runway.

Can you become an artist manager with no experience?

Yes, and most people start there. Begin by helping one local artist with a single project, document your results, and use those wins to earn bigger opportunities.