My podcast guest Janice said it best:
“We don't make money unless the artist is making money. We've agreed to basically stand in their shoes for the most part. We know that it could be a year before we ever get paid.”
That means if you’re not already earning or building serious momentum, most managers won’t see a return on their investment of time.
And the good ones? They’re in high demand. They’re already balancing marquee artists, developing mid-level acts, and maybe—maybe—taking a gamble on someone brand new that they genuinely believe in.
So before you go chasing a manager, ask yourself:
Do I need strategic guidance, or do I just need help with execution?
If it’s the latter, a VA or social media assistant might be the better (and more affordable) fit for now.
Now, what does a manager actually do?
Short answer: a lot.
Long answer: They’re the hub of the wheel. The one pulling all the spokes: PR, distribution, live shows, content strategy, legal deal, into one clear direction.
Janice explains:
“As a manager, you're developing the artist, coaching them, helping them with independent marketing... You're a producer of their business.”
They introduce you to industry partners, help structure your deals, and most importantly, act as your advocate. Not just to get things done, but to get the right things done, in the right way, with the right people.
But here's the catch: managers want to partner with artists who already have traction.
This doesn’t mean millions of streams. But it does mean:
- You’ve got a solid brand and message.
- You’re performing live (even locally or virtually).
- You’re releasing music consistently.
- You’ve built some audience, even if it’s small.
- You’ve proven you’re resourceful and self-motivated.
Janice said:
“We’re still music lovers. I actually have an artist with 50 streams. I just loved them and wanted to work with them. But that’s the exception, not the rule.”
So how do you become the exception?
Put yourself out there. Show that you’re serious.
Collaborate. Open for other artists. Build a buzz in your local or online scene.
Treat your music like a business. Know your numbers. Plan your releases. Show consistency.
You're already on your way there by being subscribed to The Profitable Musician and reading this newsletter every week.
When you’re ready, the right manager will start to notice.
But until then...
Keep building. Keep growing. And remember, you are the CEO of your music career, even before anyone else joins the team.
Always in your corner,
<3 Bree
You're reading The Profitable Musician, your guide to growing your fanbase, increasing your income and becoming more profitable. Shared with ~16,000+ readers every Wednesday. Was this forwarded to you? Subscribe here so you don't miss the next one.