Being an artist manager is undoubtedly one of the most fascinating roles in the music industry. It’s a dynamic blend of skills that are put to the test every single day. While there’s no one-size-fits-all approach to becoming a successful artist manager, most seasoned professionals in the field have honed their expertise through hands-on experience. However, there are a few recurring themes that consistently surface in this role. Understanding these can significantly increase your chances of success as an artist manager in 2024.
On paper, the job might appear straightforward—managing social media, coordinating with external partners, planning releases, and so on. These are indeed the routine tasks that need regular attention, but the role involves much more than just daily to-do lists. As part of an artist’s team, you’re essentially on call 24/7. The work doesn’t stop at the end of the business day; it extends into weekends and late nights, especially when events are scheduled. It’s a commitment to being available all the time, not just during standard office hours. The spontaneous challenges that arise at odd hours are often the most demanding, yet they also make the job incredibly rewarding.
Managing Artist Expectations in 2024
One of the most consistent challenges you’ll face as an artist manager is managing artist expectations. Ensuring that your artist has a realistic understanding of their value in the industry is crucial. Without this, they may face frequent disappointment. While it’s tempting to discuss grand plans as if they’re guaranteed to happen, the music industry is notorious for its unpredictability. Even the most well-thought-out plans can be upended. If you and your artist can stay focused on executing plans and remain adaptable rather than becoming emotionally invested in specific outcomes, you’ll be in a much stronger position than many others in the industry.
In 2024, the importance of managing expectations has only increased with the rise of new platforms like TikTok and Instagram Reels, where virality can make or break a career overnight. The temptation to chase trends can lead artists to unrealistic expectations about instant fame and success. As a manager, it’s your job to ground these expectations in reality and help your artist focus on long-term career growth rather than fleeting online fame.
Adapting to New Technologies and Platforms
The rapid evolution of technology and social media platforms in 2024 has added new layers of complexity to the role of an artist manager. Understanding how to leverage these platforms for your artist's benefit is more important than ever. AI-driven tools for content creation, data analytics, and fan engagement have become essential in shaping an artist’s strategy. As a manager, staying up-to-date with these tools and knowing how to integrate them into your artist’s brand is crucial.
Additionally, the rise of NFTs and blockchain technology has opened new revenue streams for artists. Managers need to understand these technologies and how they can be used to create unique fan experiences and monetization opportunities. Educating your artist about these developments and helping them navigate this new landscape can set them apart from the competition.
Navigating the Global Music Landscape
The music industry in 2024 is more global than ever before. Streaming services have made it possible for artists to reach fans in every corner of the world. However, with this global reach comes the challenge of understanding different markets and how to break into them. As an artist manager, you’ll need to be well-versed in the cultural and legal differences that come with expanding an artist’s brand internationally.
Furthermore, the ongoing impact of geopolitical issues, such as changes in international trade policies and visa regulations, can affect touring and promotional activities. Staying informed about these developments and planning accordingly is vital for ensuring your artist’s success on a global scale.
Balancing Realism with Ambition
As an artist manager, your role includes filtering the external world—both the good and the bad—before it reaches your artist. Your job is to help them make informed decisions grounded in reality. This becomes particularly challenging when you need to deliver unpleasant news or provide constructive criticism, which can lead to unmet expectations. The best way to handle this is by addressing issues head-on, without sugarcoating. Honest and prompt communication is essential in artist management. By approaching problems directly, you can prevent small issues from snowballing into larger ones.
Another significant shift since the past years, is the increased importance of mental health in artist management. With the growing awareness of the pressures faced by artists, managers are now also taking on the role of mental health advocates, ensuring that their artists have access to the necessary resources to maintain their well-being. This includes everything from regular check-ins to coordinating with mental health professionals and creating schedules that allow for downtime and recovery.
In 2024, where the music industry is more competitive and fast-paced than ever, balancing realism with ambition is key. While it’s important to encourage your artist to dream big, it’s equally important to ensure those dreams are achievable. This balance will help your artist remain motivated without becoming disillusioned by the industry's challenges.
Conclusion
There’s no sugarcoating it—being an artist manager is hard work. But the effort is undoubtedly worth it when you see the results of your dedication. It’s a unique role that comes with a great deal of responsibility, but it also offers some of the most rewarding experiences you can have in the music industry. In 2024, as the industry continues to evolve with new technologies, global opportunities, and shifting trends, the challenges will persist, but so too will the opportunities for growth and success. Staying adaptable, informed, and realistic will be your greatest assets in guiding your artist to new heights.
Thank you for reading the Stagent blog! For more insights into the music industry, artists, and artist management, explore our other posts. To elevate your artist management game, check out our platform, Stagent! Visit our homepage to learn more.
