Why every artist needs a manager

A manager is an individual or company who guides the professional career of a talent whether a music artist, a band, an actor, producer, director, writer, or any creative individual.

A manager needs to be able to see and nurture the diamond in the rough. He sees the potential a talent has, knows how to turn this potential into reality and ensures that this talent either reaches or fully utilizes this potential using his talent.

Managers normally have a talent sign a three-year contract, can take anywhere from 15–25 percent depending on how much work being done for the talent and even more if their responsibility is combined with being an agent as well.

Managers are instrumental in developing a talent/actor’s career, as they have relationships with producers, promoters, casting directors, brand managers, show runners, and directors. Managers are in charge of overseeing your career as a talent in the long term.

But what does an artiste look for in a manager?

Trustworthiness

The manager-client relationship is a relationship built on trust. If a talent trusts you with their career you owe it to them to guard it jealously. There are times when artistes have accused their handlers or managers of duping them of their hard earned money, sometimes it is true other times, it is just someone’s imagination running wild. Managers should keep records of their spending, and give account of same every 60-90 days so that each party is abreast of what is going on especially regarding revenue.

Sense of Responsibility

Never underestimate the influence of a manager in a talent’s career. Dear talent, your manager can make or break you; be careful who represents or speaks on your behalf. I know of a couple of artistes who lost out on juicy deals because of their demi-god managers.

Knowledge

There are certain things that are no-brainers in this industry, terms that should not be strange to you as a manager. Get familiar with terms like ‘call time’, technical rider, sound check, indemnity, waiver, agreements, binders, schedules, commissions, press kit, profile, headshots, lawyer, accountant, gross and net earnings.

A manager needs to know how to read, understand and explain a contract to their client, know what obtains in the industry, have a very good business sense as well and know how to speak ‘the language’ of investors, potential clients and who they go before to represent you. A manager can help in putting the right team around the talent together; he/she should know how to make their clients visible and relevant.

Network Savvy

Who does your manager have on speed dial? Can they make a ‘problem’ go away and if they can’t, do they know who can? A manager needs to know the right people, so that he can plug and attach clients to the right projects.

Charisma

Managers are marketers, they need to be good negotiators and dealmakers; they make sure their clients are being submitted for and are in the right projects, seen with the right people in the right places. They seduce the decision makers and make them believe that their client is the best thing since sliced bread and has the potential to make their project or product. A good manager should be able to make his demon of a client seem like an angel.

Discretion

Manager-talent relationship is very delicate and it takes a responsible individual to see the ‘human-ness’ of a celebrity, not judgmental or get blinded by this celebrity not to be able to call one to order. Even when a client leaves your stable, never use information you posses, against them. A manager needs to know how to handle delicate or sensitive information.

Finally, it needs to be said that managers are not glorified PAs! Their job is not to carry an artist’s handbag, procure girls for the artist, or get her choice poisons. Finally, I daresay, managers are felt and not necessarily seen; the degree of the work they put in and their impact is felt. You see the result of their power moves and they know how to make their way in the boardroom and on the streets when necessary.