Industry news & advice blog

One of the most frequent questions we get asked at The Unsigned Guide is, "How do I find a music manager?" In an age where the chances of signing to a record label off the back of an early demo are increasingly remote - or possibly not even in your gameplan - a manager is seen by many as the golden ticket into the industry.

Of course, a well-connected manager can be crucial in taking your career to the next level. But before spending precious time on blanket emailing every management company that you can find, you should be asking yourself another important question, "Do I need representation?"

If your music is starting to turn some heads, there will probably come a time when you'll need a bit of help to keep that momentum going. However, it isn't always easy to gauge the tipping point.

So, with the help of the Music Managers Forum (MMF) we've collated a bit of advice below that we hope will help:


Are you making enough money?
Let's start with an obvious one. As much as the best managers are music fans, they also need to see some return for their investment. Some will work for free in the short-term if they really believe in an artist's long-term prospects, but you are much more likely to attract a manager if you are already bringing in some dosh.

An artist doesn’t necessarily need to be turning a profit, but demonstrating dedication by generating income - through playing your own shows, independently releasing music, and actively building an audience - can often be just as appealing. If you're making money and have good online stats and streaming numbers, you’re more likely to draw the attention of experienced and diverse managers.

So, if your income is steadily increasing through ticket sales, merch and streaming platforms—then it might be the time to start thinking about bringing somebody on board. If you're not yet seeing any growth, it’s probably better to focus your energy on building some revenue rather than seeking immediate representation.



Are you happy to share your income?
Whilst we're on the subject of money, bear in mind that a manager will take a cut of any income earned. Obviously, this may be a non-issue if their representation gains you extra funds and exposure. However, if you take on management too early or it turns out that the relationship isn't a good fit, you could pay out more in management fees than what you gain.


How much time are you spending on admin?
For many musicians, the moment they realise they need support is when their days start to feel more like office work than music-making: hours spent on emails, accounting, scheduling, and social media rather than creating or performing. It’s wise to do as much as you can on your own in the early stages, but once you feel you've hit a ceiling and can’t develop further without help, it might be time to consider bringing a manager on board.

Is there a friend or family member that can help?

Many successful artist-manager relationships stem from a friend or family member offering an initial helping hand. As a first step, this often makes sense anyway. For instance, if you’re in a band, are there tasks that can be shared out more evenly with other members? Are there tasks that you can hand out to a willing assistant? Or is there somebody that you know who is interested in the music business? Working with a trusted third-party could also be good experience if you eventually do take on full-time management.

“Artist Seeking Manager” on the MMF website
If you are seeking professional management, the MMF has an online form where artists can share their details with our members.

While this isn’t a “match making” service, any information submitted is displayed in our members portal - allowing managers who are actively seeking new acts to get in touch with you directly.

All managers who join the MMF sign up to our industry-recognised Code Of Practice.

Are you comfortable with signing a management contract? 

Rushing into a management deal is never advisable, as there’s a lot to weigh up before committing. Even if you're confident that you're ready for representation, there are still important considerations to address and it’s crucial to seek legal advice from a music industry lawyer when negotiating a management agreement. You need to understand the fundamentals of what you’re signing, so make sure to educate yourself on the terms of the deal.

Resources like the Essentials of Music Management book and sample agreements available to MMF members can be helpful for new artists and managers.

As well as understanding the nuts and bolts of your agreement (i.e. will your manager be paid a commission basis? And at what rate?) we advise that you pay particular attention to sunset clauses. If you decide to end your agreement, a sunset clause allows your manager to apply commission for any work undertaken during the period of your contract.

Similarly, if your agreement is defined on a non-commission basis, it is essential that any responsibilities and deliverables are clearly defined in advance.

Always ensure you fully understand what you’re paying for and if you're uncertain about any aspect of the agreement, don’t hesitate to consult the MMF, artist organisations like the FAC or the Musicians' Union, or a qualified industry lawyer.

Have you received any management offers?
As much as you may feel that a manager could benefit your career, sometimes it’s best to focus on creating and let the opportunities come to you. While there’s no harm in reaching out to potential managers, being in a position where you’re receiving offers puts you in a much stronger and more advantageous spot.

For most managers, it will be the strength of your work that grabs their attention, so it's crucial to focus on creating the best music possible. Once you’re on their radar - whether through recommendations, being heard on a music show, or meeting at a gig - they’ll be more inclined to approach you if they’re genuinely interested in investing in your work.

Though it’s tempting to see getting representation as the key to breaking into the industry, maintaining a strong creative focus and making your own opportunities is equally as important. While building a relationship with industry professionals and approaching the right managers at the right time is part of the process, your independent success will eventually catch the ears of the right people.

Find out more about the MMF here.