Should Artists Hire Managers or Build Teams? The New Industry Standard

The role of the artist manager has long been a staple of the music industry, but in a rapidly evolving landscape, is it still necessary? The hosts of No Labels Necessary tackled this question in their latest podcast episode, challenging conventional wisdom and exploring alternative models for artists looking to control their own careers.

The Changing Landscape of Artist Management

The discussion kicks off with the assertion that traditional artist management might be an outdated concept. "You don't need a manager," one of the hosts states, immediately setting the stage for a deep dive into why that might be the case today. While they acknowledge that some artists do benefit from management, they argue that the industry has evolved to the point where an independent artist can successfully navigate their career without the conventional manager-artist relationship.

To illustrate this shift, they cite a conversation between legendary rockstar David Bowie and John Lennon. Bowie once confided to Lennon about his frustrations with his manager, to which Lennon responded, "No management. You don't need management." That advice led Bowie to largely manage himself for the remainder of his career.

However, the hosts are quick to add context: by 1977, Bowie was already an established act. "That matters," one of them notes. But they push back on the idea that only big artists can function without managers, pointing out that many artists today have entrepreneurial mindsets and a clear vision for their careers, allowing them to operate outside the traditional model.

Alternative Approaches to Management

Instead of the traditional manager, who often takes a 20% cut of an artist's revenue, the podcast suggests an alternative structure: hiring specialists to manage specific aspects of a career. "You can hire someone to manage digital marketing, someone to handle touring, someone to oversee brand deals," one host explains. "But they don't need to take a stake in everything."

This concept aligns with a growing trend where artists treat managers more like contractors. The hosts reference Kanye West’s past arrangement with Scooter Braun, which was focused on fixing certain brand issues rather than an all-encompassing management role. They argue that many artists today are adopting this project-based approach, hiring experts for specific tasks rather than entrusting one person with their entire career.

The Two Main Reasons Artists Seek Managers

The hosts identify two primary reasons artists typically look for managers:

1. To secure opportunities. Traditionally, managers were the ones who knocked on doors, secured deals, and made industry connections.

   
   

2. To handle incoming opportunities. As an artist's career grows, the influx of business dealings can become overwhelming, making delegation necessary.

   
   

Yet, they argue that with the right team structure, an artist can fulfill these needs without a traditional manager. "If someone as busy as John Lennon could do it, why can't a smaller artist with fewer opportunities find a system that works for them?" one host asks.

The Financial Reality of Going Independent

The conversation shifts to a practical discussion about money. The hosts present an opportunity for artists who are looking for a dedicated team to help them monetize their careers. "We’re looking for ten artists to work with for a full year—this is about making money, not just getting streams," they state. But they make it clear that the cost of such a service is $110,000, reinforcing the idea that professional help is an investment, whether it’s a manager or a specialized team.

For artists who don’t have that kind of budget, they emphasize the importance of being hands-on and strategic in career decisions. They also mention that there are free resources and affordable courses available for artists who want to take more control over their business.

The Evolution of the Manager-Artist Relationship

The episode closes with a reflection on how the manager-artist dynamic is shifting. "Artists used to expect managers to handle everything, but now the industry requires specialized skills," one host remarks. This change is also influencing managers themselves, with many choosing to focus on specific skill sets—whether that be brand partnerships, merchandising, or social media growth—rather than taking on the all-encompassing role of a traditional artist manager.

"There are just too many moving parts now," they add. "One person can’t be great at everything an artist needs in today’s industry."

They acknowledge that some artists still need managers, particularly those who aren’t business-savvy or who prefer to focus solely on creativity. But for those who have a strong entrepreneurial mindset, breaking free from the traditional model may be a smarter move.