Why every artist management team needs at least 2 people
Artist management may be one of the music industry's most demanding, challenging, but also intoxicatingly rewarding jobs. Oftentimes, you may have to take the position of being the bad guy with confidence. You’ll have to always be “on” and know where the industry is going at all times. And the most difficult part may be learning how to seamlessly speak both creative and business.
So, why do it alone? If you’re in the early stages of developing your management company or feel like you may be overwhelmed, we have a few reasons listed as to why it’s good to have more than one person to develop an artist’s career.
You can divide and conquer your responsibilities
In a two-person management team, you can assign one person to the role of a general manager who handles all the business dealings and negotiations. The other manager can play the position of a day-to-day manager, one who’s with the artist every day handling their needs. It’s the closest to being in two places at the same time. While you may be taking home a smaller commission individually, the power of you two coming together should end in more deals getting done.
Neelam Thadhani and Chris Thomas co-manage Jack Harlow. Neelam handles a lot of the day-to-day responsibilities when traveling with Jack; Chris typically stays back and has bigger-picture business conversations to bring to the table.
Involving multiple team members gives you more credibility in meetings, too. You may bring personality, color, and visionary ideas to the discussion. Meanwhile, your partner can offer practicality and data-driven facts. You two can also develop a go-to script for meetings that allows both of you to communicate effectively. This structured approach ensures that meetings are concise, focused, and impactful. By demonstrating a well-coordinated and organized operation, you can strengthen the overall impression of your management operation.
You can approach conversations with your artist from different angles
It’s hard to be the only one delivering both good and bad news to your artist and/or others you’re working with. Imagine your artist posting something that isn’t on brand and you need them to take it down ASAP. Or maybe they sent you a song that they love but you think it needs more work. Either of those conversations can quickly turn a good working relationship sour if it’s not handled correctly.
In the case of Toby Oniytan and Ezra Averill, the managers behind Maxo Kream, they’re able to get strategic with their roster. Toby admits that it’s nearly impossible for him not to be friends with his artists. Having tough conversations with them often makes him anxious and is his least favorite part of the job. So, for example, Ezra can initiate the discussion which allows room for Toby to come in a bit later. This kind of approach ensures that they can keep the ship moving forward without damaging the relationship.
Additionally, as time goes on, you will see your artist naturally gravitate towards their day-to-day manager to have personal conversations because of their constant interactions. At the same time, the general manager will earn trust for their business decisions and negotiating power. This separation allows an artist a clear understanding of which conversations should be had with which manager.
You can vent to one another
Let’s be real, you will have a lot you will need to get off of your chest as a manager. While it’s never OK to openly talk shit about your artist or anyone in the business, it is healthy to get grievances off of your chest so you’re not holding in any resentment or unresolved issues.
Whether it’s a headache from your artist or an external personality who’s difficult to deal with, having someone that you trust who also knows EXACTLY what you’re going through will help alleviate mental and emotional stress. Ideally, this will allow you to declutter your mind and get more done in the long run.
