Music Management

Managers promote and plan the careers of the artists they manage, who can be singers, musicians, performers or anyone else working in the music or creative industries.

They market and promote the artists, to help them find the right engagements in the right places, to further their careers.

Managers work in relationships with artists that are very close, built on mutual trust and the manager must be prepared to work for the best interests of the artist at all times, regardless of the pressures involved and as such is one of the hardest jobs in the industry and should not be entered into lightly.

Music promotions managers can work for a record company or solo artist, and the work would include: writing press releases to publicise a client's music or tour; organising publicity events such as media interviews and personal appearances; arranging auditions for roles/recordings and interviews with the press; being aware of forthcoming productions, recordings, film or TV work appropriate to the artists they manage / represent; liaising with a range of people, including producers and directors, theatre or recording company managers, and festival directors;

Other duties include: going to publicity events with clients; getting airtime on radio and TV shows (known as ‘plugging’); networking with contacts in the music industry; organising tours; dealing with designers, printers and marketing staff; negotiating contracts; and listening to new acts and deciding whether to offer them a contract (known as ‘artiste and repertoire’ or ‘A and R’); drawing up contracts to the mutual satisfaction of all parties.

It could involve: working as a promotions manager for a live music venue, where you might: choose and book suitable acts; deal with agents, caterers and suppliers; arranging a full programme of shows for the season with no double bookings; identifying suitable audiences; organising marketing and publicity; and arranging entertainment licences.

Other tasks include: regularly contacting the artists to discuss opportunities, activities and their requirements; keeping a record of the artist's previous work, press cuttings, photographs, videos, CDs and DVDs; and looking for new artists to manage.

The work can also involve dealing with budgets and administration.

Starting salaries in record companies can be around £16,000 to £18,000 a year.

With experience this can rise to £20,000 to £40,000 a year. Top salaries can reach £100,000.

There is no set income, as it is common to work freelance or on short contracts.

Many promotions managers also take a percentage of performers' earnings.

You do not need specific qualifications to work in the music industry, and there is no set career path into working as a promoter.

The key is to get practical experience and develop a network of contacts in the industry.

You would often start in an administrative job for a record company, TV or radio station or a music venue, and work your way up to the promotions, marketing or ‘A and R’ department as you get to know the industry. You could also choose to take a course in music industry management before you look for work.

If you take one of these courses it will not guarantee you a job as a music promoter, but it could help you to develop practical experience and contacts. Relevant foundation degrees, BTEC HNDs and degrees are available at a few colleges and universities.

To find a suitable course use the course search on this site or the BPI Music Education Directory. You should check entry requirements with individual course providers.

Other ways you could build useful experience in the music industry include finding work placements with record companies or music PR agencies, promoting local bands, organising and promoting local gigs, writing gig reviews for local or student press and getting involved in student or community radio.

You may find it helpful if you have experience in a related area like sales and marketing, public relations, event organisation or advertising. Knowledge of accounts and contract law can also be useful.