Manager Pro  : Build, Lead, and Grow Artist Careers

This foundational module is your deep dive into what it really means to be a professional artist manager today. You’ll explore the key functions of management, how to build trust and boundaries, and the many paths into the industry. 

Whether you’re starting out, managing your first artist, or levelling up your existing work - this module sets the tone for success.

What we’ll cover:

• What Artist Managers Actually Do
  Understand the real day-to-day of artist management - from creative development to career strategy and business admin.

• The Six Core Functions of Modern Management
  Explore your responsibilities in strategy, marketing, finance, team-building, operations and wellbeing - and how they all connect.

• The Manager/Artist Relationship
  How to build trust, set expectations, create boundaries, and support without overstepping.

• Finding and Choosing the Right Artist
  Learn how to evaluate an artist’s potential, fit, values, and what to look for creatively and professionally.

• Artist Wellbeing & Manager Boundaries
  How to support without burning out - for you and your artist.

• How People Really Get Into Artist Management
  A breakdown of typical entry routes - including working with friends, internships, freelance gigs and label support roles.

• Presenting Yourself Professionally as a Manager
  Build your profile, develop your brand, and create a digital presence that artists and companies trust.

• Coaches, Stylists & Specialists: The Extended Artist Team
  Understand how to bring in voice coaches, stylists, choreographers, and other key players at the right time.

By the end of this module, you will understand the full scope of a manager’s responsibilities, the traits that define great artist-manager relationships, and how to take confident next steps in presenting yourself professionally and building a sustainable management career.

We’ll explore how to shape an artist’s career from the ground up. From scouting talent to branding, team-building, and securing partnerships, you’ll learn how managers turn potential into long-term success.

What we’ll cover:

• Artist Management as a Business
  How to legally structure your work as a manager - and why it matters for contracts, tax, and growth.

• Artist Evaluation & Market Positioning
  Learn to spot strengths and weaknesses, define goals, and position an artist in the market with clarity and strategy.

• The First Meeting – Artist & Manager Perspectives
  How to ask the right questions, build trust, and assess whether the relationship is the right fit.

• Career Planning: Short & Long-Term Goals
  Use real tools to set a clear trajectory with achievable milestones and industry relevance.

• Branding & Marketing – Without Overlap
  Understand how brand feeds into management decisions and know when to bring in specialists or enrol your artist in courses.

• Building the Artist Team
  Learn who to bring in and when: publicists, agents, social media managers, pluggers, lawyers, and more.

• A&R for Managers
  Know how to support artists through development, song selection, producer pairing, and creative alignment.

• Brand & Business Partnerships
  Understand how to approach companies and what artists need in place before brands say yes.

By the end of this module, you will have the tools to structure your work as a business, identify artist potential, build teams, and develop a clear roadmap to support both creative growth and long-term strategic success.

This session is your complete guide to the financial side of artist management. From record deals to royalty breakdowns, you’ll cover where the money comes from, how it’s tracked, and what to watch out for when negotiating on behalf of your artist.

What we’ll cover:

• Introduction to Music Business Revenues
  Learn the full revenue picture: recordings, publishing, live, sync, merchandise, fan income and more.

• Label Revenue Streams
  Understand how labels make money - and how to protect your artist’s share.

• Using Data in Strategy
  Learn what label and manager dashboards really show - and how to translate that data into smart moves.

• Entertainment Lawyers – Why They’re Essential
  Understand their role and how to communicate with them effectively on your artist’s behalf.

• Major vs. Indie Labels
  Know the differences in contracts, advances, royalties, and operational style.

• Recording Contracts – Terms, Advances & Tour Support
  Review and analyse a real recording agreement so you can navigate clauses and negotiations with confidence.

• Producer & Mixer Agreements
  Explore standard terms, costs, and how these collaborators affect your artist’s income and rights.

• 360 Deals – Pros, Cons & Real Impact
  When they work, when they don’t, and how to navigate them in negotiation.

By the end of this module, you will be equipped to read, interpret, and negotiate key deals, track revenue streams, and make informed decisions that protect your artist’s income and career trajectory.

In our final session, we dive deep into the world of live performance, publishing, and sync. You’ll learn how to manage tours, understand contracts, grow income through songwriting and licensing, and maximise every opportunity to build a sustainable career for your artist.

What we’ll cover:

• Live Strategy & Income
  Understand where live income comes from and how to build a tour that actually pays off.

• The Live Music Ecosystem
  Who does what? Learn about agents, promoters, production managers, and how deals are made.

• Performance Contracts & Live Agreements
  Review and analyse a live contract – learn what clauses matter and how to negotiate them.

• Tour Management Skills
  Create a simple tour P&L, build a tech rider and day sheet, and understand logistics from a manager’s point of view.

• Merchandise Planning
  Learn how merch deals work, how to price items, and how to manage stock and fulfilment.

• Publishing, PROs & Royalty Management
  Learn how publishing income is generated, collected, and split - with a real-world overview of songwriter splits, admin deals and co-publishing contracts.

• Sync Licensing & Placement Strategy
  Understand the key players, what makes music syncable, and how to get in front of supervisors.

• Coaching & Development for Artists
  Know when your artist needs extra support – and where to find trusted collaborators.

By the end of this module, you will have the tools, documents, and insight to support your artist across live shows, touring, publishing, merch, and sync – and ensure every revenue source is understood, protected, and maximised.

This one-to-one session is your opportunity to reflect, ask specific questions, and receive expert input on the next steps in your artist management journey – whether you’re working independently or aiming for a role in a management company.

What we’ll cover:

• Reviewing Your Artist(s), Goals and Strategy
  Get tailored advice on how to manage, support and scale your current roster.

• Exploring Career Opportunities in Management
  Discover routes into full-time roles, freelance work, or company partnerships.

• Refining Your Professional Profile and Online Presence
  Receive feedback on your CV, website, and how you present yourself to artists and the industry.

• Troubleshooting Client Challenges
  Discuss real-world issues you’re facing – from artist behaviour to workload – and work through practical solutions.

By the end of this session, you will walk away with personalised career guidance, actionable feedback on your management strategy or professional profile, and clear next steps for breaking into or levelling up in the artist management industry.