The report looked in to how the role of a manager has changed in recent years. Results showed the music industry has suffered significantly in the light of COVID, Brexit and the shift to online streaming platforms, with high numbers of their members feeling they were having to “adapt quickly to a fast changing commercial environment” (MMF, 2021)

Major labels no longer have the big budgets to develop and nurture artists, meaning managers now have to work much harder to gain value for their clients from diverse revenue streams, taking on a more expansive client base, including more producers & engineers. It’s also become harder to obtain financial help from arts councils with significant cuts to public funding. The MMF (2021) survey states “75% of respondents invested in their clients” with a further “20% of managers investing over £10,000 in the talent they represent”. These investments are also being made on a more emotional footing too, as companies look to develop stronger relationships, helping their clients to grow and generate as much revenue as possible, while being emotionally supported by their managers too, in terms of their mental wellbeing.

Award winning writer and producer EG White believes a managers role is integral to an artists career:

“Management is unquestionably the most important relationship that you will make in your professional career. Managers do pretty much all the work. Every bit of good fortune I’ve had in my career has been as a result of my manager doing something radical, often considerably beyond the call of duty. (White, cited in MMF, 2021)

Despite the challenges, those managers that continue to adapt to ever shifting musical landscapes, agree that the role of music manager has been elevated by all these changes and with the right industry support and development, there are huge opportunities for those looking to make real change to the way talent is cherished and cultivated in the future, in order to maximise revenue streams.

Resources:

MMF. (2021) Managing Expectations: An exploration into the changing role & value of a music manager. The MMF [online]. Available at: https://themmf.net/managingexpectations/ [accessed 05.10.22].