Welcome to The Manager’s Playbook, my personal newsletter where I share weekly insights for emerging music managers, aspiring artists and future executives on how to navigate the music industry. - Mauricio Ruiz

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Ruiz Note:

Difficulties Of The Artist Manager?

If you don’t know by now, I started a podcast a few months ago by the same name ‘The Manager’s Playbook’ on YouTube and other streaming platforms HERE. There’s a Community tab on the YouTube home page of the channel that I use fairly frequently to gain insights into how to better serve the the journey of those in the music business.

One poll in particular caught my attention, “What is the most frustrating part of being an artist manager?”. I thought it makes sense to tackle the above here.

1. Hard to support yourself financially

For any manager looking to break into artist management this is certainly one of the most difficult barriers to get passed.

A few suggestions:

1. Hold a full-time or part-time hustle. If it’s flexible, great. If it isn’t, work around it. Discipline and sacrifice will need to be exercised. For example, if you work 9-5, you can wake up as early as 5-6am and get after it for a few hours before 9am. Alternatively, you can hammer away at anything management related after 5pm from 5-9pm. That’s if you’re willing to sacrifice an hour or so of sleep, there’s 7-8 hours that you can work.
   

2. Let me triple down on the sacrifice part. It’s going to take a lot of that. Never sacrifice your physical health. Sacrifice social time first and foremost, sometimes family get togethers and always the dead the never ending doomsday scrolls on TikTok or Instagram. You’ll be better for it.

I didn’t say it was going to be pretty. It can be gruelling, but if you truly love this game it won’t ever feel like work. If you can do the above, while you and your artist figure out how to monetize, the fruits of your labour become even more rewarding.

2. Artist does not listen

According to the poll above, and the constant conversation I have with other managers, this one seems to be the most problematic for those in artist management.

Some solutions:

1. Build Trust and Open Communication: Artists often only respond when they feel heard and understood. Make sure you’re having open, two-way conversations where they can voice their concerns, and you’re not just giving instructions.

2.  Align on Vision and Goals: Revisit the artist’s long-term goals and how your strategies can help them achieve those goals. Sometimes, artists resist because they don’t see the bigger picture.

3. Pick Your Battles: Focus on the most critical issues and don’t get stuck on smaller disagreements. Prioritize what truly moves their career forward, so they don’t feel like you’re micro-managing.

4. Offer Alternatives: Rather than insisting on one path, give them options. This makes them feel like they have a choice, which can improve their buy-in. End of the day, think of yourself as more of a consigliere (think Tom Hagen in the The Godfather) than anything else.

5. Bring in a Third Party: If communication is breaking down, consider bringing in an outside voice—such as a mentor, another industry professional, or even a mutual colleague—who can mediate and offer an unbiased perspective. This one I find to be very helpful. Remember to take your ego out of it. If the outside person is suggesting similar advice you have, and your artist agreed, do not get discouraged. This is a win! Treat it as such.

6. Reevaluate the Relationship: If all else fails and you’re consistently at odds, cut your losses sir/ma’am. This will not get easier. It’s tough, but sometimes an artist-manager dynamic just isn’t working, and both parties are better off going there separate ways. If this happens be as amicable as possible. Keep the tensions in-house. It’s a small business don’t go bad mouthing your former client. It isn’t worth it.

An incredible book to read to help you with all of the above is Never Split The Difference by Chris Voss. It’s a great book for helping you operate from a place of listening versus a place of trying to be heard.

3. 24/7 Non-Stop Grind. Always On The GO!

I’ll be honest. I still don’t really have much of a solve for this. I’m constantly thinking about work as if my life depends on it. The only advice I can offer here is to do your best to take care of yourself mentally & physically.

-Work out often. Take work calls on a treadmill or hike

-Eat well. Nutrition is a big piece to my stable work flow the last couple of years. Keep the protein high, the carbs at a moderate level and stay away from processed foods and sugar-type drinks/ foods.

-SLEEP! Contrary to popular believe, sleep is a necessary good to function at a high level. I wasn’t the best at it, but nowadays, I prioritize it over much of everything else. It’s a marathon, not a sprint. Make sure you get an adequate amount of it.

-Limit the excessive alcohol and drugs. This business seems to use these as a crutch. Don’t fall for the bullshit. You don’t need it in copious amounts. I’m not saying don’t indulge here and there. If you can handle it, by all means. If you can’t avoid it altogether. I been off the booze for almost 2 years. Best sacrifice I made my entire life both for personal and career related reasons.

4. Major Label Doesn’t See The Vision

I’ve been here. Most managers have. It’s not easy.

Again, these are your partners so take the strategic approach and listen to their concerns before offering up a piece of your mind. The one person I recommend you get on the same page from the label is your product manager. Yes, all departments are important. But your product manager (this the person responsible for activating all departments) is the person who you need to champion your artist. So do your best to stay on good terms with this individual. They are your eyes and ears in the building.

Hope these help in your career. Remember, its not about the end destination. It’s about the journey. Make it one that is worth repeating.

Don’t forget to subscribe to ‘The Manager’s Playbook’ on Youtube HERE. A new episode airs every other Tuesday at 1pm EST.

You can also listen to ‘The Manager’s Playbook’ Podcast on Spotify, Apple, Amazon and several other platforms HERE

-Ruiz