Why do I practise Artist-led Management?
What is Artist-led Management?
For me, Artist-led Management is to “follow the gut instinct of an Artist, by guiding them in a forward direction and provide them with the best resources and team to fulfil goals”. For any form of creative management to be successful, there must be mutual respect for the people and job roles involved within the dynamic. As a manager it’s imperative that you enjoy the artist’s creative output, ultimately you cannot whole-heartedly get behind something you don’t believe in (this is crucial when practising Artist-led Management).
I began practising Artist-led Management as a way to enable organic growth for my artists in a way that works for them. By using my artist's vision as a measure of direction and success, I have been able to minimise pressures from the outside world and create a healthy, mutually beneficial dynamic. Having experienced first hand the benefits, it’s an approach I really believe in, and here’s how it’s done:
Examples of what Artist-led Management can look like:
Planning the Artist’s release schedule and setting their goals with current achievements in mind
By using the previous year to reflect on achievements, you can build realistic goals for the future. One of the staples when managing any artist is to ensure you keep the artist grounded on their own forward-focused path. Not only is it important to keep them on their feet, but you are there to ensure they do not blind-sight their own potential, self-doubt lies within everyone’s career. You are their biggest cheerleader and you must remind them of that, you can both achieve more than you think.
Be open and have a creative input in meetings and opportunity planning
Rather than sitting out or sitting quiet, try to get involved in creative artist meetings. Whether the topic be goal setting, content creation for a tour, or a single-release campaign; this is the perfect opportunity to understand your artist’s vision and see it come to life when working with new people with different skill sets. Even if you think you’re not naturally a creative individual, use this opportunity to sit in, listen and discover. Overtime I know that I have definitely been able to bring more creative ideas and concepts to the table, something that came with building my confidence learning alongside other professionals. When practising Artist-led Management, getting involved creatively is great but it’s key that your artist has the final decision on any creative output, which leads to the next point…
Don’t let your own emotions or desires get in the way of your artist
It is just as important for the artist to understand what your goals are as an artist manager (and what you would like to see them achieve whilst working together). However, Artist-led Management is about following the lead of your artist. The most important element of management from the beginning is ensuring your artist is confident and comfortable in both your communication and presence. You must seek new, prosperous and exciting opportunities, and remember to not let your own emotions or desires as a manager or otherwise get in the way of the artist’s progression or make them feel unconfident or uncomfortable in their own decision making. This is where trust begins to dissolve and the happiness of the artist could be reflective in their creative output or communication. Keep the relationship open, honest, and confidential - because you’re on the same team!
How to practise Artist-led Management
Plan meetings efficiently - Ensure to think about where you host your meetings, how much time you allocate to each topic and who should be involved in each meeting. For the creative content meetings I would allow more time and host these in creative neutral spaces to boost inspiration. Implement structure for the more mundane meetings to help keep time, focus and energy from slipping away!
Keep the communication open - Check in on your artist if you’ve not heard from them in a while. Meet them for a non-work coffee or drink and don’t forget to nurture your friendship outside of business, developing a bond outside of work will help your professional relationship flourish too. Let them know when you won’t be available (i.e. if you’re going away on holiday). Etc.
Don’t be afraid to express your own ideas (even if you have self-doubt) - Both you and the artist need to have the same vision moving forward to succeed and grow. Don't be afraid to make a suggestion and have it shot down by the artist. There are many, many bad ideas out there. But, it's better to have a bad idea, than no ideas!
What if you think you’re losing the love? - Think about if the Artist’s direction or creative output is still something you’d listen to as a consumer. Just like any relationship in your life, you want to make sure the feelings are reciprocal. If it feels like you’re giving everything and getting nothing in return, or you find yourself viewing the project as a chore it might be time to part ways. It sounds harsh, but it’s natural for people to grow apart and if your beliefs no longer match up then no one will be able to thrive within the dynamic.
When practised correctly, Artist-led Management is a fulfilling working dynamic for everyone involved and can greatly benefit creatives and straight-edges alike. Set boundaries, align your vision and you’ll be an unstoppable team!
Writer: Meg Carnie
Editor: Alice Hingley
Photo Credit: Romarni Brytz - “Jarki Monno - Victorous Festival 2022”
