What to know about band managers — and why you might not need one (yet)

If you’re building your music career, you’ve probably wondered: Do I need a manager?

It’s a valid question. Managers have played a big role in shaping some of the most successful artists in music history, so it’s easy to see why they’re often seen as a necessary step.

But here’s the thing: managers are most helpful once there’s already something to manage.

In the early stages, you're likely better off without one. That’s not a knock on managers—it’s a reflection of how much you can do yourself now, and how important it is to build your foundation before bringing someone else into the mix.

What does a band or artist manager do?

A manager helps you run the business side of your music career so you can focus on the creative. That can include:

• Setting long-term goals and strategy
• Helping with release timelines and promotional planning
• Handling communication with labels, agents, and other industry contacts
• Negotiating deals and reading contracts
• Staying on top of deadlines and deliverables
• Coordinating tours, brand partnerships, or sync opportunities
• Keeping you accountable and organized

In short: a good manager keeps things moving forward, helps you avoid mistakes, and makes sure you’re set up to make smart decisions.

But there’s a catch — they need something to manage.

You’ve got to build it first

One of the biggest misconceptions artists have is that a manager will come in and create success for them.

In reality, a manager helps amplify what you’ve already built. They don’t build it for you.

If you’re still figuring out your sound, building a fanbase, or learning how to release music, that’s totally normal. Most artists start there. But it also means there may not be enough for a manager to plug into yet.

Many managers won’t take on an artist unless there’s clear momentum — things like consistent releases, engaged fans, income from music or merch, and a clear sense of direction.

Why you probably don’t need a manager (yet)

It wasn't always this way, but now indie artists can do more on their own than ever before. You can:

• Release music worldwide
• Build your own website and mailing list
• Promote your work on social media
• Book shows or pitch to festivals
• Connect directly with fans
• Sell merch and collect data
• Track your own growth and revenue

If you’re organized, curious, and willing to learn, you can self-manage effectively in the early stages.

And when the time does come for a manager, you’ll be a stronger partner because you’ll understand how things work.

Signs you might be ready

You don’t need to be famous or earning six figures to need a manager. But you do need momentum. Here are some signs it might be time:

• You're starting to miss opportunities simply because you don't have the time to respond or keep up.
• You’re making enough money that a manager’s cut (typically 15–20%) would be fair and sustainable
• You’re overwhelmed by logistics or business decisions
• You’re getting into areas that require expertise (contracts, licensing, tour planning, etc.)
• You have a clear vision, a growing audience, and you're ready to scale

If most of that doesn’t sound like you yet, that’s totally fine. You’re not behind — you’re still building.

So when should you look for one?

When things are already happening and you need help keeping up.

When you have momentum and a clear direction, but not enough time or bandwidth.

When you’ve built something real — and you’re ready to grow it further with the right partner.

That’s when a manager can truly step in and make a difference.

Final word

A great manager can be a powerful partner. But they’re not a shortcut.

They won’t save your career or build it for you — and, honestly, most wouldn’t want to. What they can do is help you navigate the next level, once you’ve already started climbing.

So if you’re not there yet, no worries.
You’re not behind. You’re building. You’re learning. You’re figuring it out.

And when the time is right, the right manager will see that — and be excited to join the ride.