Approaching a manager is much like approaching anyone else in the business.

Do not send out circular letters. Just like you do, managers "trash" most (if not all) circulars.

An individual letter addressed to and written for the recipient is much more likely to succeed.

Do not send anything cold. You will have a much greater chance of success if either you or somebody on your behalf makes an approach by phone or in person before you post anything.

What to send them
Once you've made contact, you should send the following:

• A tape of your best songs (even if they are just demos). Initially, you should include three tracks. You have to make an impact. The manager will have neither the time nor the inclination to listen to any more at this stage and will ask to hear more songs if they want them.
  
  
• One or two photographs (nothing too fancy but then again they must be quite flattering and again designed to make an impact).
  
  
• A short biography (nothing too long or pretentious) with, if you have them, reviews of your gigs.

You don't have to make up a package that would impress a PR executive, but it must be presentable to catch the eye.

After sending them stuff 
Once you've sent it, don't be too pushy. Wait at least a week before you make a follow-up phone call.

Managers are busy people, or at least should be if they are successful managers.

Any decent manager should have the courtesy to respond to your letter anyway in due course - just give them time.

At some point however, it might be an idea either for you or the person who sent it for you to put in a phone call to prompt a response.




Meeting Potential Managers
Hopefully, you will get their response and hopefully, it will be a positive one. 

Now is the time to meet the prospective candidates.

Before making a decision one way or the other, you should meet them at least once - hopefully more often. The first meeting should ideally be at their office (so that you can see them at work).

After that, you should go out for a drink or a meal and then, perhaps, invite them to a gig or a rehearsal.

If you have them, you might introduce them to your solicitor and/or accountant and/or record company personnel so that you can get an opinion from these people.



Choosing a Manager
If you are lucky you will have several managers showing an interest in you.

You should then draw up a list of each candidate's weaknesses and strengths and compare the candidates. 

Here's some things to think about. You should not expect any manager to fulfil all these criteria - you'll be doing well if you feel positive about just half of these factors. 

How experienced a manager is he/she?

• Does he/she generally have a good reputation?
• Has he/she successfully managed other artists (not producers or songwriters)?
• Has he/she worked for a long time in the music industry? If so, for whom?
• How helpful will that experience be? They may be used to managing guitar bands but can they handle your indie/dance crossover or metal act?
• Has he/she previously worked with your record company or music publisher if you have one. If you don't have a deal, have they worked with the companies you would like to sign to?

  
What are they like as a person?

• Do you like him/her as a person?
• Can you easily contemplate "going on the road" with him/her for many months?
• How about the rest of your team? Will he/she be able to get on with, for example, the record company staff?
• How organised does he/she appear?
• Does he/she have a proper office? Secretarial and administrative assistance?
• Does he/she appear to return phone calls, deal with correspondence, and maintain proper financial records?

  
How is their business?

• Is he/she primarily a "business manager" or a "creative manager"?
• If he/she currently manages other artists how long have those other artists been represented by him/her?
• Do those relationships appear to be successful and happy ones?
• Does he/she use competent and well respected solicitors and accountants?

  
How useful are they going to be to your career?

• Is he/she ambitious and keen to succeed by seeing you enjoy commercial success?
• Do you respect his/her musical tastes and opinions?
• Does he/she have good contacts with promoters, agents, merchandisers, journalists, publicists etc?
• Does he/she have working relationships with other managers in other countries particularly America ?
• Where is he/she based? In London ? If they're outside London , will that become a problem to you (or vice-versa)?

How serious are they?

• What other commitments and distractions does he/she have (both business and personal)?
• What sort of management agreement does he/she contemplate? For how long? At what rate of commission?
• How committed to the music industry is he/she? Is he/she just dabbling for the fun of it or does he/she approach his/her job with real conviction?
• Does he/she actually like your music?
• Does he/she have his/her finger on the pulse of current musical tastes and developments? Does he/she know of the "in" producers, for example?
• What are his/her resources?
• If you go through lean times or have debts to pay off will he/she help you out by lending you money?
• Is he/she capable of taking on responsibilities?
• Making tough decisions?
• Being a good negotiator?

  
Even after going through this exhaustive process there is no guarantee that you will have chosen the right manager.

The artist/manager relationship is just like any other personal relationship. Some relationships last forever, some for just a short while.

All the Best. 

Batsirai Chada

I am the editor of Called2Music. I started this because I felt compelled to by God. It's that simple. He really has a vested interest in every human heart - and with music being a launguage of heaven and the human soul - He is REALLY interested in the artists who venture out to declare Him to the world.

In this season, God is looking for laiddown lovers who yearn for Him first and from that place go out declaring the truth in song, and in demonstration of power. Its not about who can move the most CD's - but how we can move His heart and the hearts of men towards Him. I hope the content on this site will help you in your pursuit of your calling.

View all articles by Batsirai Chada