The 21st Century Indie Band Manager

I always like talking with indie bands and band managers about their top marketing priorities and successes in hopes of learning about some innovative new approaches to music marketing. I was talking with a band manager not too long ago about his marketing priorities for the biggest band he represents and was shocked at his answer.

This manager told me the key to his band’s success was radio play. What? Really?? I was speechless. Did he seriously believe terrestrial radio would even consider adding this off-genre indie band’s music into their rotation and somehow ultimately help the band’s career? Maybe if the band was country or pop this approach might make some kind of sense…

As we spoke further I learned more about this manager’s professional background. And guess what? It turns out his entire career was in radio promotions for a major record label.

Now, I don’t want anyone to think that because someone had a career in radio promotions that there is no way they could be qualified to be a successful indie band manager. That’s not my point at all. However, if a band manager lays out a marketing strategy for an off-genre indie band in the 21^st century and makes no mention of the web or social media I will always walk away from that discussion feeling this manager is simply not serving the best interests of the bands they represent.

This discussion got me thinking about what skills really are important for an indie band manager in the 21^st century.

When Dinosaurs Roamed the Earth

The primary responsibility of a band manager prior to the 2000’s was to secure a record and / or publishing deal for the bands they represent. Once a record label deal was signed a business manager would be hired to handle the money and budgeting, an attorney would be hired to handle any contracts, the record label would handle press and radio promotions and the distributor would typically take care of retail marketing and promotions. A record label deal also meant there would typically be a tour support budget and tour marketing from the record label so getting a booking agent to pick up the band became much easier.

The manger would typically be the person to act as a liaison between all these groups and the band. But because all the aspects of the band’s touring, budgeting, contracts and marketing were handled by specialists in each area the band manager didn’t necessarily know all the details of their band’s business. These specialists (radio promoters for example) didn’t necessarily know the other parts of the business: touring, marketing, budgeting, contracts, etc.

Indie Band Manager Skills Today

There are some very specific skills I think are important for an indie band manager in the 21^st century. Having previously worked in the music industry doesn’t necessarily mean all that much today.

It’s important to separate a particular set of skills a manager might possess from personal characteristics like trustworthiness, ethical, passionate, likable, etc.  Below is my take on the key skills for managing an indie band in the 21^st century:

Direct Marketing – Understanding how to directly market to and build relationships with fans is a critical skill given the amount of competition artists face. Basic branding and image knowledge is certainly a plus but the ability to help artists build long term and direct relationships with their fans is critical to helping an indie band build a sustainable career.

Touring / Live Shows – Getting an indie band picked up by a reputable booking agent is next to impossible unless the band has a solid track record of regularly making money for themselves and the venues they play. Building an indie band’s track record of regularly playing live shows (and making money at it) is the responsibility of the band’s manager until a booking agent is in place. The manager must know how to get shows booked and properly promoted.

Social Media – Social media has emerged as a great tool for building fan relationships and promoting live shows. Managers need to understand how to use (and how not to use) the leading social media tools including Twitter, Facebook and YouTube.

Technology – Technology is such a critical part of an indie band’s success their manager had better be adept at personally managing and operating a wide array of music related technology such as a WordPress website, Reverbnation dashboard or YouTube channel.

Business Development – Business development skills are critically important for securing sponsorships, booking festivals and getting the band’s music featured in an upcoming indie film. The manager should be outstanding at building business relationships plus have solid sales and contract negotiating skills.

Accounting / Royalties – Manager’s need to have basic accounting and budgeting skills and be able to maintain the band’s Quickbooks accounts. They should also be able understand the many ways bands can get paid royalties for their music. For example, a manager should always make sure the bands they represent are signed up with SoundExchange (so they can collect royalties from Internet radio plays).

The role of an indie band manager has changed significantly over the last decade. Don’t assume that because a potential manager has worked in the music industry that they will have the skills needed to help your band establish a sustainable career in the 21^st century. Make sure they have the actual skills needed to help you succeed in the new music industry.