Building Your Team as an Indie Artist: Managers, Publicists, and More

When to Hire a Manager: Signs That You Need Professional Management

As an indie artist, the idea of hiring a manager can feel both exciting and overwhelming. But when is the right time to bring one on board? A manager can be instrumental in helping you navigate the complexities of the music industry, from coordinating tours to negotiating sync licensing deals. Here are some signs you might be ready to hire a manager:

• You’re overwhelmed with administrative tasks: If booking shows, handling social media, and responding to emails take up more time than your creative work, a manager can help free you up.

• Opportunities are slipping through the cracks: If you’re getting inquiries from booking agents, sync agents, or labels, but struggle to follow up, it’s a sign you need professional help.

• You’re ready to take your career to the next level: When you’ve hit a plateau and need guidance to push your career forward, a manager can provide strategic direction.

A manager often works on a percentage of your earnings (typically 10-20%), so it’s essential to find someone who believes in your long-term vision and can handle both the creative and business sides of your career. A great manager will help you navigate opportunities such as TV sync, film sync, and even securing exclusive rights to your music.

The Role of a Publicist: How PR Can Elevate Your Career

A publicist can take your visibility to new heights by securing media coverage, interviews, and features in prominent outlets. Their role goes beyond just creating buzz — they shape your image and brand perception. But when should you hire a publicist?

Publicists are especially valuable when you're releasing new music or going on tour. They can help you build relationships with press outlets, bloggers, and influencers, ensuring your music gets in front of the right audiences. A good publicist can also help you establish relationships with industry gatekeepers, making it easier to land spots in high-profile brand campaigns or sync opportunities that require exclusive licenses or non-exclusive licenses.

Hiring a publicist can be costly, so it’s best to consider this investment once you have a project worth promoting — like a new album or significant tour. Indie artists, especially those in genres like indie pop or singer-songwriter, can benefit immensely from this kind of exposure.

Booking Agents and Touring: Expanding Your Live Presence

A booking agent is responsible for organizing your live performances, from small club shows to national tours. If your goal is to expand your presence through live shows, a booking agent can be a crucial addition to your team. Here’s when you should consider hiring a booking agent:

• You’re consistently selling out shows in your hometown: If you’ve already built a local following and are ready to expand regionally or nationally, a booking agent can help you secure bigger venues and better time slots.

• You want to play festivals or larger tours: Booking agents often have connections with promoters and venue managers, allowing you to land opportunities that you couldn’t secure on your own.

• You’re ready for more professional tours: If you’re serious about live performance as a key part of your career, a booking agent can help you map out a touring strategy, from small local gigs to bigger national tours.

By working with a booking agent, you can focus on performing while they handle the logistics, contracts, and promotion of your shows. For artists looking to expand their reach, having a strong live presence can also attract attention from sync agents or commercial partners seeking background music or theme music for their projects.

Sync Agents: Do You Need One, and How to Find a Good Fit?

A sync agent helps place your music in films, TV shows, commercials, and other visual media. They negotiate sync licensing deals on your behalf and ensure your music is heard by the right decision-makers. If you’re interested in securing TV sync, film sync, or getting your music used in commercial use, hiring a sync agent might be the next step. Sync agents are especially helpful for artists who have a catalog of instrumental or vocal tracks ready for licensing. Here are signs you’re ready to work with a sync agent:

• You have a catalog of sync-ready music: Sync agents look for music that’s pre-cleared for licensing, meaning you have full control over the sync rights (master and publishing).

• You want to generate passive income through licensing: Sync placements can be a great source of revenue for indie artists. If you’re interested in licensing your music for TV shows, movies, or ads, a sync agent can help you navigate these opportunities.

• You’re comfortable with a one-stop deal: Sync agents often prefer to work with artists who can offer one-stop licensing, meaning they have control over both the master recording and the publishing rights. This makes it easier and quicker for the agent to negotiate deals.

Finding a sync agent requires research and patience. You’ll want to look for agents with experience in your genre and a track record of successful placements. Whether it’s exclusive rights or non-exclusive licenses, make sure your sync agent understands your vision and helps you find deals that align with your goals.

DIY Until You’re Ready: Managing Your Career Before Hiring

Not every indie artist is ready to hire a full team from the start, and that’s okay. Many successful artists manage their careers on their own until they reach a point where hiring professional help is a necessity. Here are some ways to manage your career DIY-style:

• Build your brand: Focus on your social media presence and direct-to-fan marketing efforts. Use platforms like Instagram, YouTube, and TikTok to showcase your music and connect with fans.

• Handle your own PR: Reach out to blogs, podcasts, and small media outlets to get your music featured. Developing these relationships early can pay off when you’re ready to hire a publicist.

• Book your own shows: Start with local venues and smaller festivals. Booking your own gigs can help you understand the logistics of touring and grow your fanbase.

• Explore sync opportunities: Sign up for music libraries and licensing platforms that cater to indie artists. These platforms often allow you to submit your sync-ready music for consideration by music supervisors, even without an agent.

As you grow your career and your workload increases, you’ll eventually reach a point where hiring professional help becomes necessary. By building your team with intention and timing, you’ll set yourself up for long-term success.