Managers and Publicists

What a Manager Does

• A manager runs the business side of your music: planning releases and tours, dealing with labels, agents and publishers, and handling the money.
• Unless you agree otherwise, a manager usually looks after everything you do in entertainment, not only the music.
• Most acts manage themselves for a long time. A manager takes a share of what you earn, so they look for acts that already earn.

Source: Arts Law and Simpsons Solicitors, management agreement fact sheet.

The Deal

• Commission is usually 10 to 20% of your gross income. Check what comes off before the commission is worked out, such as recording costs, tour support and venue costs.
• Agreements often run three or four years, with options to extend that depend on results like a record deal or an income target.
• After the agreement ends, the manager often keeps a smaller share of income from work done during it for two to five years, going down each year.
• A key-person clause lets you leave if the person you signed with leaves the company.
• Ask for limits on what the manager can spend without asking you, and for your money to be held in a trust account.

Source: AMIN legal pack, free from Arts Law and Simpsons Solicitors.

Your Rights in NSW

• Managers don't need a licence in NSW, but they must follow the Entertainment Industry Act.
• A manager can charge more than the fee caps on agents only through a written managerial agreement that you've agreed to.
• Every management agreement has a three-day cooling-off period, ending at 5pm on the third business day. You can end it in writing in that time.
• A manager can't charge you to join, audition or stay on their books.
• Money they hold for you must go into a trust account in NSW and be paid to you within 14 days.
• Complaints go to NSW Fair Trading on 13 32 20.

Source: NSW Government, entertainment industry managerial agreement checklist.

Finding a Manager

The Association of Artist Managers keeps a public list of its members. Few Sydney management companies say how to approach them. These do.

Some companies that call themselves artist development sell masterclasses, mentoring or release packages. That is a service you pay for up front, which is a different arrangement from a manager on commission.

What a Publicist Does

• A publicist pitches your release to writers and outlets for reviews, interviews, features and premieres.
• A radio plugger pitches your songs and interviews to stations. Radio servicing is simply sending the track to stations digitally.
• Campaigns usually run four to eight weeks around a release. Start tour publicity six to eight weeks before the first date.
• Spotify's advice is to hire one once local press and some websites already cover you and you're aiming wider.

Source: Spotify for Artists, hiring a publicist.

What PR Costs

Most publicists quote per campaign. These publish their prices.

The Sound NSW Recording, Content and Promotion grants can pay for publicity on a second or later release. Rounds are listed on the Grants page.

Publicists Who Work with Independent Acts

Red Flags

• A publicist who promises coverage in a particular outlet. Nobody can guarantee what an editor will run.
• Paying for guaranteed playlist spots or streams. It's against Spotify's rules, the streams earn nothing, and your song can be taken down.
• A fee to join a manager's roster or to be considered. NSW law bans joining and retention fees for managers.

Source: Spotify, third-party services that guarantee streams.

Doing It Yourself

• Put your release on Amrap, where community radio presenters find new Australian music. It's free for music released in the last twelve months.
• Pitch community radio interviews two weeks to a month before a gig or release, with streaming links. Don't attach files.
• MusicNSW has a free media contact list template.
• Pitch to Spotify's editors through Spotify for Artists at least seven days before release.
• Outlets that take releases are on the Music Press page, and stations on the Radio page.