How to Be a Music Manager in the Streaming Age?

The landscape of the music industry has changed dramatically over the past decade, largely due to the advent of music streaming services. The transition from physical media and digital downloads to streaming platforms has revolutionized the way music is consumed and monetized. For anyone looking to build a career in managing artists, understanding these changes and how to navigate them is crucial.

Understanding Music Streaming Services

Music streaming services such as Spotify, Apple Music, and SoundCloud have become the primary means by which people listen to music. These platforms offer vast libraries of music, allowing users to stream songs and albums on-demand. They also provide playlist curation, personalized recommendations, and social sharing features, fundamentally altering how artists connect with their audiences.

As a music manager, it's essential to be familiar with various streaming platforms. Learn the differences between them, their audience demographics, and how musicians can leverage these services to grow their fanbase. Understanding the monetization models of these services, including subscription fees and advertising revenue, will help you strategize better for your artists.

Importance of Digital Presence

In the streaming era, a strong digital presence is critical. This encompasses social media activity, engaging content, and a comprehensive digital distribution strategy. Platforms such as TikTok, SoundOn, and other social media are instrumental in driving traffic to your artist's music on streaming services. Building relationships with influencers and content creators can further amplify an artist's reach.

1. Building an Online Brand

Help your artists craft a unique online brand. This includes the creation of visually appealing profiles on platforms, consistent posting schedules, and engaging with fans through comments and direct messages. Your role as a manager involves guiding the artist in maintaining a cohesive and authentic digital identity.

2. Utilizing Social Media

Social media platforms like Instagram, TikTok, and Twitter are powerful tools for artists. Regular updates about new releases, behind-the-scenes glimpses, and interactive posts can keep an audience engaged. Trending hashtags and challenges on TikTok can significantly boost a song's popularity.

3. Leveraging Streaming Playlists

Getting songs included in popular playlists on streaming services is one of the most effective ways to increase an artist's visibility. Pitching tracks to playlist curators should be a part of your strategy. Each platform typically has its own submission process, which you should master to maximize success rates.

Networking and Building Relationships

Networking is a cornerstone of any music manager's success. Establish connections with industry professionals, including other managers, producers, DJs, and curators. Attending industry events, conferences, and participating in online forums can expand your professional network. These relationships can open doors to collaboration opportunities, booking gigs, and more.

1. Industry Events and Conferences

Regularly attend music industry events and conferences. These venues provide opportunities to meet key players, learn about industry trends, and showcase your artists. Developing a strong presence at these events can lead to fruitful partnerships and new business opportunities.

2. Online Communities

Join online communities related to music management and the music industry. Platforms like LinkedIn, Reddit, and specialized music forums are good starting points. Engage in discussions, share your insights, and learn from others in the field.

Understanding Royalties and Revenue Streams

In the streaming era, understanding how royalties work is crucial. Streaming services pay artists and rights holders per stream, but the payout rates vary by platform. Familiarize yourself with the revenue models of different streaming services and educate your artists on realistic expectations regarding earnings from streaming.

Diversifying revenue streams is also important. Explore traditional methods like live performances and merchandise sales, as well as newer opportunities like sync licensing for movies, TV shows, and commercials.

1. Streaming Royalties

Each stream on a music platform results in a small payout to the artist. These micro-payments can accumulate significantly if an artist achieves large numbers of streams. Understanding the mechanics of these payments and ensuring proper royalty collection is part of effective music management.

2. Additional Revenue Sources

Besides streaming, consider other revenue opportunities. These include live performances, merchandising, crowdfunding, and fan clubs. Offering exclusive content or experiences can also be a way to increase income and deepen fan relationships.

Career Development and Artist Growth

Your role as a music manager extends beyond immediate success; it's about fostering long-term career growth for your artists. This involves setting goals, planning releases, and ongoing development of their skills and brand.

1. Goal Setting

Work with your artists to set both short-term and long-term goals. Whether it's reaching a streaming milestone, launching a tour, or securing a record deal, having clear objectives will guide your management efforts.

2. Continuous Learning

The music industry is dynamic, and continuous learning is essential. Stay updated on industry trends, new marketing strategies, and emerging platforms. Enroll in courses, attend webinars, and read industry publications to keep your knowledge current.

3. Artist Development

Foster the growth of your artists by encouraging them to develop their craft. This could involve vocal coaching, songwriting workshops, or performance practice. A well-rounded artist is more likely to sustain a successful career.

Registering with a Music Distribution Platform

SoundOn offers a comprehensive suite of services for artists looking to distribute their music globally. By registering as a SoundOn artist, you gain access to powerful tools that help in promoting your music, reaching new fans, and increasing your revenue through strategic distribution across various streaming platforms.

As a music manager, aligning with a robust distribution platform like SoundOn can streamline your efforts, ensuring your artists' music reaches the widest audience possible. This kind of partnership is invaluable in today's digital-dominated music industry.

Conclusion

Becoming a successful music manager in the age of music streaming services involves a multifaceted approach. It requires an understanding of digital platforms, networking skills, knowledge of revenue models, and a commitment to fostering long-term artist growth. With these strategies in place, you'll be well-equipped to navigate the modern music landscape and propel your artists to new heights.