Imagine you are talented, young and ambitious; moreover you have literally spent your whole life day dreaming about becoming rich and famous, making it big in the music industry and being adored by millions of fans across the globe. First step, you  need a manager or consultant to take care of your brand, one who probably thinks as big as you do. More importantly, you need someone who knows theirs and out of how to be a success story in the music industry.

As a musician, you may know how to create a good single with a nice beat thus coming with  dope music.Only thing is, that’s just a fraction of the equation for success in the music industry. As an artist, you need someone who can provide you with the direction and be your advisor. Someone who has a connection of influences in media, a network of musical influences and industry stakeholders to listen to your project or attend your performances or live concert.

From my experience, here’s a list of some of the qualities you need in a talent manager or talent consultant:

Let’s be honest, not all musicians have the right skills to be business people. Some cannot balance between their art, unless they want to spend years learning about the music business or constantly try to up keep with the new changes in the music industry, as an artist you would definitely need a manager who’s main objectives should be to take care of the other nitty gritties for you and that you can mainly focus on making music and building artistic relationships.


(1) Organization

In the music, it is very important to have a solid backing from an entity or organisation before you are able to get into the music business. This support system that even your fans may not know of accounts for 70% of how you manage your music brand ; these include managers, financial controllers, promoters, A& R agents,  tour crew, etc., and that’s just how it should be. Most of the duties and responsibilities of your team members cannot all be undertaken by one individual. You need an organisation like a record label that works behind the scenes for you to ensure that you can do what you do best–making amazing music and performing at shows.

(2) Contacts

In this industry you need to know the right media outlets, network of people or have the P.R relationships,otherwise it is pretty difficult to get your music out there. Most deals in the music business are usually done the same any other business and their executives work- mainly with people they know and trust. You can actually think about it like this, why does great music never get heard on the airwaves and this is basically why – the contacts you have in media. All you need is a manager who knows how the game world and allow the system to work for you.

(3) Support

As an artist, you definitely need a manager who believes in YOU, especially in what you are doing musically and to pay special attention to your growth and development as an artist in the industry. This means you need someone who will support you by any means and go the extra mile to make sure whatever you need to hold your creativity id there while also helping you regulate a balance between your vision and putting out content that your audience will appreciate.

(4) Motivation.

Truth be told, even the most successful artists and bands in the industry more than occasionally need someone to be there for them to provide encouragement when the ups and downs of the music business is an influx. Contrary to popular belief, the music business is not easy especially in Kenya – being successful demands a lot of sacrifice and takes a lot of work to achieve. Even those who do work really hard more than often require an extra helping hand and a good a manager should provide this..

(5) Straight Talk.

To be honest, everyone in the world at some point has buttons that can be pushed and especially musicians can be temperamental when it comes to not stroking their egos. Look at Kanye West. Therefore, most artists mainly need a manager who they can trust and confide in. A manager needs to look out for your best interest at heart and needs to provide the advice, especially when times are tough.

(6) Learning the business.

Even if you do not want a manager to handle all of the business, you  will need a consultant to advise and through issues like understanding publishing  contracts, agreements or recording deals, how to market your music to Radio, TV or any other media, or how to get international shows or tour.

(7) Expense Streams.

As an artist, your music is your brand and if you do not treat your brand like a business, you’re chances of succeeding are almost zero to none. A management team will help you manage your expenses, make sure you are not spending more than you’re making and ensure your music profits you. A fundamental part of building your brand like any other business is managing your expenses.

(8) Income Streams.

In the industry, everybody desires to have a rockstar lifestyle, be it the money, the image, the fame or the success. While it may be very frustrating to come up with a hit record, there are plenty of other ways you can earn an income as an artist. A manager will help you realise what your income streams may be and what you have never thought of, how to gain more exposure for your music and what you need to do to win in the music industry.