In the music industry, talent alone isn’t enough. Artists need vision, strategy, and a champion who can open doors. That’s where music managers come in — but there’s a critical principle too few managers embrace: you should only invest in artists worth pitching.
The Role of a Music Manager
A music manager is more than a supporter; they’re a connector, strategist, and advocate. Their job is to:Identify opportunities in the industry
Negotiate deals and partnerships
Help artists build a brand and audience
Guide career decisions with a long-term perspective
But here’s the reality: time and effort are finite. Every hour spent on an artist is an hour not spent on another potentially breakthrough act.
The Pitch Test
The simplest way to evaluate an artist is to see if they’re worth pitching:
1. Would you be excited to present this artist to a label, producer, or brand?
2. Do they have the talent, work ethic, and uniqueness to succeed in a competitive market?
3. Would you personally vouch for them if your reputation were on the line?
If the answer to any of these is “no,” that’s a clear signal: don’t take the artist on. Managers shouldn’t get involved just because someone asks — passion and potential must exist.
Why This Matters
Managers who bypass this principle often:
Waste time and resources on artists unlikely to succeed
Dilute their own credibility in the industry
Risk burnout by spreading themselves too thinConversely, managers who only take on artists they believe in enough to pitch naturally cultivate:
A stronger, more credible roster
Higher-quality opportunities for each artist
A reputation as someone who consistently works with talent that’s industry-ready
The Tough Love Approach
It may feel harsh to tell an aspiring artist “I can’t work with you,” but honesty is ultimately more beneficial. Artists deserve guidance and clarity, not false hope. The industry is brutal, and protecting your time while guiding theirs responsibly is a form of respect — for both parties.
A good manager knows when to say yes to an artist worth championing and no to one who isn’t ready, ensuring that every effort can have meaningful impact.
Being a music manager isn’t about collecting names or keeping everyone happy. It’s about curating talent, investing wisely, and amplifying artists who truly deserve the spotlight.If you can’t confidently pitch the artist and put your reputation behind them, you shouldn’t take them on. In music, as in life, focus and discernment create success far more than spreading yourself too thin ever could.