There are now more ways than ever for an artist to connect with audiences, and to make money doing it – exactly the kind of complex task that many artists look to a manager to help them with. So how do forward-thinking managers help artists connect with their audience, strike innovative deals, and make money in new ways? Joe Sparrow talks to three young managers who are all navigating this new landscape to find out what they have learned:
• Sarah, Muise Management – who works with Shygirl, LYZZA, Butch, Lou Hayter & Delilah Holliday.
• "T" Oyelola, Black Grape Global - who works with YolandDa Brown, Genevieve Dawson, Annastasia Baker.
• Ben Price - Harbourside Music Management - works with Viktoria Modesta , Lachi and Lucy May Walker.
Sarah, T and Ben are all members of Music Managers Forum's Accelerator Programme - an initiative they set up in 2019 with support from YouTube Music, Arts Council England and Creative Scotland, helping upcoming managers to become sustainable businesses.
We’ve been speaking about the “third pillar” of income for artists for a while now: a substantial stream of income that sits alongside the traditional duo of live performance and recorded income, and is composed of a unique mix of income streams for every artist. For instance: an artist could make money from Twitch streams, a “super-fanclub” on Patreon, a closely-aligned and long-term brand partnership, or a podcast.
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