Too many artists believe a manager will solve their problems, when in reality what they need is momentum. Management comes after results, not before. Learn the real steps that attract serious managers and why building traction first is the smartest move for your career.
Momentum Before Management: The Step Too Many Artists Skip
Every week I hear from artists saying, “I just need a manager.” Nine times out of ten, what they actually need is momentum. This is one of the most common traps in the music industry. Management feels like a shortcut or a stamp of validation, but the reality is very different.
Why Artists Confuse Management With Promotion
For many artists, the idea of having a manager feels like the answer to every challenge. In their mind, a manager is someone who will get them on radio, land interviews, secure shows, and handle the business. But what they are really describing is promotion and development, not management. A manager does not create those opportunities out of thin air. A manager steps in when an artist is already creating momentum, then builds on it by negotiating deals, expanding partnerships, and scaling what already works.
What Momentum Really Looks Like
Momentum is not just having one good song or a few likes on social media. It is consistent activity that shows growth. It could be streaming numbers moving upward because of playlist placements, or local shows that are attracting bigger audiences each time. It might be coverage in respected blogs or podcasts, or a growing fanbase that engages with every release. Momentum is proof that there is something to manage.
The Misstep of Skipping Steps
Too many artists want to leap straight into management before they have created enough momentum on their own. When this happens, the relationship almost always ends in frustration. The artist feels like the manager is not delivering, and the manager feels like there is nothing to work with. Both sides lose because the timing was off. Skipping steps wastes valuable energy that could have been spent building the foundation.
What Artists Can Do First
Before looking for a manager, focus on building your own platform. Record and release music consistently. Develop your image and brand so people know what you stand for. Invest in professional photos, a strong social media presence, and visuals that match the quality of your sound. Work with PR teams and promotional campaigns to gain visibility in press, playlists, and radio. These steps create the traction that eventually makes management both attractive and effective.
Momentum Attracts Management
The fastest way to get management is to make yourself unignorable. When you have built real movement with your music, managers will notice you. They will see your name coming up in press, in playlists, and in conversations. They will recognize that you have a growing audience and that you are serious about your career. That is when management becomes a conversation worth having, because the timing is right for both sides.
Final Word
Not being ready for management does not mean you have failed. It means you are still in the building phase of your journey, and that is where most successful artists begin. The important thing is to recognize the difference between management and promotion. Managers do not build careers from scratch. They scale what already exists. Your job now is to create momentum strong enough that a manager cannot ignore it.
You do not need a manager to be taken seriously. You need results that will make managers line up to take you seriously. Focus on building momentum first, and management will follow naturally when the time is right.
Written by Dr. Christopher Starr
CEO, CSP Music Group