At the core of the music industries is the artist. There are thousands of aspiring performers yet only a handful can be truly successful. What propels one artist where others fail? Talent? Originality? Ambition? Or pro-active, well-informed career management? Professional management of the artist's career is critical to their eventual and sustained success, and managers are a pivotal and understudied part of the music industries, central to all the activities within them. In recent years, the role has changed dramatically. AI, online resources and platforms, streaming and social media have opened doors for the self-managing artist as well as the astute professional music manager. In many instances, managers have assumed roles vacated by record companies meaning that their responsibilities have multiplied as potential sources of income have shrunk. This book addresses these issues and others as it supports and guides those wishing to work in artist development or the management of their own career.
