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How has the role of artist management evolved over the past few decades in response to changes in the music industry?

Bethann Midlane

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The role of artist management has undergone significant changes over the past few decades in response to the dramatic shifts in the music industry. With the advent of digital technology, the way people consume music has changed, causing a ripple effect that has impacted the traditional roles of artists, managers, and record labels.

In the past, artist managers played a key role in the development of an artist's career, handling everything from scheduling gigs to negotiating contracts. However, the rise of digital music platforms like Spotify, YouTube, and SoundCloud has led to a democratization of the industry, which has made it easier than ever for artists to distribute and promote their music without the help of a traditional label or manager.

As a result, artist managers have had to adapt their role to remain relevant in the new music landscape. Rather than acting as gatekeepers to the industry, managers now need to be savvy marketers and social media experts, helping their artists to build their brands and engage with fans online. They also need to be proactive in finding new revenue streams, such as licensing deals and brand partnerships, to supplement the income generated from traditional sources like touring and record sales.

One of the biggest challenges facing artist managers today is the sheer volume of music being released on a daily basis. With so many artists vying for attention, it has become increasingly difficult to break through the noise and stand out from the crowd. As a result, managers need to be strategic in their approach, carefully targeting specific audiences and using data analysis to inform decisions about marketing and promotion.

Another key trend in the evolution of artist management is the rise of DIY culture. As more and more artists take control of their own careers, managers are being forced to play a more supportive role, providing guidance and advice rather than taking on the day-to-day responsibilities of running an artist's career. This trend has also led to the emergence of new types of management services, such as artist co-op models that give artists more control over their own careers while still providing the benefits of working with a professional team.

Overall, the evolution of the music industry has had a profound impact on the role of artist management. While the traditional responsibilities of scheduling gigs and negotiating contracts are still important, managers now need to be creative problem-solvers, social media experts, and data analysts if they want to stay relevant in the rapidly changing landscape of the music industry. By adapting to these new trends, managers can help their artists succeed in the face of unprecedented competition and uncertainty.