Coaching and mentoring will become common

Bengal Cats sitting on Garden Table

In the past, record labels and artist managers primarily handled coaching and mentoring of artists. Today, we see the growth of mentors and coaches working directly with independent artists. Much like business mentors, these people help artists to understand their audience, focus their music, coordinate larger multi-part projects (such as major launches and tours) and clarify strategic direction.

Traditionally, artist managers are paid 15%-25% of the artist’s gross revenue. This arrangement makes sense for artists who are already producing enough income to earn a living. Artists at the beginning of their careers, however, are not usually earning enough to attract a manager (unless the manager is either themself a beginner or otherwise sees significant potential in the artist).

Artist mentors and coaches, however, charge up front and allow artists to exercise much more flexibility in what assistance they solicit, from whom and at what frequency.