Artist Management


Authored by George Howard


Course Code: OMBUS-235

January semester enrollment closes today at 5 PM ET!

Level 2

Level 2

3-Credit Tuition


Non-Credit Tuition


Behind the scenes of any great artist is a great manager working to create a great brand. This course explores the role and importance of an artist manager, what they do, and how they impact the career of the artist and their brand. The course begins with the basics: why an artist needs a manager, the keys to finding the right partner, and a typical management contract. From there, you'll cover the details of planning an artist's career, money management, and what to do when things go wrong. You'll also examine the principles of leadership dynamics and motivation in order to focus and empower current and potential managers.

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Upon successful completion of this course, aspiring managers will have the tools to embark on managing artists' careers, and artists will better understand the critical importance of choosing the right manager, what they do, and how it will impact their potential and career. This course is designed to help those interested in a career in artist management, current managers attempting to improve and grow their business, self-managed artists who want to take control of their careers, record label owners looking to improve their effectiveness in dealing with their artist managers, and anyone passionate about music seeking to gain entrée into the business.

The course also contains detailed information and first hand accounts from managers who have represented artists such as:

Liz Phair, J.J. Cale, Robert Cray, John Lee Hooker, Throwing Muses / Kristen Hersh, John Hiatt, Motion City Soundtracks and Boston

By the end of the course, you will be able to:

  • Implement key methods for success in management, whether you are interested in managing other artists or are a self-managed artist
  • Create innovative, values-based strategic plans to increase the chances of success for the artists with whom you work
  • Understand the important contractual and financial documents required in artist management
  • Identify artists at various stages of their careers who are good candidates for your management venture
  • Present concrete strategies to your artists in order to help accelerate their growth
  • Utilize your strategic core document—which you will create in the course—to guide you to success in the management field
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Overview Syllabus Requirements Instructors Related Music Career Roles
This course has reached capacity for this term. Many of our other courses remain open. Please call our academic advisors at 1-866-BERKLEE (U.S.) or +1-617-747-2146 (Int'l) to learn more.
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Lesson 1: Artist Management Basics

  • The Artist as a Brand
  • What Is an Artist Manager and What Do They Do?
  • Why an Artist Needs a Good Manager and When They Need One
  • Being Your Own Manager
  • Artist/Manager Relationship
  • Creating Success

Lesson 2: Finding the Right Partner

  • Mutual Goals
  • Trust, Understanding, and Communication
  • Artist Perspective
  • Manager Perspective

Lesson 3: The Management Contract

  • Term
  • Money Flow
  • Variables
  • Contract Forms and Issues
  • Post-Term Considerations

Lesson 4: Building a Musician Business

  • You Don't Need a Manager If You Don't Want to Make Money
  • Business Entities—Sole Proprietor, Partnerships, Corporations
  • Building a Team
  • Principals of Good Business Management

Lesson 5: Making Money in Music (Quick Overview)

  • Licensing
  • Touring/Performing/Merchandise
  • Recording/Distribution

Lesson 6: Harnessing Technology Across the Musician Business

  • Aligning Technology with Your Core Principles
  • The Brave New World
  • Leveraging New Technology to Expand Your Marketing Strategy

Lesson 7: Planning an Artist's Career

  • Assessing the Artist
  • The Artist Brand
  • Creating a Strategy
  • Setting Milestones
  • Budgeting
  • The Plan

Lesson 8: Launching and Developing an Artist

  • Creating a Culture of Discipline to Successfully Launch and Develop an Artist
  • Passion and Innovation: The Secret ingredients in Artist Development
  • Strategic Concepts to Launch and Develop an Artist

Lesson 9: Marketing and Publicity

  • Why the Manager Is the Chief Marketing Officer
  • Branding the Artist
  • Connecting with Fans
  • Leveraging Your Partners
  • Sponsorships, Joint Ventures, Partnerships
  • Creative Self-Promotion

Lesson 10: Money Management

  • Business Management
  • Finance Basics
  • Secrets to Getting Paid
  • Keeping Your Money

Lesson 11: What to Do When Things Go Wrong and How to Avoid Problems

  • Potential Conflicts in the Business and What Can Be Done
  • Case Studies

Lesson 12: Evaluating Team Progress

  • Measuring Success and Progress/Milestones
  • Coping with Success
  • Artist/Manager Relationship Over Time
  • Checklist for a Successful Relationship


Prerequisites and Course-Specific Requirements 

This course does not have any prerequisites.

Required Textbook(s)

General Course Requirements

Below are the minimum requirements to access the course environment and participate in live chats. Please make sure to also check the Prerequisites and Course-Specific Requirements section above, and ensure your computer meets or exceeds the minimum system requirements for all software needed for your course. 

Mac Users

PC Users

All Users

  • Latest version of  Google Chrome
  • Zoom meeting software (available in the course when joining your first chat)
  • Webcam
  • Speakers or headphones
  • External or internal Microphone
  • Broadband Internet connection




George Howard is the founder of GHS, which advises a wide-range of clients on how to integrate technology with strategy in order to increase awareness and revenue. A partial list of clients includes: Intel, National Public Radio, CVS/pharmacy, Easter Seals, Alticor/Amway, Ora, Inc., Townsend Energy, Comstar, Monegraph, Composer Mark Isham, Snowbird Ski and Summer Resort, Wolfgang's Vault, Brown University, Paste Magazine, The Estate of the Platters, Rednote, and Daytrotter.

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Additionally, George is the Co-Founder of Music Audience Exchange. Prior to this, he was the President of Rykodisc (the world’s largest independent record label), manager of Carly Simon, and original co-founder of TuneCore (the world’s largest independent music distributor).

George is an Associate Professor of Management at Berklee College of Music and Brown University where he teaches courses in entrepreneurship, marketing, copyright law, and leadership. He is the 2014 recipient of the Dean’s Award for Teaching Excellence.

George is a columnist for Forbes and a frequent contributor to the New York Times and numerous other publications. Mr. Howard holds an MA, MBA, and JD. Read Less



Montserrat (“Montse”) Andrée Carty has worked in various areas of the music industry: artist relations, programming, and global marketing for music companies including Sony Music Entertainment, Pandora Media, and a few non-profits (including the San Francisco Symphony, Boston Ballet and Take Note Colorado). She has also worked in artist management – both as an independent manager and as a Day-to-Day for a management company. She recently worked for Amazon’s Goodreads and is currently the Events Manager for CD Baby’s DIY Musician Conferences, in the US and Spain. She also mentors music business students, manages singer/songwriter Misty Boyce (Lord Huron, Sara Barielles)’s solo career, and is the host of the bi-weekly podcast “Musings of the Artist”, where she interviews musicians, writers, and other artists. Montse received her B.M. from Berklee College of Music and M.S. from Boston University.



Jon Bonci has an extensive and varied career that spans music publishing, video production, television, and education. He has been the Creative Director, East Coast for BMG Music Publishing, Creative Manager at Warner/Chappell Music Publishing, managing the licensing and creative roles for Shapiro Bernstein & Co., Inc., and currently Music Director at ESPN. He has also worked as a producer, videographer, and editor for his own video production company, as well as taking the role of Executive Director for Local TV in Easthampton, NY , overseeing the public, education, and government access channels there. With a Bachelor of Arts in Music from SUNY Oswego and a Master of Science in Elementary Education from Lehman College, Jon has also taught elementary school as both a teaching assistant and substitute teacher.



Jay Coyle is the founder and "Music Geek" at the digital marketing firm, Music Geek Services. His company provides artist services for the music industry and has been a Topspin-certified marketer since 2009. Built upon a life-long omnivorous obsession with marketing bands and mixing in equal parts of knowledge gained from an advertising-focused Journalism degree at the University of Georgia along with his skills running a Marketing consultancy for 5 years in Atlanta, Music Geek Services was finally created in 2008 immediately after Jay left a marketing position at the EMI CMG label in Nashville.

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Jay's first project under the Music Geek moniker was doing work as band archivist and label product manager for Canadian music veterans, Barenaked Ladies. Since then, Jay has worn a lot of hats including sales, marketing, artist development, business development, tour management, and product management. Jay is currently working with Sloan, the Presidents of the United States of America, Jars of Clay, and Carbon Leaf. Jay's core focus is to help further the careers of artists while partnering with them in a "D.I.Y. +" sort of way to have long-lasting and fan-focused careers. Read Less


Contact our Academic Advisors by phone at 1-866-BERKLEE (U.S.), 1-617-747-2146 (INT'L), or by email at

We can also answer basic questions in the comments below. Please note that all comments are public.


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This course has reached capacity for this term. Many of our other courses remain open. Please call our academic advisors at 1-866-BERKLEE (U.S.) or +1-617-747-2146 (Int'l) to learn more.