Artist Management for the Music Business

The Roadmap to Managing Your Own Music Career or Becoming a Professional Manager
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Instructed by Christopher Palmer Music / Other
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  • Lectures 46
  • Length 16.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 1/2016 English

Course Description

What Will You Learn in the Artist Management OnLine Course?

In this course you will learn how a successful manager answers and then deals with these issues every day:

  • Who are the decision makers in the music industry?
  • What are the key points to negotiate in an artist management contract?
  • How will a business manager support an artist’s career?
  • How does a manager earn their money?
  • What are the negotiating points in a record label contract?
  • How do I interest a booking agent in my artist?
  • What do corporate sponsors look for when partnering with an artist?
  • What is negotiable in a 360° record label deal?
  • What are the fundamental issues in an artist rider?
  • What elements define an artist’s brand?
  • What issues should I look for when negotiating a live performance contract?
  • How will an attorney contribute to an artist’s team?

Comprehensive Learning Experience

The elements of this Artist Management course are authored and presented by experienced professionals in the music industry that also have years of academic experience at the graduate and undergraduate level, teaching the music business.

Tested and Trusted

This original class material has been taught in graduate and undergraduate music business degree programs accredited by The National Association of Schools of Music. The course objectives and learning outcomes for this course were designed to comply with the Southern Association of Colleges and Schools guidelines.

What are the requirements?

  • You should have a basic understanding of music business terminology
  • The course is designed to study at your own pace, in any order you choose
  • You have the talent, now learn the business!

What am I going to get from this course?

  • Negotiate all the key points in 360° Recording Contract
  • Negotiate the specific details in a live performance contract
  • Create a technical and hospitality rider for an artist or touring musician
  • Advance the performer's career by effectively directing all team members involved

Who is the target audience?

  • Independent artists seeking professional management
  • Aspiring artist managers learning the job responsibilities and areas of expertise
  • Songwriters, musicians, entertainers, managers, industry pros can all benefit

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction to Artist Management in the Music Business
The Artist Management for the Music Business Online Course is a self study program designed for those interested in a music management career or artists interested in managing their own business affairs.

Artist managers work to exploit the artist’s talents and help them build a strong and sustainable career.

This lecture helps the student see the many facets of the music industry, how the industry is evolving and how their understanding of the business can aid an artist's career.


This presentation examines the four basic principals of management and demonstrates how these will apply to the students work with an artist or their own career in the music business.

Building and maintaining a strong network of relationships in the music industry strengthens your ability to create and discover opportunities for an artist that you are managing. This segment will identify skills, opportunities and organizations that can help you build your music business career for yourself and your clients.
Artist Management Primer - Self Evaluation Quiz
6 questions
Section 2: Working as an Artist Manager: Where to begin
Technological, economic, political, social and cultural factors will shift and change the business environment in which we work. Students will identify the changes in the entertainment industry to aid in their planning for their clients career.

This presentation describes what education is required to build a career in artist management. Students will learn what resources and paths that can follow to build their artist management career.

Understanding your environment and knowing your business will aid your ability to make decisions with confidence and build your management skills. This lecture gives an overview of the work of a artist manager and will help the student build an understanding of the business environment in which they will work,

Successful managers understand the power of money, gate-keeper access and the value in their body of work. Students will develop an understanding of how to build their personal resources for success.

Working as an artist manager
5 questions
Section 3: Entrepreneurship and Basic Money Management for the Manager and the Artist
In your leadership role as manager, where you take an artist and your organization will be determined by your vision for the future; what are your goals and your values.

Students will realize the value in building a financial plan for their business.

Entrepreneurship and Basic Money Management
5 questions
Section 4: Artist Development: Preparing the Artist to Be Managed

This lecture describes the value of the artist development process. Students will learn the steps to developing an artist for a successful career in the music business.

Artist Development, Preparing to be Managed
5 questions
Section 5: Lessons in Artist Management
20 pages

This chapter provides some historical background on several successful artist managers. Students will discover how professionals have developed their businesses and how their own creativity may be their greatest asset.

Lessons Learned From Experienced Artist Management
5 questions
Section 6: The Artist Management Contract

This lecture looks at key provisions of a typical management contract and shows how these points guide the decision process for those involved. Students will demonstrate their knowledge of key issues in a management contract and how they impact the manager and their clients.

The Artist Management Contract
6 questions
Section 7: A Primer for Artist and Talent Managers
One of the mangers main functions is to work with the artist, distill their career objectives and set achievable goals for the artist and organization.

In this presentation, students will learn some of the steps necessary to achieve the goals they have established for themselves and their artist.

Primer for the Artist Manager
5 questions
Section 8: Branding and Artist Development

This lecture details artist development and building a brand. Students will discover the components of an artist's brand and how the various elements collective build brand equity.


This presentation examines how branding mistakes can harm brand equity. Students will learn how simple tasks, like updating your web site, can keep fans engaged and help to build fans.


This presentation examines the key players that work with an artist or band and what role they each play in the organization. You will discover how critical the manager is to the artist and how they work with the business manager.


This presentation looks at building the team of professionals around an artist. Following this lecture, you will see how the booking agent, tour manager, business manager and attorney all work together and how the manager directs the team.


This lecture continues to examine the artist team. A publicist, multi-media manage and in-house promotion representative can broaden an artist's team capabilities. Students will discover the diversity of roles within an artist management team and how they work within all aspects of an artist career.

Branding and Artist Development
10 questions
Section 9: The Business of Live Performance and Touring

An introductory discussion about the live entertainment environment. This lecture provides an overview of some of the major issues that artist and managers deal with when touring and performing live.


This lecture examines live performance revenue and ticket sales. The Boxscore is introduced and explains how ticket sales, touring revenue and venue data provide a road map of the live performance music industry.


This segment demonstrates the value of live performance for an artist creative and financial growth and development. You will discover how the various team members work together to build a live performance career for an artist.


Every artist or band wants a booking agent to get them work. This presentation examines what a booking agent is looking for in an artist and the steps an artist and manager can take to develop interest from a booking agent.

Performing live and developing a performance career can still be pursued as a DIY or “do it yourself” endeavor.

This lecture provides guidelines for building a live performance career for a do-it-yourself artist organization.


The details of DIY touring is examined. The steps to developing a successful DIY live performance career is detailed.

As the agent works with the artist team on planning and executing a tour, the agency must also safeguard their working relationship with the network of venues and talent buyers

This presentation examines the dynamic relationship between the booking agent and the concert promoter and how this impacts the artist and the manager.


This presentation describes how a booking agent secures dates for an artist. You will see how a booking agent connects with concert promoters and talent buyers and how the booking process develops through to a paid date.


An artist rider is examined in detail. Students will discover the value of the artist rider to the management team and how it is used by the talent buyer and booking agent.

A close examination of a live performance contract. The critical points of a live performance contract are reviewed and suggestions on how an artist and manager would negotiate these points are examined.

What role the record label plays in an artist tour is examined. Students will discover the value of a record labels marketing team and how a manager can work with the label to build the artist's live performance business and ultimately sell more tickets.


This segment examines the diversity of talent buyers. You will discover how a concert promoter and other talent buyers differ and how that can benefit an artist and manager as they develop a live performance career plan.


Concert tickets are examined in detail. Where the money goes and what role an artist and manager have on tickets and ticket prices is examined.


Corporate sponsorship is now a major financial partner in live music. This presentation reveals what sponsors are looking for and what motivates them to get involved with a tour.


The opportunity to tour internationally has never been greater for working musicians. In this presentation, students will discover some of the important details that an artist and management must consider when developing an international touring plan.


Live concerts, festivals and music venues often use union labor. This segment examines the various labor organizations in live entertainment and what an artist manager should know to strengthen their business.

The Business of Live Performance and Touring
20 questions
Section 10: Songwriting and Copyright

Songwriting and be a very valuable asset for an artist. This presentations examines some details of copyright and describes how a publisher and performing rights organization can become vital parts of an artist team and business.

Songwriting and Copyright
5 questions
Section 11: Recordings and Record Label Contracts

Making records is one of the main goals for many artist. Building a successful recording career for an artist will require the manager to have an understanding of record labels function and how an artist can work with the label for mutual benefit.


When negotiating a record contract with the label, there are multiple things you will negotiate. This lecture goes through these in detail.

When negotiating a record contract with the label, there are multiple things you will negotiate. This lecture continues the discussion on recording contracts and goes through additional points to negotiate.


360° record deals are the latest trends. This segment looks closely at the negotiated points in a 360° deal and how they will impact an artist.

5 questions

Recordings and Record Label Contracts

Section 12: Doing Business for The Artist

How to prepare for a business meeting when representing an artist. This presentation examines the value of preparation for business meetings and a manager can strengthen there negotiating position by being preapred and professional.


This presentation discusses business ethics in the entertainment industry. The presentation reveals real-world ethical issues that have arisen in the music business and how they can impact peoples lives and welfare.

Doing Business for the Artist
3 questions
Section 13: Developing and Implementing a Marketing Plan in the Music Business

How to develop a career plan for an artist is the focus of this segment. Working with all the creative output of the artist's talent, a manager must develop a career plan that maximizes the output and earning potential of each talent and asset.


Marketing is defined and the role of an artist manager in developing a marketing plan for an artist is examined. The artist manager will be a leading force in the marketing campaigns designed and implemented by the artist team, concert promoters and the record label.


How to develop a comprehensive marketing program is discussed in detail. This presentation will provide the details for developing swot analysis, establishing realistic and achievable goals and defining your target market.


The marketing mix is examined in detail. Determine the product, price, placement and promotion in your marketing campaign is examined and how each of these impact an artist in the music business is discussed.


How you communicate to your target market is key to success in the music business. Your marketing campaign will communicate with tools that are owned, earned and purchased. Each are examined in detail in this presentation.

Developing and Implementing a Marketing Plan
10 questions

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Instructor Biography

Christopher Palmer, Professor and Music Industry Veteran

Christopher Palmer is an Adjunct Professor for Frost Online at the University of Miami where he teaches and mentors graduate students about the live entertainment industry. He holds a B.B.A and an M.B.A. from Belmont University and recently concluded his service as the managing partner for the jazz/gospel a cappella group Take 6, overseeing their worldwide recording and touring affairs.

Prior to his career in artist management, Christopher worked with Warner Bros. Records for over 20 years, based in both the Nashville and Burbank offices. As vice president of Warner's Progressive Music from 1990-2000, he was responsible for introducing and marketing such artists as Mark O'Connor, Bela Fleck and the Flecktones, Beth Nielsen Chapman, Take 6 and Jeff Foxworthy. Highlights for the Progressive Music department included Grammy Award wins for Take 6, a number one jazz album for Bela Fleck and the Flecktones, an airplay award from Billboard Magazine for Beth Nielsen Chapman and a multi-platinum award for Jeff Foxworthy’s debut release. Later, as general manager and senior vice president of marketing for Warner Nashville, Palmer would oversee releases such as "Breathe" by Faith Hill, selling over eight million units, and introduce new artists such as Blake Shelton, Trick Pony, and Big & Rich.

In 20 14, Christopher created and implemented two of The Frost School of Music’s inaugural on-line classes, MMI 543: Marketing and Promotion in the Music Industry and MMI 543: Tour Management and Event Production in the Live Entertainment Industry. Before assuming his roll as online faculty, he served as the Associate Professor and Program Director for the Arts Presenting and Live Entertainment Management graduate program in the Frost School, on the Coral Gables campus. Prior to his tenure in Miami he was the director of Music Business at Murray State University, in Murray, Kentucky. Christopher is a Leadership Music alum, a member of the National Academy of Recording Arts and Sciences, Music and Entertainment Industry Educators Association and has years of membership activity in the Country Music Association, Association of Performing Arts Presenters, International Association of Jazz Educators, Gospel Music Association, Americana Music Association and served on the board of directors for the Academy of Country Music . He currently lives with his wife Pamela in Mobile, Alabama.

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