Co-Management and Modern Music Business
Flexible Artist Support for a Changing Industry
Modern solutions for creative independence and career growth
Flexible support has become an essential part of my daily work in today’s music industry. Artists now, more than ever, value the ability to maintain their artistic and economic freedom. They are increasingly aware of their rights, needs, and long-term goals—and this awareness allows them to decide how much external support they actually need, and from whom. This is where co-management comes in.
Co-management offers a dynamic approach, and as long as the collaboration feels meaningful and mutually beneficial, it continues. This adaptability ensures that both the artist and the manager can assess and adjust the partnership as needed.
Rather than locking things in too early, the focus is on taking the next logical step. Short-term actions are aligned with long-term strategies. One of the key advantages of this approach is its adaptability—it can be ended at any time, with no strings attached. This places a healthy responsibility on the manager to continuously demonstrate value.
Artists Know What They Need
And choose their support accordingly
Artists today often know their platforms, their audiences, and their working routines. Their needs are no longer what they were 20 years ago. Instead of relying on traditional structures, artists now select their co-managers or collaborators based on what is genuinely required. This is where personalized support thrives—it adapts to each artist’s unique path and priorities.
My role is to bring industrial knowledge and strategic awareness into that process. I help assess and initiate the desired outcomes while building a supporting online presence and a tailored strategic framework. Some aspects of an artist’s journey unfold naturally, while others benefit from deliberate, experienced input—and that’s where strategic collaboration makes a real difference, especially for artists who already have momentum.
Over the years, I’ve provided similar support and entered into co-management arrangements with artists such as Melba Culp, IRENE, Hanna-Maaria Tuomela, and Annika Nord, to name just a few.
When a Full-Time Manager Isn’t Yet an Option
Mentoring and co-creation can bridge the gap
For early-stage artists, finding a dedicated manager can be difficult—especially before career momentum has built up. In these cases, it can be worthwhile to explore co-management or mentoring as a transitional option. This type of collaboration helps lay the foundation for future partnerships while providing access to professional insight and guidance. Even artists at the beginning of their journeys, when equipped with self-direction and a clear vision, can benefit from this kind of flexible support.
A good example is the collaboration between Jennifer Porter and her label’s executive Dana Packard. We hadn’t planned to work beyond a single meeting. But Jennifer’s story was so compelling that we continued—and through that process, we found more effective ways to increase her visibility and impact. Organic growth, driven by the artist’s own momentum, is often the most sustainable. When an artist is fully booked, immersed in creative work, or focused elsewhere, the management relationship adjusts accordingly. Tasks are divided based on natural strengths—some better suited for the artist, others for the manager.
AI & Artist Management
A practical layer of insight and strategic clarity
Today, AI and artist management go hand in hand. From data-driven audience insights to copyright tracking and strategic planning, AI-based tools are part of my daily workflow. More and more often, the support artists seek relates specifically to the opportunities AI offers—and how those opportunities can be best applied in each artist’s unique context. I offer consultation on how artists and their teams can use AI effectively to build careers, protect rights, and enhance their reach. When used wisely, AI becomes a practical extension of strategic artist support, aiding decision-making without compromising artistic autonomy.
Shared Knowledge & Community
Courses, consulting, and collaboration
In addition to artist support and consulting, I organize music business courses throughout the year for artists, managers, and other industry professionals. These sessions cover everything from strategic planning and copyright to international market access and the practical use of AI in the creative industry.
And don’t forget The Art of Music Business Management – For Artists & Managers. The book provides a comprehensive foundation for many of the ideas and practices described above.
