Flexible artist support

Co-management has become an essential part of my daily routines, offering great flexibility, especially in today’s music industry. Artists, now more than ever, embrace co-management as it allows them to maintain their artistic and economic freedom. They’re aware of their rights, needs, and goals, which reflect their growing self-awareness. This awareness enables them to assess how much external help they need and from whom.

Rather than locking things in too early, we focus on taking the next logical step, aligning short-term actions with long-term goals. One of the great advantages of co-management is its flexibility—it can be ended at any time, with no strings attached. This puts the responsibility on the manager to consistently demonstrate value. The artist can continue as long as the collaboration feels right and is mutually beneficial.

The liaison between artist and manager is regular and often does not differ from traditional artist management—except for one key element. The artist knows their platform, their audience, and their routines. Some things evolve naturally, but others require support and a fresh perspective. This is where co-management excels, especially for artists with established careers. For those just starting, traditional management may be more beneficial, as early-stage artists often need more hands-on resources, expertise, and connections.

However, even for emerging artists with sufficient knowledge and resources, co-management can still work. They have the ability to evaluate the relationship and adapt if necessary. If the collaboration proves successful, they may transition to traditional management or continue co-managing, depending on their evolving goals. Artists who seek more comprehensive support generally require a dedicated manager, while co-management can be ideal for those preferring an organic, less structured approach.

For me, co-management is highly personalized, especially now. The support I offer is tailored to the artist’s needs, and multiple tasks can be managed simultaneously without compromising quality. This flexibility enables me to continue with my writing, lecturing, and my passion for artist management. Many of the artists I work with don’t require constant day-to-day management, which makes co-management a great fit. However, if a more hands-on approach is needed, I may not be the best fit for that particular artist.

The collaboration between Jennifer Porter and her label’s executive Dana Packard is a prime example. Initially, we didn’t plan to go further than a meeting. However, Jennifer’s story was so compelling that we decided to continue working together. As a result, we found better ways to enhance her career visibility. Passive promotion is essential for every artist. When things progress organically, driven by the artist’s own momentum, that’s the best outcome. And of course, when the artist is booked or engaged in their creative work or due to other reasons, the focus shifts. In those moments, we adjust, and the management relationship adapts to suit the situation, considering both the artist’s and the manager’s natural abilities. The artist might take on some tasks more naturally, while others are better suited to the manager’s expertise.