Free guide
How to self-manage as a music artist
Practical advice from Nathan Clark, music manager at Rufus Management, who managed Kiefer Sutherland’s music career from 2018 to 2026 and has around 25 years of experience in the music industry.
1. Get clear on where you are going
Write down what the next 12 months should look like: releases, shows, audience size, income. A plan you can measure beats a vague ambition.
Decide what you will do yourself and what you need help with. Self-managing does not mean doing everything alone.
2. Plan releases, not just songs
Work backwards from a release date: artwork, distribution, pitching, content and announcements all need lead time — usually six to eight weeks at minimum.
Register your songs with the right collection societies (such as PRS for Music and PPL in the UK) so you are paid for plays and performances.
3. Build your own audience
Own a proper website and an email list. Social platforms change their rules; your website and list stay yours.
Post consistently and show the real work: rehearsals, the road, the people. A good website and regular content can grow an audience fast.
4. Treat live shows as a business
Budget every show and tour: travel, accommodation, crew, merch stock. Know your break-even before you agree a fee.
Get agreements in writing, even for small gigs: fee, times, sound, hospitality and payment terms.
5. Look after the money and the paperwork
Keep a separate account for music income and costs, keep receipts and set money aside for tax.
Never sign a contract you do not understand. Get advice before giving away rights or a share of income.
6. Know when to bring in a music manager
When the admin is stopping you making music, when opportunities are arriving faster than you can handle them, or when you need experienced judgement on a big decision, it may be time for a manager or a mentor.
Mentoring is a middle step: you stay in control and self-managed, with an experienced manager guiding the plan.
Want help with your plan?
An Artist Strategy Session (£150, 90 minutes) or Ongoing Artist Mentoring (£250 a month) gives you an experienced music manager in your corner while you stay self-managed. Sessions at Hub 101, Lincolnshire, or by video call.
Email Nathan