

Finding Artist Management: A Guide for Independent Artists
At some point in your music career, you may find that self-managing isn’t an effective strategy for you anymore. If you haven’t yet been approached by an artist manager or music management company, you may need to be proactive in finding the right support. That means researching and reaching out to relevant artist management professionals who understand your style, your goals, and your vision as an independent artist.
At WaterBear, we know how vital industry connections are for DIY and independent artists. That’s why we offer year-round performance and career opportunities, helping you gain practical experience and build your own network.
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Are You Ready for Artist Management?
Before you start contacting music managers, ask yourself: am I ready? Many independent bands and artists can go a long way through self-management, which can actually put you in a stronger position when it comes to securing a management deal later on.
Think of your band, music, or project as a product. To a music manager, your songs, image, and fan engagement should show that you’re a worthy investment. Just as an artist wants a manager with a great track record, a manager wants to see an artist with potential and drive.
Our Music Industries and Artist Development Teams at WaterBear are on hand to support you in preparing for management opportunities, offering guidance on branding, marketing, and feedback on your music.
Management Contacts for Independent Artists
When you’re ready to seek representation, here’s a list of artist management companies across genres, who may be a good fit for independent artists:
Amour Music – Singer-songwriters, contemporary
Authority MGMT – Singer-songwriters, pop and dance
Defenders Entertainment – R&B, rap, drill, reggae and dance
Incendia Music – Rock, prog & metal
Key Music Management – Alternative
Rock People Management – Rock, blues
Young Guns – Classical, jazz, pop and fusion
Our tutors at WaterBear are some of the music industry’s most accomplished professionals, covering every area of the industry and bringing their networks to support your development. We also host masterclasses with special industry guests; previous sessions have included multi-platinum artist manager Atlanta Cobb.

Artist Management Contact Directories
For independent artists, connecting with the right artist management is crucial. Using industry contact directories makes it easy to discover active music management companies, artist managers, and other key industry contacts.
The Unsigned Guide is one of the most valuable resources available in the UK for independent artists. This online directory gives you access to lots of music management companies, with tools that let you filter by region and easily find contact details, websites, and social media links.
Signing up to The Unsigned Guide costs £5.99 monthly, £10.99 quarterly or £32.99 annually. This is a small investment that opens up a wide network of opportunities. What makes The Unsigned Guide especially useful is that it doesn’t just cover artist managers; it also includes contacts for record labels, live venues, studio production, publishing, press, distribution, media, training, and music law.
For independent artists, it’s a one-stop resource to connect with the right professionals and start building the team that can help take your career forward.
Music Week is one of the UK’s leading industry publications, and their annual directory is a trusted source for up-to-date artist management and wider music industry contacts.
The directory is refreshed every year to reflect the evolving landscape of the industry, giving you accurate, current information on music management companies, labels, agents, publishers, and more. You can either purchase the directory for £50, or subscribe to the Music Week magazine and receive the directory as part of your subscription.
For independent artists who want to connect with experienced band managers or professionals across different sectors of the industry, the Music Week directory is an authoritative place to start.
The Music Management Forum (MMF)
The Music Managers Forum (MMF) is the largest representative body of artist managers in the world. Its members are made up of both individual managers and established music management companies, covering every genre and level of the industry.
Through the MMF website, artists can submit their details directly to managers via a simple form, putting your music in front of experienced professionals who are actively working in the industry.
This is one of the most direct ways for artists to reach credible managers, and it’s also a brilliant place to learn more about the role of management in building a career.
Association of Independent Music (AIM)
The Association of Independent Music (AIM) is a not-for-profit organisation representing the UK’s thriving independent music community. Their AIM directory provides contacts and opportunities across the industry, including live music management, record labels, and other professionals who work closely with independent artists.
By joining AIM, artists can access networking opportunities, jobs, events, and advice, all tailored to helping emerging musicians connect with the right people at the right time.
The Musicians’ Union (MU) is another excellent resource for independent artists seeking connections with managers and other industry professionals. Alongside news, advice, and legal support, the MU membership includes access to their member directory – a searchable tool that can help you find other musicians, industry professionals, and even potential band managers in your area.
Membership currently starts at £1 for the first six months (with annual sign-up), and there are discounted rates for students, making it a highly affordable option for up-and-coming artists.

How to Reach Out to Music Managers
Once you’ve researched the artist managers that fit your genre and style, the next step is making contact.
This can feel intimidating, but a professional and targeted approach significantly increases your chances of a positive response.
Here’s how to do it:
1) Make It Personal
Mention why you’re reaching out to that specific manager.
For example, “I admire the work you’ve done with [Band X], and I feel my project has a similar vibe.”
This shows you’ve taken the time to understand what they do.
2) Keep It Professional
Write a clear, concise message that includes:
- A short introduction to you/your band.
- Links to your best track(s), live video, or EPK (Electronic Press Kit).
- Highlights of what you’ve achieved so far (gigs, streams, press, fanbase).
- What you’re looking for in a manager.
3) Make It Easy to Listen
Send direct links (SoundCloud, Spotify, YouTube) instead of attachments. Managers receive a lot of submissions – keeping things simple makes them more likely to check you out.
4) Follow Up Politely
If you don’t hear back, wait a couple of weeks before sending a short follow-up. Don’t send repeated messages – if they’re not interested now, it may just not be the right time.
Remember, reaching out to music managers is about starting a professional relationship. Even if one manager isn’t interested, leaving a good impression could open doors later.
Securing Management as an Independent Artist
Finding the right artist management isn’t about rushing into the first deal you’re offered. For many independent artists, the best time to approach a music manager is when you’ve built enough momentum to attract someone who genuinely believes in your project.
Be strategic about who you contact, focus on managers who work within your genre, and make sure you can demonstrate real growth through gigs, streams, press, or your fanbase. Showing evidence of momentum will set you apart.
Above all, be patient. Continuing to self-manage for longer can often help you land a stronger deal later. By approaching music management professionally and with the right timing, you’ll be far better placed to secure a manager who can support a sustainable career in music.
At WaterBear, our Music Industries team works year-round to provide real-world opportunities – from performing at festivals to securing industry internships. We also host exclusive masterclasses and workshops with leading industry guests.
WaterBear is home to a thriving community of independent musicians and business professionals, where collaboration and networking happen every day. With tutors who are among the industry’s most accomplished professionals, bringing their own expertise and networks, you’ll gain the insights and connections you need to take your career forward.
Apply now, request a prospectus, or join us at an Open Day to see how WaterBear can help you grow your music career.

WaterBear – The College of Music
WaterBear offers BA (Hons) degree and master’s courses made for today’s musicians, artists and industry professionals. Its colleges are based in the heart of Brighton and Sheffield, two amazing UK cities with incredible musical roots and heritage. The college also has a range of online distance learning courses.
WaterBear is a College of Falmouth University, a pioneer in creative industries education, entrepreneurship and innovation. Run by musicians for musicians WaterBear is about smaller class sizes, flexible course delivery, bespoke one-to-one mentoring and exclusive work experience and career development opportunities.