It's not good enough that you are tired of calling the same unavailable club bookers every week. Generally, a manager is only necessary when you can no longer do the work yourself. You have to have enough business that you can no longer keep track of day-to-day responsibilities.

Being self-managed for as long as possible will not only help you appreciate a manager when one commits to your cause, but will force you to learn the business side of music. This is your most invaluable education for making smart, informed decisions down the line.

What is a Manager?
A manager is not the magic elixir to transform your career. It's time consuming, grueling work with little hope of immediate monetary recoupment.

It's important for you to realistically assess what you have to offer a manager that would entice them to take you on. Love of music is great, but generally does not cover the basic necessities: office expenses, food, rent and their kids' college education.

Many musicians mistakenly think managers fall in love with their music. Most managers fall in love with your business potential. Of course they need to love your music also, but that's taken for granted, just like your talent is taken for granted.

Are You Ready?
You are ready for a manager when you are willing to compensate him/her for the work they do. It's worth your while to pay for commitment, professionalism and dedication. If you are resentful over what you are paying, maybe that manager is not ideal for your band.

Managers are simply selling your vision to the world. Are you giving them something they can successfully sell? Are you unique? Are your songs drop-dead memorable? Do you have a stage presence to die for? Are you selling over 50 records per show, consistently?

Generally, you must be able to show that your music compels fans to walk into a record store and buy the record, call up a radio station and request the song, buy a ticket to see the live performance or go to the band's website for more information. When your music provokes one of these reactions on a steady basis, managers will probably become more interested in you.

Recruiting
One of the biggest myths is that you must find a big-name manager to be successful. The reality is that the big names are busy with their big clients, leaving you with the crumbs of their time and attention.

When looking for a manager, consider your fans and crew. Anyone can learn management. It's just about working hard -- and there's plenty of advice out there for neophytes. A dedicated fan who actually understands and believes in the band, and is committed to the band's music, can take you much farther than a preoccupied manager who is waiting to see if you make something happen for yourself to warrant their time and attention.

Working Together
You marry a manager and hire a lawyer. A manager is available 24/7; it's rare that a manager is unreachable to the band. A lawyer does the business deal. A lawyer doesn't care about the artistry of your show, your career, whether you have hits or your creative life.

A good manager tells the band the truth about songs, recording quality, and the pacing and arrangement of shows, so you have a quality product and a competitive edge.

You must be willing to listen and to work together. Since managers trust you to write and perform good songs, you should trust them to take care of your business. This is a team effort and he/she is looking out for your best interests.

Bad Managers
A manager who is unwilling to give a band a true critical assessment does a tremendous disservice to their clients. Knowing the truth will prevent you from making costly and frustrating mistakes. A manager that strokes your ego in hopes of keeping you "up" is actually keeping you down.

Bad managers are "reactive," not "pro-active." Just like every band must figure out how to get out of the "band ghetto," managers too must figure out how to be noticed and effective. A manager should be as creative as the band, thinking outside the box and taking charge of the band's career in an imaginative fashion.

Nadine Condon is a music pro, band mentor and founder of Nadine's Wild Weekend, SF's biggest music celebration, August 22-25, 2002. Submit your demo to play, or sign up for a private mentoring session at www.nadineswildweekend.com/.