The Modern Music Manager: Danny Angove on Strategy, Humanity, and Making Your Own Luck
The role of an artist manager in today’s music industry is more complex and multifaceted than ever before. Danny Angove of Red Light Management provided a deeply insightful session, demystifying the path into management and shedding light on the diverse skills required to navigate this career. What particularly resonated with me was his emphasis on entrepreneurial thinking, the human element in a business-driven world, and his own proactive journey into the industry.
An Unconventional Path to Management
Danny began by outlining his varied roles: an artist manager at Red Light Management (working with artists like Jordan Rakei and Bath’s own The Heavy, as well as BAFTA-winning composers), a marketer, a self-proclaimed “data nerd,” and a journalist who founded the “One on One” music magazine at just 15. Interestingly, he pursued an English degree with initial ambitions in journalism, not music management. His entry into the industry wasn’t through a traditional application process; instead, after university, he proactively wrote letters to companies, including Red Light Management. This led to an interview the day after his graduation, which impressively converted an unpaid internship offer into a full-time paid job where he has remained for the past seven and a half years.
The Core of Management: Strategy, Empathy, and Adaptability
Danny offered a clear breakdown of what artist management entails, from assistant roles handling logistics and client diaries, to day-to-day management involving more strategic marketing and budget oversight, right up to the top-tier artist manager responsible for long-term career growth, high-level negotiations, and navigating new business trends. He stressed that there’s no single “right answer” or cookie-cutter template for breaking an artist. Instead, it requires critical thinking, recognising opportunities, and knowing when not to push.
A point that really stood out was his emphasis on “humanity and empathy.” He reminded us that managers are dealing with an artist’s creative work, something they’ve poured immense effort into. Respecting this and applying diligent attention to detail is paramount. This human-centred approach also extends to understanding that plans can go awry – from a lighting tech getting norovirus an hour before a major show to albums being delayed. Adaptability and creative problem-solving, he explained, are crucial.
Navigating the Industry: Insights and Practical Advice
Throughout his talk, Danny shared practical advice. He touched upon the importance of understanding business basics like contracts and invoicing, even if you have professionals to handle the specifics later. When it comes to marketing, his core question is: “If I saw this, would I give a damn?” This encourages creating genuinely engaging campaigns rather than just replicating past successes. He also spoke about the value of a “portfolio career,” where skills in one area (like marketing or data analysis) can enhance effectiveness in another, such as management.
His own experience running “One on One” magazine from a young age highlighted how creating your own projects can build a valuable portfolio and skillset. This proactive, entrepreneurial spirit is something he clearly values.
Danny Angove’s session was a compelling look behind the curtain of artist management. His journey and insights underscored that success in this field is built on a blend of strategic thinking, proactive effort, a deep understanding of the industry’s commercial realities, and, perhaps most importantly, a genuine respect for the artists and the art itself.