Mentoring Emerging Artists: Balancing Creativity and Business
Mentoring emerging artists isn’t just about teaching performance — it’s about helping them balance creative vision with the realities of building a sustainable career. As a manager and mentor, I focus on giving artists the tools they need to navigate the business side of the industry, from understanding contracts, royalties, and licensing to evaluating branding opportunities and sponsorships. Equipping artists with this knowledge allows them to protect their work and make smart decisions without compromising their artistry or authenticity.
A strong mentor will also guide artists in strategic planning and personal development. This includes developing touring and release strategies, designing audience engagement plans, and leveraging digital platforms effectively while staying true to their voice. Mentorship also means helping artists identify meaningful collaborations, brand partnerships, and live performance opportunities that align with their long-term vision, not just immediate exposure.
Equally important is preparing artists to adapt to a fast-changing industry. From shifting audience behaviors to evolving technologies and market trends, artists need guidance on pivoting strategically while maintaining the integrity of their craft.
Ultimately, effective mentorship empowers artists to thrive creatively and commercially, turning raw talent into sustainable careers. It’s about creating a foundation where creativity, business acumen, and professional growth intersect — helping artists not only succeed but also build meaningful, long-term connections with fans, communities, and the industry at large.
Five Key Traits of a Good Manager
Leadership and Vision
Communication Skills
Problem-Solving and Adaptability
Empathy and Mentorship
Organizational and Strategic Thinking
Warning Signs When Choosing a Manager
Lack of Transparency
Poor Communication
Inflexibility or Resistance to Change
Self-Interest Over Team/Artist Goals
Neglecting Mentorship or Development
Cody Lieberman is the Managing Partner of Global Talent Management at M23, working at the intersection of Live Music, Brand Partnerships, and Artist Development. He’s committed to building sustainable, artist-focused careers and experiences where creativity, community, and business success thrive together.