Artist Management and Marketing Agreement: Promotion and Connections (Service Provider Guide)

Artist managers and music industry consultants sit at the intersection of creative momentum and commercial structure. You’re expected to open doors, build a brand, source opportunities, and help convert attention into revenue—often before the artist has a consistent track record. That’s why a well-drafted Artist Management and Marketing Agreement is more than a formality: it’s the operating system for your services, your deliverables, and your compensation.

From a service provider perspective, the contract should do two big things:

1. Define promotion and marketing services clearly (what you will do, what you won’t do, and how success will be measured).
2. Protect the value of your connections (introductions, relationships, and deal flow you cultivated).

This guide explains the key promotion and connections clauses that experienced managers bake into an artist marketing contract or music manager agreement, with practical drafting tips that help you avoid scope creep, payment disputes, and “you introduced us, now you’re cut out” scenarios.

Note: This article is educational information, not legal advice. For your specific situation, consult a qualified attorney in your jurisdiction.

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Why promotion + connections clauses deserve special attention

In management, “promotion” is rarely a single activity. It’s a mix of strategy, execution, introductions, and ongoing coordination across platforms and partners. And “connections” aren’t just names in a phone—they’re your leverage.

Without clear contract language, common conflicts arise:

• The artist expects you to personally secure playlists, press, and brand deals—regardless of budget, market timing, or third-party decisions.
• You bring a label, publisher, sync agent, publicist, or brand to the table, but compensation is unclear if a deal happens later.
• The artist terminates the relationship right before a major opportunity you sourced closes.
• You spend money on marketing or travel and can’t recover expenses.
• You’re blamed for results that depend on factors you don’t control (algorithm shifts, editorial tastes, release quality, touring availability).

A strong musician management agreement anticipates these realities by defining services, deliverables, approval rights, term/termination, compensation, and post-termination protections.

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The core purpose of an Artist Management and Marketing Agreement

An Artist Management and Marketing Agreement (often called a music manager agreement) typically combines:

• Management services: career planning, negotiation support, coordination of team members, business oversight.
• Marketing services: branding, digital marketing, content strategy, advertising management, PR coordination, fanbase growth, and campaign execution.

Some providers use a hybrid structure: management + separate marketing scope attached as an exhibit. Others split them into a management agreement plus an SOW (statement of work). Either approach works—as long as the contract is explicit.

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Promotion terms: how to define your marketing and management scope (without boxing yourself in)

1) Define “Services” with specificity and flexibility

A common mistake in an artist marketing contract is listing vague services like “promotion” or “branding.” Instead, describe services in categories, with room for evolution.

Examples of service categories:

• Strategy & positioning: brand narrative, target audience definition, competitive research.
• Release planning: timelines, distribution coordination (artist’s distributor/label), metadata review.
• Content & social: content calendar guidance, performance review, platform strategy (TikTok/IG/YouTube).
• Paid media: ad planning, audience building, creative direction, reporting.
• Partnerships: introductions to press, playlisting, sync, brands, booking, or collaborators.
• Admin & coordination: project management with publicists, designers, videographers, and agencies.

Drafting tip (service provider-friendly): Include language that you’ll provide strategic and coordination services, while clarifying that third-party outcomes are not guaranteed (e.g., playlist placement, press coverage, brand deal acceptance).

2) Add a deliverables schedule (and make it conditional)

Managers and consultants can benefit from an exhibit that describes deliverables by month or by campaign phase.

Deliverables could include:

• A marketing plan document by a certain date
• Weekly or biweekly check-in calls
• Ad account setup and monthly reporting
• Press list building and pitch coordination (if PR is included)
• Pitch deck or one-sheet creation (or coordination with a designer)

Protective clause to include: Deliverables are contingent on timely artist approvals, access to assets (music files, photos, EPK), and payment.

This prevents delays from being blamed on you.

3) Include an approvals process to prevent bottlenecks

Promotion requires fast execution. Your contract should define:

• Who can approve creative/ads/copy
• How approvals are given (email, project tool, text)
• A “deemed approved” timeline (e.g., if no response within 48 hours)

This is particularly important if you’re managing ad spend or coordinating launch timelines.

4) Clearly separate “marketing services” from “PR services”

Artists often assume marketing includes full PR. If you don’t provide PR, say so.

If you do provide PR-like pitching, clarify the scope:

• You will pitch, but you do not control editorial decisions.
• You are not responsible for defamatory or infringing artist statements/content.
• Any press release distribution fees are an expense (see expenses section).

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The “Connections” section: turning introductions into protected value

If you’re an experienced manager/consultant, your network is part of what the artist is paying for. The contract should prevent two common outcomes: (1) the artist cutting you out after an introduction, and (2) disputes over who “brought the deal.”

1) Define “Introductions” and “Opportunities” broadly

Connections can create value months later. Your music manager agreement should define the relationship between introductions and compensation.

Consider defining:

• “Introduced Party” (any label, publisher, agent, brand, venue buyer, sync rep, influencer, producer, or collaborator you connect the artist with)
• “Opportunity” (any deal, engagement, or revenue-generating relationship arising from your introduction)

2) Include a post-termination protection (sunset) clause

A “sunset” clause is standard in management agreements. It compensates the manager for deals developed during the term that generate income later—even after the contract ends.

How it’s commonly structured:

• Full commission for a period (e.g., 6–12 months post-termination) on opportunities that were in progress or sourced during the term
• Then a step-down commission (e.g., 20% → 15% → 10%) over additional periods
• Or a flat post-term period tied to introduced parties

Service provider angle: Tie the sunset specifically to:

• Deals you negotiated or substantially developed, and/or
• Relationships resulting from your introductions

This is where your “connections” become contractually recognized.

3) Add non-circumvention language (carefully)

Non-circumvention clauses are common in consulting and can be used in entertainment contexts too—especially when you’re acting more like a business development partner than a traditional manager.

A non-circumvention clause typically says the artist won’t bypass you to work directly with introduced parties without honoring compensation terms.

Drafting tip: Make it reasonable and time-limited (e.g., 12–24 months) to reduce enforceability challenges.

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Compensation: commission vs. fees (and why hybrid models work)

Promotion and connections are valuable, but they’re also labor-intensive and sometimes expensive. Many managers default to commission only, but marketing-heavy engagements often justify hybrid structures.

1) Commission-based compensation

Commission is usually a percentage of defined “Gross Income” or “Net Income” derived from the artist’s entertainment activities.

Key contract drafting points:

• Define “Gross Income” precisely (streaming, publishing, touring, merch, sync, endorsements, appearances, etc.).
• List exclusions (reimbursable expenses, refunds/chargebacks, pass-through amounts).
• Clarify whether commission applies to revenue from introduced parties during the sunset period.

2) Flat monthly retainer (especially for marketing execution)

If you are actively running campaigns, content systems, ads, or CRM/fan funnels, a retainer is often more aligned with the work.

Retainer provisions to include:

• Payment due date and late fees
• Minimum commitment term (e.g., 3 months) to avoid churn mid-campaign
• What happens if the artist pauses releases (pause fee vs. reduced scope)

3) Hybrid: retainer + reduced commission

A hybrid approach can:

• Cover baseline work (retainer)
• Reward upside (commission on defined revenue lines)

This is popular among growth consultants and manager-marketers because it aligns incentives without leaving you underpaid during early-stage development.

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Expenses: marketing spend, travel, and third-party vendors

Marketing and promotion often require out-of-pocket spend. Your artist marketing contract should state:

• Which expenses require pre-approval
• Whether expenses are reimbursed within a set time (e.g., 10–15 days)
• Whether the artist must fund ad spend directly (recommended) versus you fronting it
• What happens if reimbursement is late (right to pause services)

Common reimbursable expenses:

• Ad spend (Meta/TikTok/YouTube)
• Content production costs (editing, photography, design)
• PR distribution tools
• Travel for showcases/meetings
• Software subscriptions used specifically for the artist

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Data access, accounts, and ownership (a frequent pain point)

Promotion work touches accounts, pixels, ad managers, email lists, and analytics. Define:

• Who owns social accounts and ad accounts
• Who controls admin access
• Whether you can maintain “partner access” after termination for reporting (often limited and time-bound)

Best practice: Have the artist own core accounts, while you obtain proper admin/partner access during the term. If you create assets (ad creatives, strategy decks), specify whether the artist receives a license to use them after termination and under what conditions (e.g., only if all invoices are paid).

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Performance and “no guarantees” clauses (essential for promotion)

Managers can control process and effort—not outcomes. Your agreement should clearly state that you do not guarantee:

• playlist placement
• press coverage
• influencer uptake
• follower growth
• streaming numbers
• label offers or brand deals

Instead, define success metrics as reporting and execution standards:

• campaigns launched on schedule
• weekly/monthly performance reporting delivered
• testing and optimization process followed

This protects you from unrealistic expectations and reduces disputes.

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Term, renewal, and termination: avoid the “quit right before the payoff” problem

1) Set a realistic initial term

Marketing often needs 90–180 days to show meaningful momentum. Consider a minimum term or early termination fee, especially for execution-heavy engagements.

2) Termination for convenience vs. for cause

Spell out:

• Notice periods (e.g., 30 days)
• Immediate termination triggers (non-payment, breach, illegal conduct)
• Obligations that survive termination (confidentiality, payment, sunset commissions)

3) Post-termination commissions and ongoing deals

If your “connections” are producing active negotiations at termination, specify how those are handled:

• Are you still the point of contact?
• Are you still entitled to a commission if the deal closes within X months?

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Representations, warranties, and compliance (protect your business)

Include artist promises that:

• they own or control rights to the music/content they provide
• their materials don’t infringe third-party rights
• they will comply with platform rules and advertising policies
• they won’t engage in fraudulent streaming or botting (this can expose you to platform bans)

For managers and consultants running ads, it’s also wise to address:

• approval of claims in ads
• compliance with FTC endorsement guidelines (if influencer marketing is involved)

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Confidentiality and publicity: protect sensitive negotiations

Your agreement should prevent the artist from publicly sharing:

• deal terms you negotiated
• contact lists, pitches, or partner conversations
• strategy documents

Also consider whether you may list the artist as a client in your portfolio (often allowed with consent or after public announcement).

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Practical “promotion + connections” clause checklist (service provider-friendly)

When reviewing an artist management contract template, make sure you can answer “yes” to most of these:

• [ ] Services are defined with enough detail to manage expectations.
• [ ] Deliverables and timelines are tied to artist cooperation and approvals.
• [ ] A clear “no guarantees” clause exists for third-party outcomes.
• [ ] Compensation is clearly defined (commission, retainer, or hybrid).
• [ ] “Gross Income” is defined, including inclusions/exclusions.
• [ ] Expense approvals and reimbursement timelines are explicit.
• [ ] Introductions and sourced opportunities are defined.
• [ ] Sunset/post-termination commission terms are included and reasonable.
• [ ] Non-circumvention is addressed (if appropriate for your role).
• [ ] Account access, data ownership, and IP usage rights are covered.
• [ ] Termination terms protect you from being cut out mid-deal.
• [ ] Confidentiality protects your network and negotiation leverage.

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Choosing the right contract label: template vs. tailored agreement

You’ll see multiple naming conventions in the industry:

• music manager agreement
• musician management agreement
• artist marketing contract
• artist management contract template

The label matters less than the structure. If you’re providing both management and marketing execution, ensure your agreement reflects both—either in one integrated contract or with a master agreement plus detailed SOW(s).

A template can be a great starting point, but managers who rely on promotion and connections typically need customization around deliverables, expenses, and post-termination protections.

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Other questions to keep learning

1. What’s the difference between an artist manager agreement and a marketing services agreement?
2. How do sunset clauses work in a musician management agreement, and what’s “reasonable”?
3. Should a music manager agreement include non-circumvention, and when can it backfire?
4. How do you define “Gross Income” so commission disputes don’t happen later?
5. Can a manager take commission on record deals, publishing deals, and sync deals—how should each be treated?
6. What contract terms help prevent scope creep in an artist marketing contract?
7. Who should own the ad account (Meta/TikTok/Google) and pixel data?
8. What are best practices for reimbursable expenses and ad spend handling?
9. What happens if the artist signs with a label—does the manager agreement terminate or adapt?
10. How do you handle conflicts of interest if you manage multiple artists in the same niche?

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Promotion and relationships are two of the most valuable “intangibles” you bring as a manager or consultant—and they become far more protectable when they’re written into a clear, modern agreement. If you’re building or updating a manager-friendly artist management contract template, music manager agreement, artist marketing contract, or musician management agreement, you can streamline the drafting process using Contractable, an AI-powered contract generator designed to produce editable agreements faster: https://www.contractable.ai