Why Louis Tomlinson creating a music management company is an exciting idea

Louis Tomlinson announced on Twitter that he intends to create a music management company to sign and guide new artists within the industry. He was quick to stress that at the moment it was nothing more than an idea he was thinking about. But it’s an idea that has some serious potential if he does go on to actualise it.

Music management is an area within the music industry that many often mistake and confuse with an artists record label when the two do very different jobs when it comes to an artist and their career.

As a music industry, if we remain in competition, then we die. We have to understand that we’re all in this together. Collaboration and synergy, it’s one of the most important things out there.

Scooter Braun

Those who work in music management need to have knowledge of all the moving parts within the music industry. Working within this field is an extremely fast-paced job. It’s pretty hard to concisely define just what an artist manager does for the clients on their roster as it’s a pretty personal job. But in general terms; an artist manager helps to build an artist’s career by helping them with every aspect from negotiating label deals and other contracts to working with promoters to schedule tours and dealing with all the artists business affairs. They are the artist’s professional representation so it’s super important that they have a good relationship with the artists they work with and understand just what an artist wants from their career,

They look at every decision to be made, be it big or small and see how it will impact an artists career, be it positively or negatively. The assigned artist manager is the person who builds the team to help their artist — who finds the booking agent, who finds the publicist, who makes sure they’re marketed so they build a fan base that’ll help them achieve their goals. A music management company acts as the go-between artists and all the outside entities they work with, labels, promoters, publicists and digital media companies ( if an artist chooses not run or have an input in their own social media presence). Those who work within music management need to see the bigger picture.

A lot of times in this business, we forget that we’re surrounded by a lot of really good people.

Scooter Braun

An artist manager if they do their job right offers the artists the ability to focus solely on the more creative aspects of their work, the songwriting, recording and performing. They have the ability to juggle many different things at once. Making decisions on behalf of the artist they work for in order to reach set goals and so the artist’s careers go in the direction the artist wish it to. For an artist/manager label to be successful, their relationship is key. There has to be an innate level of trust between both parties. Them manager must truly believe in the artist. Managers and artists have a unique relationship where they both must trust each other to do their jobs and be honest with each other if something isn’t quite working within an artists career.

Within a music management company, there are many different roles that help the company run smoothly as a whole but below are the key ones who will deal directly with an artist on a regular basis which aside from an artist manager include

Day to Day Manager

Within a music management company, a ‘D2D’ works closely with the Company Directors/ Managers across key clients to deliver the artists’ vision and support future company developments. With an artist, the ‘D2D’ is responsible for the day to day managing of an artists career. Accompanying them on promotional trips, making sure the artist sticks as close to possible to days schedule and takes responsibility for them knowing when and where they need to be. They can if the company doesn’t outsource it, help to manage the artist’s social media.

Management Assistant

A Management Assistant usually does a bit of everything much like the D2D they report to the manager, whose overall responsibility is the artist’s career progression. The Management Assistant will help both the manager and D2D with any tasks they need. Booking accommodation, transport etc, making sure diaries don’t clash and everyone from Artists, from D2D’s and managers

Now, where does Louis come into this?

Louis has said he’s considering the idea of setting up own management company, to develop and look after new talent in the industry, that normally get brushed to one side because their music is not considered to be commercial and what people want to hear.

There are many reasons why this could be a hugely exciting venture for Louis and one that could have a huge and positive impact on the music industry.

Louis has been in the music industry for 10 years. He has first hand experience and knowledge of what support artists new to the industry would need and can give them advice and guide them so they have the career they’ve always wanted.

During his tenure as winning judge on X Factor Louis was known to spend hours at the contestants house, getting to know not just his own acts but the contestants too, given them advice and helping them when they needed it.

Most artists, you know, you spend their entire lives learning how to play music and write songs, and they don’t really know how the music business works.


As an individual Louis isn’t afraid to speak his mind and fight for what he believes in, he’s done it multiple times throughout his career, always speaking up when he sees an injustice, especially on social media. During his time in One Direction he was known to speak up for the band in record label meetings and fight their corner.

And that is exactly what a good artist manager does. They believe in their artist and fight with and for them to get their career just as they envisioned it. Which is why Louis creating an artist management company is an exciting idea. Whether he’s actively involved in managing the talent he signs or leaves that to others, we think his idea has masses of potential.

Mentorship is really important. I really like to talk to people who have been in the music industry much longer than me about artists’ block, things I’m struggling with, or the music business. It’s really important for artists to have a community. Sometimes you can feel quite isolated.

Bats For Lashes.

From what we have seen of Louis over the years and his apparent interest in the behind the scenes workings of the music industry, we expect he will likely manage some of the early talents the company would sign.

He has stated himself that launching a management company would not get in the way of his own music career. He will be like many other artists who do more than just sing/write or play instruments. Many have endorsement deals, fashion collaborations, podcasts or star in movies and TV shows. Ed Sheeran, Elton John set up their own record labels ot develop and work with new talent. They were applauded and congratulated. Louis should be given the same courtesy. He is an extremely talented guy both musically and it seems businesswise and should be afforded the same respect as other artists. As his idea to create a music management is one that is exciting and has many positives for him and the talent he could possibly sign.

If you interested in learning more on music management/ artist managers below are some really helpful and interesting resources:

The Mechanics of Artist Management by Dmitry Pastukhov.

Music Managers Forum

So What Exactly Does A Music Manager Do?- David Elkabas

All You Need to Know About the Music Business: 10th Edition- Donald S Passman

Artist Management for the Music Business- Paul Allen

Sound Advice: The Ultimate Guide to a Healthy and Successful Career in Music- Rhian Jones and Lucy Heyman