You can’t just drop hits and chill—George Britton on why artists flop without managers

George Britton, talent manager and founder of Revolve Plus, highlights an important issue in the music industry. He focuses on the role of the artist manager.

In an interview with Asaase Radio, Britton explained why many artists struggle after leaving their management teams.

“It’s not just about making music; you have to know how to sell it,” he said. Music creation is only part of what it takes to succeed.

Britton noted that most artists do not understand the business side of their craft. Once they leave their managers, they often feel unprepared for what comes next.

“Most don’t fully grasp the business side,” he stated. After separating from management, they lack support for promotions and bookings. “They’re left to do everything on their own, and that’s where many begin to fall off.”

Britton also discussed what makes a successful artist-manager relationship. He emphasized that being an artist manager requires leadership and market insight.

“To be an artist manager, you have to be a leader,” he explained. You must know how to market music effectively for sales. If the artist has a bad character, being likable is crucial because people will interact with you more than with them.