‘The real win is doing this for a living’: Routes, routines and rewards of music managers

Studies of the music industry have traditionally prioritized its creative dimensions, especially musicians’ activities. When ‘non-creative’ aspects of music creation are examined, they are typically approached through musicians’ own ‘non-creative’ activities. Despite the insistence of scholars to consider both art worlds and ‘humdrum inputs’, less is known about music managers. As a result, their working lives and experiences remain underexplored. Therefore, we ask: what are the routes, routines and rewards that typify contemporary music management in Europe? Based on a mixed-methods approach, we show that music managers are similar to other DIY professionals. Their careers are often informal and self-directed, shaped by learning-by-doing and mentorship rather than formalized training. Their everyday work demands a combination of business acumen and emotional labour, as they mediate between artistic aspirations and market constraints. While financial stability is precarious, participants describe intrinsic rewards as central motivations for remaining in the field.