Music Managers Forum Launches the First-Ever National Music Managers Study in Canada

Managers play a vital role in the Canadian music ecosystem, but rarely is the sector as studied or understood as others in the industry.

From negotiating contracts and securing deals to organizing budgets and keeping an artist’s best interests in mind, managers are often overlooked as major drivers in the industry.

Music Managers Forum (MMF Canada) is aiming to change that. The organization has launched the first-ever national music management survey.

The survey is available to fill out in English here and in French here.

The forthcoming study is set to provide an “in-depth data-backed picture” of who music managers in Canada are, how they work, the obstacles they face and the tools required to build a sustainable career.

"Managers are the hidden engines running in the background of the industry. They play a crucial role as an artist’s support system and often act as the CEO of an artist's businesses," MMF Canada executive director Amie Therrien tells Billboard Canada. "This requires managers to be knowledgeable in all areas of the industry. However, their contributions often go unnoticed."

While this is the first-ever Canadian music management survey, the Therrien says that similar studies have been conducted in the U.K., Australia and across Europe.

As MMF Canada embarks on data-gathering, they’re seeking managers who work with at least one artist or music creator other than themselves, and play a role in guiding, representing or developing someone’s music career.

The organization has also created four additional music industry professional surveys: for artists (either self-managed or working with a manager), record labels & music publishers, live music sector workers (booking agents, promoters, venue owners) and lawyers, accountants, brand & business partners.

Once complete, the research has the potential to shed light on industry standards, working conditions and provide overall visibility for managers across the country.

"This first-of-its-kind study in Canada will tell us more about who our managers are, the breadth of the work they shoulder, how their businesses are structured and where we might need to develop supports to ensure a thriving management sector, which directly contributes to a thriving music industry," Therrien says.

The survey is a continuation of MMF Canada’s efforts to uplift Canadian music managers. Last June, the organization launched a partnership with Billboard Canada, transforming its Honour Roll celebration of the most impactful managers in the business to Billboard Canada Managers to Watch at NXNE. Indie music manager Robbie Lackritz was honoured by MMF and singer-songwriters Feist and Bahamas at the ceremony. Laurie Lee Boutet of Wednesday Management took home the first-ever Billboard Canada Manager of the Year award, recognizing her work with The Beaches, Alex Porat and Venbee.

Find out more about the managers' surveys at mmfcanada.ca.