How to Find a Music Manager in Another Country

A manager in London knows which promoters to call, which BBC producers to pitch, and which venues will give an unknown international artist a chance. You do not. That is the entire value of an international manager: local relationships you cannot build from abroad.

An artist I worked with based in Canada had 20,000 monthly listeners in the UK. She had streaming data from London and Manchester, social engagement from UK fans, and a plan for a UK mini-tour. She approached a UK manager through a referral from her Canadian manager. The UK manager took her on for UK territory only, at 15% commission on UK-generated revenue. Within a year, that manager had booked her on a BBC Introducing stage, secured her first UK festival slot, and connected her with a UK booking agent.

She did not get that manager by cold-emailing "I want to break into the UK." She got that manager by showing data, having a referral, and demonstrating she already had traction that needed help scaling.

This guide covers how to find a music manager in another country. For the broader international picture, read how to break into the UK music market and how to break into the US music market.

What You Will Learn

• Why an international manager matters and what they actually do
• When you need an international manager (and when you do not)
• What to look for in a cross-border manager
• Where to find international managers
• How to approach them without getting ignored
• What a good international manager does for you
• How to structure management deals across borders
• Red flags to watch for
• How to use your home manager to find an international partner

Why an International Manager

A manager in your target market has three things you cannot build from abroad:

1. Local industry relationships. They know which promoters, labels, publishers, and agents matter in their territory. They have existing relationships with those people. They can get meetings that you cannot.

2. Market knowledge. They understand the market's business practices, payment norms, and cultural expectations. They know what a fair guarantee is in their country. They know which festivals actually matter and which are a waste of time.

3. Access. They can open doors that are closed to outsiders. A UK manager can walk into a meeting with a BBC producer. A US manager can get a meeting with a Spotify editor. A German manager can connect you with the right festival booker.

You cannot replicate this from abroad. You can build audience, but you cannot build relationships at the speed a local manager can.

When You Need an International Manager

You need an international manager when:

• You have measurable audience interest in a specific foreign market (streaming numbers, social engagement, ticket data from that country)
• You are planning to tour that market
• You have released music that resonates there
• You have opportunities in that market that you cannot coordinate from abroad

You do not need an international manager if:

• You have no audience in that country yet
• You have no plans to tour or release specifically for that market
• You are still building in your home market

Most independent artists do not need a music manager until they generate more than $25,000 annually from music and have opportunities slipping through the cracks. The same logic applies internationally. If you have no UK audience, no UK tour plans, and no UK opportunities, a UK manager cannot help you. Build the audience first. Read our guide on when and how to hire a music manager for the full framework.

What to Look For

When you are ready for an international manager, look for:

• Existing roster with artists at your level or slightly above. A manager whose roster is all much bigger than you will not have time for you. A manager whose roster is all much smaller may not have the relationships you need.

• Genuine relationships in the target market's industry. Ask them which promoters, labels, publishers, and agents they work with. If they cannot name specific people, they do not have the relationships.

• Understanding of both your home market and the target market. A good international manager understands where you are coming from and how to bridge your home market to theirs.

• Communication skills across cultures and time zones. Cross-border management requires clear communication and reasonable response times. If a manager takes a week to reply to an email, that is a problem.

• Transparent business practices. Clear contracts, clear commission terms, clear reporting. If a manager is vague about money, walk away.

Where to Find International Managers

• Music Managers Forum (MMF) has chapters in multiple countries with member directories. MMF UK, MMF US, MMF Australia, and others are the global network for music managers. The MMF provides directories, resources, and networking. Start here.

• Industry conferences in target markets. The Great Escape (UK), MIDEM (France), SXSW (US), Africa Rising Music Conference (South Africa), Reeperbahn (Germany). Attend the conferences where managers in your target market gather.

• Referrals from your current manager, lawyer, or publisher. Your existing team likely has international connections. Ask them who they trust in your target market.

• Referrals from artists already working in that market. Artists at your level who have already broken into the target market can refer you to their manager or recommend someone.

• Online directories and platforms. Groover, SubmitHub, and other platforms can help you build buzz, but for management specifically, the MMF and conference networking are more reliable.

The Approach

Do not cold email a manager in another country with "I want to break into your market." That approach fails every time. Managers receive dozens of these emails per week. They ignore them.

Instead, show data and demonstrate traction:

• Show streaming numbers in their country. "I have 15,000 monthly listeners in the UK, with London and Manchester as my top cities."
• Show social engagement from their cities. "My Instagram engagement from UK followers has grown 40% in the last 3 months."
• Show press from their market. "I was featured in DIY Magazine and Clash Music last month."
• Show a plan. "I am planning a 4-date UK tour in May. I need help with promoter relationships and BBC Radio pitching."
• Demonstrate you already have traction and need help scaling. Managers want artists who are already moving, not artists who need the manager to create momentum from nothing.

Keep the approach short. One page. Data, plan, and a specific ask. Read our guide on how to build relationships with music bloggers and journalists for outreach principles that apply to managers too.

What a Good International Manager Does

A good international manager in your target market:

• Connects you with local promoters and booking agents
• Introduces you to local labels and publishers
• Navigates visa and work permit requirements
• Handles local business practices and payment norms
• Coordinates release strategy for the local market
• Arranges local collaborations and press
• Attends local industry events on your behalf
• Reports regularly on activity and revenue in their territory

They do not:

• Promise to get you a record deal they cannot deliver
• Ask for upfront fees
• Represent you worldwide when they only have relationships in one country
• Avoid putting terms in writing

Management Deals Across Borders

Cross-border management deals need to be specific about three things:

1. Territory scope. Is the manager representing you worldwide or only in their country? Most international managers take territory-specific deals (UK only, US only, Germany only). This is standard and fair.

2. Commission structure. Is the commission a percentage of all your revenue or only revenue generated in their territory? Territory-specific commission (15-20% of revenue generated in their territory) is standard for cross-border deals.

3. Term length and exit clauses. How long does the deal last? What happens if the manager is not delivering? You need a clear exit clause. 12-24 months with a review at 6 months is reasonable for a new cross-border relationship.

Use a music lawyer who understands cross-border agreements. Do not use a generic lawyer or try to write the contract yourself. Cross-border deals have tax, jurisdiction, and currency complications that require specialist advice. Read our guide on the difference between a music manager, agent, and lawyer for more on building your team.

Red Flags

Walk away from any manager who:

• Promises access they cannot demonstrate. If they say they can get you a meeting with a specific label A&R, ask for evidence of their relationship. If they cannot provide it, they do not have it.

• Wants to represent you worldwide when they only have relationships in one country. A UK manager who insists on worldwide representation when they have no US or European relationships is overreaching.

• Asks for upfront fees. Legitimate managers earn commission on revenue they generate. They do not charge upfront fees for their services.

• Cannot name specific promoters, labels, or agents they work with. A real manager has real relationships they can name. Vague claims of "industry connections" mean nothing.

• Avoids putting terms in writing. If a manager will not sign a contract, they are not serious. Or they are planning to take more than they should.

Working with a Local Manager First

If you are not ready for an international manager, build with your home market manager first. Many home market managers have international connections through their own networks.

Your home manager can:

• Refer you to a trusted international partner when the time is right
• Co-manage with an international manager, splitting territory responsibilities
• Attend international conferences and build relationships on your behalf
• Identify which international markets are worth targeting based on your data

The home manager to international manager pipeline is the most common path. Build at home, generate international audience data, then use your home manager's network to find the right international partner.

The MMF and International Resources

The Music Managers Forum (MMF) is the global network for music managers. MMF UK, MMF US, MMF Australia, and other national chapters provide directories, resources, and networking for both managers and artists.

The MMF helps artists and industry professionals work across borders, including:

• Manager directories by country
• Best practice guides for management deals
• Networking events at major conferences
• Resources on visa requirements and passport management
• Educational content on international career building

Start with the MMF directory in your target country. It is the most reliable source of legitimate, professional managers.

What to Do Next

Check your Spotify for Artists audience data. Identify the foreign country where you have the most measurable traction. That is the country where an international manager makes sense first.

If you have a home manager, talk to them about international expansion. Ask whether they have connections in your target country. If they do, ask for an introduction. If they do not, ask whether they can find one through their network.

If you do not have a home manager, you are probably not ready for an international one. Read our guide on when and how to hire a music manager first. Build at home, then expand.

The right international manager can change your career. The wrong one can waste years. Take the time to find the right one.

For the next steps in this international series, read how to tour Europe as an independent artist and touring internationally as an independent artist.