Strategic Plan
2025-28
Our Mission
To connect Australian music managers through shared knowledge, camaraderie, and a no-glory-needed, behind-the-scenes ethos.
Our Vision
To be a bold, collaborative, and future-focused leader in supporting artist managers, with sustainability as the foundation for career development.
Our Core Values
Kindness, Wisdom, and Generosity continue to guide AAM’s community and approach.
Strategic Pillars
Community Building
Foster local and global connections to combat isolation and nurture growth
Organisational Capacity
Build robust internal infrastructure, governance, and resources
Communications Strategist and Digital & Social Strategist
First Nations Engagement Advisor
Sponsorship Procurement Manager
Communication & Knowledge Sharing
Facilitate dialogue, share insights, and amplify advocacy
Education & Professional Development
Provide relevant, accessible learning for all career stages
Advocacy
Push for improved industry standards, updated commercial models, and better structures for managers and artists
Key Takeaways
Key Industry Insights & Challenges
Outdated Compensation Models
The traditional 20% net revenue model no longer reflects the scope of modern manager roles. New approaches are emerging globally.
Financial Instability
~75% of managers supplement their income outside the sector. Average business revenue is ~$186,000/year, often across 5 artists.
Unsustainable Workload
Managers are now Strategic Advisors, Tech-Savvy Operators, Rights Advocates (especially around AI and IP), Holistic Artist Supporters, and Label Services Providers - but remain undervalued.
Burnout & Retention Risk
The sector is in crisis. Many managers are at risk of leaving due to overwork, underpayment, and lack of support.
Demographics & Business Models
Most are aged 18 - 45, with 62% holding university degrees. There’s an even split between sole traders and Pty Ltd structures.
Emerging Industry Trends
Data-Driven Decisions
Analytics guide touring, release strategy, and fan engagement.
Revenue Diversification
Income sources now include brand partnerships, NFTs, and virtual performances.
Global Reach, Local Focus
Managers must balance global ambitions with regional development.
Sustainability
Environmental impact is shaping choices in touring, production, and merchandise.
Equity & Inclusion
The sector is increasingly focused on diversity, access, and representation.
Digital Globalisation
The industry is more consolidated, digital, and complex than ever - managers must navigate this shift.
Stakeholder Consultation Highlights
Community & Connection
Members join AAM for peer knowledge and support. There’s a strong desire for more in-person and regionally focused networking.
Advocacy Expectations
Advocacy is a non-negotiable. Members expect AAM to be a visible, confident voice at the national level.
Compensation Reform
Both members and external stakeholders support updated compensation frameworks reflecting the manager’s expanded role.
Education Needs
There’s a critical, sector-wide need for education on the modern scope and value of management work.