The music industry offers many career opportunities that go far beyond performing on stage: Careers spanning from songwriters and composers, production and sound engineering, music distribution and promotion, business and management, music publishing, music journalism, marketing and social media, to touring and beyond. These industry professionals are the backbone of the music world, ensuring the music we love thrives through their contributions to its creation, production and distribution.
An artist manager is the driving force behind the strategy that develops an artist’s career and is the link between the world’s creativity and the business side of the music industry. They are the architect of an artist’s career by planning for new releases and finding the best opportunities to perform as well as negotiating for deals. They also help develop the artist’s team and assist the artist in maintaining a clear focus on their overall vision. A great manager not only protects the artist’s interests, but they also help assist them in maneuvering through an industry that can often be overwhelming alone. A manager gives the artist the best possible chance to shine with their talent.
Music has always played an integral role in David Surnow’s life. Born and raised in Los Angeles, California, he now serves as the President of Solid Music Company and is the co-founder of Acumen Music, both of which he created after years of experience, unyielding curiosity, and a desire to help musicians find their path. He manages rising talents like Emma Rosen and No Love For The Middle Child, who both played major roles as contributors on mgk’s most recent LP lost americana. But, of course, long before he became a player behind the scenes of the music business, he began behind the drums.
“I have always been in the music industry,” Surnow shares. “I originally started as a drummer but quickly pivoted away from that to go into local concert promotions and artist management.” It was the stories of industry giants — Bill Graham, David Geffen, Richard Branson — that pushed him toward the business side of music. Reading about their beginnings not only inspired him, but laid the foundation for his own career.
When posed with questions about tips for someone new to the industry, Surnow credits the significance of patience and research. “Take it slow and learn about all aspects of the music business, not just the one you are interested in,” he says. It’s a philosophy he’s lived by. “Find people you can trust, don’t jump into anything without doing your homework. Once you have figured out what it is you want to do, become and expert.”
A day in the life for Surnow, no two days are ever alike. While there are always emails, phone calls, and meetings, there are also studio visits, label meetings, and relationship building, none of which have a script.
In an age where the world relies heavily on digital communication, the Los Angeles native champions real human connection, which is something that still fuels much of the music world. “I like face-to-face time, phone calls, and more personal type meetings. I hate Zoom and try not to rely on text and email for everything, although they are necessary,” he then goes on to explain that sometimes grabbing a coffee can even go a long way when trying to build a connection: “Often a call or a coffee can do so much more.”
Over the course of his career, most highlight moments had one underlying theme: he saw something small become something massive. “Any time you start something from scratch and have success, big or small, those moments all stand out,” he explains. “Taking on a band or artist when they are small and have no fans and then standing on stage with thousands and thousands of people losing their mind…those moments stay with you forever.” Even when he’s asked about his favorite artist he’s worked with, he refuses to have a favorite. “All of em. At least the ones that didn’t fire me,” he jokes. “And even those I loved working with.”
Establishing his own management company, and eventually co-founding Acumen Music, was a natural progression of the journey he’s been on since he started with local promotion. Management always felt like the right place for him, inspired by mentors like Warren Entner and Michael Lippman. Even when he was doing A&R (Universal 3:33, Position Music), he always kept management in close reach, thinking someday he would return to it. But it takes time to build something real.
Acumen music came about out of desire to assist artists to maneuver through the increasingly complicated and unclear music landscape. “I love being able to help guide people through the landmines of the music industry,” he says. Surnow and his partners created an idea for a service-driven company that focused on everything from release strategy to publishing cleanup to partner sourcing. “The process can be long and slow. As the saying goes – it’s a marathon, not a sprint. Find artists, find writers, find producers, slowly build, and stick with them.”
“Thus far, we have been very successful helping relaunch the career of the All American Rejects, and helping artists like Phix, who has always had a strong business, but needed some new life and guidance for this next phase of his career.”
Acumen’s strength lies in building, but also diagnosing and fixing. Many artists have spent money on services that ultimately don’t yield results and wind up at Acumen’s doorstep. “We like to find all the ways artists are wasting money and redirect them in ways that will hopefully yield a much better result for much, much less.” he explains. The end goal is to help an artist build something sustainable, an asset that the artist can continue to grow, and maybe even eventually sell.
Follow Acumen Music: Website
Solid Music Company: Website // Instagram // Facebook
