According to the most popular music industry definition, a personal manager is one who advises and counsels the artist on career decisions. This means the manager may be responsible for developing artists, negotiating contracts, assembling elements of the management team (attorney, agent, business manager, road manager and crew, sound and lighting technicians, producer, accountant, publisher, video producer and director, and so on), replacing band members, hiring session players, booking and budgeting studio time, supporting and supplementing a record label's marketing and promotion efforts, scheduling interviews, and generally handling the artist's day-to-day business affairs.

A talent agent, on the other hand, is responsible for finding artists gainful employment by booking them in various venues through other agents, venue owners, concert promoters, festival and fair talent buyers, college talent buyers, and so forth. A talent agent also looks for other sources of income, such as product endorsements and sponsorships, television and movie soundtracks, and acting roles in theater, film, and television. However, the duties of managers and agents may overlap in several areas. For example, a manager may also solicit product endorsements and sponsorships, shop the artist to record labels, or negotiate recording agreements.

The talent agent's role is not an easy one, particularly when the agent is representing artists who have just released their first product into the marketplace. Getting venue representatives and others to book an artist is an art unto itself, requiring personal contacts, solid relationships with talent buyers, an excellent reputation, and a record for placing artists in moneymaking venues.

The agent coordinates dates, scheduling, transportation, accommodations, and performance deposits. He or she also works with the manager to negotiate the performance fee and details of the rider (which consists of specific items added to the standard booking contract by a particular artist).

The laws governing talent agents vary from state to state. To become a legitimate talent agent in California, for example, an individual must meet three basic requirements: he or she must have an office apart from the home, obtain a license from the State of California, and be bonded to ensure that clients have recourse in the event of nonperformance and/or fraud. In contrast, no state regulation governs personal managers.

Choosing the right personal manager and talent agent can pose a real challenge, and the artist needs to know what specific qualifications he or she will require. If the main priority is to obtain a recording contract, it would be wise to look for a manager with extensive label contacts. If the artist has product in distribution but is not moving units, he or she might prefer a manager with retail record sales and/or radio promotion experience. If the artist doesn't have clear-cut needs, a good generalist in the field may be the best choice.

Agencies range in size from single-person operations to huge organizations and fit many different descriptions. The larger the agency, the greater the chance an artist has of obtaining prestigious and (possibly) well-paying gigs. However, large agencies have large rosters that may include many established artists, and agency resources are sometimes stretched thin, meaning that bigger acts get priority. Also, it's tough to get high-quality gigs for new artists unless they have a monster hit. Conversely, a smaller agency has more time and hustle to devote to a new artist's career but may not have the resources to get the great gigs or a spot as a supporting act on a major tour.

First and foremost, the artist needs to set and prioritize goals before looking for the right manager or agent. Only then can he or she obtain the professional expertise and support necessary to realize those goals.

Jake Jacobson is the president of Jacobson Talent Management and has more than 30 years of experience in the music business as a musician, booking agent, concert promoter, indie label executive, personal manager, and consultant.