Artist Management with Kristie McCarthy (Lemon Tree Music)

Artist Manager, Kristie McCarthy discusses her path to the music industry and her experiences in managing popular Australian artists Riley Pearce, Maddy Jane and Death by Denim. Mixing a candid perspective with positivity, passion and enthusiasm, Kristie gives great insight into her work and the industry.

Pictured: Kristie McCarthy

Intro - describe yourself and tell us what you do?

I’m an artist manager working for Lemon Tree Music in Melbourne. I work with singer-songwriters Riley Pearce, Maddy Jane and indie band Death by Denim. I would describe myself as generally inoffensive and likeable, under the right circumstances.

What influenced you to work in the music industry?

Originally my plan was to work in book publishing, so I got a degree and I moved to London to follow that dream. I quickly realised sitting in front of a screen editing all day wasn’t for me so I turned to my other passion – music. I left London and took the scenic route home to Australia via the Greek Islands and applied for my first music role at Billions Australia on the beach. And they actually called me back!

Was there someone who mentored you whilst growing in the industry?

My directors David and Regan at Lemon Tree Music have given me lots of advice over the years and the confidence to carve my own path. I also learnt a lot about client relationships and account management from my father when I worked for our family business The Marketing Mix prior to entering the music industry. During my time at Billions when I was super fresh, Paul Sloan also taught me a lot about the nuances of the industry. Like how many portaloos you’re legally required to have at a festival versus how many you should have (WAY more!) and how many members of King Gizzard and the Lizard Wizard can fit into a single hotel room (WAY more!).

Was artist management something you always wanted to do, or moreso something you fell into doing?

I was always interested in artist management, but I got my start in the industry at a booking agency. Working in live music was always something I wanted to do and it’s a lot of fun – but it’s only one part of the picture. After a while I realised I wanted to be involved in artist projects as a whole and I started looking for jobs in management so I could get into the recording and releasing side of music. Basically, I wanted a few more pies for my fingers.

How did you meet the artist(s) you manage currently?

When I joined Lemon Tree Music, Riley and Maddy had already been signed so I began working with them right away; though I actually had met Riley at his EP launch in Perth by coincidence about a year before. Death by Denim I signed myself and I’ve known two of the guys George and Palle for a long time – we went to the same school and they grew up with my brother! Hamish and Nik I met when I saw the band play some of their first shows when I was living in Perth. Once I’d gained some experience in management, I brought them on to the Lemon Tree roster officially.

Top left: Riley Pearce, Bottom left: Maddy Jane, Right: Death by Denim

What are the day to day tasks of an artist manager?

It’s a really varied job that’s for sure. On any one day I’ll be taking calls with labels to run through release schedules, booking studio recording time, working with booking agents on tour routing, talking to publishers about sync deals, scheduling co-writes, running marketing campaigns, ordering merch, planning social media content and more! It’s very much a role that revolves around communication and relationship management – you’re the conduit between the artist and everyone who wants to work with them. That could be labels, brands, other artists – the lot!

What advice would you give to those aspiring to work in artist management?

Learn as much as you can! Artist management is about being a jack of all trades, but probably a master of a couple as well. The industry is forever evolving so learn as much as you can from those around you and don’t be afraid to ask questions you don’t know the answer to. You’re not expected to know absolutely everything about anything – so be prepared to be forever increasing your skill set. Also – go see a lot of local gigs because that’s where the magic happens.

What are your thoughts on balance and caring for your mental health?

Mental health is something I think most people in our industry deal with at one time or another. It’s so important to seek professional help if you’re struggling with stress, anxiety or anything else – and don’t be afraid let your colleagues know! For artist management in particular it’s important to set boundaries about after hours work and availability. You end up working across multiple time zones and your artists will be touring on weekends – so you need to strike a balance of being available when they need you but having time to switch off from work. Burnout is very real in this industry and you need to take care of yourself.