"Different types of managers" — Shark Tank investor Mark Cuban talks about what talent managers do

Mark Cuban, an investor and entrepreneur from Shark Tank, appeared on the Fishbowl Pod with host Jules Terpak on December 17, 2024. During the interview, he spoke about the several types of managers in the industry. He noted there are those who specialize in facilitating a connection, ones who do finances, and those managing a talent's career in general.

Cuban, in the interview, said:

"There are plenty of different kinds of managers."

The Shark Tank investor pointed out that some creators would take managers who have good connecting power, like booking their guests or bringing in good collaborations. On the other hand, some require managers who do only and primarily handle money and arrange sponsorships.

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Shark Tank investor Mark Cuban discusses different types of talent managers and their roles

Depending on the specific role and needs of the client, talent managers serve a wide range of functions. The responsibilities can vary greatly, from managing finances to fostering professional relationships that drive a talent's success.

1) The connector manager

One type of manager highlighted by Cuban is the "connector manager."These managers specialize in building networks and creating opportunities for their clients. They leverage long-standing industry relationships to book high-profile guests, collaborate with other influencers, or secure partnerships. The Shark Tank investor underscored this point by referencing his own experience. He stated:

"When I did Bobby Alto’s um, I was on hers because TJ is a good friend of mine... and when I was on the Nek Boys when they were in Vegas a year and a half ago... it was because of John."

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2) The financial and sponsorship manager

The other type of manager is more focused on the career's financial aspect for any talent. This position takes care of finances, and it deals with sponsorship deals to ensure that there are adequate funds for long-term investments. According to Cuban, this manager would be different from a connector manager because:

"Having somebody who's just going to manage your money, get you sponsors—that’s a different drill."

These managers may specialize in business negotiations and be able to help maximize revenue through brand deals or other financial opportunities. This style of management is very critical for content creators and influencers who face the challenge of monetizing their content.

The Shark Tank investor emphasized that, in some instances, this method feels unnecessary for certain talents because the majority of creators want to keep things independent about how they make money.

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3) The independent creator model

The third type of manager he highlighted was related to how most creators with large social media followings or already-established YouTube channels are ditching the old management structure. Cuban shared insights from his conversations with other content creators, explaining how many choose to remain independent in managing their careers. He stated:

"A lot of my friends who have very significant YouTube audiences... they're still kind of independent in that way."

For these content creators, self-management brings flexibility and control over their content, finances, and collaborations. This might be a very attractive strategy in an industry where the success of content is largely based on the algorithmic visibility and engagement of the audiences. The Shark Tank investor also emphasized the challenges faced by content creators. He remarked:

"Part of it is you got to keep as much money as you can... because there’s so much uncertainty about an algorithm driving you."

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