Joshua Smith Manager of the Month for Immortal Music Group
The Timeless Currency of Music: How a Guitarist Mastered the Art of Artist Management
In the high-stakes world of music, where creativity meets commerce, the difference between a fleeting trend and a lasting career often lies in the strategy behind the scenes. For Joshua Smith, the longstanding guitarist for the heavy metal group Northlane, and founder of the Immortal Music Group, this balance is not just a perk—it’s the core of his success. Smith’s journey from jamming in garages to shaping the careers of others offers a masterclass in navigating the often-turbulent waters of the music industry.
Smith’s path into management was driven by necessity. When he first took over managing Northlane during a challenging period, he discovered the difficult reality of the business. He found himself knocking on closed doors, realizing that the real challenge wasn’t just playing music, but understanding the professionalism and logistics required to turn that music into a sustainable career.
Seeking guidance and experience, Smith partnered with industry veteran Chris O’Brien, who provided the necessary network and real-world knowledge. Together, they established a system that combined Smith’s deep understanding of the artistic process with O’Brien’s industry acumen, quickly setting up a successful agency that now supports an impressive roster of acts, including Yours Truly and Make Them Suffer.
Managing a band while building a business requires an extraordinary ability to delegate. Smith’s philosophy centers on building a strong team at Immortal Music Group, ensuring that specialized staff handle specific affairs, thereby allowing him to focus on the creative and strategic direction. He firmly believes that delegation is key to growth and maintaining personal health.
Life on the road demands relentless dedication. While the work requires immense time and energy—often stretching to 80 to 100 hours a week in the early days—Smith prioritizes his well-being, recognizing that health is the foundation upon which everything else is built. He champions a life where he can prioritize his health, understanding that he cannot care for others without it.
The unique challenges of the Australian and New Zealand music markets add another layer of complexity. Navigating international touring markets requires precise timing and economic awareness, demanding a careful balance between artistic vision and financial reality.
Yet, amidst the demanding schedule and the constant pressure, Smith has distilled a powerful truth about the creative process. He emphasizes that the pursuit of great music cannot be rushed. As he reflects, great music is timeless, and if it requires more time to unfold, that is perfectly acceptable.
Ultimately, Smith’s experience reinforces a central lesson for anyone in the creative sphere: songs are the absolute currency of music. By understanding the psychology of songwriting and the patience required for art to mature, managers can help artists secure a stable, sustainable career, ensuring that the music they create has the time and space to achieve its full, timeless potential.
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