The strategic function of human resource management has so far been neglected within the media industry. This is particularly true for the atypically employed creative professionals in media content production. Given the strategic importance of human resource management on one hand and the creative human resources on the other, artist relationship management is conceived as a suitable human resource management approach for creative professionals, based on the specific characteristics of the media industry. In addition to covering the functional aspects of human resource management, this situationally differentiated concept enables effective and efficient management of atypical human resources and also serves as a source for achieving sustainable competitive advantages.