The Manager's Playbook
Hosted by Mauricio Ruiz, a music industry executive of 15 years, The Manager's Playbook is your essential podcast for insights into the music industry. Whether you're an artist, aspiring manager, music industry professional, or just passionate about the behind-the-scenes of the music business, this podcast is for you. Mauricio brings you in-depth interviews with top artist managers, entertainment lawyers, and other industry execs. Each episode is packed with valuable tips, real-world experiences, and expert advice to help you navigate the complexities of the music business.
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In this clip from The Manager’s Playbook, Charlie Rocket reflects on how he and his partners ended up managing 2 Chainz by doing the work before anyone officially gave them the title.What began as music marketing, mixtape promotion, CD street-team strategy, and fan-building quickly turned into something bigger. Charlie explains how they kept showing up with value: bringing a 30/60/90-day artist development plan, investing in physical promo, lining up opportunities, and creating momentum around the artist until the role naturally became theirs.The clip also gets into a deeper idea that matters across the music business: the tension between being “smart” and being willing to move before the proof is there. Charlie argues that in artist management, A&R, artist development, and hip-hop marketing, conviction and action often create opportunities that logic alone never will.At the centre of it all is a simple truth: sometimes you recognize superstar potential before the rest of the industry does. And if you believe strongly enough, you move accordingly.A strong listen for independent artists, managers, A&Rs, music executives, and anyone serious about breaking artists, building momentum, and understanding how artist careers really get shaped behind the scenes.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/2rJBuPhpk34kdSw9Dc2MCX?si=OIqpw0t1R5KHv2Qa1GAnigWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Charlie Rocket breaks down why so many artists in today’s music industry are too focused on virality and not focused enough on building real momentum.He shares a sharper approach to music marketing, artist development, fan-building, and independent artist growth: run the play, stay consistent, and boil a pot of water before trying to heat up the whole world. Using Travis Porter’s early run in East Atlanta as an example, Charlie explains how repeated club appearances, street marketing, direct fan engagement, flyers, CDs, and weekly presence helped turn strangers into loyal fans.He also introduces his idea of “mom-ology” - the process of building superfans through connection, consistency, vulnerability, authenticity, and time spent. The clip goes further into why time spent has become one of the most important drivers of audience loyalty, and why the loss of mixtape culture changed the way hip-hop artists build fanbases, release music, and stay connected between projects.A strong listen for independent artists, managers, A&Rs, and music executives thinking seriously about artist promotion, fan engagement, direct-to-fan strategy, and long-term music career growth.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/2rJBuPhpk34kdSw9Dc2MCX?si=OIqpw0t1R5KHv2Qa1GAnigWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Charlie Rocket breaks down his “Blitzkrieg” approach to music marketing; a focused 30-day sprint built around urgency, consistency, and strategic execution.Instead of glorifying burnout or everyday hustle culture, Charlie explains why artists, managers, and music executives often get better results from short, high-intensity bursts of artist promotion, fan-building, local market strategy, content creation, and release momentum.He walks through how to build a 30-day promo campaign, from radio stops, DJ outreach, city runs, local collaborations, street marketing, and video drops, to creating enough touchpoints for an artist to feel impossible to ignore. He also shares a sharp lesson for managers on how to get artist buy-in: don’t pitch small asks. Pitch the bigger vision and the upside attached to it.The clip also touches on early Travis Porter growth, using manual MySpace outreach, direct fan engagement, and zero-budget marketing to become the platform’s top unsigned act.A strong listen for independent artists, managers, A&Rs, and anyone serious about artist development, music marketing, and building momentum in the music business.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/2rJBuPhpk34kdSw9Dc2MCX?si=OIqpw0t1R5KHv2Qa1GAnigWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, Charlie Rocket joins us for a powerful conversation on artist development, music marketing, fan building, independent artist strategy, and the mindset required to win in the music business.Best known for helping build 2 Chainz and for his evolution from music executive to public speaker and entrepreneur, Charlie breaks down why he believes success often requires a level of intentional “delusion,” the kind of belief that allows artists, managers, and executives to move before the proof is there. We talk about what it really means to chase purpose over money, why overthinking kills momentum, and how some of the best careers in music are built through conviction, consistency, and action.Charlie also shares practical gems on breaking artists without money, building authentic fanbases, local market strategy, mixtape culture, release strategy, manager leadership, publishing, label relationships, streaming growth, and audience development. From 30-day blitz campaigns and “boiling a pot of water” in one city, to winning over 2 Chainz and navigating a life-changing brain tumour diagnosis, this episode is full of hard-earned lessons on music industry strategy, artist growth, and long-term career building.Whether you’re an independent artist, manager, A&R, music executive, or creative entrepreneur, this is a conversation about belief, leverage, execution, and what it really takes to build something that lasts.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this clip from The Manager’s Playbook, Tommy Brown breaks down why K-pop continues to win at artist development, and why its system still looks a lot closer to Motown than what much of the American music industry is doing today.We get into Tommy’s work in Korea, the session that led to BLACKPINK’s “Ice Cream” featuring Selena Gomez, the group’s studio discipline, and what that level of perfectionism taught him about greatness, standards, and building global artists.Tommy also talks about fan culture, physical album sales, team structure, and why moving fast, experimenting, and “rushing to get to no” can be a real advantage in the music business.This one is for artists, managers, producers, songwriters, and music execs trying to understand K-pop, BLACKPINK, artist development, global music strategy, and how real systems create real stars.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/71unpLmCSi3VjbieeOMiUy?si=KmFi8zCgTqmYpznq5UdhqQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Tommy Brown reflects on his experience filming Netflix’s Hitmakers, the pressure of creating on camera, and why the show did not go deep enough into the real lives of songwriters and producers.We get into leadership, acceptance, collaboration, and the financial reality behind the music business, including why so many creatives are not making the money people assume. Tommy also shares how he would rather show the real process through songwriting camps, daily content, building in public, and honest storytelling around what it actually takes to build a career.This one is for artists, managers, producers, songwriters, and music execs who care about the real work behind the scenes.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/71unpLmCSi3VjbieeOMiUy?si=KmFi8zCgTqmYpznq5UdhqQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Tommy Brown breaks down one of the hardest truths in the music business: huge streaming numbers do not always mean real money for songwriters and producers. We get into producer points, publishing royalties, master royalties, label negotiations, and why so many creators are still underpaid.Tommy also talks about learning under Rodney Jerkins, the difference between making beats and making records, and the kind of discipline it takes to build a real career in the music industry.This one is for artists, managers, producers, songwriters, and music execs who want a clearer understanding of producer pay, publishing, music contracts, and long-term leverage.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/71unpLmCSi3VjbieeOMiUy?si=KmFi8zCgTqmYpznq5UdhqQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Tommy Brown breaks down why visibility and content strategy are now part of the job for artists, producers, and songwriters. We talk about why posting consistently matters, how even simple beat videos can drive massive audience growth, and why being seen is now directly tied to opportunity in the music business.The conversation also gets into streaming economics, songwriter and producer pay, music publishing, Spotify, AI, user-generated remixes, catalog sales, and why publishing may be heading into a much bigger era.This one is for artists, managers, producers, songwriters, and music execs trying to understand where the business is going next.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/71unpLmCSi3VjbieeOMiUy?si=KmFi8zCgTqmYpznq5UdhqQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, I sit down with Tommy Brown (TBHits), hitmaking music producer, songwriter, and one of the most important creative forces behind modern pop music. Tommy has worked with Ariana Grande, Justin Bieber, The Weeknd, Victoria Monét and more, and this conversation is a real look at what it takes to become a true hit producer in today’s music industry.We get into the making of “thank u, next,” what actually makes a hit record, why so many successful producers and songwriters still struggle financially, and the difference between being a beatmaker and a real record producer. Tommy also breaks down artist development, publishing, producer points, label deals, streaming economics, content strategy, K-pop systems, Netflix’s Hitmakers, and the lessons he learned studying Rodney Jerkins.This one is for artists, managers, songwriters, producers, A&Rs, music executives, and independent artists trying to build real careers, stronger teams, better systems, and long-term leverage in the music business.If you care about music marketing, songwriting, publishing, producer income, artist growth, streaming strategy, audience building, and career longevity, this episode is for you.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this clip, LaRussell and his team break down what it really takes to build an independent music business at scale.They talk about the infrastructure behind the operation: merch, brand identity, photography, videography, editing, security, logistics, live show staffing, sound engineers, and the contractor-based team required to keep everything moving. The conversation also gets into the unglamorous side of growth: scaling from an LLC mindset into a real enterprise, tightening operations, improving tax compliance, creating better payment structures, and learning how to delegate with trust.LaRussell also speaks on reinvesting heavily into the business, leading with belief, questioning limits, and building without relying on a traditional label system. If you’re an artist, manager, or entrepreneur trying to understand how independent artists scale, build teams, and turn momentum into infrastructure, this is a strong one.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/4gh5xJy3JaJikr9JEEIZAC?si=tQwOj5sGRFKts7KWvPw3BwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip, LaRussell and Tietta Mitchell break down a lesson a lot of artists learn too late: before you hire help, you need to understand the work yourself.They talk about why doing every part of the business early on - content, posting, editing, ticketing, emails, calendars, and operations - makes it easier to train people, delegate clearly, and scale without losing standards. The conversation also traces how Tietta became essential to LaRussell’s growth: first by spotting the TikTok opportunity, then proving her value through consistency, curiosity, and learning the music business from the ground up.If you’re an independent artist, manager, or creative operator trying to understand artist management, delegation, team building, music business education, and how to scale an independent career the right way, this is a real blueprint.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/4gh5xJy3JaJikr9JEEIZAC?si=tQwOj5sGRFKts7KWvPw3BwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Most artists don’t hate ads. They hate what bad ads reveal.In this clip, LaRussell breaks down how he actually uses ads as an independent artist: not to force Spotify streams or fake momentum, but to amplify content that already proved itself organically. The strategy is simple but disciplined: run awareness ads behind posts that are already winning, then use retargeting, lookalike audiences, and city-specific campaigns to turn attention into real outcomes like ticket sales, merch sales, fan growth, and direct-to-fan revenue.He also explains why shares and comments matter more than vanity metrics, how he thinks about customer acquisition cost, and why great music marketing isn’t about buying visibility. It’s about scaling demand that already exists.If you’re an independent artist, manager, or music entrepreneur trying to understand how Meta ads, fan conversion, touring strategy, merch marketing, and artist growth actually work, this is a strong one.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/4gh5xJy3JaJikr9JEEIZAC?si=tQwOj5sGRFKts7KWvPw3BwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
LaRussell didn’t partner with Roc Nation because he needed a machine. He partnered because he built one first.In this clip of The Manager’s Playbook, LaRussell and his manager Tietta Mitchell break down why the Roc Nation deal made strategic sense for an already thriving independent artist business. They talk about globalizing what they’ve built, expanding into radio, publicity, DSP relationships, and late-night TV, and why the right label partnership should add value without taking control.The conversation gets into the real mechanics of a modern record deal: a non-exclusive, short-term, project-based structure, freedom to keep releasing music independently, and the importance of negotiating label deliverables, not just artist obligations. They also speak on contract language, ownership, autonomy, direct lawyer-to-lawyer communication, and what JAŸ-Z’s influence actually meant in the bigger picture.If you’re an artist, manager, executive, or music entrepreneur trying to understand how independence, leverage, artist development, publishing, and strategic partnerships really work in today’s music business, this episode is for you.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/4gh5xJy3JaJikr9JEEIZAC?si=tQwOj5sGRFKts7KWvPw3BwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
LaRussell is the rare independent artist who didn’t partner with Roc Nation because he needed a label. He partnered because he built enough leverage to make the label behave like a partner.In this episode of The Manager’s Playbook, LaRussell and his manager Tietta Mitchell break down the real strategy behind signing with Roc Nation (and what artists and managers get wrong when they hear the word “signed”). We talk record deal negotiation, non-exclusive licensing deals, and how to demand label deliverables instead of vague promises. They explain how alignment with the right people, clear success metrics (radio, press, DSP relationships, late night, sustained fan growth), and protecting autonomy can turn a major partnership into a growth lever, not a loss of independence.Then we get into the operating system: how LaRussell’s team runs independent artist infrastructure (touring, merch, releases, content), why his marketing focuses on awareness ads over streams, how retargeting and funnels actually work for artists, the difference between clipping vs seeding, and why reinvesting into a contractor-based operation is the real “major label machine” built in-house.If you’re an artist, manager, A&R, or music entrepreneur trying to understand how independent artists make money, how modern label partnerships should work, and how to scale a music career without losing control, this one’s a blueprint.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ETChapters:00:00 Roc Nation Partnership (Independent Artist Scale)01:21 Artist Management Alignment (Meeting the Team)03:07 Record Deal Negotiation (Artist Proposes Terms)04:38 Licensing Deal Explained (Short-Term Structure)07:01 Non-Exclusive Record Deal (Keep Dropping Music)13:40 When a Label Deal Makes Sense (Partnership vs Dependency)15:44 Labels Don’t Develop Artists (Modern Artist Development)18:16 Contract Process & Entertainment Lawyer (Paperwork Fast)20:54 JAŸ-Z / Roc Nation Resources (Access Without Giving Up Control)27:18 Defining “Independent Artist” (Leverage & Optionality)30:16 DSP Relationships & Global Representation (Spotify/Apple/Press)33:55 Music Business Success Metrics (Radio, PR, Growth)41:55 Clipping vs Seeding (Content Distribution Strategy)58:28 Paid Ads for Artists (Awareness Ads That Work)01:00:31 Awareness vs Streams (Music Marketing Funnel)01:06:06 Retargeting & Lookalikes (Meta Ads / Business Manager)01:13:33 Artist Manager Role Evolution (From Helper to Operator)01:22:22 Delegation & Scaling (Team Systems)01:25:46 Team Structure Breakdown (Contractors, Ops, Live Days)01:34:16 Reinvesting Into Infrastructure (Scaling the Business)01:53:34 Revenue vs Profit (Music Business Money Talk)02:03:04 Catalog vs Single Push (Release Strategy)02:13:28 Offer-Based Booking (Touring + Monetization)
In this clip from The Manager’s Playbook, we get into the unglamorous side of the music business that every independent artist eventually faces: release week feels stressful because you’re the label.JMSN explains what it really means to self-fund your art, paying upfront for the rollout, the assets, and the overhead before you’ve made anything back. He breaks down the classic independent cash flow loop: release the project, tour to extract value from the album cycle, save what you can, and reinvest to finance the next record, while still paying for real life.Then we talk music marketing and why JMSN has a real disdain for constant digital ads and billboard-style promotion. His long-game mindset is simple: invest in the product, protect the catalog, and let great work compound because the music is “out forever.”There’s nuance, though. We separate album advertising from tour promotion, where ads can actually make sense because selling tickets is time-sensitive. We also get into promoter strategy, measuring ad baselines, building an email list, and why IRL postering can beat lazy online spend.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/5v5XObpCdwwXn5N1OD1cFQ?si=iKzKWbABSoCiaw9hZxeuvgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybookKeywords: music business, independent artist, self-funding, touring strategy, tour marketing, music marketing, Meta ads, promotion strategy, release rollout, artist management, direct-to-fan, email list, catalog strategy
In this clip from The Manager’s Playbook, we talk about a music marketing truth most artists learn too late: a great music video isn’t “extra content,” it’s a long-term marketing asset.JMSN explains why he’d rather put his budget into visuals than into digital ads, paid social, or “content seeding” that disappears in a day. His thinking is simple: a strong video becomes an evergreen commercial for the song and the artist brand, something that can keep working for years as your catalog grows.We also break down how “Soft Spot” shifted the conversation around whether videos still matter, why iconic visuals can still turn a casual listener into a fan, and what it looks like to operate like a creative director: storyboarding, “editing in your head,” and choosing speed and control by directing and editing the work himself. The bigger takeaway for artists and managers is practical: spend where the audience can see it, and let one great idea beat a big budget.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/5v5XObpCdwwXn5N1OD1cFQ?si=iKzKWbABSoCiaw9hZxeuvgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybookKeywords: music video marketing, music marketing, artist branding, independent artist, artist management, release strategy, content strategy, creative direction, video production, touring and merch, music business
In this clip from The Manager’s Playbook, we talk about the part of the music business that’s driving artists crazy: the endless “how to blow up” social media advice that sounds confident and works for almost nobody.JMSN explains why he pulled back from social platforms when it started feeling awful and how the unlock was getting less precious about it all. Instead of trying to look cool or chase engagement, he treats platforms like TikTok as low-stakes distribution: post the clips, post the memes, keep the reps going, and don’t let likes define the work. Because the goal isn’t to worship the algorithm. It’s to build a real fanbase and create repeatable momentum.We also get into how streaming behaviour has changed across platforms, why views/streams don’t tell the full story anymore (even though they can still validate what’s working), and how to lean into traction using tools like Instagram Trial Reels to reach non-followers, while keeping Instagram more curated, like an artist homepage.And we bring it back to the stuff that still matters: early community support, Toronto roots, and the real-world moments that often start the entire chain reaction.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/5v5XObpCdwwXn5N1OD1cFQ?si=iKzKWbABSoCiaw9hZxeuvgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybookKeywords: music marketing, social media strategy for artists, TikTok for musicians, Instagram Reels strategy, YouTube growth, streaming strategy, artist development, artist management, fanbase building, momentum, independent artist, music industry
In this clip from The Manager’s Playbook, JMSN breaks down the real economics of the music industry: a record deal isn’t automatically “support.” It’s a trade of ownership and creative control for convenience.He explains why he’s stayed truly independent, keeping 100% of his master recordings and music publishing, even as major labels, “indie labels,” and distribution deals come with big advances and major-level resources. His deal math is simple: if a label is offering you a serious check, it usually means they believe you can generate far more on your own. So the real question becomes: what are you giving up for that advance?We also talk about the reality of A&R bandwidth, why “label help” often lacks real thought and care, and how major label release volume makes it hard for artists to ever feel prioritized. JMSN shares how momentum (including “Soft Spot”) can trigger urgency tactics from the industry and why patience and long-term thinking matter when you’re choosing partners.The takeaway for artists, managers, and aspiring music executives: the best support isn’t always a label. Sometimes it’s building the right artist management team, protecting the upside, and letting the right decisions reveal themselves over time.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/5v5XObpCdwwXn5N1OD1cFQ?si=iKzKWbABSoCiaw9hZxeuvgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybookKeywords: music business, artist management, record deal, major label, independent artist, distribution, publishing royalties, masters ownership, leverage, A&R, artist development, music marketing.
In this episode of The Manager’s Playbook, I sit down with JMSN, artist, multi-instrumentalist, producer, and one of the best case studies for what real independent artist success looks like when you stop waiting for the industry to “pick you.”We talk about why he stays fiercely DIY (not just “indie”) from owning your masters and building leverage without relying on a major label or a hype-driven record deal. JMSN breaks down the part most artists and managers don’t like posting about: being independent means you’re basically the label—funding the art, building the systems, and learning how to turn momentum into a repeatable release strategy.We also get into modern music marketing that doesn’t feel like selling your soul: why a great music video can be the best long-term “ad,” how content becomes distribution (TikTok, Instagram, YouTube), and why streams and metrics don’t always tell the full story anymore, especially when the real goal is fanbase growth and turning streams into fans. Plus: touring as the engine, merch and direct-to-fan thinking, and how the right artist management support can replace the kind of “label help” that rarely comes with real care.If you’re an artist, manager, or aspiring music exec trying to build a career outside industry norms, press play.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this Manager’s Playbook clip, J. Erving unpacks a “superpower” that’s quietly responsible for most long careers in the music business: surrounding yourself with the right people, reading the room, and staying calm under pressure.He connects it to boxing, where the real skill isn’t just throwing punches, it’s staying composed enough to see what’s happening, position yourself, and set up the next move. He shares a story about getting caught in the final seconds of sparring after letting his guard down, and how that lesson translates directly to leadership: you don’t coast because you think you’ve already won, you finish the round.From there, we talk about the music industry’s “what have you done for me lately?” reality, especially after closing a management chapter with Troy Carter. J explains why music managers are entrepreneurs, no one is coming to hand you the next opportunity. You have to build it, create it, and keep moving.He also speaks on staying connected to younger leaders through real, non-transactional relationships, and why rebuilding Human Re Sources required becoming a student again, learning from the independent era, the community, and the people closest to where culture is shifting next.If you’re an independent artist, music manager, A&R, or aspiring music executive, this clip is a sharp reminder: composure, positioning, and team-building are career skills, not personality traits.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this Manager’s Playbook clip, J. Erving III breaks down what changes when you go from managing outside the label system to operating inside it, and why most “label frustration” is really a culture and operations disconnect.He explains that the biggest difference isn’t budget, it’s company culture: how teams work, how urgency shows up, and why an independent-minded operation can’t afford to “clock out” the way traditional systems sometimes do. J also shares how access to ops tools, finance, data, research, and better label intel can dramatically improve decision-making, while still protecting a culture that moves like an indie inside a corporate partnership.We get into what real autonomy looks like with the right partners (SONY/The Orchard), how Human Re Sources wasn’t built to be acquired (but the acquisition moved fast), and why music distribution is more saturated than ever, making manager quality and execution the real separator.Finally, he calls out manager red flags (excuses, blame, lack of accountability), reflects on lessons from the Freeway era, and lands on a business rule that applies to music too: bet on teams over ideas (including perspective from working alongside operators like Troy Carter).If you’re an independent artist, a music manager, or an aspiring music exec trying to build systems, scale teams, and stop waiting on partners to “save” the plan, this clip is for you.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this Manager’s Playbook clip, J. Erving breaks down a truth the music business loves to forget: artist trust is built in the off-season.Not when the venue is sold out. Not when the streams spike. Real artist management is dinners, conversations, check-ins, and showing up early, like being present when there are 57 people in the room, because you can’t “build the relationship” once it’s an arena. Care isn’t branding. It’s behaviour.J also explains how great teams use live shows as A&R data, watching crowd reactions, testing records in real time, and turning those moments into release strategy (including a story that led to re-releasing Jessie Reyez’s “Imported” with a new feature). From there, we get into digital indicators that matter before the numbers are huge, like TikTok/Reels “creates”, and how moving quickly on those signals can drive content strategy, music marketing, and streaming growth. RAYE’s “Escapism” comes up as a case study in timing, preparation, and execution.Finally, J talks leadership: building a culture-first team (predominantly people of colour, primarily women), holding the team accountable for the opportunity, and trusting younger ears to champion new music, because mentorship and fresh perspective keep A&R sharp.If you’re an independent artist, music manager, or aspiring exec, this is a masterclass in care, systems and execution.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this Manager’s Playbook clip, J. Erving breaks down how top music executives, A&Rs, and elite artist managers actually identify greatness and it’s not just “talent.”We talk artist development through an athlete lens: discipline, work ethic, reps, and dedication to craft are what separate artists with potential from artists with longevity. Because “goosebumps” from a record is real… but it’s not enough. The real question is: who’s the person behind the music, and do they have the character and vision to execute for years?J uses RAYE as a case study for an artist-led career, an independent artist staying “captain of the ship,” while a distribution partner supports where it’s needed. We also get into bespoke label services, why you can’t cheat the work, and how long-term partnerships in the music business survive through humility, accountability, and “strong opinions loosely held.”If you’re an independent artist, an aspiring music manager, or a future music executive, this clip is a masterclass in what the industry is really rewarding right now.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, I’m joined by J. Erving III, CEO & Founder of Human Re Sources (a SONY Music/The Orchard partner), to talk about what it really takes to build an artist-led career in today’s music business.We get into artist development through the lens of elite sports: the “goosebumps” moment matters, but discipline, work ethic, and execution are what separate great artists from talented ones. J breaks down how they support independent artists with music distribution and label services without hijacking the vision, plus why RAYE is the perfect example of an artist staying “captain of the ship,” from creative control to how early TikTok/Reels indicators helped spark momentum around “Escapism.”We also talk team-building, music industry leadership, culture, and what he learned alongside operators like Troy Carter, including why in both business and music, you should always bet on teams over ideas.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
If you’re a songwriter, producer, or manager, this is the publishing conversation that saves people from “congrats on the deal” regret.In this clip, Jacob Paul breaks down what a co-publishing (co-pub) deal really is, because a lot of creators sign one thinking they’re buying support, when they’re actually giving up catalog ownership. In a typical co-pub, the publisher collects your publishing royalties and takes a piece of the copyright, often half of the publisher’s share (commonly translating to ~25% of the total copyright), and in some deals the publisher takes the entire publisher’s share. Translation: you’re not just paying a fee. You’re trading future leverage.The hard truth is that early-career co-pubs can be selling low, unless the publisher genuinely delivers: real creative doors, real placements, real career acceleration, and an advance that matches the ownership you’re giving up.Jacob also explains why many independents prefer a publishing administration (admin) deal: you keep 100% ownership, the admin handles song registrations, splits, metadata, and global royalty collection, and you pay an admin fee for a set term, without getting locked into a permanent rights grab.If you care about music business fundamentals, publishing deals, and protecting your catalog like an asset, this is required listening.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify:https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
If you’re an independent artist, producer, or songwriter, there’s a good chance you’re doing the loud part right (streams, content, growth) while missing the quiet part that builds real stability: music publishing royalties.In this clip, Jacob breaks down the two buckets creators overlook the most, mechanical royalties and international publishing royalties, and why “I’ll set it up later” is one of the most expensive sentences in the music business. Publishing is a system: song registrations, splits, metadata, and global collection. When it’s built correctly, your songwriting catalog can compound into a real residual business, an asset you can leverage, sell, or pass down.We also talk directly to producers: if you contributed to the composition (not just the master recording), you should be negotiating for publishing splits and registering them consistently. Because unclaimed royalties don’t wait forever, after a window, they can become unallocated and end up in the black box, redistributed based on market share. The scale of the problem is massive, and the fix is boring, but profitable.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify:https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
You can be “up” on Spotify and still collect $0 in publishing royalties.That’s the quiet trap: publishing isn’t paid by default. Master recording money tends to flow through labels and distributors. But music publishing lives in the backend, song registrations, splits, metadata, and global royalty collection, and if you don’t proactively set it up across territories, the system won’t warn you. You’ll just stay unpaid.In this clip, Jacob Paul breaks down why “I joined ASCAP/BMI” is a great first step but not the finish line. Performing rights organizations typically focus on performance royalties and mostly collect directly in one territory, while international publishing collection often relies on reciprocal agreements that can add middlemen, slow reporting, reduce transparency, and leave real money behind, especially when mechanical royalties and worldwide streaming are involved.That’s why global publishing administrators exist: to register songs broadly, match splits, and help creators collect publishing income more efficiently worldwide. We also touch on KOSIGN and why flexible publishing administration matters for independent artists, producers, songwriters, and managers who want systems without getting boxed into old-school deals.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify:https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
You can have songs moving on Spotify, Apple Music, YouTube, TikTok, live shows, even vinyl and still miss the money that literally belongs to you on the songwriting side.In this clip, Jacob breaks down Music Publishing 101 in plain English: every release has two copyrights and two royalty streams, the master recording (typically flowing through a label or distributor) and the publishing/composition (songwriting) side. Here’s the catch: publishing royalties aren’t automatic payouts. If your song registrations, splits, and metadata aren’t set up correctly, the system doesn’t warn you, you just stay unpaid.We also clear up a major misconception in the music business: signing up with a performing rights organization (ASCAP, BMI, etc.) is a great first step, but it’s not the whole publishing picture, especially when it comes to mechanical royalties and global/international royalty collection. If you’re an independent artist, producer, songwriter, or manager trying to build real systems behind the growth, this is the clip you send your team.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify:https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
You can build a monster Spotify audience and still collect $0 in music publishing royalties. No warning. No system message that says, “Hey, you’re leaving money behind.” That’s because publishing isn’t an automatic payout. In the music industry, master recording royalties tend to flow through distribution, but songwriter royalties only show up when the right song registrations, splits, and publishing administration systems are in place.On this episode of The Manager’s Playbook, I’m joined by Jacob Paul (Kobalt & KOSIGN) for a straight-up Music Publishing 101 conversation for independent artists, producers, songwriters, and the managers trying to build real teams, real systems, and real financial stability. We break down master vs publishing (two copyrights, two paycheques), how performance royalties and mechanical royalties actually work in the streaming era, and why “I registered with a performing rights organization” is a starting line, not the finish line, especially when your audience goes global and international royalties enter the chat.We also talk about the “black box;”how unclaimed royalties can become unallocated publishing royalties if metadata is wrong or registrations are late, and why moving fast matters if you want your catalog to compound like an asset instead of leaking quietly for years. If you care about artist development, music business strategy, royalty collection, publishing deals, co-publishing vs administration deals, and building an independent career that actually pays, this is the episode.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this clip, Paris Cole and I break down the real mechanics of artist development and what it takes to break an artist in today’s music business, especially when you’re building without massive budgets, teams, or infrastructure.Paris explains why there’s no single blueprint for releasing music. A smart rollout goes beyond the songs into release strategy, sequencing, visual identity, artwork, storytelling, content planning, fan engagement, music videos, pop-ups, and live reps. Some artists build the world first, others drop music and work backward, but either way, the strategy has to match the artist’s sound and identity.We also talk about the intangible part of A&R and management: taste. Paris describes spotting great artists as an intuitive, “spirit-led” process and why she avoids building on music she has to question. From there, we get into sustainability: choosing passion over clout, protecting your creative edge, and how she’s supported herself through consulting, styling, directing, and creative agency work, including social impact projects.Paris shares how she was pulled back into management during COVID after Kiah Victoria insisted on playing her album, leading to an independent release during distributor turnover and corporate changes. Finally, we cover the underdog reality: the long “in-between” years before the public sees the winning season, and why some artists still need real infrastructure like studio lockouts and live musicians, not just a laptop.Simply put, a conversation like this doesn't come cheap.Topics: Artist Development • Artist Management • Release Strategy • Rollout Planning • Independent Artist Strategy • A&R Taste • Creative Direction • Fan Engagement • Music Videos • Live Shows • Touring Reps • Distribution vs Labels • Studio Lockouts • Long-Game CareersListen to the full episode here -Spotify:https://open.spotify.com/episode/27QXHfulyQlwBpZBLbzVAW?si=K28OvfA_RbqVA6Wvdq7uPQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Paris Cole and I break down what separates artists who build a real brand identity from artists who only get exposure.Paris explains that it often comes down to vision, and when an artist doesn’t have it yet, that’s where the right manager, creative director, and artist development team step in to help shape and execute it. We talk about why chasing numbers can leave you “seen but not known,” and how true brand alignment creates impact that lasts beyond a moment.We also get into the current music industry reality: labels and distributors are more risk-averse than ever, often prioritizing analytics, viral traction, and TikTok momentum, sometimes at the expense of great music and storytelling (especially in lanes like conscious rap). From there, the conversation turns practical: how independent artists build careers through strategy, narrative, live reps, ticket sales, merch, and consistent performance, even without an agent or major label push.Finally, Paris talks about the importance of authentic fan connection, letting people in through real touch points like IG Live, pop-ups, opening slots, and community-driven moments, instead of chasing perfection.Simply put, a conversation like this doesn't come cheap.Topics: Artist Development • Brand Vision • Creative Direction • Artist Management • Independent Artist Strategy • Streams vs Fans • Touring & Ticket Sales • Merch Revenue • Music Discovery • Radio Promotion • College Circuit • Fan EngagementListen to the full episode here -Spotify:https://open.spotify.com/episode/27QXHfulyQlwBpZBLbzVAW?si=K28OvfA_RbqVA6Wvdq7uPQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Paris Cole breaks down artist development through branding, styling, and creative direction and why audiences can instantly tell when an artist is “trying too hard.”Paris explains that swag has to feel natural, and the best image-building happens through the build: inch-by-inch growth where the artist evolves in public and fans evolve with them. Using Ari Lennox and Lucky Daye as examples, she shows how intentional minimalism, timing, and consistency create trust and trust is what turns casual listeners into a real core fanbase.We also get into the business reality: styling is a luxury service, and throwing money at glam before the music has traction often backfires. Paris shares the practical playbook for developing strong visuals on limited budgets (thrifting, consignment, tailoring, and building relationships with designers) because in the music business, taste beats budget.Simply put, a conversation like this doesn't come cheap.Topics: Artist Development • Artist Branding • Visual Identity • Styling as Strategy • Creative Direction • Fanbase Building • Label Systems • Budgeting • Independent Artist GrowthListen to the full episode here -Spotify:https://open.spotify.com/episode/27QXHfulyQlwBpZBLbzVAW?si=K28OvfA_RbqVA6Wvdq7uPQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Paris Cole is a true music industry multi-hyphenate, artist manager, creative director, and stylist, and in this episode of The Manager’s Playbook, she breaks down what it actually takes to develop artists from the ground up.Paris takes us from her roots in Washington, DC, nightlife, community building, radio, and learning the culture hands-on, to helping shape the early worlds around Ari Lennox and Lucky Daye. We talk about the unsexy parts of artist development that matter most: building identity in public, earning trust with fans, moving “inch by inch,” and why forcing aesthetics too early can kill authenticity.She shares the behind-the-scenes realities of working within label systems (Dreamville/Interscope, RCA/Keep Cool), building brand consistency through visuals and styling, and managing two breakouts at once without the infrastructure people assume you have. We also get real about the business: management is a long game, money is often delayed until touring, merch, and brand deals scale, and today’s industry is increasingly driven by analytics, risk aversion, and fragmented discovery.Paris opens up about burnout, boundaries, and how she sustained herself through styling, consulting, and a corporate chapter as Associate Creative Director at SoundCloud, before being pulled back into management by the work she truly loves: building artists with purpose.If you’re an independent artist, an aspiring manager, or anyone trying to understand the real mechanics of the music business, this episode is a playbook.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ETTopics covered: Artist Management • Artist Development • Branding & Visual Identity • Styling as Strategy • Release Strategy & Rollouts • Label Politics • Touring & Ticket Sales • Fanbase Growth • Radio & College Circuit • Streams vs Real Demand • Burnout & Boundaries • Music Tech & SoundCloud • Independent Artist Strategy
Touring isn’t just stage time. It’s a business model.In this clip, SonReal breaks down how live shows became one of the most important parts of his career, not only as performance craft, but as a real driver of revenue. We talk about why the stage is where an artist’s brand becomes undeniable (range, presence, genre flexibility), and the lessons he took from early major tours, including direct support runs with Mac Miller and John Bellion - especially around elite show standards, set sequencing, and reworking songs for a live audience.Then we get into the part artists and managers often ignore: touring economics. Scaling production to match your actual audience size, building a memorable show without overspending, and using projections based on ticket counts to forecast merch and VIP revenue. SonReal walks through how merch-per-head and a well-built VIP package can turn a tour into profit, without compromising the fan experience.If you’re an independent artist, music manager, or anyone trying to understand touring strategy, live show production, merch strategy, VIP monetization, and sustainable artist careers, this clip is a blueprint.Listen to the full episode of The Manager’s Playbook with SonReal for the complete conversation.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
The biggest advantage an independent artist has right now is simple: there are no rules.In this clip, SonReal breaks down what happens when you stop waiting on label timelines and start operating like an owner. We talk direct-to-fan monetization, exclusive releases, and why indie artists can create leverage by designing their own release strategy, like dropping a mixtape exclusively on Even, or letting fans hear an album early through vinyl-first and platform access.He also introduces Sun Squad, his subscription community on Grouped, built to “super serve” fans with weekly unreleased music, giveaways, vlogs, and planned livestreams, proof that fan engagement and community building can be a real music business model, not just a buzzword.We zoom out on why this might be the best era ever for artists: the tools are democratized and the revenue streams are diversified; streaming income, subscriptions, platform exclusives, owning your masters, SoundExchange royalties (SiriusXM/Pandora), sync licensing, and long-term catalog monetization. SonReal also touches on music publishing strategy, including self-admin publishing and registrations, plus how he studies algorithms and iterates on content formats to drive discovery.If you’re an independent artist, music manager, artist manager, or aspiring music executive looking to understand the modern music industry business model, this clip is a blueprint.Listen to the full episode of The Manager’s Playbook with SonReal for the complete conversation.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
The “mysterious artist” era worked when the music business was built around blockbuster music videos and gatekeepers. Today it’s algorithmic, short-form, and driven by consistent distribution.In this clip, SonReal breaks down why being “mysterious and aloof” can actually hurt independent artists now, especially if you’re running a two-week release strategy. We get into the real economics of modern music marketing: you can’t shoot $30K-$40K music videos for every release, so you either build a content system or you disappear.SonReal explains how he scales by batching content across multiple songs with longtime collaborators, then going full DIY when needed, buying a camera, directing visualizers, and shooting content with his manager. We also unpack how the short-form era works differently: you double down after something connects (like performance marketing), and when a post goes viral, it becomes distribution that can lift the entire catalog floor and drive streaming growth.If you’re an independent artist, music manager, A&R, or anyone focused on artist development, content strategy for musicians, streaming revenue, and social media distribution, this is a blueprint for how music travels now.Listen to the full episode of The Manager’s Playbook with SonReal for the complete breakdown.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Most independent artists don’t struggle because they can’t make music fast.They struggle because they can’t make the pace financially sustainable.In this clip, SonReal breaks down a modern independent artist strategy: releasing a new song every two weeks to build catalog, increase streaming revenue, and create consistent discovery through content. But the real lesson is the business model behind it; how he keeps costs down by learning music production, structuring smarter producer deals (including points on the master), and turning ownership into predictable monthly income.If you’re an independent artist, music manager, or aspiring music executive trying to understand release strategy, owning your masters, artist development, music marketing, and streaming growth, this is a blueprint worth studying.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
There’s a whole middle class in the music industry.Artists who aren’t household names, aren’t living off viral moments, and aren’t waiting on label permission, yet they’re making real money, building real fanbases, and running sustainable careers.In this episode of The Manager’s Playbook, I sit down with SonReal (Aaron Hoffman), a Canadian rapper, songwriter, and independent artist who’s been earning a living from music since 2013. We break down what “going independent” actually requires in today’s algorithmic music business: owning your masters, building catalog, creating a consistent release strategy, developing a repeatable content system for TikTok/Reels/Shorts, and understanding touring economics so you don’t lose money on the road.SonReal shares why he’s releasing a new song every two weeks, how ownership changes the math on streaming revenue, and how independent artists can build leverage with consistency, direct-to-fan community, and smart operations, without relying on fame.If you’re an independent artist, music manager, aspiring A&R, music executive, or anyone trying to understand artist development, music marketing, streaming growth, fan engagement, music revenue streams, and touring profitability, this is a masterclass.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
TikTok can give you momentum. The real question is whether you can turn that momentum into a career with identity.In this clip from The Manager’s Playbook, Sickick breaks down his evolution from dark hip-hop roots into the EDM/dance music lane and how short-form content and remix culture translated into real-world leverage: festivals, touring, and audience growth.But the deeper lesson is artist development and positioning. He explains how he’s merging darker emotion with uptempo energy to build a sound that keeps longtime fans while pulling in new listeners. We also get into the operator side of creativity: maintaining 250+ song blueprints, using systems to scale output, and building a collaboration-first studio culture where the rule is simple, leave the ego at the door.If you’re an EDM artist, producer, DJ, independent artist, or aspiring music exec trying to learn collaboration strategy, music production workflow, catalog building, release planning, networking, and long-term career strategy, this clip is a blueprint for evolving without losing yourself or your audience.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0AWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In the music business, careers don’t usually break because of bad songs. They break because team dynamics fail.In this clip from The Manager’s Playbook, Sickick breaks down what healthy artist management actually looks like and why the most dangerous moment in any career is when it becomes artist vs management instead of one aligned team.The conversation centres on trust as the real currency of artist development, why ego and “I told you so” energy quietly kill momentum, and how good managers know when to be supportive and when to push. Sickick also explains the importance of having the right structure around an artist: a manager focused on long-term strategy, a tour manager handling day-to-day operations, and a business manager keeping the financial side organized.For independent artists, producers, DJs, and aspiring music executives, this clip is a reminder that management isn’t about control, it’s about communication, alignment, and building systems that protect creativity while scaling the business.If you’re serious about growth in the music industry, this is the foundation most people skip and later regret.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0AWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
TikTok can give you attention fast. It can also box you in even faster.In this clip from The Manager’s Playbook, Sickick breaks down the real arc behind the “TikTok DJ” label, how remix momentum and algorithm-driven growth created reach, but also created a creative ceiling. Behind the scenes, he was dealing with anxiety, agoraphobia, and the kind of identity collapse most artists don’t talk about once the numbers start climbing.He explains how music became more than a career, it became survival. Three and a half minutes of relief at a time in the studio, turning into a body of work that connected globally and opened doors to major label conversations, artist development opportunities, and high-level collaborations (including sessions tied to Madonna and Post Malone) while still protecting independence, ownership, and creative control.This is a case study in modern music business reality: audience growth, content strategy, streaming momentum, and the transition from DJ persona to original artist, all while learning how to keep the art honest and the business smart.If you’re an independent artist, producer, DJ, manager, or aspiring music executive trying to understand artist branding, career strategy, content systems, and long-term positioning, this clip is the reminder: attention is rented, but authorship is earned.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0AWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In the music industry, careers don’t usually fall apart because of bad music. They fall apart because of bad management, broken systems, and artists not understanding their own business.In this clip from The Manager’s Playbook, Sickick breaks down a chapter that forced him to level up fast: a management situation where money conversations turned into tension, basic operational tasks weren’t handled properly, and the consequences became real, touring complications and U.S. entry issues tied to visa and immigration mismanagement.This isn’t “industry drama.” It’s a case study in artist management red flags, music business literacy, and why independent artists can’t afford to outsource understanding. Sickick explains how the fallout pushed him to learn the business side of music quickly, team structure, accountability, and the systems an artist needs to protect momentum, revenue, and long-term career strategy.If you’re an independent artist, producer, manager, or aspiring music executive, this clip is the reminder: if you don’t know your business, you’ll eventually pay to learn it.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0AWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In the music industry, talent is never the only factor.Management is, systems are, ownership is and the ability to understand your own business before someone else understands it for you.In this episode of The Manager’s Playbook, Sickick sits down for a real conversation on artist management, team building, and what happens when money enters the room and relationships start changing. We talk music business red flags, why trust is the biggest de-stressor for artists, and how misalignment between artist and manager can quietly sabotage a career.Then we zoom out into the bigger play: how Sickick rebuilt, protected his artist brand, stayed intentional about music rights, and navigated the industry with leverage through master ownership, distribution deals, and strategic partnerships. He breaks down how content strategy for musicians and social media momentum can create real-world opportunities, like high-level collaborations and major artist moments, including a studio session with Madonna, plus work connected to Post Malone and Doja Cat.If you’re an independent artist, producer, DJ, or aspiring music executive trying to figure out how to grow your audience, increase streaming numbers, build a real management team, and stop running your career on vibes, this episode is the blueprint.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
PR doesn’t work when the artist is missing from the plan.In this clip from The Manager’s Playbook, Didier Morais breaks down how music PR actually functions when it’s done right: artist involvement, strong publicist–manager alignment, intentional media strategy, and storytelling that builds long-term career momentum.We get into how independent artists can start doing real PR before they can afford a publicist, how to pitch journalists and media outlets without sounding like a copy/paste email, and why relationship-building matters more than chasing placements in today’s music industry.We also touch on red carpet strategy and media positioning (it’s choreography, not chaos), plus how smart teams decide when to be selective so PR supports artist branding, audience growth, and streaming momentum, not just “being busy.”If you’re an independent artist, artist manager, aspiring publicist, or future music exec trying to understand media relations, rollout strategy, and modern music marketing, this clip is the playbook.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/00plMHeDM5JcAJkZv9UpLo?si=LbtAneI0QxOfiADies0SEwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
PR isn’t press runs. It’s strategy, protection, and narrative control.In this clip from The Manager’s Playbook, Didier Morais breaks down what most artists and managers misunderstand about music PR: a publicist isn’t just booking interviews or chasing write-ups. Real public relations is a mix of proactive PR strategy, crisis communications, reputation management, and long-term artist branding.We talk about the difference between reactive PR (scrambling when something happens) and proactive PR (building a roadmap before the moment hits), and why the best PR work is rooted in humanizing the artist, not feeding the headline cycle.Using the Meek Mill incarceration moment as a case study, we unpack how smart PR can shift public perception into something bigger, including criminal justice reform, credibility, and cultural impact, while still protecting the brand. We also touch on mental health in the entertainment industry, and why communication remains the most valuable skill for artists, managers, publicists, and anyone building in the music business.If you’re an independent artist, artist manager, publicist, or aspiring music executive, this is a clear look at how narratives move in modern media, and what it takes to lead when the pressure hits.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/00plMHeDM5JcAJkZv9UpLo?si=LbtAneI0QxOfiADies0SEwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Didier Morais, founder of Vital Versatility PR, breaks down the part of the music business that decides who lasts: mindset, leadership, and staying calm under pressure.We talk through the transition from journalism to music PR, what it feels like to rebuild from scratch, and why the best publicists, managers, and executives don’t obsess over outcomes, they obsess over process, preparation, and control of the controllables.This is a conversation about mental toughness, compartmentalization, and the reality of operating in high-stakes environments where plans change fast and people depend on you to stay steady. We also break down team building, transparent communication, and the skill that separates great operators from average ones: reading the room (psychology, tone, and body language).If you’re an aspiring publicist, artist manager, independent operator, or music entrepreneur, this clip is a reminder that strategy isn’t just marketing, it’s how you lead when pressure shows up.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/00plMHeDM5JcAJkZv9UpLo?si=LbtAneI0QxOfiADies0SEwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Didier Morais, found of Vital Versatility PR, breaks down the part of the music business most artists skip: storytelling and adaptability.Because in today’s industry, music alone doesn’t separate you. Narrative does. And real music PR isn’t just press hits, it’s strategy, positioning, and audience expansion across traditional media, new media, and the platforms where fans actually live.You’ll hear why managers and publicists need to listen deeper to find the real story, how lifestyle and identity can become fuel for artist branding and fan growth, and why the best PR teams know how to pivot when plans fall apart.We get into real examples, including how Mickey Guyton’s love for basketball turned into a major cultural moment that drove one of her highest streaming days and what that teaches independent artists about building momentum beyond music outlets. We also touch on adapting in real time (yes, including a last-minute press conference pivot to a Wawa parking lot) and what it actually means to be “ready” for PR.If you’re an independent artist, manager, or aspiring music executive trying to build systems, grow streams, and develop a real content and PR strategy across Instagram, TikTok, podcasts, and digital media, this clip is the playbook.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/00plMHeDM5JcAJkZv9UpLo?si=LbtAneI0QxOfiADies0SEwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, I sit down with Didier Morais, PR strategist, former journalist, and founder of Vital Versatility, to break down what real public relations looks like in today’s music industry.Didier has worked at the highest levels of music, media, and culture, navigating crisis moments, red carpets, press conferences, and long-term brand strategy for artists, executives, and entrepreneurs. But this conversation isn’t about chasing headlines. It’s about building careers.We unpack how PR has evolved in the streaming era, why storytelling is the real currency of artist growth, and what independent artists and managers need to understand before they ever hire a publicist.From reshaping narratives around artists like past client Meek Mill, to executing last-minute press conferences in unexpected places, managing high-pressure media environments, Didier shares what it takes to stay adaptable, calm, and strategic when the stakes are high.We talk about PR as both offense and defense, why empathy and emotional intelligence are leadership skills, and how artists can create leverage through clarity, communication, and narrative, not noise.If you’re trying to understand the intersection of music business, artist development, media, and strategy, this conversation will shift how you think about PR entirely.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
Steve Rifkind breaks down the real story of Akon’s breakout, and it’s a masterclass in how hits actually happen before the industry “agrees” they should.In this clip, Steve explains how “Locked Up” started moving in unexpected markets like Albuquerque and Utah, even while parts of the label ecosystem weren’t fully bought in yet. Instead of waiting on a perfect rollout, he leaned into what still works: market-by-market promotion, radio relationships, street-level execution, and building proof fast.He also talks about the friction that comes with momentum, how a campaign can get disrupted by culture (including an unauthorized mashup shifting attention), and how persistence, positioning, and hands-on promotion helped turn Akon’s early traction into global lift, setting up the run that included records like “Lonely.”If you’re an independent artist, artist manager, A&R, or aspiring music executive, this is a practical lesson in music marketing strategy, artist development, radio promotion, and building real demand that translates into long-term growth.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/30zqrBREeAf2j61iIJzPm2?si=U3aK6O-OTsmO0uTCHmR09wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Steve Rifkind breaks down the behind-the-scenes reality of Wu-Tang Clan’s record deal negotiations, the kind of label-room pressure that shapes careers, catalogs, and legacies.In this clip, Steve walks through how a deal can come down to a $20,000 gap, how business affairs and label politics can stall momentum, and why the smartest move isn’t always “artist vs label,” but true team alignment that protects leverage. He also explains the bigger strategic picture: how Wu-Tang approached solo album deals while preserving the power of the group economics, and why deal structure, deliverables, and touring strategy mattered as much as the music itself.If you’re an independent artist, artist manager, A&R, or aspiring music executive, this is a rare mix of wild story and real playbook: negotiation, leverage, leadership, and the systems behind building something that lasts.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/30zqrBREeAf2j61iIJzPm2?si=U3aK6O-OTsmO0uTCHmR09wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Steve Rifkind breaks down one of the most important “from nothing to systems” stories in the music business. With just $5,000 to his name, he invests in a simple booklet and turns it into real leverage, building what would become the early blueprint for street teams, grassroots music marketing, and market-by-market promotion.In this clip, Steve walks through how that hustle helped move early hip-hop acts like Disco 3 (later the Fat Boys), how radio promotion and specialized DJ shows shaped discovery, and how relationships and execution turned into $500,000 in business. From there, it’s the mindset shift every artist, manager, and entrepreneur needs to understand: going from service work to ownership, building a real record label strategy, learning record deal negotiation, and understanding old-school distribution metrics like “shipping.”If you’re an independent artist, artist manager, or aspiring music executive, this is a masterclass in music marketing strategy, networking, systems, and turning momentum into real revenue.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/30zqrBREeAf2j61iIJzPm2?si=U3aK6O-OTsmO0uTCHmR09wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip, Steve Rifkind breaks down the year he spent managing New Edition, and why it became his real-world education in the music industry. From meeting key players like Lady B, Hiriam Hicks, and Russell Simmons, to learning how artist management, A&R instincts, and music industry networking actually work in practice, Steve walks through the moments that shaped his approach to building careers.He also shares the behind-the-scenes story of packaging a bold rap cartoon concept into a real business opportunity, how creative development turns into deal-making, why partnerships shift, and what it takes to push an idea far enough to land a $250,000 record deal with Capitol Records. If you’re an independent artist, artist manager, or aspiring music executive, this is a masterclass in artist development, record deals, label politics, negotiation, and career strategy, told with the kind of honesty you only get from someone who lived it.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/30zqrBREeAf2j61iIJzPm2?si=U3aK6O-OTsmO0uTCHmR09wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Steve Rifkind helped build the modern music business playbook, and he’s one of the people who created and popularized “street teams” before anyone had a marketing department to hand it to.In this episode of The Manager’s Playbook, Steve Rifkind (founder of Loud Records and SRC Records) breaks down how culture turns into commerce: A&R instincts, artist development, record label strategy, grassroots marketing, touring impact, radio promotion, and the real math behind traditional record deals. From Wu-Tang Clan, Mobb Deep, and Big Pun to the early breakout of Akon and lessons from New Edition, Steve shares the behind-the-scenes stories, hard calls, and systems that actually break artists.If you’re an independent artist, artist manager, or aspiring music executive, this is a masterclass in fanbase growth, music marketing strategy, and career longevity, from the streets to the boardroom.Simply put, a conversation like this doesn't come cheap.Topics covered: street teams, radio promotion, touring vs streaming, record deals & leverage, label politics, building systems, loyalty & relationships, breaking artists market-by-marketWatch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
The music didn’t get worse. The way it travels changed.In this clip from The Manager’s Playbook, Mike Biggane and I unpack why hits feel smaller in the streaming era; not because of talent, but because algorithms now control scale. Platforms reward consistency and predictability, which quietly reshaped how big songs can actually get.We talk about why artist development is making a comeback, why it’s happening through management companies instead of labels, and why content and storytelling are no longer optional if you want music to move. Not as gimmicks, but as context.The conversation also dives into the pressure of fast release cycles, the myth of the 28-day window, and how UGC and fan participation changed marketing forever. Using lessons from building New Music Friday, we reframe success away from moments and toward systems, engagement, and qualitative signals that compound over time.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1DDs8ss1IMx7YU5OV2QtXa?si=vO7b2aHjRomFvbCIxoEO5QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Most conversations about streaming focus on artists or platforms.This one starts where the pressure shows up first: songwriters, publishers, and the economics underneath the music.In this clip from The Manager’s Playbook, Mike Biggane and I unpack how the streaming era, personalization, and AI quietly reshaped the value chain of the music industry and why the next phase won’t be driven by louder releases, but smarter systems.We talk about how Spotify’s personalized listening changed discovery and royalties, why traditional publishing models struggled to keep pace, and how AI is being positioned as a connective layer between artists and fans as we head toward 2026. Mike also references Lucian Grainge’s memo on AI as a signal of how seriously the industry is recalibrating.The conversation moves into TikTok’s role in music distribution, the rise of derivative works (remixes, edits, alternate versions), and what moments like The Weeknd’s “Die For You” resurgence reveal about how songs actually travel today.This isn’t speculation. It’s a snapshot of systems already in motion.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1DDs8ss1IMx7YU5OV2QtXa?si=vO7b2aHjRomFvbCIxoEO5QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
The music industry didn’t pivot because of trends. It pivoted because the returns disappeared.In this clip from The Manager’s Playbook, Mike Biggane unpacks why major record labels quietly changed their entire approach once it became clear that new music investments, viral signings, and influencer-driven marketing weren’t delivering sustainable results anymore.Referencing the Goldman Sachs “Music in the Air” report, the conversation breaks down why the industry started shifting away from high-risk, moment-based marketing and toward superfans, direct-to-consumer revenue, and long-term fan monetization. When spending millions on viral moments stopped making sense, the focus moved to ownership, engagement, and repeat value.We also explore how Spotify’s personalization and algorithm-driven discovery reshaped listening behaviour, how TikTok accelerated fragmentation through user-generated content, and why merchandise, touring, and DTC products became more attractive than traditional streaming-first strategies.At the core of it all is a tension the industry still hasn’t fully solved: human curation versus algorithms. Why data alone can’t spot culture early, why taste still matters, and why so many legacy music marketing workflows quietly collapsed.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1DDs8ss1IMx7YU5OV2QtXa?si=vO7b2aHjRomFvbCIxoEO5QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Before playlists became leverage, before algorithms dictated discovery, before release strategy turned into guesswork, there was New Music Friday.In this clip from The Manager’s Playbook, Mike Biggane, creator of New Music Friday and former Global Head of Curation at Spotify, breaks down how one early idea helped reshape music discovery and quietly changed the entire music industry.Mike walks through Spotify’s formative years, when human curation and algorithmic programming were still in tension, and how acquisitions like The Echo Nest accelerated the shift toward personalization at scale. He explains how streaming platforms altered market dynamics, why traditional programming models broke, and how labels, A&R teams, and DSPs were forced to adapt in real time.We also touch on how TikTok and user-generated content further fragmented listening behaviour, why release cycles lost their power, and how corporate pressures inside streaming platforms influenced music programming decisions.This isn’t nostalgia. It’s a snapshot of how the modern music business was actually built and why it works the way it does today.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify: https://open.spotify.com/episode/1DDs8ss1IMx7YU5OV2QtXa?si=vO7b2aHjRomFvbCIxoEO5QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
The music industry didn’t slowly evolve. It structurally changed.And most people are still trying to operate inside a version of the business that no longer exists.In this episode of The Manager’s Playbook, I sit down with Mike Biggane, creator of New Music Friday, former Global Head of Curation at Spotify, and former EVP of Music Strategy at Universal Music Group, for a grounded, honest conversation about where the music business really is right now.Mike was in the rooms where modern music discovery was built. From shaping playlist culture and algorithmic curation to navigating the shift toward personalization, he explains why traditional artist development, marketing strategies, and release cycles stopped working the way they used to.We talk about how Spotify algorithms, TikTok and user-generated content, and AI-driven music tools rewired how artists grow audiences, how labels allocate marketing spend, and why playlisting alone no longer builds sustainable careers. We unpack why the album model broke, why new music doesn’t monetize the same, and why labels quietly pulled back on development.Looking ahead to 2026, Mike shares why derivatives, remixes, superfans, and artist-centric thinking will define the next phase of the music industry and why songwriters may be positioned to benefit more than they have in years.This episode is for:Independent artists trying to grow streams and real fansManagers building teams, systems, and long-term strategiesSongwriters navigating royalties, attribution, and derivativesMusic executives adapting to AI, data, and personalizationAnyone serious about building a sustainable career in musicThis isn’t about chasing virality.It’s about understanding how the music business actually works now and building with intention inside the new reality.Simply put a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this clip from The Manager’s Playbook, Nima Nasseri and Mauricio Ruiz unpack one of the most overlooked drivers of success in the music industry: visualization, mindset, and mental discipline.This isn’t about motivation. It’s about alignment.Nima explains why artists, managers, and creators who build lasting careers start with the internal work first. Before the streams, before the content strategy, before the opportunities, there’s clarity of vision. What you see, feel, and believe directly shapes how you move through your career.The conversation touches on how elite performers and athletes use visualization, why mental health and gratitude are essential for creative longevity, and how building the right team culture compounds success over time. Nima also shares practical insight into daily routines, habit tracking, and goal setting, offering a grounded framework artists can actually apply.If you’re an independent artist, manager, or creative navigating today’s fast-moving music business, this clip is a reminder that sustainable growth starts from the inside out.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/29UCcW0A5LeIquPLsdf2FB?si=9HhtH7SYQ6aurU1fq3tF8gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Nima Nasseri breaks down what it really takes for artists to succeed in today’s digital-first music industry.Nima explains why talent alone isn’t enough anymore and why artists have to rethink how they show up, market themselves, and build momentum. Success today comes from mindset, consistency, and understanding how content and platforms actually work.The conversation touches on TikTok strategy, social media algorithms, and why reframing yourself as a creator and marketer isn’t selling out, it’s adapting. Nima also speaks candidly about authenticity, mental health, burnout, and how to stay consistent without losing yourself in the process.Whether you’re an independent artist, artist manager, or someone trying to build a long-term career in the music business, this clip offers a grounded look at what growth really requires in the current landscape.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/29UCcW0A5LeIquPLsdf2FB?si=9HhtH7SYQ6aurU1fq3tF8gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Nima Nasseri breaks down one of the biggest misconceptions in the modern music industry: virality.This isn’t about chasing trends or hoping the algorithm saves you. It’s about why consistency, authenticity, and understanding content systems are what actually create momentum for artists and creators today.Nima shares the real-life story of Norris Williams, a 72-year-old dog trainer who had been living on a train for years and how applying the same principles artists need to grow online turned social media into something far more powerful than views. What came out of it wasn’t hype, but community, opportunity, and a new business.The conversation also touches on how platform algorithms like TikTok, Instagram, and YouTube all move differently, and why artists who fail to adapt their strategy end up stuck. In today’s music business, knowing how these systems work isn’t optional, it’s part of the job.If you’re an independent artist, creator, or manager trying to understand how discovery really works in a post-gatekeeper industry, this clip offers a clear reframe worth sitting with.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/29UCcW0A5LeIquPLsdf2FB?si=9HhtH7SYQ6aurU1fq3tF8gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, I sit down with Nima Nasseri, artist manager for Hit-Boy, former VP of A&R Strategy at Universal Music Group, and one of the clearest thinkers in the modern music business.This conversation is about the shift most artists and managers are still resisting.We’re no longer in a talent-first industry. We’re in a content-led, motion-driven business where consistency, systems, and storytelling matter more than waiting to be discovered. Nima breaks down how TikTok, short-form content, and algorithms have quietly replaced traditional A&R and why artists who don’t adapt are falling behind, regardless of how good the music is.We talk through real strategy:how to stay consistent without burning out,how to think about content as a system instead of a chore,how artists actually convert attention into fans and streams,and why mindset, visualization, and mental health are no longer optional if you want longevity.Nima also shares the story of using content to help Norris Williams, a 72-year-old man experiencing homelessness, rebuild his life, a powerful reminder that these platforms aren’t just tools for marketing, but for real human impact.Whether you’re an independent artist, artist manager, producer, or music executive, this episode will challenge how you think about growth, discovery, and what it really takes to build a sustainable career in today’s music industry.Simply put, a conversation like this doesn't come cheap. Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this clip from The Manager’s Playbook, host Mauricio Ruiz and Azad Naficy break down one of the biggest questions in the music industry today:Does every artist need a major label or can you build a successful career independently?Azad offers a refreshingly honest look at the advantages and limitations of major label partnerships, from global reach and international infrastructure to the realities of misaligned deals and lost creative direction. He also explains why some artists thrive in the independent sector, especially when they build a strong, bespoke team that actually understands their vision.This conversation dives deep into:• how to evaluate a record deal and what a label can really offer• why artist development is still the foundation of every long career• the qualities that make a great A&R• challenges artists face when signing too early• what independence looks like when done intentionally• how to build a team that supports your long-term goalsWhether you're considering a label deal, building an independent operation, or trying to understand how to scale your music career the right way, this clip delivers practical guidance you won’t hear in most industry rooms.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/5OEmeP3qCOLotxuji6se0j?si=IGzhU94zT2ydsy63TGkhuwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Mauricio Ruiz and Azad Naficy explore one of the most transformative shifts happening in the music business today: the explosive rise of ambient, instrumental, and neoclassical music and why it’s creating new financial opportunities for artists who approach it with intention.Azad breaks down how changing conversations around mental health, peace of mind, and emotional well-being have opened the door for a new wave of artists who aren’t chasing virality, but instead building real, sustainable streaming revenue through catalog depth and consistency.Ruiz highlights how Peace of Mind Studio has built an ecosystem where artists are already earning six-figure incomes, powered by high-quality production, smart catalog strategy, and genre innovation.They also dive into the business mechanics behind this success:• better deal structures,• thoughtful recoupment models,• smart financial literacy,• and the intentional development that leads to long-term sustainability.From innovative partnership models to building a multimillion-dollar operation without sacrificing artistic integrity, this conversation is a roadmap for anyone looking to understand the future of independent artist monetization, instrumental music growth, and the systems required to build a stable, fulfilling career in today’s industry.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/5OEmeP3qCOLotxuji6se0j?si=IGzhU94zT2ydsy63TGkhuwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, Mauricio Ruiz and Azad Naficy break down the real mechanics of touring in the modern music business. Not the highlight reel, the reality. Azad opens up about the challenges artists face when they jump into touring too early, the financial and physical toll of the road, and why developing a strong live performance strategy is essential for long-term success.They explore how great artists build unforgettable shows through fan engagement, experience design, and intentional stage development, and why choosing the right venues, pacing your growth, and investing in your live show matters more than chasing big stages prematurely. Azad also speaks on the importance of tour economics, mastering different revenue streams, and why longevity often comes from patience, restraint, and incremental growth.Whether you’re an independent artist, manager, or anyone navigating the touring ecosystem, this conversation offers practical insights on sustainable touring, fan-building strategy, and making smart business decisions that support your career instead of draining it.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/5OEmeP3qCOLotxuji6se0j?si=IGzhU94zT2ydsy63TGkhuwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode clip from The Manager’s Playbook, Mauricio Ruiz sits down with artist, executive, and Avant Garden co-founder Azad Naficy to unpack one of the most important truths in the modern music business:The people who make the most money in music aren’t the artists, they’re the ones who own the copyright.Azad breaks down how record labels build wealth through ownership and equity, why understanding your masters, publishing, and copyright is essential, and what artists should look for before signing any record deal.He also shares how early collaborators like Brittany Crawford and Brando shaped his approach to artist development and why great management is always centered on people, not numbers.Whether you’re an independent artist, aspiring music executive, manager, or someone trying to understand how real careers are built, this conversation offers clarity on:• The real economics of the music industry• How labels profit from ownership and catalog• What makes effective artist development• The mindset shift from artist to executive• How to build the right team for long-term growthThis is a candid, strategic breakdown of how the business actually works and why artists need to understand it before they give anything away.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/5OEmeP3qCOLotxuji6se0j?si=IGzhU94zT2ydsy63TGkhuwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Azad Naficy has lived every corner of the music business - artist, manager, A&R, label co-founder, and the architect behind Peace of Mind Studio and Avant Garden Records. In this episode of The Manager’s Playbook, Azad breaks down what most artists, managers, and entrepreneurs wish they learned years earlier: how the modern music industry actually works.From artist development and music marketing to major label deals, streaming strategy, touring economics, brand building, merchandising, A&R, and catalog development, Azad shares the frameworks that helped him build sustainable careers and long-term creative infrastructure.We unpack how he went from burnout to building a multi-million-dollar creative ecosystem, why not every artist should be independent, what makes great artist management, how to structure real partnerships, and the mindset required to build a career that lasts longer than a viral moment.If you’re an independent artist, music manager, A&R, label operator, or someone serious about building a real music career, this is a masterclass in strategy, clarity, and long-term vision.In this episode we dive into:• Artist development and building real infrastructure• What makes a major label deal actually worth it• Ownership, equity, and the business behind the music• Why merch and branding must be authentic• The truth about touring and why it’s not always profitable• Playlist strategy, editorial pitching, and streaming growth• Managing burnout while scaling creative output• Building Peace of Mind Studio and redefining jazz, ambient & neoclassical markets• Financial literacy, recoupment, and long-term artist success• The future of independent labels and creative ecosystemsAzad doesn’t talk theory. He talks execution. And this conversation is loaded with the kind of insights that reshape careers.Simply put, a conversation like this doesn't come cheap. Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this clip from The Manager’s Playbook, Grammy-winning songwriter Theron Thomas breaks down one of the most misunderstood topics in the music industry, the myth of “selling your soul,” and why people reach for conspiracy theories when they don’t understand the real work behind success.Theron speaks candidly about his journey in music, the challenges he’s faced, the deals he’s navigated, and the moments that forced him to grow. He talks about maintaining integrity in an industry that tests it constantly, and why gratitude, accountability, and work ethic matter more than anything people think is happening behind the scenes.Ruiz and Theron dive into the truth about music business relationships, publishing deals, career setbacks, artist development, and the pressure that comes with real success. They also unpack the emotional and psychological side of building a long-term career, the part that never gets seen, but determines everything.This conversation is a grounded, honest look at what it really takes to succeed as an artist, songwriter, producer, manager, or executive. No shortcuts. No secrets. Just the truth:Winners aren’t selling their souls. They’re working harder, staying disciplined, and learning from every mistake.If you’re navigating the creative world or building a career in music, this is one you’ll feel in your chest.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3ep3gakdSoW33fD99LShrd?si=OUWDoPF-R0-bFJ3jE1dYkQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Grammy-winning songwriter Theron Thomas breaks down the real stories and strategy behind some of the biggest hit records of the last decade. From writing for Rihanna, Miley Cyrus, Nicki Minaj, Enrique Iglesias, and Akon, Theron shares how hit songs really come together, the collaboration, the competition, the timing, and the cultural instincts that make a record explode.Theron and Ruiz dive into the creative process behind songs like We Can’t Stop, Pour It Up, and 23, revealing the decisions, pressure, and moments of clarity that separate a good record from a global one. They talk about the role of songwriters, producers, and artist identity, and how understanding culture is just as important as understanding melody.The conversation also explores the competitive nature of the music industry, the emotional and strategic work that goes into staying relevant, and why timing can make or break a career. Theron explains how certain ideas arrive at the perfect cultural moment, and why even the best-written songs can fail without the right release strategy.If you’re a songwriter, producer, artist, manager, or music executive, this clip is a masterclass in hitmaking, artist development, music business strategy, and creative leadership, straight from one of the greatest pens of our era.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3ep3gakdSoW33fD99LShrd?si=OUWDoPF-R0-bFJ3jE1dYkQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Theron Thomas opens up about the part of the music industry that rarely makes headlines: the grind, the pressure, and the personal history that shapes real artists and leaders.Theron talks about growing up in poverty, navigating adversity, and how the responsibility of providing for family became the foundation of his success in the world of songwriting, artist development, and the music business. He shares how staying grounded, staying coachable, and staying focused kept him from slipping into the negativity that comes with both online criticism and industry politics.This conversation touches on everything from the emotional weight of family, to surviving the early stages of a music career, to understanding authenticity, identity, and leadership in creative spaces. Theron also reflects on how life in Atlanta vs. Los Angeles shaped his growth, not just as a hit songwriter, but as a human being.At its core, this episode is about resilience, responsibility, and the mindset required to build a long-term career in a business that is anything but predictable. It’s a reminder, especially for artists, managers, producers and creatives, that:Winners don’t hate.They stay accountable.They keep building.If you work in music or are building a creative career from the ground up, this is one you’ll feel in your chest.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3ep3gakdSoW33fD99LShrd?si=OUWDoPF-R0-bFJ3jE1dYkQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode clip, Grammy-winning songwriter Theron Thomas dives into one of the biggest truths in today’s music industry: the entire business is built on the backs of songwriters, yet they’re still the last ones to get paid.Theron breaks down the real economics behind the hits that turned artists like Rihanna, Jay-Z, and Kanye West into global moguls, and why the people who wrote those records are still fighting for fair publishing, royalties, and ownership.We get into the science of hit songwriting, the math and structure behind songs that travel, and the mindset required to create consistently at a high level. Theron also speaks on the fear of success he sees in so many new artists, and why some creatives get uncomfortable when their work actually starts to break.Ruiz and Theron discuss the imbalance between master points and publishing, the ethics of artist–songwriter relationships, and why the industry has conditioned creators to accept less than they deserve. This is an honest look at the challenges songwriters face, from exploitation to lack of leverage, and why systemic change is long overdue.If you’re an artist, songwriter, manager, producer, or music executive, this is essential listening, a candid breakdown of the industry from one of the most important pens of our era.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3ep3gakdSoW33fD99LShrd?si=OUWDoPF-R0-bFJ3jE1dYkQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Most people talk about hit songs.Theron Thomas writes the ones that define entire eras.In this episode of The Manager’s Playbook, I sit down with one of the most influential songwriters in modern music, Theron Thomas, the 2nd recipient ever to win GRAMMY Songwriter of the Year and the pen behind hits for Rihanna, Miley Cyrus, Lizzo, Usher, Nicki Minaj, Justin Timberlake, and so many more.This isn’t a highlight reel.This is the part of the music industry the public rarely hears: the truth from the person who actually writes the songs the whole business is built on.Theron breaks down the real economics of songwriting, how hit records follow patterns, why so-called “bad music” still wins, how marketing shapes culture, and why topliners remain the most undervalued creators in the entire system.We explore the realities of publishing, royalties, producer vs. songwriter splits, the myth of “genre limitations,” the role of artist development, and the emotional and cultural weight that comes with writing for the world’s biggest artists.This conversation is a masterclass in:• how to think about hitmaking• how to build a sustainable career in music• how to stay grounded as a creative• and why artists, managers, and executives must rethink how they treat the people who create the product everyone profits fromIf you’re an artist, songwriter, producer, A&R, manager, or anyone building a real career in music, this episode offers clarity, strategy, and perspective you won’t hear anywhere else.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this conversation, Machel Montano opens up about what truly goes into crafting a great live performance, not just the music, but the presence, discipline, and attention needed to make a crowd feel something real.He talks about reading the room, trusting spontaneity, and treating every show like a conversation with the audience. Che Kothari adds the structure behind it all, the systems, rehearsal habits, and performance strategy that give Machel room to improvise while keeping the experience world-class.What emerges is a rare look at how instinct and planning work together in the Caribbean music ecosystem.Machel’s approach isn’t just about entertaining. It’s about honoring responsibility, representing culture, and sustaining excellence over decades.If you’re an artist, manager, or anyone building a live show, this clip gives you a clearer lens on what performance mastery actually looks like.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this conversation, we dig into one of the most important parts of an artist’s journey: learning how to invest in yourself long before the world believes in you.Machel Montano and Che Kothari break down what that looked like inside the Caribbean music ecosystem, the risks, the reinvestment, the discipline, and the vision it takes to build something that lasts. They talk about the lessons they learned from mentors, the business principles that shaped their partnership, and how technology and strategy became tools for scaling Machel’s career far beyond Carnival seasons and Soca stages.What stands out most is the balance: ambition and grounding, creativity and structure, culture and long-term planning. It’s a rare look at how great artists and great managers think when they’re building for longevity, not just moments.If you’re an artist, manager, entrepreneur, or anyone navigating the music business, this clip is full of principles you’ll want to revisit more than once.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this conversation, we dive into one of the most demanding parts of the Caribbean music ecosystem: the race to create a Road March hit for Carnival. Machel Montano and Che Kothari walk through the pressure artists face every season, from recording music in October to delivering multiple festival-ready hits by February.It’s a nonstop grind.Endless studio sessions, back-to-back fetes, live shows across Trinidad & Tobago, and the constant push to create songs that can dominate the road, the airwaves, and the culture. Machel breaks down how tempo, energy, and intention shape every track, while Che talks about the strategy behind building an album that can survive Carnival’s high-pressure environment.But they also go deeper, into the emotional, spiritual, and mental balance required to sustain success in a genre that resets every year. Road March isn’t just a competition; it’s cultural responsibility, creative discipline, and artist management at the highest level.If you’re an artist, manager, or anyone curious about how Soca and Carnival culture really operate behind the scenes, this clip is a powerful look at the process.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this conversation, we unpack one of the biggest turning points in Machel Montano’s career, choosing the right partner to help him grow, evolve, and carry the weight of being the King of Soca.Machel reflects on the early years of being managed by his parents, navigating major-label expectations, and the moment he realized he needed someone who understood both the music and the mission. That person ended up being Che Kothari, someone who didn’t come from the traditional music-business pipeline, but shared his values, cultural grounding, and long-term vision.Together, they rebuilt his entire approach: artist development, creative strategy, spiritual alignment, and a global blueprint rooted in Trinidad & Tobago and Caribbean music culture.This clip is a look inside how great artist–manager partnerships are formed, not from contracts or résumés, but from alignment, trust, and a shared purpose.If you’re an artist, manager, or anyone building a creative career, this one hits home.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
For over 40 years, Machel Montano has been the heartbeat of Soca and one of the most influential voices in Caribbean music. But behind the longevity, the reinvention, and the cultural leadership is a deeper story, one of discipline, purpose, spiritual growth, and the right partner beside him.In this episode, I sit down with Machel Montano and his manager and long-time collaborator Che Kothari to explore how a young artist from Trinidad & Tobago became the King of Soca, and how the two of them rebuilt the entire foundation of his career for long-term sustainability.Machel opens up about being managed by his parents, navigating the pressure of yearly Carnival cycles, discovering meditation and spirituality, and learning how to carry a culture without losing himself. Che offers the strategic perspective; how he helped reorganize Machel’s operation, align the team, modernize the systems, and bring global structure to a Caribbean legacy.This is a rare, honest look into what it truly takes to build a lasting career in Soca, Trinidad & Tobago culture, and the Caribbean music industry.If you’re an artist, manager, creator, or someone who cares about leadership and legacy, this conversation is essential.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
Snow Tha Product has been building on YouTube long before most artists realized how powerful the platform could be. In this clip, she breaks down what it’s really like to juggle multiple channels, understand social media trends, and keep showing up for an audience that’s been with her since the CD-on-the-street days.We talk about the evolution from hand-to-hand hustle to navigating YouTube, Shorts, TikTok, and every algorithm that’s come and gone. Snow shares how she stays consistent, how she collaborates across platforms, and why authenticity still beats every growth hack the industry tries to push.She also opens up about the pressure to scale, the burnout that comes with being “always on,” and the oversaturation artists feel when content creation becomes part of the job description. Through all of it, she comes back to the same truth: real engagement with real fans is what keeps everything moving.Whether you’re an artist trying to grow online, a manager building digital strategy, or someone figuring out how to stand out in a crowded landscape, this conversation gives you the honest, real-world version of what it takes.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1gw1OsTkuYHPVcSzys3BXp?si=w-5Rhmy-TnS4LtPoo_G6pgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip, Snow Tha Product opens up about what it really takes to stay ahead in the music industry, and why being early isn’t always as glamorous as it looks from the outside. We get into the pressure artists feel to constantly innovate, the expectations managers are juggling behind the scenes, and the sheer amount of work required to make content feel fun, spontaneous, and authentic.Snow breaks down the chaos of directing her own videos, organizing “party-style” shoots, and managing the creative process while still sticking to a budget. She talks about her background in music video production, the tension between artistic vision and financial reality, and how unpredictable online success truly is, even when the idea feels like a sure win.But the heart of the conversation is about fans: what real engagement looks like, how to build connection without relying on corporate “super fan” monetization strategies, and why authenticity still outperforms every marketing funnel the industry is trying to push.If you’re an artist, manager, or creative trying to build something meaningful in a noisy, algorithm-driven world, this clip gives you a grounded look at the realities, the pressures, and the decisions that actually move careers forward.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1gw1OsTkuYHPVcSzys3BXp?si=w-5Rhmy-TnS4LtPoo_G6pgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Snow Tha Product has one of the most unique creative processes in the game, and in this episode she walks us through all of it, from building songs completely from scratch to blending genres in ways that only she can pull off. What’s wild is how often her rough previews go viral before she’s even decided the record is finished. That says a lot about her instinct and the connection she has with her audience.We talk about the tension every artist feels between creative freedom and industry expectations, and how Snow has learned to protect her curiosity despite the pressure to fit a formula. She opens up about using music as an emotional outlet, the role of social and political issues in her writing, and why staying true to herself is the only non-negotiable in her process.What I love most is how she includes her fans in everything; the rollouts, the testing, the experiments, the fun. Her community isn’t an audience; they’re part of the engine. And that’s exactly why the music hits the way it does.If you’re an artist, manager, or anyone trying to understand how creativity, authenticity, and strategy can actually coexist in today’s music industry, this conversation is a masterclass.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1gw1OsTkuYHPVcSzys3BXp?si=w-5Rhmy-TnS4LtPoo_G6pgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Snow Tha Product has lived through parts of the music industry most artists never talk about publicly. In this episode, she opens up about what it felt like to be shelved by a major label, to have music you can’t release, and to navigate a system that didn’t understand who she was or how to move her forward.Instead of hiding the struggle, Snow chose transparency. She let her fans into the reality of what she was going through, and that honesty ended up changing her career. She breaks down the pressure to “look successful,” the internal battles that come with stalled momentum, and the moment she realized she needed to rebuild her career on her own terms.We dive into the practical lessons too; why release timelines matter in record deals, how artists can leverage platforms like YouTube to stay active, and the importance of developing new skills when the industry isn’t moving. Snow shares her perspective on managers, independence, and why she eventually decided to build her own ecosystem from the ground up.This conversation is equal parts vulnerable and tactical. It’s a look at the music business from someone who’s lived its harshest realities and still came out with clarity, ownership, and a renewed sense of purpose.If you’re navigating your own path, artist, manager, creative, or executive, this episode will give you a blueprint grounded in honesty, resilience, and real-world experience.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1gw1OsTkuYHPVcSzys3BXp?si=w-5Rhmy-TnS4LtPoo_G6pgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Snow Tha Product is one of the clearest examples of what real independence looks like in today’s music industry, not the aesthetic, but the infrastructure.In this conversation, Snow opens up about the reality of being a fully independent artist: building her career without a label, operating her business with family, creating her own systems, and turning her fanbase into a real community that sustains her life and art.We get into her early struggles, the misunderstandings that shaped her journey, what it means to be ahead of your time, and why autonomy became the only path that made sense. Snow breaks down her label experience, how she built a direct-to-fan ecosystem, the emotional and mental weight of independence, and the power of showing up authentically in a world that often rewards the opposite.From bilingual creativity and touring realities to the merch engine, content workflow, and personal discipline behind it all, this episode is a blueprint for any artist or creative building a career on their own terms.If you care about music, culture, leadership, or entrepreneurship, Snow’s story is a masterclass in authenticity, resilience, and long-game thinking.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
Victoria Monét didn’t just have a viral moment, she built one.In this episode of The Manager’s Playbook, Austin Dunn breaks down how Victoria’s journey from songwriter to star was powered by smart storytelling, community-driven marketing, and a deep understanding of what fans actually connect with.He shares how leveraging her work with Ariana Grande, using faceless pages, and focusing on low-cost but high-impact content helped build a movement around her music.From the viral Sol Blume performance to the now-iconic “Sum Cut” Challenge, this is a masterclass in how to grow a fanbase through authenticity, strategy, and consistency.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/30xK6cQ7CM379uuTuvK6T8?si=WHE9_oBBTtqYM8R0hZZ3JgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
The way artists connect with fans is evolving, and Austin Dunn has been studying the shift in real time.In this episode of The Manager’s Playbook, Austin breaks down the new rules of content in the music business: why vertical video wins, how authentic storytelling builds audience trust, and what it really means to stay “cool” online.Using examples from artists like Jessie Reyez and Sasha Keable, he shares the creative and strategic playbook behind content that actually connects, not just performs.For any artist or manager trying to stay relevant in 2025 and beyond, this conversation is a masterclass in how to make your message move.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/30xK6cQ7CM379uuTuvK6T8?si=WHE9_oBBTtqYM8R0hZZ3JgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
The rules of digital marketing in music have changed, and Austin Dunn has lived every version of them.In this episode of The Manager’s Playbook, Austin breaks down how music marketing has evolved from the height of COVID to where it’s heading by 2026. From the rise and fall of influencer campaigns to the dominance of TikTok and user-generated content, this is a real look at how attention actually moves online.He also gets into why authenticity still wins, why major label strategies are struggling, and how repetition, not virality, builds real momentum.If you’re serious about understanding how to grow in today’s digital landscape, this episode is your blueprint.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/30xK6cQ7CM379uuTuvK6T8?si=WHE9_oBBTtqYM8R0hZZ3JgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Before algorithms ran the music business, Austin Dunn was already building his own.In this episode of The Manager’s Playbook, Austin breaks down the SoundCloud era, from bot networks and repost hacks to turning underground records into viral movements.He shares how those same tactics helped launch artists like 6ix9ine and Trippie Redd, and how a kid studying accounting turned his early experiments into a full-blown career in digital marketing.If you’re an artist, manager, or strategist looking to understand how songs really break online, this conversation is your blueprint.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/30xK6cQ7CM379uuTuvK6T8?si=WHE9_oBBTtqYM8R0hZZ3JgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Most artists are chasing the algorithm.Austin Dunn built systems that outsmart it.In this episode of The Manager’s Playbook Podcast, I sit down with Austin Dunn, digital strategist, cultural curator, and founder of @rnbmusic, one of the most influential community pages in music.Before most labels understood content seeding, Austin was already engineering digital ecosystems, helping artists like Victoria Monét, 6ix9ine, and Teddy Swims break through the noise by focusing on storytelling over virality.We talk about the early SoundCloud era, the rise of meme pages, and how community-driven platforms quietly became the new gatekeepers of culture. Austin shares his journey from building @rnbmusic to running global digital campaigns, and why the future of artist growth depends on narrative, not algorithms.This episode is for anyone working in the modern music business, artists, managers, marketers, or executives, who wants to understand how culture actually moves online.Because the truth is:You don’t need to go viral.You need a story worth following.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
What if the key to building a real music career wasn’t luck, playlists, or connections, but how you show up online?In this clip, Nic D breaks down how he turned content into a career. No label. No team. No shortcuts. Just strategy, discipline, and storytelling.From recording songs in a minivan during the pandemic to going viral on TikTok, Nic shares how creativity, consistency, and what he calls “delusional self-belief” built the foundation for 1.5 billion streams.This conversation is for any artist trying to build an audience from scratch and every manager learning how to guide them.Topics include:How to approach content as an artistBuilding momentum without industry connectionsTurning limitations into leverageWhy consistency matters more than viralityThe power of mindset and self-beliefWhether you’re an independent artist, music exec, or creative entrepreneur, this episode is packed with practical insights and frameworks for growth.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/10DPIZCQj0y3LYNTYgo3Yy?si=etxiAgH1TJOVZRCaJjeQ-gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
What if walking away from touring wasn’t a step back, but the smartest move an artist could make?In this conversation, Nic D opens up about why he turned down major touring opportunities to focus on family, balance, and ownership. Despite the potential for fame and fast money, he chose freedom over burnout, and built one of the most successful independent artist careers in the process.We dive into the financial reality behind touring, the myth of “you have to be everywhere,” and how streaming revenue and smart systems gave him more control than any tour could. Nic also shares how private strategy sessions and creative consistency helped him build community without sacrificing his peace.This isn’t about rejecting success. It’s about redefining it.Topics include:Why Nic D chooses not to tourBalancing family, fulfillment, and musicThe mental and financial cost of touringHow streaming and ownership changed the gameThe new definition of success for artistsFor every artist, manager, or creative chasing longevity, this one’s a reminder that the real win is balance.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/10DPIZCQj0y3LYNTYgo3Yy?si=etxiAgH1TJOVZRCaJjeQ-gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
What does financial independence really look like for an artist with no label, no manager, and no team?In this clip, Nic D breaks down the real numbers behind being an independent artist, from how much he spends on production to how he tracks every dollar to stay profitable. He shares why keeping costs low, owning your masters, and thinking like a business are the keys to longevity in music.We dig into how he uses simple systems (like Excel sheets and DistroKid) to run his operation, what artists get wrong about “investing in themselves,” and why self-management has given him more control, not more chaos.It’s an honest look at money, mindset, and ownership, and why mastering all three matters more than any industry co-sign. Topics include:How to build profit as an independent artistThe importance of keeping expenses lowSmart budgeting and royalty splitsThe mindset shift from “artist” to “entrepreneur”Why ownership and control create long-term successWhether you’re an artist, manager, or creative entrepreneur, this conversation breaks down the real cost of building something sustainable in music.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/10DPIZCQj0y3LYNTYgo3Yy?si=etxiAgH1TJOVZRCaJjeQ-gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
What if success in music had less to do with talent, and everything to do with mindset?In this conversation, Nic D breaks down the discipline, self-awareness, and consistency that helped him build a thriving career with no label, no manager, and no shortcuts.He shares what artists get wrong about deals and streaming, how to stay consistent when motivation fades, and why you can’t build momentum without mastering yourself first.We also dive into the power of practicality, the importance of audience connection, and how redefining success on your own terms can be the difference between burnout and longevity.Topics include:The mindset that drives sustainable successHow to stay consistent in music and content creationThe truth about record deals and streamingBuilding a loyal audience through value and repetitionRedefining success and personal growth in musicFor artists, managers, and creatives who care more about building careers than chasing moments, this one’s for you.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/10DPIZCQj0y3LYNTYgo3Yy?si=etxiAgH1TJOVZRCaJjeQ-gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
What if you built a billion-stream music career, without a label, manager, or industry connections?That’s exactly what Nic D did. From Culpeper, Virginia, he turned $250-per-song releases and short-form content into a thriving independent business, all while staying self-managed and completely in control.In this episode, Nic breaks down his entire system, from how he budgets every release to how he uses content as his live show. He shares how discipline, data, and mindset turned his catalog into consistent streaming income and freedom on his own terms.We talk about:- Building a profitable indie music model from scratch- How to release a song with $250 and break even from streams- Turning short-form content into real audience growth- Mindset, self-mastery, and creative consistency- Building community instead of chasing playlistsWhether you’re an independent artist, music manager, or entrepreneur, this conversation breaks down what it really takes to win without the machine.This isn’t luck. It’s leverage.It’s the new blueprint for independence.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
Nick Jarjour shares the inside story behind Hipgnosis Songs Fund, the company that redefined how the world values music.From his work alongside Merck Mercuriadis to building one of the most innovative catalog funds in history, Nick reveals how Hipgnosis raised the music multiple, shifted the economics of creativity, and gave songwriters the recognition they’ve long deserved.He also reflects on the creation of the Grammy Songwriter of the Year Award, the fight for fair compensation, and the deeper purpose behind being a true artist advocate.This episode is a masterclass in vision, business, and belief. A reminder that protecting the people who create culture is how you build legacy.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4cCKBEnwxpbiKPW2MPFJtn?si=-kw056BBQnKZwSC-eGyS8QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Nick Jarjour shares the story of Starrah, one of the most transformative songwriters in modern music. From crafting Rihanna’s “Needed Me” to shaping global hits for Camila Cabello and Maroon 5, Starrah’s journey is a masterclass in authenticity, creativity, and vision.In this conversation, Nick explores how she redefined the relationship between artist and songwriter, why context is king, and how mental health and emotional intelligence shape long-term success. He also unpacks the idea of Return on Emotion (ROE), a reminder that the most meaningful rewards in music aren’t always financial.This episode dives deep into the intersection of culture, creativity, and strategy, and what it really takes to build a legacy that lasts.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4cCKBEnwxpbiKPW2MPFJtn?si=-kw056BBQnKZwSC-eGyS8QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Nick Jarjour takes us inside the real world of music management.In this conversation, Nick breaks down what it truly means to manage artists and songwriters at the highest level: protecting their vision, aligning with their values, and helping them navigate the demands of the modern industry.He shares insights on why the best songwriters think like artists, how to build sustainable careers rooted in morals and principles, and what it takes to lead with integrity in an environment built on constant change.This episode is a masterclass in creative leadership, a must-listen for anyone serious about building a lasting career in music.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4cCKBEnwxpbiKPW2MPFJtn?si=-kw056BBQnKZwSC-eGyS8QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Nick Jarjour opens up about the making of In Whose Name, a powerful and deeply human documentary on Ye that explores the intersection of mental health, creativity, and control.In this conversation, Nick reflects on the challenges of protecting artistic truth while navigating the emotional and ethical weight of telling someone else’s story. It’s a rare look into what it means to balance creative freedom, responsibility, and integrity in modern culture.If you care about storytelling, leadership, and the realities of the creative industry, this one will stay with you.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4cCKBEnwxpbiKPW2MPFJtn?si=-kw056BBQnKZwSC-eGyS8QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Nick Jarjour has built his career around one mission: protecting the storytellers.From managing Starrah, the songwriter behind Rihanna’s “Needed Me,” to executive producing In Whose Name, one of the highest-grossing documentaries in recent years, Nick has always stood at the intersection of creativity, leadership, and responsibility.In this episode of The Manager’s Playbook, Nick opens up about his journey from a young songwriter to becoming one of the most respected executives in the business. He shares what it means to lead with empathy, how mental health fuels creativity, and why protecting artists, writers, and filmmakers isn’t just good leadership. It’s good business.We dive into his work with Hipgnosis Songs Fund and his mission to revalue songwriters, his philosophy around morals, values, and principles (MVP), and his perspective on the future of music through AI, blockchain, and innovation.This is a conversation about purpose, partnership, and the power of standing for the people who make culture possible.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
What does it really take to build lasting partnerships between artists, brands, and technology?In this clip, Isabel Quinteros, SVP at Jen Music AI and former Global Music Partnerships lead at TikTok, reflects on her career journey from PR to tech, sharing lessons from campaigns with J. Cole, and Beyoncé’s Super Bowl performance. She also breaks down how to balance brand expectations with artist needs, and why the best collaborations leave everyone walking away with value.We dive into case studies like Jessie Reyez’s Jameson partnership and The Weeknd’s VR concert with TikTok, plus explore how AI is shaping the next era of music and brand integration.This is practical advice and real-world strategy for artists, managers, and brands preparing for the future of music.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7pcslHOcyo1H9LFh6WMWF8?si=XVoXX_mhSZau35nFFLCu1wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
AI is reshaping how music is created and consumed, raising new opportunities and new risks.In this clip, Isabel Quinteros, SVP at Jen Music AI and former Global Music Partnerships lead at TikTok, joins us to discuss how AI can amplify creativity while forcing the industry to confront difficult questions about monetization, ethics, and the role of human artistry.We dive into the harsh realities of streaming payouts, the viral rise of an AI-assisted rock band, and the possibility of AI replacing artists. Isabel also shares why the human connection in music still matters, and how the industry must adapt to protect it.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7pcslHOcyo1H9LFh6WMWF8?si=XVoXX_mhSZau35nFFLCu1wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
AI is changing how music is created, discovered, and experienced.In this clip, Isabel Quinteros, SVP at Jen Music AI and former Global Music Partnerships lead at TikTok, breaks down how her team is building the future of personalized music. From their patented Style Filter technology to subscription models, marketplaces, and API integrations, we explore the new tools shaping the industry.We also dive into how kids are already engaging with AI music through gaming platforms like Roblox, the rise of digital social experiences, and what niche communities mean for the future of music discoverability.This is a glimpse into where music creation is headed and why the rules are being rewritten in real time.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7pcslHOcyo1H9LFh6WMWF8?si=XVoXX_mhSZau35nFFLCu1wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Generative AI is shaking up the music industry, creating new opportunities and new risks.In this clip, Isabel Quinteros (SVP at Jen Music AI and former Global Music Partnerships lead at TikTok) breaks down the ethical, legal, and cultural questions surrounding AI in music. From text-to-music prompts to copyright concerns, fair use, and artist compensation, Isabel shares how her team is building a “clean base model” to protect creators and ensure sustainable monetization.We also explore the future of royalties, licensing, and how artists can thrive in an AI-driven world.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7pcslHOcyo1H9LFh6WMWF8?si=XVoXX_mhSZau35nFFLCu1wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode, Mauricio Ruiz sits down with Isabel Quinteros, former Global Music Partnerships lead at TikTok and now SVP at Jen Music AI. From her start in PR to shaping TikTok’s rise and now leading conversations on AI, Isabel shares her journey and perspective on the future of music.They dive into the ethical challenges of AI, artist compensation, the role of blockchain in royalties, and how younger generations are reshaping music through gaming and community. Packed with real-world insights, this episode is for artists, managers, and anyone curious about where music and technology collide.A conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
After stepping away from music in 2015, Shawn Desman found himself questioning if he would ever return.In this conversation, he shares the pivotal moment with Drake that reignited his passion, the role his wife played in guiding crucial career decisions, and the challenges of navigating management changes. Alongside Steve Zsirai and Chad Walsh, Shawn also reveals the strategic and data-driven approach that made his live comeback possible.This is a story of resilience, reinvention, and what it really takes to build a second chapter in today’s music business.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1uwdpt8Z2i0PmUt70hhc76?si=ekjULlriRweFoLFGxe57EgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Shawn Desman’s career looked finished, until it wasn’t.In this conversation, Shawn, Steve Zsirai, and Chad Walsh break down how a mix of social media strategy, data-driven decision-making, and the “Drake effect” helped spark one of the most inspiring comebacks in Canadian music.From TikTok virality to reconnecting with nostalgic fans, from analyzing where the audience actually lives to building the right live shows, they share the playbook for turning momentum into a full resurgence. And at the core of it all: authenticity.This episode is a masterclass in how to rebuild a music career in today’s industry.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1uwdpt8Z2i0PmUt70hhc76?si=ekjULlriRweFoLFGxe57EgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
What does it really take to build authentic relationships in music?In this conversation, Shawn Desman, Steve Zsirai, and Chad Walsh share why keeping a small, trusted circle is essential, how empathy and honesty drive lasting partnerships, and why boundaries matter in an industry that often blurs the personal with the professional.Shawn also reflects on how personal struggles, including overcoming addiction, shaped his perspective and strengthened his ability to connect with people. Together, the group unpacks the balance between strategy and genuine connection, and why protecting your energy is just as important as protecting your career.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1uwdpt8Z2i0PmUt70hhc76?si=ekjULlriRweFoLFGxe57EgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
What makes a great artist, and a great manager?In this conversation, Shawn Desman, Steve Zsirai, and Chad Walsh break down the traits that separate the good from the unforgettable. From delivering “the good stuff” right away to the power of live performance and the rare quality of time feel, they share what truly moves audiences.The discussion also touches on lessons from Beyoncé, Coldplay, Drake, and legendary producers like Darkchild and Tricky. And just as important, we explore what makes a great manager: vision, empathy, honesty, and the ability to identify opportunities others miss.Whether you’re an artist or on the management side, this episode is packed with insights to help you elevate your career.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1uwdpt8Z2i0PmUt70hhc76?si=ekjULlriRweFoLFGxe57EgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Shawn Desman’s story is one of highs, lows, and a powerful comeback. From topping the charts to stepping away from music, Shawn opens up about the pressure of fame, battling depression, and finding sobriety. With Drake’s encouragement at an OVO event, he rediscovered his love for music and returned on his own terms.Alongside managers Steve Zsirai and Chad Walsh, the conversation dives into the strategy behind rebuilding a career in today’s industry; from leveraging social media and data, to understanding touring, to balancing family life with success.Packed with honesty, lessons, and laughs, this episode is for anyone who believes in resilience, reinvention, and the power of the right team.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this clip from The Manager’s Playbook, Mauricio Ruiz speaks with Milana Lewis (CEO of Stem) about her journey from having no background in music to becoming a leading entrepreneur in the industry.Milana explains how building around clear vision and values, and using frameworks like EOS (Entrepreneurial Operating System), helped her align her company. She shares why the right team matters more than anything, how creating a culture that learns from failure drives growth, and why investing in employees is non-negotiable.We also talk about the company retreat that immediately boosted performance, why naivety can be an advantage in innovation, and how borrowing ideas from other industries can break through the limits of traditional music business thinking.This episode is a playbook for leadership, culture, and building companies that last.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7qj5aAUZJEh9bVIWWq596j?si=kORo9PheQ4G3mqg_t5X1PAWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Mauricio Ruiz sits down with Milana Lewis (CEO of Stem) to unpack the realities of artist development and partnerships in today’s music business.Milana shares how artists can get noticed without relying solely on social media, why consistent storytelling is key, and the tough decisions behind who gets signed and when. She also dives into the challenges of timing, capacity, and staying true to your vision while finding the right partners.We explore real-world examples, from artists like Frank Ocean and Chappell Roan, and draw parallels between the entrepreneurial journey of startups and the path of an artist testing and refining their craft.This conversation is packed with insights for artists and managers navigating growth, making strategic decisions, and building long-term careers in music.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7qj5aAUZJEh9bVIWWq596j?si=kORo9PheQ4G3mqg_t5X1PAWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Mauricio Ruiz sits down with Milana Lewis, CEO of Stem, to break down how Stem approaches artist partnerships and deal-making differently.Milana explains why Stem works on a project-by-project basis, how they manage capacity to protect quality, and how their simulator tool helps artists actually understand the financial reality of a deal. She also unpacks the new Concord partnership, designed to expand reach while keeping fairness and flexibility at the core.The conversation doesn’t shy away from hard truths, including why major labels sometimes sign artists just to shelve them and control market share.If you’re an artist, manager, or anyone navigating the music industry, this is a must-listen for understanding how to build smarter, more autonomous careers.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7qj5aAUZJEh9bVIWWq596j?si=kORo9PheQ4G3mqg_t5X1PAWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Mauricio Ruiz sits down with Milana Lewis, CEO & Co-Founder of Stem, to break down one of the music industry’s biggest flaws: royalty accounting.Milana shares how Stem set out to simplify payments, give artists clarity on what they own, and make sure money flows where it should. She also explains the early challenges of distribution, the struggles YouTube stars faced, and the legal roadblocks that eventually led to the creation of Tone.This is a look at how smarter contracts and transparent royalty systems can reshape an artist’s career, and why fixing the “boring stuff” might be the most powerful move in music.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7qj5aAUZJEh9bVIWWq596j?si=kORo9PheQ4G3mqg_t5X1PAWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In episode 39 of The Manager’s Playbook, Mauricio Ruiz sits down with Milana Lewis, co-founder and CEO of STEM, to unpack the realities of today’s music business.Milana explains why royalty accounting is still one of the industry’s biggest problems, why so many artists don’t know what they own or when they’ll get paid, and how that lack of clarity gets exploited in bad deals. She also breaks down the difference between independence and autonomy, the role of distribution vs. delivery, and what artists really need to cut through the noise.The conversation also dives into STEM’s new partnership with Concord, the evolution of Tone, and how technology, storytelling, and team-building are reshaping the future of music.If you’re an artist, manager, or anyone building a career in the music business, this episode is packed with insights to help you navigate the chaos.A conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this clip from The Manager’s Playbook, Rich Castillo pulls back the curtain on the realities of A&R and the inner workings of major labels. He explains how decisions actually get made inside the hierarchy, the role data plays in scouting talent, and why live shows still matter in discovering artists.We also explore how young A&R execs can grow within the system, the pressure IPOs put on creativity, and the constant balancing act between taking risks and chasing profitability.Packed with real stories and practical advice, this conversation is a must-listen for artists, managers, and aspiring executives who want to understand how today’s music industry really works.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/2XcP1p1vnPO2a5DHDnJzVO?si=XnodX5FcQIWW59yzWRaWfgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Rich Castillo dives into the rise of UK rap culture and its global impact. He explains how London’s melting pot of influences creates a distinct sound, why regional identity is crucial for artists, and how UK rap compares to the U.S. scene.Rich also shares his personal journey, from early career setbacks and getting fired to thriving as an executive, working with emerging artists like Liverpool rapper Cast, and building successful teams. Along the way, he highlights lessons in resilience, financial realities, and the challenges of scaling in the music business.This conversation is about more than music. It’s about culture, survival, and building a career with real substance.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/2XcP1p1vnPO2a5DHDnJzVO?si=XnodX5FcQIWW59yzWRaWfgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Rich Castillo reflects on his move from the major label system to launching his own independent label, Lion Bear. He shares why legacy and independence matter more than comfort, what inspired him to take control of his career, and how he’s thinking about the next chapter of the music business.Rich also introduces his new podcast, The Hot Seat, designed to share insight from high-level executives and inspire the next generation. His first guest: UK music veteran Trenton Harris Lewis.This is a conversation about ownership, perspective, and building something that lasts.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/2XcP1p1vnPO2a5DHDnJzVO?si=XnodX5FcQIWW59yzWRaWfgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Rich Castillo breaks down what the role of A&R really looks like in 2025. From identifying and developing talent to balancing data, instinct, and marketing, Rich shares how decisions actually get made inside labels.We also discuss the traits that separate great A&R executives from the rest, the misconceptions around the job, and the pitfalls artists face when signing to majors.Whether you’re an artist, manager, or aspiring exec, this conversation delivers real-world insight into the music industry today.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/2XcP1p1vnPO2a5DHDnJzVO?si=XnodX5FcQIWW59yzWRaWfgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Rich Castillo has spent nearly two decades inside the music industry, from Polydor, Sony, and EMI to Warner and now his own company, Lion Bear. In this episode of The Manager’s Playbook, Rich breaks down what A&R really means in 2025, why most artists lose urgency after signing, and how to navigate label politics without losing your vision.We also dive into artist development, the tug-of-war between data and instinct, and what separates a good executive from a great one. Packed with real stories and practical lessons, this is a must-listen for artists, managers, and executives who want to build lasting careers, not just moments.A conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this conversation, Jared Cotter and I dig into what it really takes to build a modern superstar.We talk about the rise of Shaboozey, how undeniable talent meets the right strategy, and the pivotal role management plays in turning momentum into long-term success. From building strong teams to navigating industry shifts, Jared shares the lessons that matter most for artists and managers alike.It’s a grounded look at resilience, teamwork, and the realities behind the spotlight.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7pUchYo0R1PoXmtKjZFud6?si=kods3ONJR0OPCDa3swoFVQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this conversation, Jared Cotter and I dig into the journey of breaking into country music and why authenticity always wins.We talk about how Shaboozey carved out his space in Nashville, the importance of diversity and representation, and how the genre is slowly opening its doors to new voices. Jared shares stories of resilience, community, and the impact of artists who are breaking barriers and creating opportunities for others.It’s a grounded look at what it takes to succeed, and stand out, in today’s country music landscape.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7pUchYo0R1PoXmtKjZFud6?si=kods3ONJR0OPCDa3swoFVQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this conversation, Jared Cotter and I dig into the world of music publishing and what it really takes to build a sustainable career.Jared shares his perspective as both a songwriter and a manager — from the smartest types of publishing deals to the importance of choosing the right partners. We talk about long-term strategy versus short-term checks, how to balance business with creativity, and the lessons that can make or break a career behind the scenes.If you’re an artist, songwriter, or manager in the making, this is essential listening.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7pUchYo0R1PoXmtKjZFud6?si=kods3ONJR0OPCDa3swoFVQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this conversation, Jared Cotter and I break down the making of Shaboozey’s “A Bar Song (Tipsy).”We talk about the creative spark, the key moments that shaped the record, and what it takes to recognize when you’ve got a hit on your hands. From the late-night studio energy to the strategy behind pushing it forward, this is a candid look at how an idea turned into one of the biggest independent records in recent history.If you care about songwriting, collaboration, or the craft of building timeless music, you’ll want to hear this one.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/7pUchYo0R1PoXmtKjZFud6?si=kods3ONJR0OPCDa3swoFVQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Jared Cotter is the manager behind one of the biggest independent success stories of the decade.In this episode, we talk about how Shaboozey’s “A Bar Song (Tipsy)” made history, spending 19 weeks at #1 and tying the record set by Lil Nas X’s “Old Town Road”. But unlike most chart-toppers, this run happened completely independent, through Empire and his record label, American Dogwood.Jared shares what it’s really like to manage a superstar in real time: the chaos, the delegation, the importance of building the right team, and how to keep artists balanced when the pressure is nonstop. We also dive into the nuances of publishing deals, the unexpected opening in country music, and the launch of his 3AM Records label, a venture spotlighting global voices that deserve more recognition.This is more than a story about a hit song. It’s about leadership, trust, and what independence at scale really looks like in today’s music industry.A conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this episode of The Manager’s Playbook, publicist Loren Medina unpacks the evolving music industry and what independence really means for artists today. She challenges the myth that signing to a label guarantees success, pointing to examples like Bad Bunny to show how ownership and freedom have reshaped the game.Loren shares practical strategies for building PR from scratch, crafting effective pitches, and using storytelling as a tool to connect with audiences. She also highlights powerful redemption stories that prove adversity can become an artist’s greatest asset.Whether you’re an up-and-coming artist or a seasoned executive, this conversation is packed with insights on navigating the modern music business with purpose and strategy.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4e0rjJHHyChVBTpuz4ahNh?si=2cXzGUGBSRu9fJy6b_7hhQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, publicist Loren Medina talks about what it’s really like to work with record labels from the outside. She explains why so many label teams lack long-term strategy, even for major artists, and how her structured approach sets her apart.Loren shares her experience promoting Jessie Reyez in both English and Latin markets, reflects on the importance of humility and authenticity in artists, and explains why values and alignment are non-negotiable in PR. She also opens up about refusing to work with entities that support harmful politics or social injustice, and why genuine human connection is still the foundation of great publicity.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4e0rjJHHyChVBTpuz4ahNh?si=2cXzGUGBSRu9fJy6b_7hhQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, publicist Loren Medina shares her journey from leaving Sony to launching Digital Girl in 2009, one of the first social media marketing companies in music. She reflects on navigating the early days of digital marketing, the importance of innovation and branding, and how those experiences shaped her move into PR.Loren also opens up about the realities of the industry, her work with major artists, and how her family heritage has influenced her path. The conversation closes with the story behind founding Guerrera PR and the values that continue to drive her work today.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4e0rjJHHyChVBTpuz4ahNh?si=2cXzGUGBSRu9fJy6b_7hhQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, publicist Loren Medina shares why passion is the foundation of every client relationship she takes on. From choosing artists based on authenticity, to navigating the evolving role of PR in the age of social media, Loren gives an unfiltered look at how storytelling drives careers forward.She breaks down her work with artists like Jessie Reyez, the strategy behind J Noa’s rise, and how moments like Tiny Desk can transform an artist’s path. Along the way, Loren discusses timing, dedication, and why the future of good PR is about much more than press releases; it’s about narrative, connection, and knowing when to strike.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4e0rjJHHyChVBTpuz4ahNh?si=2cXzGUGBSRu9fJy6b_7hhQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In episode 36 of The Manager’s Playbook, Mauricio Ruiz sits down with publicist and strategist Loren Medina, founder of Guerrera PR. From her start at Sony to building her own agency, Loren shares the unfiltered truth about navigating the music business, the importance of authenticity, and why values and strategy matter more than hype.She opens up about working with artists like J Noa and Jessie Reyez, the challenges of being a woman in a male-dominated field, and how PR has evolved in the digital era. This is a candid conversation on resilience, storytelling, and what it really takes to build a lasting career in music.A conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
Music catalogs have become one of the hottest asset classes in the world.In this clip of The Manager’s Playbook, Dan Gonzalez and I unpack how catalogs are valued, why multiples matter, and what makes music such an attractive investment for hedge funds and capital allocators. From liquidity to long-term earnings, we explore why music is considered an uncorrelated asset, and what that means for artists.We also discuss the importance of owning masters, how business managers guide artists through catalog deals, and the growing role of family offices in managing wealth.Whether you’re an artist, manager, or investor, this conversation offers a clear look into the financial engine powering today’s music industry.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/2lmWwVgXp1Fpnx2uBKMxne?si=_7xXZfGVQWeT2xgOEtRM2gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
From Canadian grant writing to closing music business deals.In this clip of The Manager’s Playbook, I sit down with Dan Gonzalez who has navigated both worlds, and now helps artists protect their rights and grow sustainable careers. We discuss why some artists land grants while others don’t, how to simplify overly complex contracts, and the biggest pitfalls hiding in traditional label agreements.The conversation also covers advances, independent capital, protecting intellectual property, and why every artist should be thinking like a CFO.Whether you’re just starting out or managing a global career, this episode offers clear strategies to protect your music, negotiate smarter, and build for the long game.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/2lmWwVgXp1Fpnx2uBKMxne?si=_7xXZfGVQWeT2xgOEtRM2gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Royalties are the lifeblood of an artist’s career but too often, they go uncollected.In this clip of The Manager’s Playbook, Dan Gonzalez breaks down how business managers protect artists and producers by auditing portfolios, identifying missing income, and navigating the complex world of rights and royalties. From masters and publishing to public performance, mechanicals, neighboring rights, and sync, Dan explains how to maximize every possible revenue stream.Whether you’re an emerging artist or managing a global career, this conversation is a masterclass in understanding the financial backbone of music.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/2lmWwVgXp1Fpnx2uBKMxne?si=_7xXZfGVQWeT2xgOEtRM2gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
The role of a business manager has never been more important for artists.In this clip of The Manager’s Playbook, Dan Gonzalez breaks down how the job has evolved from simple bill payments and taxes to becoming the backbone of an artist’s entire financial structure. With music distribution decentralized and artists taking on more responsibilities than ever, the right business manager can mean the difference between growth and chaos.We cover the key differences between business managers and artist managers, why back office functionality matters, and how artists can set up financial structures to support long-term success. Dan also dives into boutique vs. corporate business management, tax strategies, the use of trusts and holding companies, and what to consider when taking an advance.Whether you’re an artist building from scratch or managing a global career, this conversation offers practical insights into protecting money, scaling income, and planning for the future.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/2lmWwVgXp1Fpnx2uBKMxne?si=_7xXZfGVQWeT2xgOEtRM2gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with his own business manager, Dan Gonzalez, to uncover the financial backbone of an artist’s career.Dan explains why business managers are really the CFOs of the music industry and how the right systems around taxes, royalties, and catalog sales can be the difference between wealth and bankruptcy.From the hidden costs of advances to the rise of music catalogs as one of today’s hottest asset classes, this conversation reveals what it really takes to build sustainable wealth in the music business. Dan also breaks down the role of family offices, the impact of AI on the industry, and why equity should be at the center of every artist’s strategy.Whether you’re an artist, manager, or executive, this episode is packed with actionable insights on ownership, structure, and long-term success.A conversation like this doesn't come cheap.Disclaimer: The views, opinions, and information provided in this podcast are for general informational and educational purposes only. Daniel Gonzalez (“Dan”) is not an attorney, CPA, or licensed financial advisor. Nothing discussed should be construed as legal, tax, or accounting advice, nor should it be relied upon as a substitute for consultation with qualified professionals. Listeners are encouraged to seek the advice of their own legal counsel, CPA, or other licensed professionals with respect to any questions or concerns they may have.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
Hit-Boy has leveled up, not just as a producer, but as a person.In this conversation, he talks about upgrading his lifestyle and workspace to unlock peak creativity, balancing fatherhood with a relentless creative output, and quietly building an empire that spans music, film scores, video games, and major brand partnerships.We dive into the freedom and challenges of independence, the role of momentum in sustaining creativity, and why having the right environment, and the right people, is non-negotiable. Hit-Boy also shares his perspective on social media, algorithms, and why authenticity will always cut through.It’s a blueprint for building a self-contained creative ecosystem, overcoming industry constraints, and making work that lasts.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3vgeQK1y8h1fuPAsFwOgc7?si=s6-n7HMKS4qc5ZsA1QN2uAWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Ownership isn’t just a buzzword. It’s the difference between building a career you control and one that controls you.In this clip, Hit-Boy, his manager Nima Nasseri, and I break down the mechanics of the modern music business through the lens of artists like Russ, who’ve built massive success independently. From the shift in revenue models and the evolving role of labels, to the rise of distribution companies and the power of catalogs, we explore how today’s artists can create real value on their own terms.We also dig into the importance of a strong managerial ecosystem, the realities of streaming-era revenue, and how to position yourself for long-term wins in a constantly changing industry.For artists, managers, and entrepreneurs, this is a roadmap for playing the game without giving up the keys.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3vgeQK1y8h1fuPAsFwOgc7?si=s6-n7HMKS4qc5ZsA1QN2uAWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Hit-Boy spent 18 years locked in one of the toughest publishing deals in the music business, a contract built on outdated MDRC terms that kept him working without a clear finish line.In this conversation, he takes us from his early days on Section 8 housing and landing a $50,000 advance, to producing career-defining hits like N*** in Paris. He breaks down the mental toll of a bad deal, the industry lessons he picked up along the way, and the moment Jay-Z and Desiree Perez stepped in to help him win back his freedom.We dig into the importance of character, work ethic, and genuine partnerships, plus how staying a student of the game has shaped his career. For artists and producers navigating the industry, this is a blueprint for surviving, and thriving, on your own terms.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3vgeQK1y8h1fuPAsFwOgc7?si=s6-n7HMKS4qc5ZsA1QN2uAWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Grammy-winning producer Hit-Boy is building more than music; he’s building worlds.In this conversation, he talks about his shift from making beats to creating immersive film experiences, the hard lessons of becoming a visual artist, and how constant growth fuels his work. He opens up about collaborations with top artists, his commitment to independence, and why family remains at the center of everything he does.Hit-Boy also shares how therapy has helped him set personal and professional boundaries, and why AI is becoming a tool in his creative arsenal. It’s a masterclass in evolving without losing your core.Simply put, a conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/3vgeQK1y8h1fuPAsFwOgc7?si=s6-n7HMKS4qc5ZsA1QN2uAWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Grammy-winning producer Hit-Boy opens up about escaping an 18-year publishing deal, one of the most restrictive contracts in music, and the lessons learned along the way. He shares the mental toll of being trapped in outdated MDRC terms, how Jay-Z and Roc Nation helped him break free, and the creative freedom that’s fueled his most prolific run yet.Alongside his manager, Nima Nasseri, Hit-Boy reveals how they’ve built a self-contained creative ecosystem spanning music, film, brand partnerships, and multiple Grammy-winning projects. They talk ownership, autonomy, the role of AI and social media in today’s music industry, and how to balance relentless output with family and mental health.This is a blueprint for building a career on your own terms.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
Chris Taylor takes us inside Metric’s improbable rise, from repeated label rejections to breaking through as one of Canada’s most influential indie bands. In the early 2000s, after failed demo deals with Warner Brothers, Island Records, and Virgin, the band was at a crossroads. Refusing to let their story end there, Taylor founded Last Gang Records to give Metric their long-overdue shot.We also explore the shifting music landscape of the time, from the disruptive force of digital piracy to the emergence of indie labels and bands that redefined the industry. A conversation about resilience, vision, and what happens when you bet on the right talent.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/2m8tNzMZHx1LpZtC0i9eNh?si=5XO54H5nQmiRzPOCW06jZwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Chris Taylor’s path has been anything but linear: lawyer, label founder, and music executive with a global footprint.In this clip of The Manager’s Playbook, he shares how he scaled a thriving legal practice while launching Last Gang Records, balancing the demands of both worlds, and navigating the breakthrough moments that shaped his career. From the strategies he used to build and fund his firm, to the lessons learned from working with diverse legal talent, to the ripple effect of representing Drake on the Canadian music scene, Chris pulls back the curtain on the business moves that matter.We also dive into his leap to Entertainment One (eOne), the negotiations that brought him there, and the leadership lessons he absorbed from founder Darren Troop; insights on patience, discipline, and vision that apply far beyond music.It’s a candid look at the intersection of law, music, and business growth, told by someone who’s mastered all three.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/2m8tNzMZHx1LpZtC0i9eNh?si=5XO54H5nQmiRzPOCW06jZwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Chris Taylor remembers the moment Nelly Furtado’s music landed in his hands, and the chain reaction it set off.From self-made tracks and photo booth snapshots to sparking one of 1999’s biggest record deals, Chris takes us inside the bidding war that had David Geffen, Madonna, and the industry’s heavyweights at the table. The result? A Dreamworks deal that helped open the door for Canadian artists on a global stage.We talk spotting hits before they happen, building the right relationships, and how the tools for finding talent have evolved over the years.This isn’t just a story about signing a star; it’s a masterclass in recognizing potential and acting before anyone else sees it.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/2m8tNzMZHx1LpZtC0i9eNh?si=5XO54H5nQmiRzPOCW06jZwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Chris Taylor knows the role of the music manager has changed forever.In this clip of The Manager’s Playbook, he shares why he launched a management company in 2024 and how managers today are building infrastructure, owning assets, and playing a bigger role than ever in an artist’s career.From navigating platforms like Spotify and TikTok to building specialized teams, Chris unpacks the power shift from labels to management, the strategic value of market share, and why touring and digital marketing still drive lasting success.He also reflects on the evolving impact of press, the continued role of radio, and why the best managers see themselves as partners, building empires alongside their artists.This is a conversation about leverage, longevity, and leading from the front.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/2m8tNzMZHx1LpZtC0i9eNh?si=5XO54H5nQmiRzPOCW06jZwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Chris Taylor has done it all: music lawyer, label founder, global executive, and now CEO of Hall of Fame Management. But his story didn’t start with a major deal. It started with a $35K personal bet on a band called Metric and a refusal to let talent get buried by industry politics.In this episode, Chris joins Mauricio Ruiz to talk about the hard-earned lessons behind his journey, what it really means to build infrastructure, why some artists succeed without being the most strategic, and how the role of the manager has evolved into something bigger than ever before.They unpack the grind behind artist development, the emotional weight of betting on people, and what long-term thinking looks like in an industry obsessed with quick wins.This is a masterclass in leadership, belief, and adapting to the business as it moves under your feet.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
What actually builds an artist brand in 2025?In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with Nick Ruffalo to break down the modern-day strategy behind artist branding, content creation, and music marketing. Together, they explore why branding is about emotional consistency, not just aesthetics, and how artists can build meaningful connections in an oversaturated digital world.From Coca-Cola’s visual identity to artist content funnels, the conversation unpacks the three core pillars of content: discovery, connection, and conversion. This isn’t about chasing trends. It’s about building a system that turns casual listeners into lifelong fans.If you’re an artist, manager, or marketer trying to grow the right audience the right way, this episode gives you the blueprint.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/064FyRu3z56AGb77HHmfCT?si=Vi-QAD-9T16OP5-xDDVl6AWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In 2025, music marketing isn’t optional. It’s the engine behind every artist breakout.In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with Nick Ruffalo to break down what branding, content, and strategy really look like in today’s landscape. They unpack how artist brands are built not just through visuals, but through voice, clarity, and emotional connection, and why artists need to understand their content funnel if they want to grow a real audience.From discovery to conversion, from new formats to timeless strategy, this is a masterclass in how to stay relevant, consistent, and creatively fulfilled in a saturated digital world.If you're serious about building something that lasts, this one's for you.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/064FyRu3z56AGb77HHmfCT?si=Vi-QAD-9T16OP5-xDDVl6AWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
The label question isn’t major vs. indie. It’s alignment vs. confusion.In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with Nick Ruffalo to unpack the evolving role of record labels in 2025. They go deep into what a modern label actually offers, what artists should demand, and how smart teams are building digital departments that prioritize branding, content, and true audience engagement.Nick shares hard-won lessons from building strategy inside Big Loud Rock, and why passion, buy-in, and internal clarity matter more than ever. Whether you’re navigating a deal or building your own path, this episode delivers clarity in a complex industry.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/064FyRu3z56AGb77HHmfCT?si=Vi-QAD-9T16OP5-xDDVl6AWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
What separates artists who get skipped from those who build legacy?In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with Nick Ruffalo, SVP of Digital at Big Loud Rock and founder of Unleashed, to unpack what it really takes to build an artist brand that connects.They dive into why great music isn’t enough anymore, how the 80/20 rule still shapes careers, and why understanding your archetype might be the unlock your brand has been missing. From the creator to the rebel to the best friend, Nick explains how artists can build clarity, audience, and authenticity in a noisy landscape.This isn’t about surface-level content tips. It’s about the mindset, strategy, and discipline behind modern artist development. If you’re serious about building something that lasts, this episode is for you.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/064FyRu3z56AGb77HHmfCT?si=Vi-QAD-9T16OP5-xDDVl6AWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Nick Ruffalo, SVP of Digital Marketing & Audience Engagement at Big Loud Records and founder of Unleashed, for a sharp, unfiltered conversation on what it really takes to build an artist brand in 2025.Nick breaks down the difference between branding and content (hint: most artists confuse the two), how to build trust before traction, and why clarity, not aesthetics, is the foundation of a scalable music career. They dive into the power of archetypes, content funnels, the role of paid media, and how to navigate the leap from developing artist to breakthrough moment with intention.If you’re an artist, manager, or creative operator looking to build something real, without chasing trends, this one’s required listening.Simply put, a conversation like this doesn't come cheap. Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
YouTube isn’t just for views. It’s for building worlds.In this episode, we unpack why YouTube remains one of the most powerful tools in an artist’s strategy, especially in an era where the music business has shifted from gatekeeping to global access.Tuma Basa breaks down how to actually use the platform: consistency, storytelling, thumbnails, appointment drops, and understanding the full power of its grid.We also get into the deeper layer; why content is now infrastructure, how to lead with value, and why people like Wallo267 are reshaping the game by giving back what they’ve learned.Simply put, a conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/3CldAKsiPTxk5uEXGqWzpr?si=M3R2bqM6TyWKVVcgmoDqnwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Tuma Basa didn’t just build playlists. He built a perspective shaped by continents, cultures, and connection.In this clip, we unpack his global journey through music and media: growing up across countries, working through legacy and startup ecosystems, and choosing YouTube over traditional label paths.We talk about why real connection beats transactional networking, why music is more service than product, and what it means to listen, not just hear.Tuma also shares why trust, curiosity, and cultural fluency matter more than ever in today’s music business and how YouTube is helping shape the next era.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3CldAKsiPTxk5uEXGqWzpr?si=M3R2bqM6TyWKVVcgmoDqnwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Timbaland made headlines by signing the first AI artist but the real story goes deeper.In this clip, Tuma Basa and I dive into the tension between tech and tradition in music. From generative AI tools to the industry’s emotional resistance, we explore how this moment mirrors past disruptions; Auto-Tune, sampling, even the rise of the DJ.We ask the uncomfortable questions: Is AI a tool or a threat? Is resistance just fear in disguise? And what does it really mean to keep art human in a tech-driven era?This one’s for anyone navigating where creativity meets innovation.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/3CldAKsiPTxk5uEXGqWzpr?si=M3R2bqM6TyWKVVcgmoDqnwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
The future of music in Africa is full of energy but the infrastructure isn’t there yet.In this clip, Tuma Basa and I unpack the real story behind the rise of African music. From venue shortages and publishing gaps to the global influence of organizations like Live Nation and investors like China, we explore what it’ll take to build something sustainable.We also spotlight emerging African artists, festivals making real impact, and why the passion for music discovery is still alive, even in a fragmented system.This one’s for the builders, believers, and anyone watching the next global wave take shape.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3CldAKsiPTxk5uEXGqWzpr?si=M3R2bqM6TyWKVVcgmoDqnwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In Episode 031 of The Manager’s Playbook, Tuma Basa, former head of Spotify's RapCaviar and Director of Black Music & Culture at YouTube, joins Mauricio Ruiz for a deep dive into the evolution of music curation, platform strategy, and long-term artist relevance.Tuma shares his journey from BET to Spotify to YouTube, and breaks down how emotional intelligence, cultural adaptability, and curiosity have shaped his leadership. They talk YouTube as global TV, the impact of Gen AI on creativity, and the line between music industry and music community.For artists, executives, or anyone building legacy in the music business, this one’s a masterclass.A conversation like this doesn't come cheap.Watch the full episode on YouTube: https://www.youtube.com/@managersplaybookNew episodes drop Tuesdays @ 10am ET
In this clip of The Manager’s Playbook, I talk with Mag Rodriguez about the artist who helped change everything: LaRussell.After being introduced to EVEN, LaRussell became the platform’s first artist, and the proof of concept. What followed was a masterclass in independent strategy: $27K in just hours, $100K within a month, and a new blueprint for how artists can scale without relying on traditional systems.We talk about how skepticism turned into belief, how smart work can outperform luck, and how LaRussell’s approach is reshaping what it means to be an artist-entrepreneur.This is what direct-to-fan looks like when it actually works.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/6Kn9j2Ef2Fwc48iTvA3Tio?si=gWcZocLsQ82ArNfVsQDF4wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, I sit down with Mag Rodriguez to talk about the journey few founders ever get to share, what it means to break into venture capital as a Latino entrepreneur.Mag opens up about growing up in an immigrant household, the early lessons in hustle and resilience, and the winding path from managing artists to leading a tech company backed by venture capital.We get into the emotional weight of representation, the role of taste and conviction in startup success, and why building a transparent, values-driven culture matters more than ever. Mag also shares how AI could create more access for underrepresented founders and what it takes to scale both a company and a mission.This one’s personal, honest, and deeply strategic. For anyone building from the margins, this is required listening.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/6Kn9j2Ef2Fwc48iTvA3Tio?si=gWcZocLsQ82ArNfVsQDF4wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, Mag Rodriguez and I explore the future of music monetization and what it means to truly go global.From innovative artist subscription models, like “pay what you want”, to untapped opportunities in the Global South, Mag Rodriguez breaks down how platforms like EVEN are making it easier for artists to reach fans in Africa, Latin America, and Asia.We dive into real-world case studies, the payment infrastructure powering fan access, and how globalization is reshaping not just music releases, but live experiences and sustainable growth for artists.If you care about scale, access, and building a future that includes everyone, this one’s for you.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/6Kn9j2Ef2Fwc48iTvA3Tio?si=gWcZocLsQ82ArNfVsQDF4wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, I sit down with Mag Rodriguez to unpack the exclusive J. Cole x EVEN collaboration celebrating the 10-year anniversary of Forest Hills Drive.We get into how this drop went far beyond music; with unreleased tracks, an original audio series, real-time fan engagement, and a global livestream straight from Madison Square Garden.Mag breaks down how the project came to life, what it taught him about navigating major label partnerships, and how trust and execution drive true fan connection.This one’s a blueprint for any artist or builder thinking beyond the stream.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/6Kn9j2Ef2Fwc48iTvA3Tio?si=gWcZocLsQ82ArNfVsQDF4wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, I sit down with Mag Rodriguez, founder and CEO of EVEN, a platform redefining how artists connect with fans and monetize their work across the globe.We unpack how EVEN helps artists go direct-to-fan, unlock new revenue streams, and build real community beyond the limitations of streaming and traditional industry models.Inside the episode:→ Building for global, underserved fanbases→ Why direct-to-fan is the smarter play, not anti-DSP→ Lessons from tech founders applied to artist careers→ Community, ownership, and scaling with intentionWe also dive into Mag’s journey as a Latino founder in the VC world, the J. Cole collaboration, and what it takes to lead with both culture and clarity.If you're an artist, manager, or entrepreneur thinking long-term, this one’s for you.A conversation like this doesn't come cheap. Watch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, Laurie Lee Boutet unpacks what it really means to lead as a woman in the music business.From empathy and collaboration to navigating bias and building strong teams, Laurie shares how her values and vision have shaped a powerful approach to artist management. She also discusses the importance of choosing the right distribution partners, like AWAL, to stay flexible and in control.It’s a conversation about leadership, trust, and building careers that last.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0YU2Jxx1lX4wgjzCxC3Iuw?si=ApA2Bf2vTg-C51-VQ307IQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, Laurie Lee Boutet dives into why CRM (Customer Relationship Management) is a game-changer in today’s music industry.We break down the shift from radio to streaming, the rise of TikTok and algorithmic discovery, and how smart data collection powers meaningful fan connections. Laurie shares how tools like CRM helped guide The Beaches through viral growth and sustainable fan engagement.It’s a must-listen for anyone serious about building careers, not just hype.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0YU2Jxx1lX4wgjzCxC3Iuw?si=ApA2Bf2vTg-C51-VQ307IQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, Laurie Lee Boutet breaks down why today’s music managers need to think like marketers and strategists.From her work with The Beaches to using platforms like Laylo to gamify fan engagement and build powerful email lists, Laurie shares how data, innovation, and artist alignment create real growth.Whether you're managing artists or building a brand, this conversation is packed with practical tools and sharp insight.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/0YU2Jxx1lX4wgjzCxC3Iuw?si=ApA2Bf2vTg-C51-VQ307IQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Laurie Lee Boutet reflects on a major turning point in the music industry, when independent acts began rising and the label system struggled to keep up.She shares how Canada’s lack of infrastructure compared to the U.S. created unique challenges, and how going independent led to breakthrough moments with artists like Charlotte Cardin.A sharp look at strategy, innovation, and navigating change in a shifting industry.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0YU2Jxx1lX4wgjzCxC3Iuw?si=ApA2Bf2vTg-C51-VQ307IQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, we’re joined by Laurie Lee Boutet, Billboard Canada’s Manager of the Year and the powerhouse behind Charlotte Cardin and The Beaches.Laurie shares how she transitioned from Universal Music Canada to artist management, what she learned inside the label system, and how she’s built long-term success by trusting her instincts and empowering her artists.We unpack her strategies around TikTok, viral moments, and CRM, dive into the advantages of the Canadian grant system, and explore what it means to lead with clarity, kindness, and conviction in today’s music business.Whether you’re managing artists, building a brand, or chasing longevity in the industry, this episode delivers real tools and honest insight.Simply put, a conversation like this doesn't come cheap.Watch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, we take a closer look at the relationship between artists, managers, and record labels, focusing on what it really takes to work effectively within a major label system.Lola Plaku and Mauricio Ruiz unpack the realities behind the title "Head of Marketing," offering insider knowledge on how labels operate, where communication often breaks down, and how artists and managers can better align with internal teams.From submitting budget requests to managing release schedules, this episode offers actionable strategies for building strong, collaborative relationships that lead to more successful outcomes.If you're navigating the label world or preparing to, this is required listening.Simply put, a conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/3G8OCBFZER7GC2NSXBnHPu?si=sS6Pek34TOuNbg1ybC3a0wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, Lola Plaku shares the vision and journey behind Girl Connected: a mentorship program built to empower women pursuing careers in the music industry.Launched in 2018, Girl Connected is more than a mentorship initiative. It’s a platform for access, education, and career readiness. Lola unpacks how the program was designed to provide real-world experience, vet job candidates, and guide participants through the complexities of the music business.She also reflects on success stories, the importance of building a strong vetting process, adapting to the realities of touring and COVID, and how the program continues to evolve.Whether you're an aspiring executive, creative professional, or industry leader, this conversation is packed with insight on building platforms that truly move the culture forward.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3G8OCBFZER7GC2NSXBnHPu?si=sS6Pek34TOuNbg1ybC3a0wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, Lola Plaku joins Ruiz for a masterclass on artist development and marketing that actually moves the needle.Lola dives deep into how understanding an artist’s audience is the foundation of every effective strategy, from branding and content to touring and fan engagement. She shares personal stories and real-world lessons from her work with artists like The Weeknd and Trinidad James, illustrating how performance, positioning, and timing create long-term impact.Whether you're managing talent, building your own brand, or trying to connect with your core fans, this episode is filled with tactical insight and grounded leadership.Simply put, a conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/3G8OCBFZER7GC2NSXBnHPu?si=sS6Pek34TOuNbg1ybC3a0wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Lola Plaku joins The Manager’s Playbook for a powerful conversation on building a career in hip hop from the ground up.One of the few women to carve out real space in the industry, Lola reflects on her journey, from supporting local artists like Embassy to her early work with HipHopCanada, promoting shows, launching the I Luv Lola blog, and eventually managing artists and founding Girl Connected.We explore the hustle behind the headlines, the evolution of social media, and the mindset required to lead with purpose in an industry that often overlooks the people doing the real work.Simply put, a conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/3G8OCBFZER7GC2NSXBnHPu?si=sS6Pek34TOuNbg1ybC3a0wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, Lola Plaku unpacks her dynamic journey from the early days of HipHopCanada to managing global tours and launching her mentorship platform, Girl Connected.From building street teams for Big Sean to orchestrating major moves for French Montana, Lola’s story is a masterclass in hustle, strategy, and staying power. She breaks down the realities of artist management, the critical role of communication with labels, and the importance of audience connection in today’s music landscape.We also get into the business of live events, lessons from the road, and how she’s elevating the next generation of women in music through community and mentorship.This is an unfiltered, high-utility conversation for anyone serious about turning passion into long-term purpose in the industry.Simply put, a conversation like this doesn't come cheap. Watch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Ray Daniels shares what it really means to pursue greatness and the price he paid for speaking up.He reflects on the impact of his viral 2020 letter, “Dear White Music Executives,” the pushback he faced, and the lessons learned navigating an industry that wasn’t built for him.From being blackballed to building his own platform, Ray talks validation, integrity, and why choosing purpose over permission changed everything.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/03kZeeVImpMwMDmv8R2RyX?si=TbPhKp-_Tki18psuvHKelgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, Ray Daniels and I explore the “Science vs. Magic” theory in music and why mastering both is key to long-term success.We talk about how artists like Future evolved from pure creative instinct to strategic execution, and how Drake’s blend of intuition and structure sets a new standard in the industry.From viral moments to career longevity, this episode unpacks the real work behind the artistry.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/03kZeeVImpMwMDmv8R2RyX?si=TbPhKp-_Tki18psuvHKelgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, we dive into what really makes a megastar.Ray Daniels unpacks the fandom, timing, and cultural impact behind two very different careers: Jay-Z and Bow Wow. One built a business empire later in life; the other dominated early with a loyal youth fanbase.We also get into Kanye, Nas, and why music success often feels like high school, where popularity and power don’t always align.This conversation challenges how we define greatness in hip-hop and why it matters.Simply put, a conversation like this doesn't come cheapListen to the full episode here -Spotify:https://open.spotify.com/episode/03kZeeVImpMwMDmv8R2RyX?si=TbPhKp-_Tki18psuvHKelgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip from The Manager’s Playbook, Ray Daniels and I break down the real difference between pop and urban splits and how the same record can pay out very differently depending on who’s involved.We unpack the math behind a triple platinum hit, talk producer and publishing cuts, and explore what every artist and manager needs to understand about the business behind the music.Plus, a look at Lizzo’s early career and how finding the right audience changed everything.Simply put, a conversation like this doesn’t come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/03kZeeVImpMwMDmv8R2RyX?si=TbPhKp-_Tki18psuvHKelgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Ray Daniels has seen every corner of the music business, from making hits to being blackballed, from major label boardrooms to building R.A.Y.D.A.R. Management from the ground up.In this episode of The Manager’s Playbook, Ray gets real about what it takes to survive, and last, in an industry that changes fast. We talk managing talent like Theron Thomas, how A&R shifted with data, and why the future belongs to artists who understand both science and storytelling.No fluff. Just hard-earned lessons on equity, authenticity, and building with intention.A conversation like this doesn't come cheap. Watch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, Russ shares the emotional cost of success and the internal reset that followed. From confronting public perception to redefining identity, he unpacks the deeper work that’s shaped his evolution as both an artist and a man.We talk emotional boundaries, mentorship, inner child healing, and what it takes to grow when the spotlight isn’t flattering.This isn’t just about the industry. It’s about becoming whole, on your own terms.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/5SxBb61ZDrvXK3VIxPw5EB?si=oeEDQIJWS1WaFsTKybcPxgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, Russ opens up about the pivotal moments that built his career. From Bugus filing the LLC at 18, to staying focused when things almost unraveled, to why a $250 check still means more to him than a $600K payout.This is the part of the journey most people don’t see: the loyalty, the small wins, and the grit behind the scenes that made everything else possible.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/5SxBb61ZDrvXK3VIxPw5EB?si=oeEDQIJWS1WaFsTKybcPxgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, Russ shares the story behind one of the most unconventional label deals in the industry.He went from making $100K/month independently to partnering with Columbia, without giving up control. Russ breaks down how he retained ownership of his TuneCore catalog, structured profit splits, and built a system that still brings in seven figures a month from masters alone.This isn’t hype. It’s a real blueprint for ownership, leverage, and long-term strategy.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/5SxBb61ZDrvXK3VIxPw5EB?si=oeEDQIJWS1WaFsTKybcPxgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip of The Manager’s Playbook, Russ delivers a hard truth: success isn’t about big budgets or major connections. It’s about clarity, consistency, and calling yourself out.He shares why even $100K won’t help if the music’s not ready, how building a home studio is a non-negotiable move, and why self-delusion is the silent killer of most careers.If you’re serious about leveling up, this is the mirror moment every artist needs.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/5SxBb61ZDrvXK3VIxPw5EB?si=oeEDQIJWS1WaFsTKybcPxgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, Russ gets real about what it takes to build a $100M career as a fully independent artist.From owning 100% of his masters to mastering the mental game, Russ shares how he built a massive global audience without a label, why visuals are key to longevity, and how staying grounded has been his greatest strategy.We dive into the business side of being an artist: revenue, fan engagement, team dynamics, and the value of never selling out. Whether you’re an artist, manager, or builder in the creator economy, this episode is packed with practical gems and hard-won wisdom.A conversation like this doesn't come cheap. Watch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Jessie Reyez joins Byron Wilson and myself to trace the rise of a movement, how the Remix Project in Toronto became a launchpad for global talent and real career growth.From a last-minute application to life-changing studio sessions, we dive into the power of mentorship, community, and creative momentum. The conversation spotlights key moments—like early collaborations with King Louie and Chance the Rapper, that helped expand reach and reshape futures.More than a music story, this is a testament to what happens when talent meets opportunity and why investing in people always pays off.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/2hAbFlAG4IT6uL0MTaZEQR?si=4a40xtKHSEKbCJWS_JwG0wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip, Jessie Reyez joins Mauricio Ruiz and Byron Wilson to break down the power of leverage, the value of numbers, and why no artist wins alone.They explore how building community and owning your data gives artists real negotiating power, especially when stepping into label conversations. Jessie shares her experience sitting across from Sir Lucian Grainge and how clarity and confidence helped her take control of the moment.From team trust to long-game strategy, this conversation is packed with honest insights and hard-earned lessons for artists, managers, and anyone building something that lasts.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/2hAbFlAG4IT6uL0MTaZEQR?si=4a40xtKHSEKbCJWS_JwG0wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Zach Katz shares the story behind one of the boldest moves in his career: leaving his role as President of BMG North America to co-found Raised in Space with Scooter Braun.Why walk away from the top? To reimagine what the music industry could be.Zach opens up about the emotional and strategic thinking behind his pivot, and the lessons learned from trading stability for innovation in service of artists. It’s a rare look at leadership, risk, and long-term vision.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/1RUxN34JoqHYCsUZTldXRW?si=cnwTek1cRB2pQc1_20KSbgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Music and entertainment exec, Zach Katz, lays out the 5 essential roles every artist must fill: manager, lawyer, label, publisher, and agent. But the real lesson?It’s not just about having a team. It’s about having the right team. Katz explains why each role must be filled with people who bring full commitment, not just credentials. No box-checking. No shortcuts. Just aligned, purpose-driven collaboration.A must-listen for artists, managers, and anyone serious about long-term growth in music.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/1RUxN34JoqHYCsUZTldXRW?si=cnwTek1cRB2pQc1_20KSbgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Zach Katz, music exec and co-founder of Fixated, breaks down a game-changing approach to creator marketing.It’s called the clipper strategy: a network of young, incentivized content creators driving virality across TikTok, Shorts, and Instagram. Zach shares how his team tapped into Discord and Twitter communities to spark real-time momentum for artists, bypassing traditional marketing models.This is about more than just trends. It’s about building with the internet’s most powerful subcultures before the industry catches on.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/1RUxN34JoqHYCsUZTldXRW?si=cnwTek1cRB2pQc1_20KSbgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Former BMG US President and Fixated co-founder Zach Katz shares why creators like The Sketch Real aren’t just chasing virality. They’re building businesses.We unpack:How to support creators with real operational infrastructureThe power of long-form content in a short-form worldMoving beyond brand deals to DTC, community, and recurring revenueDesigning systems that serve creators today, not five years agoThis episode is a blueprint for anyone serious about the creator economy. It’s not about hype. It’s about strategy, structure, and sustainable success.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/1RUxN34JoqHYCsUZTldXRW?si=cnwTek1cRB2pQc1_20KSbgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, Zach Katz, former President of BMG US and co-founder of Beluga Heights, joins the show to unpack the evolution of creators, the future of music-business infrastructure, and why digital talent isn’t just content, it’s culture.Zach dives into why creators are no longer just influencers but CEOs of their own ecosystems, and how the industry must evolve to support them with real structure. From his time at FaZe to his current work with Fixated, a creator-first fund, Zach breaks down what it takes to lead with intention and build trust in 2025.We also explore the power of livestream platforms, why Kai Cenat is the new Fallon, and the lessons music execs can learn from digital-first strategy.A conversation like this doesn't come cheap. Watch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
We revisit the origin story of Jessie Reyez’s breakout hit “Figures” from a chance car ride in Sweden to a full-blown industry bidding war.It’s a behind-the-scenes look at how one song sparked a movement, shifting careers and commanding attention across major labels. We explore the key moments that shaped the journey: gut decisions, hard conversations, and the conviction it takes to bet on yourself.This clip also unpacks the artist-manager relationship and the non-negotiables that shaped Jessie’s path: authenticity, respect, and control. A powerful story about creative instinct, industry leverage, and building with integrity.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/2hAbFlAG4IT6uL0MTaZEQR?si=4a40xtKHSEKbCJWS_JwG0wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Jessie Reyez and Byron Wilson take you deep into the real-life dynamics of the music industry, from conflict resolution to creative breakthroughs.We explore how mastering communication, sometimes just picking up the phone, can break down barriers. The conversation highlights the power of sequencing, the evolution of song ideas, and what really happens behind the studio doors when flexibility meets pressure.But it’s not just about the work. We dig into the psychology of success: fear, self-doubt, and what it means to push past internal limits. The importance of community, rest, and finding clarity,especially during moments like the COVID-19 pause, round out this candid, high-impact session.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/2hAbFlAG4IT6uL0MTaZEQR?si=4a40xtKHSEKbCJWS_JwG0wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this clip, Director X unpacks the creative mindset behind some of the most iconic music moments of the last decade, from Hotline Bling to Life is Good.Through real stories involving Drake, Jay-Z, and Justin Bieber, we explore why holding onto your best ideas can cost you, and why “Don’t get too precious” might be the advice that changes your approach to creativity for good.This is more than a behind-the-scenes look. It’s a deep dive into collaboration, adaptability, and the quiet genius that turns constraints into classics. Listen to the full episode here -Spotify:https://open.spotify.com/episode/6JvlRp7G633z77Vvk34jHN?si=z9Dj1Qr4RzGmUEmTZrjRSQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode, Nick Raphael gets real about one of the biggest misconceptions in the music industry: talent alone doesn’t break artists. Effort does.We explore why consistent output, audience building, and a clear narrative are just as important as the music itself. From early-stage grind to honest assessments of follower counts and streams, Nick lays out what readiness really looks like.With stories of Adele, Sam Smith, and Frank Ocean, this episode is a blueprint for anyone trying to turn skill into success.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4g8IgvdCYzvpVPHiKUXS43?si=ietm7srSRX6hQv9Nt5nh6QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Before the billion-dollar empire, Jay-Z was just an overlooked artist with a brilliant album, and no U.S. label willing to take the risk.In this episode, Nick Raphael, former President of Capitol Records UK, shares the inside story of how he and Christian Tattersfield signed Jay-Z in 1996 from a small office in London. It’s a raw look at what it means to trust your instinct and bet big when everyone else says no.Nick walks us through the unconventional journey: cold-calling Damon Dash, researching Jay’s buzz through record shops, and watching an artist turn early rejection into generational leverage. It’s a powerful reminder that vision, grit, and timing still matter more than hype.This is how legends are made, and why most execs missed it.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4g8IgvdCYzvpVPHiKUXS43?si=ietm7srSRX6hQv9Nt5nh6QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode, Nick Raphael, former President of Capitol Records UK, pulls back the curtain on what actually makes or breaks an artist’s career.It’s not just about talent. It’s about having the right manager, the right strategy, and the ability to build meaningful connections. Nick unpacks why likability often beats raw skill, how inexperience at the management level can derail momentum, and why major labels still play a vital role in breaking global acts.We also get into the concept of “concentric circles” of influence, and why your team’s reach, experience, and credibility matter more than you think.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4g8IgvdCYzvpVPHiKUXS43?si=ietm7srSRX6hQv9Nt5nh6QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode, Nick Raphael, former President of Capitol Records UK, uncovers a core truth of the music business: a hit record means nothing without the right artist.We dive into why some tracks never break through, even when they’re brilliant, and why fan connection, team alignment, and timing can turn a decent song into a global moment. Nick shares the story behind Empire State of Mind, explains how artist-first thinking drives success, and reveals the deeper strategy behind building lasting careers.Plus, we explore the rise of the independent middle class in music and how Nick’s latest venture is redefining what a modern label can look like, with a tight team and big results.Listen to the full episode here -Spotify:https://open.spotify.com/episode/4g8IgvdCYzvpVPHiKUXS43?si=ietm7srSRX6hQv9Nt5nh6QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode, legendary filmmaker Director X breaks down how to cut through the noise in a content-heavy world, and why the best visuals aren’t always the most expensive.From using real locations and dynamic transitions to anchoring every shot in emotional truth, X reveals how resourceful creativity wins. But beyond technique, this episode is a deeper dive into the mindset behind iconic visuals.We trace X’s journey from comic book dreams to directing for Jay-Z and beyond, exploring how fear, persistence, and pure passion shape a creative career. It’s a blueprint for anyone looking to make meaningful work and stay inspired in an industry that never slows down.Listen to the full episode here -Spotify:https://open.spotify.com/episode/6JvlRp7G633z77Vvk34jHN?si=z9Dj1Qr4RzGmUEmTZrjRSQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode, legendary music video director Director X breaks down the role of music videos in 2024, and why they still matter in a world dominated by streamers and short-form content.From drawing out deeply personal performances from artists like Usher and Zayn to recounting the untold stories behind shelved big-budget productions, X shares what really happens behind the lens. He also reflects on how the industry shifted from extravagant productions to refined, intentional storytelling, and what that means for artists today.Listen to the full episode here -Spotify:https://open.spotify.com/episode/6JvlRp7G633z77Vvk34jHN?si=z9Dj1Qr4RzGmUEmTZrjRSQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Ruiz and Byron take you on a journey through the discovery and management of the phenomenal Jessie Reyez. It all began in 2013 with a serendipitous Facebook connection that led to an unexpected musical spark. They share the thrilling tension of first hearing Jessie's raw talent, her voice so unique, Ruiz, then manager of Jessie and now host of The Manager’s Playbook Podcast, initially hesitated to share it. As they reflect on their evolving bond with Jessie, they recount pivotal moments like the release of her soul-stirring anthem Figures, a track they knew would disrupt the industry. Dive into the behind-the-scenes moments that shaped Jessie's rise, as they reveal the relentless belief that fueled their journey and Jessie's path to stardom.Listen to the full episode here -Spotify:https://open.spotify.com/episode/31MpAcVnF0tgKN0s7gXQuy?si=jJFVNrWrQfmaxBkHZ8HyzAWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this no-fluff episode of The Manager’s Playbook, Byron Wilson breaks down what most labels won’t say out loud: the real grind behind building a music career.From signing deals to hitting the road, we explore why autonomy is everything, how touring and merch often pay more than streaming, and why going viral isn’t random—it’s strategy meeting preparation. You’ll hear how opening slots can become career accelerators and how smart artists turn unfamiliar crowds into loyal fans.Listen to the full episode here -Spotify:https://open.spotify.com/episode/31MpAcVnF0tgKN0s7gXQuy?si=jJFVNrWrQfmaxBkHZ8HyzAWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, Mauricio Ruiz and Byron Wilson reflect on the unexpected journey that led them to discover and develop Jessie Reyez, one of the most distinctive voices in music today.It began in 2013 with a Facebook connection that sparked something rare. From first hearing her voice and sensing both excitement and hesitation, to witnessing the viral impact of “Figures,” Ruiz and Wilson share the pivotal choices, risks, and defining moments that shaped Jessie’s path.This conversation dives into what it takes to truly bet on an artist, how they navigated early wins without a label, and the kind of belief that turns raw talent into a movement.Listen to the full episode here -Spotify:https://open.spotify.com/episode/31MpAcVnF0tgKN0s7gXQuy?si=jJFVNrWrQfmaxBkHZ8HyzAWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, we sit down with legendary music executive Nick Raphael, whose journey spans signing Jay Z, launching Sam Smith, and leading Capitol UK before founding his own indie powerhouse.Nick opens up about navigating a health crisis in 2013 and returning stronger with global hits. He shares how streaming transformed music distribution and why today’s artists need more than talent - they need focus, narrative, and direct connection with their audience.We explore what it means to build long-term careers outside the traditional label machine and why the modern artist-manager relationship is evolving fast. Insightful, honest, and loaded with strategic gems.Watch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Go behind the scenes of high-stakes music management with Cory Litwin - the powerhouse manager behind Murda Beatz and other top producers.In this episode of The Manager’s Playbook, Cory breaks down how to land major record placements, negotiate complex contracts, and secure fair splits in songwriting and publishing.From protecting your clients to building industry-shifting relationships, this conversation is packed with real-world tactics on negotiation, deal-making, and entertainment law.Listen to the full episode here -Spotify-https://open.spotify.com/episode/3E6vEdR83gfPkaMf8Wa4Lo?si=4H6V_j1jQPag0CEx7v7-zQWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Ever wondered how Drake’s “Nice for What” came to life?In this episode of The Manager’s Playbook, Corey Litwin takes us behind the scenes of the legendary night it all came together - from losing to Drake in 2K to Murda Beatz crafting the beat in real time, and a casual convo that led to sampling Lauryn Hill’s “Ex-Factor.”One penthouse. One spark. 45 minutes later - a chart-topping anthem was born.Listen to the full episode here -Spotify-https://open.spotify.com/episode/3E6vEdR83gfPkaMf8Wa4Lo?si=4H6V_j1jQPag0CEx7v7-zQWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
How do you go from throwing parties to managing major artists? Cory Litwin has the blueprint.In this episode of The Manager’s Playbook, Cory shares his journey from club promotions to working with Murda Beatz, Roy Woods, Jessie Reyez. And even closing deals with legends like Snoop Dogg.From bold networking moves to brand-building (yes, even custom grills), Cory drops real-world gems on what it takes to stand out and succeed in the music industry.Listen to the full episode here -Spotify-https://open.spotify.com/episode/3E6vEdR83gfPkaMf8Wa4Lo?si=4H6V_j1jQPag0CEx7v7-zQWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, Former SVP of Interscope Records, Nick Groff, unpacks the modern manager’s role, especially in today’s independent landscape.From handling distribution and tour logistics to navigating brand strategy, social media, and global team building, Nick breaks down the expanded responsibilities and rising pressures facing artist managers today.We also dig into equity, commission models, and why strategic alignment between artist and manager is more important than ever.Listen to the full episode here -Spotify-https://open.spotify.com/episode/1BgK17QLP3sNecgxgQMQWK?si=9dnmbU4HQ4eNbfYuHlxAtAWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, Former SVP of Interscope Records, Nick Groff, breaks down what every artist and manager should understand before signing a major label deal.From creative control to recoupment terms, he unpacks the details that can make or break a career and the common points of tension between artists and labels. We dive into smart negotiation, building the right team, and how to approach deals with leverage and clarity.Listen to the full episode here -Spotify-https://open.spotify.com/episode/1BgK17QLP3sNecgxgQMQWK?si=9dnmbU4HQ4eNbfYuHlxAtAWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, Nick Groff shares his unfiltered journey from unpaid intern to shaping major releases at Interscope Records.He breaks down the real moves that opened doors: building trust, creating value before having a title, and learning to recognize hits before anyone else. It’s a raw, behind-the-scenes look at what it actually takes to break into the music industry and rise through the ranks.Listen to the full episode here -Spotify-https://open.spotify.com/episode/1BgK17QLP3sNecgxgQMQWK?si=9dnmbU4HQ4eNbfYuHlxAtAWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
On this episode of The Manager’s Playbook, former Interscope SVP Nick Groff pulls back the curtain on the evolving role of A&R at the major-label level.With a career that includes work with Billie Eilish, Avicii, Jacob Collier, and MGK, Nick shares what it really takes to spot talent, develop artists, and balance passion with data in today’s fast-moving industry.Listen to the full episode here -Spotify-https://open.spotify.com/episode/1BgK17QLP3sNecgxgQMQWK?si=9dnmbU4HQ4eNbfYuHlxAtAWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Kardinal Offishall joins Ruiz on The Manager’s Playbook to share his evolution from chart-topping artist to global music executive.In this episode, Kardinal walks us through his journey from Universal Canada to becoming Global A&R Director at Def Jam. He opens up about the value of a global perspective, the role of travel in shaping his career, and how building international relationships has helped him spot talent on a worldwide scale.A must-listen for anyone aiming to lead on a bigger stage.Listen to the full episode here -Spotify-https://open.spotify.com/episode/2vNgoopKDPLhqFvc5phdiG?si=Y2u7aCcZT8y-RBv60_DmHwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Kardinal Offishall joins Ruiz on The Manager’s Playbook to explore the powerful intersection of creativity and commerce in the music industry.In this episode, Kardinal breaks down the delicate balance between artistic expression and business strategy, likening artists to magicians and executives to scientists. He shares personal insights on authenticity, navigating industry pressures, and building real connections in a space that often rewards illusion.For artists and managers alike, this is a reminder that lasting success comes from mastering both sides of the game.Listen to the full episode here -Spotify-https://open.spotify.com/episode/2vNgoopKDPLhqFvc5phdiG?si=Y2u7aCcZT8y-RBv60_DmHwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
On this episode of The Manager’s Playbook, Kardinal Offishall shares what it really takes to spot future stars before the world catches on.From discovering talents like Sean Paul, Estelle, Alex Da Kid, and even Rihanna, Kardinal reflects on the instincts, risks, and relationships that shaped his journey as a visionary A&R executive.This conversation dives into the art of identifying potential, the weight of early belief, and why strong connections are key in the music business.Listen to the full episode here -Spotify-https://open.spotify.com/episode/2vNgoopKDPLhqFvc5phdiG?si=Y2u7aCcZT8y-RBv60_DmHwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Kardinal Offishall joins Ruiz on The Manager’s Playbook to unpack the real challenges artists and managers face behind the scenes of the music industry.From favouritism and blackballing to the fine print of label deals, Kardinal breaks it all down with hard truths and real-world examples. He dives into the difference between sales and streaming, the role of leverage in negotiations, and why understanding your contract is non-negotiable.A must-listen for anyone navigating the business side of music.Listen to the full episode here -Spotify-https://spotifycreators-web.app.link/e/6VcC5BpRcTbhttps://open.spotify.com/episode/2vNgoopKDPLhqFvc5phdiG?si=Y2u7aCcZT8y-RBv60_DmHwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this episode of The Manager’s Playbook, we’re joined by Nick Groff, a veteran A&R with 16 years at Interscope and a roster that includes Billie Eilish, Jacob Collier, Machine Gun Kelly, and Avicii.Nick pulls back the curtain on what A&R really looks like at the major-label level, from discovering and developing talent to navigating data, pressure, and the realities of today’s music industry.We get into artist growth, fan-building in the age of algorithms, and why strong relationships still drive lasting success. A must-listen for artists, managers, and anyone serious about the business.Watch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
The Manager’s Playbook sits down with Shara Senderoff, tech entrepreneur, investor, and Forbes '30 Under 30,' to break down what it really takes to start a fund and dive into angel investing. From identifying the right opportunities to building a strong investor mindset, Shara shares her journey and the lessons she's learned while backing some of the most innovative talent in tech and entertainment.Listen to the full episode here -Spotify-https://spotifycreators-web.app.link/e/6VcC5BpRcTbWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
The Manager’s Playbook dives into the incredible story of how Shara Senderoff, a visionary tech entrepreneur and Forbes '30 Under 30' honoree, sold a pitch to Steven Spielberg at just 20 years old. Shara shares how she crafted a compelling story, pitched it to one of Hollywood’s biggest names, and navigated the competitive world of film and entertainment. A must-listen for aspiring creatives looking to break in, stand out, and turn their passion into a career.Listen to the full episode here -Spotify-https://spotifycreators-web.app.link/e/6VcC5BpRcTbWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
The Manager’s Playbook features visionary tech entrepreneur and Forbes '30 Under 30' alum Shara Senderoff, as she shares the mindset that’s powered her success across music, film, and tech. From working with industry heavyweights to building game-changing ventures, Shara breaks down the approach that drives results and how you can apply it to your own career journey.Listen to the full episode here -Spotify-https://spotifycreators-web.app.link/e/6VcC5BpRcTbWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
The Manager’s Playbook sits down with music-tech entrepreneur Shara Senderoff as she shares five must-read books for anyone looking to create real change in their business and personal life. Whether you're breaking into the music industry or leveling up your career, these picks offer essential insights for growth, leadership, and long-term success.Listen to the full episode here -Spotify- https://spotifycreators-web.app.link/e/6VcC5BpRcTb Watch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
The Manager’s Playbook cuts through the noise around streaming with Dame Ritter, who breaks down the real financial upside for artists who know how to leverage the numbers. From selling catalogs to attracting investors, Ritter explains how strong streaming performance can create major opportunities. Listen to the full episode here -Spotify- https://open.spotify.com/episode/6oorP5Yl1QWHGS14IEq2dj?si=rGfp63rPSoiAnRzSTbbTSwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
The Manager’s Playbook takes you inside the world of launching and growing an indie label in today’s music industry. Dame Ritter shares how to structure the business, juggle multiple roles, and build momentum through content and sweat equity, without relying on a major budget. Listen to the full episode here -Spotify- https://open.spotify.com/episode/6oorP5Yl1QWHGS14IEq2dj?si=rGfp63rPSoiAnRzSTbbTSwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
The Manager’s Playbook brings real-world wisdom from Dame Ritter, founder of the Music Entrepreneur Club, on navigating the complex relationships in the music industry. From building strong artist teams to mastering the challenges of management, Ritter talks about why understanding the fundamentals, adapting quickly, and valuing experience over traditional education are key to success in today’s fast-moving music business.Listen to the full episode here -Spotify- https://open.spotify.com/episode/6oorP5Yl1QWHGS14IEq2dj?si=rGfp63rPSoiAnRzSTbbTSwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Dame Ritter, co-founder of Funk Volume, dives into the realities of succeeding as an independent artist or manager in today’s music industry. Ritter reveals how he helped build a cult following around Hopsin, the power of community in Funk Volume’s rise, and why content, storytelling, and consistency are key to thriving in today’s digital landscape.Listen to the full episode here -Spotify- https://open.spotify.com/episode/6oorP5Yl1QWHGS14IEq2dj?si=rGfp63rPSoiAnRzSTbbTSwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
The Manager’s Playbook tackles two essential topics in today’s music industry: mental health and work ethic. Simon Tikhman and Chief Zaruk, co-founders of The Core Entertainment, open up about the importance of supporting artists’ well-being and the relentless drive it takes to succeed. A must-listen for anyone navigating the highs and lows of the business.Listen to the full episode here -Spotify- https://open.spotify.com/episode/6iI0OYixHL4Juuxo9RhR8c?si=3KqhoXgqTj-flDBwTzIwRwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
The Manager’s Playbook goes behind the scenes with Chief Zaruk & Simon Tikhman, co-founders of The Core Entertainment, as they share Chief's early days working with Nickelback, Hinder, and producer Joey Moi. Hear how those relationships led to The Core managing one of the biggest rock bands in the world—and what it takes to build trust, loyalty, and long-term success in the music business.Listen to the full episode here -Spotify- https://open.spotify.com/episode/6iI0OYixHL4Juuxo9RhR8c?si=3KqhoXgqTj-flDBwTzIwRwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Simon Tikhman and Chief Zaruk, co-founders of The Core Entertainment, break down the evolution of artist development in the digital age. The internet may have changed the game, but cutting through the noise still takes serious work ethic. Join Tikhman and Zaruk as they share what it really takes to build lasting careers in today’s music industry and why hustle still matters more than ever.Listen to the full episode here -Spotify- https://open.spotify.com/episode/6iI0OYixHL4Juuxo9RhR8c?si=3KqhoXgqTj-flDBwTzIwRwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Chief Zaruk and Simon Tikhman, Co-Founders of The Core Entertainment, explore how country music is shaping culture, from lifestyle and fashion to entertainment and beyond. Discover why this genre isn’t just music, but a powerful force influencing how we live, think, and connect today.Listen to the full episode here -Spotify- https://open.spotify.com/episode/6iI0OYixHL4Juuxo9RhR8c?si=3KqhoXgqTj-flDBwTzIwRwWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this episode ofThe Manager’s Playbook, Dame Ritter, co-founder of the influential Funk Volume label joins the show to share hard-earned lessons from building one of the most iconic independent brands of the 2010s alongside Hopsin.Dame breaks down the power of artist-manager loyalty, the real work behind brand building, and why ownership is critical in today’s music business. He reflects on Funk Volume’s rise, leveraging early platforms like Facebook, navigating the challenges of independent labels, and why reinvesting into your business is essential for long-term success.We also dive into the realities of streaming revenue, the pros and cons of licensing deals, and how Dame transitioned into the TV and film world through his work with Bigg Jah.
In Episode 021, Promogod joins The Manager’s Playbook to deliver a masterclass in modern music marketing. With over 230K Instagram followers and a track record of helping 20,000+ artists, Promo breaks down how to move from making music to building a real business. We get into the power of funnels, the role of fan data, how to retarget the right audience, and why content (not just songs) drives success.He shares strategies around micro-influencer seeding, playlist growth, D2C monetization, paid ads, and why Forever Fan and EVEN are game-changers for independent artists. Whether you're just starting or scaling, this episode is a blueprint for building long-term momentum in today’s industry.A conversation like this doesn't come cheap.
What does Lex Borrero mean by "Managers Should Get 50%"? THE RETURN OF controversial manager Lex Borrero on The Manager's Playbook Podcast! We dive even deeper into what it really takes to manage talent in today’s music industry. From building long-term careers to navigating brand identity and personal sacrifice, Lex offers a raw and honest look at the pressures, loyalty, and discipline required to lead at the highest level.We explore what it means to stay authentic in an industry that constantly changes, how to develop artists without losing yourself, and why management is more than a job—it’s a lifestyle. Whether you’re an artist, manager, or creative entrepreneur, this episode is filled with sharp insights and hard-earned wisdom from one of the industry’s sharpest minds.
In this episode of The Manager’s Playbook, we sit down with Chris Anokute, the industry veteran behind the success of Katy Perry, Iggy Azalea, Bebe Rexha, and Muni Long. As a former major label A&R and artist developer, Chris pulls back the curtain on what it really takes to break an artist—from album creation to the hidden power plays that shape careers.We dive into the realities of artist development, the role of gatekeepers, and the controversial world of pay-to-play in the music industry. Chris shares insider secrets on how labels manufacture success, the impact of streaming manipulation, and why some artists make it while others get left behind. Whether you're an artist, manager, or just a fan of the business, this episode is packed with raw, unfiltered insights into the music industry's inner workings.Tune in now to hear the truth behind hit records and the strategies that shape global superstars.Shoutout to our sponsor: Forever FanIf you're an artist, manager, or label, stop leaving money on the table. Forever Fan is the ultimate CRM built for the music industry—helping you communicate directly with fans via text and email, track engagement, and optimize campaigns so your biggest supporters never miss a release, tour, or merch drop.Major artists and rising stars alike are already using Forever Fan to sell more tickets, push more streams, and drive real fan loyalty. Ready to level up your fan engagement?Check out Forever Fan today: ForeverFanMusic.com#ForeverFan #FanEngagement #MusicMarketing #TheManagersPlaybook
From Underdog to Superstar: The Unfiltered Truth About Artist Management with Rachelle Jean-LouisWhat does it really take to break an artist into the mainstream? Rachelle Jean-Louis, manager of Victoria Monét, reveals the grit, strategy, and relentless hustle behind one of music’s most inspiring come-ups.From navigating industry gatekeepers to fighting for well-earned recognition, Rachelle takes us inside the high-stakes world of artist management—where every decision can make or break a career. She shares the setbacks, sacrifices, and defining moments that shaped Victoria’s journey, leading to Grammy nominations, the ‘Jaguar’ era, and the cultural phenomenon of ‘On My Mama.’This is more than just a conversation—it’s an inside look at the unglamorous grind behind success. If you’ve ever wondered what it really takes to build an artist’s legacy, hit play now.
Chip Sutherland, Co-Author of ‘All You Need To Know About The Music Business’ Canadian Edition, Top Music Lawyer and Artist Manager to Feist (yes, he’s both a lawyer & manager) gives his take on today's business and the one person every recording artist needs.Listen to the full episode here -Spotify- https://open.spotify.com/episode/2nzVDnlBIGJF98N3hctHsuWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Chip Sutherland, Co-Author of ‘All You Need To Know About The Music Business’ Canadian Edition, Top Music Lawyer and Artist Manager to Feist (yes, he’s both a lawyer & manager) gives his take on today's business and how it's INCREDIBLY IMPORTANT to explore the crucial roles of a recording artist manager and a music lawyer in navigating the music industry successfully. Listen to the full episode here -Spotify- https://open.spotify.com/episode/2nzVDnlBIGJF98N3hctHsuWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Chip Sutherland, Co-Author of ‘All You Need To Know About The Music Business’ Canadian Edition, Top Music Lawyer and Artist Manager to Feist (yes, he’s both a lawyer & manager) gives his take on today's business.Listen to the full episode here -Spotify- https://open.spotify.com/episode/2nzVDnlBIGJF98N3hctHsuWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Listen to the full episode here -Spotify- https://open.spotify.com/episode/4ngLJkKqbpyfki3LwJwXERWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Struggling with spiritual burnout in the fast-paced music industry? Che Kothari, manager to King of Soca Machel Montao discusses effective strategies to help us discover practical tips to reignite your passion and well-being. This guide offers actionable steps to balance your energy, establish healthy routines, and reconnect with your inner purpose. Learn how to navigate the demands of the industry while nurturing your spirit, ensuring sustainable success and fulfillment. Transform your approach to work and life with these essential strategies for overcoming burnout and achieving holistic growth.Listen to the full episode here -Spotify- https://open.spotify.com/episode/4ngLJkKqbpyfki3LwJwXERWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Listen to the full episode here -Spotify- https://open.spotify.com/episode/4ngLJkKqbpyfki3LwJwXERWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this Clip with Daniel Caesar's team of Matthew Burnett, Jordan Evans and more discover how Daniel Caesar rose to fame as an independent artist, achieving music success without signing to a record label. This video dives into his journey as a self-made artist, navigating the music industry as a TRUE DIY musician! From viral success and hit songs to building a loyal fan base, learn about Daniel Caesar's breakthrough and the strategies behind his music achievements his team created to win BIG! As an unsigned artist, Daniel Caesar's independent success is a testament to the power of talent and perseverance. Explore how he gained music recognition and grew his career without a label, becoming a prominent indie artist. This story highlights the rise of a self-made musician, showcasing the impact of independent growth and no-label success. Get inspired by his music journey, marketing strategies, and the importance of artist independence in the modern music industry.Listen to the full episode here -Spotify- https://open.spotify.com/episode/4B3L4MrDrl3wcCqWD6dBYCWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Matthew Burnett and Jordan Evans, the powerhouse producers behind Daniel Caesar's success, took on all the management duties for the rising star. Despite their extensive involvement, they hesitated to embrace the title of managers. This reluctance stemmed from their primary identity as producers and their dedication to maintaining artistic integrity without being boxed into a conventional managerial role. Their journey illustrates the nuanced dynamics of navigating the music industry while staying true to their creative roots.Throughout their tenure with Daniel Caesar, Burnett and Evans skillfully balanced the challenges of independence and leveraged grant funding to propel his career forward. They deftly handled major record label bidding wars and guided the team through the intense streaming wars between Apple Music and Spotify. Despite Caesar's impressive achievements, including the 'Freudian' Tour, he never went viral for his music alone, highlighting the importance of strategic management. Burnett and Evans' story underscores the complexities of artist management in the modern music landscape, where creativity and business acumen must harmonize.Listen to the full episode here -Spotify- https://open.spotify.com/episode/4B3L4MrDrl3wcCqWD6dBYCWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip of The Manager's Playbook podcast, host Mauricio Ruiz sits down with renowned producers and artist managers Matthew Burnett and Jordan Evans. Together, they delve into the making of Daniel Caesar's hit record "Best Part" featuring H.E.R., sharing insights from conception to creation. They also discuss the collaborative dynamics of co-managing, insights into their partnership with Golden Child Recordings and the structure of the deal of "Best Part" with RCA, and the marketing and promotion strategies that drove the record's success.Listen to the full episode here -Spotify- https://open.spotify.com/episode/4B3L4MrDrl3wcCqWD6dBYCWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip of The Manager's Playbook podcast, host Mauricio Ruiz sits down with renowned producers and artist managers Matthew Burnett and Jordan Evans. Together, they delve into the making of Daniel Caesar's hit record "Best Part" featuring H.E.R., sharing insights from conception to creation. They also discuss the collaborative dynamics of co-managing, insights into their partnership with Golden Child Recordings and the structure of the deal of "Best Part" with RCA, and the marketing and promotion strategies that drove the record's success.Listen to the full episode here -Spotify- https://open.spotify.com/episode/4B3L4MrDrl3wcCqWD6dBYCWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip The Manager's Playbook Podcast, Mauricio Ruiz is joined by Lex Borrero, Artist Manager for TAINY and Co-Founder of NEON16 & NTERTAIN. Together, they dive into what makes a great artist manager in 2024, discussing the evolving industry landscape and the the debate between commissions and partnerships.Listen to the full episode here -Spotify- https://open.spotify.com/episode/4VtA2DkxKqgqwuEL3iDO9RWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this episode of The Manager's Playbook Podcast, Mauricio Ruiz is joined by Lex Borrero, Artist Manager for TAINY and Co-Founder of NEON16 & NTERTAIN. Together, they dive into what makes a great artist manager in 2024, discussing the evolving industry landscape and the the debate between commissions and partnerships.Listen to the full episode here -Spotify- https://open.spotify.com/episode/4VtA2DkxKqgqwuEL3iDO9RWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip Lex Borrero, Artist Manager for TAINY, and Co-Founder at NEON16 & NTERTAIN, reveals the reasons why great songwriters are often seen as storytellers. Creative geniuses in their own right, these individuals master the songwriting craft by weaving compelling emotion into their music. Join us as we explore how storytelling plays a crucial role in the work of these talented artists.Listen to the full episode here -Spotify- https://open.spotify.com/episode/4VtA2DkxKqgqwuEL3iDO9RWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip, Tyler Henry, Artist Manager for PARTYNEXTDOOR, WondaGurl, HARV, and Loshendrix, Partner at Range Music, and Co-Founder of the creative hub STURDY, shares his inspiring journey.Tyler discusses his humble beginnings, relentless work ethic, and the leap of faith he took moving to LA and attending USC for Artist Management, even when no one believed in him. His story is a testament to perseverance and passion in the music industry.Listen to the full episode here -Spotify- https://open.spotify.com/episode/5VxH0gPSSTtl6JIKdwLlQnWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip, Tyler Henry, Artist Manager (PARTYNEXTDOOR, WondaGurl, HARV, Loshendrix), Partner at Range Music, and Co-Founder of the creative hub STURDY, emphasizes the importance of doing your research and being prepared in the music industry while he delves into his formative years working with Jamil ‘Big Juice’ Davis, Drake and the OVO team.Listen to the full episode here -Spotify- https://open.spotify.com/episode/5VxH0gPSSTtl6JIKdwLlQnWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip, we delve into what it takes to identify a great artist. Highlighting examples such as Rosalía and PARTYNEXTDOOR, the conversation covers the need for a natural draw to the music, an exceptional work ethic, and originality. We explore the dynamic of managing prolific artists versus influential songwriters, with insights into PARTYNEXTDOOR's creative process, his unique production methods, and his ability to craft hit songs for himself and others. The discussion sheds light on the intricate relationship between managers and artists, and how true passion and dedication set the greats apart.Listen to the full episode here -Spotify- https://open.spotify.com/episode/5VxH0gPSSTtl6JIKdwLlQnWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Troy Carter, Co-Founder and CEO of Venice Music, shares key strategies for small artists aiming to transition from small venues to larger ones. He emphasizes the importance of building demand in smaller venues through outstanding live performances. Carter also highlights the value of partnering with good record labels to gain industry support and reach broader audiences. These insights offer a roadmap for small artists to navigate their way to bigger stages and venues successfully.Listen to the full episode here -Spotify- https://open.spotify.com/episode/6ipRuifDkbiMZ3FVpJou4PWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
Troy Carter, Co-Founder and CEO of Venice Music and former artist management of Lady Gaga shares his thoughts on the potential implications, legal disputes, and digital marketing war between Universal Music Group (UMG) and TikTok. As one of the key figures in the music business, Troy brings a unique perspective to the UMG dispute.Carter goes into the evolving landscape of music distribution, consumption, and content creation highlighting the role of platforms like TikTok in shaping trends and amplifying artists' reach. He discusses the synergies between UMG, one of the largest music companies globally, and TikTok, a social media powerhouse known for its viral content and music discovery.Throughout the conversation, Carter explores the opportunities and challenges arising from this partnership. He touches on topics such as music licensing, artist promotion, and the impact on music discovery and fan engagement in the digital age.Listen to the full episode here -Spotify- https://open.spotify.com/episode/6ipRuifDkbiMZ3FVpJou4PWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this clip, Troy Carter, Co-Founder and CEO of Venice Music and former manager of global music sensations, Lady Gaga and John Legend, shares invaluable insights into identifying and nurturing extraordinary talent in the music industry.Discover the secrets behind spotting a future superstar, the challenges of managing iconic artists, and the strategies for building a successful career in music. Gain firsthand knowledge from Troy Carter, who has worked with some of the biggest names in entertainment, and learn what it takes to make it big in the music world.Listen to the full episode here -Spotify- https://open.spotify.com/episode/6ipRuifDkbiMZ3FVpJou4PWatch the Episodes On Youtube - https://www.youtube.com/@managersplaybook
In this episode ofThe Manager’s Playbook, we sit down with Gavin Sheppard, co-founder ofThe Remix Project, a cultural incubator that has helped launch the careers of countless artists and creatives. Gavin shares his journey from growing up with artist and journalist parents to building a program that bridges the gap between raw talent and the mainstream industry. He reflects on how his own struggles in the education system shaped his vision for creating spaces that foster creativity, mentorship, and opportunity.We explore the impact ofThe Remix Project, its passion-based approach, and the success stories of alumni like Amanda Parris and Tyrone Edwards. Gavin breaks down the importance of storytelling, navigating relationships, and the power of believing in others. Whether you're an artist, mentor, or someone interested in culture and community, this episode is packed with valuable lessons and inspiration.
In this episode, we sit down with Grammy nominated producer T-Minus to dive into his incredible journey through the music industry. From crafting hits for Drake to shaping the sound of some of the biggest tracks in hip-hop and R&B, T-Minus shares the story behind his rise to success.He talks about how he first met Drake, the creative process behind their iconic collaborations, and what it takes to thrive in the competitive world of music production. Whether you're an aspiring artist, producer, or just a fan of great music, this conversation is packed with insights, inspiration, and behind-the-scenes stories you won’t want to miss.
Step into the world of Natalie Prosper in this unfiltered, inspiring interview as she reveals her journey from a driven social worker to a trailblazer in the music industry. Natalie shares how her Caribbean roots and church upbringing shaped her approach to managing Grammy-winning talent like Lucky Daye, Dee Mile, and Camper, and how she co-founded Good Company Records with the Walt Disney Group. Discover the untold stories of navigating the highs and lows of the music business, advocating for artists in an often-overlooked industry, and witnessing musical greatness alongside icons like Ne-Yo and Harmony Samuels. Natalie opens up about her early days in artist management, the emotional toll of social work, and the bold decisions that propelled her career forward. Packed with hard truths, invaluable lessons, and behind-the-scenes insights, this episode is a must-watch for aspiring managers, music enthusiasts, and dream-chasers alike. See why Natalie Prosper is redefining leadership in music and learn what it takes to build a lasting impact in the industry.
Jessie Reyez’s voice is unmistakable, but her journey to global recognition is a masterclass in grit, resilience, and relentless ambition. In this electrifying episode of The Manager's Playbook, hosted by Mauricio Ruiz, Jessie and her longtime manager Byron Wilson pull back the curtain on what it really takes to build a legacy in the music industry. From Jessie’s early days at Toronto’s Remix Project to creating a global buzz with tracks like Figures, this episode is packed with stories that define her rise. Jessie opens up about overcoming trust issues in an often ruthless industry, her unwavering dedication to understanding the business, and the sacrifices that come with chasing her dreams. Byron complements her narrative, revealing how strategic moves, teamwork, and a shared vision propelled Jessie’s career forward. Listeners will hear behind-the-scenes accounts of label bidding wars, pivotal collaborations with icons like Calvin Harris and Eminem, and the hustle required to perform back-to-back shows without losing steam. The trio discusses the power of saying “no” to comfort zones, the art of negotiation, and the importance of surrounding yourself with people who share your values and vision. Jessie’s candid reflections on work ethic, trust, and her drive to achieve goals like Grammy recognition make this episode a must-listen for anyone aspiring to make a mark in the creative world. Byron’s perspective as a manager adds depth, offering invaluable advice for navigating the industry with authenticity and strategy. This isn’t just a conversation about music—it’s a deep dive into the mindset and hustle required to turn raw talent into a global movement. If you’re an artist, manager, or just someone who loves a good underdog story, Jessie Reyez’s journey will inspire you to keep pushing, no matter the odds. 🎧 Tune in now for an unforgettable episode that blends honesty, insight, and inspiration from one of music’s most dynamic voices.
Director X is the embodiment of innovation, authenticity, and masterful storytelling. With a legacy built alongside some of the biggest names in music—think Drake, Rihanna, and Usher—Director X has reshaped the visual language of the music video industry. But his path to success wasn’t a straight shot to stardom. In this can’t-miss episode of The Manager's Playbook, hosted by Mauricio Ruiz, Director X opens up about his early days hustling to make a name for himself, the defining moments that tested his craft, and the relentless passion that pushed him to the top. From pioneering visuals that captured the essence of hip-hop and R&B to leading high-stakes production teams, Director X shares the raw truth about his journey. He dives into the art of building genuine connections with artists, his approach to creating visuals that resonate in the digital age, and the importance of a strong, authentic visual identity. Throughout, he provides invaluable advice for emerging directors and creatives, revealing the dedication and depth of collaboration that go into making standout projects. This isn’t just an episode about directing—it’s a blueprint for resilience, leadership, and the pursuit of artistic excellence. If you’re looking to get inspired by one of the industry’s most influential figures, this episode delivers unmatched insights from the master himself.
Byron Wilson’s journey from a small-town dreamer to managing global superstars like Jessie Reyez and SonReal is nothing short of inspiring. In this episode of The Manager’s Playbook, Byron opens up about the grind behind the glitz—sharing the challenges, hustle, and key relationships that helped him build a creative empire from the ground up. From booking DIY shows to navigating record labels, Byron’s deep insights into artist management and viral success, like with SonReal’s hit “Everywhere We Go,” will captivate anyone with aspirations in the music industry. Tune in to hear Byron’s strategies on artist development, the power of teamwork, and how smart decisions can turn indie dreams into global recognition. This episode is packed with gems for hustlers, creatives, and future managers alike. Byron Wilson on building global success, one hit at a time.
Cory Litwin is the MASTER of Getting into a Room! You cannot question his ability to help build and cultivate global superstars like Murda Beatz and Busta Rhymes. And that’s what you need and want from your manager. Especially in the beginning. In the world of artist management, connecting the dots and building relationships is key, and few do it as naturally as Cory Litwin. Known for his mastery of networking, Cory has cultivated an impressive career, from managing top-tier talent like Murda Beatz, Da Baby, and Busta Rhymes to organizing some of Toronto’s most iconic events. Starting at the University of Western Ontario, Cory’s journey has been defined by relentless hustle, deep connections, and a vision that always looks beyond the present moment. Today, we sit down with Cory to explore the art of making lasting impressions and how strategic partnerships have helped him excel at the highest levels of the music industry. He reflects on key moments that shaped his career, such as his ability to spot talent early and build it into global recognition. Beyond business, Cory speaks passionately about fostering creativity and supporting the next generation of artists, offering a rare glimpse into the world of a true industry connector. To all the hustlers and dreamers out there, this one's for you. A conversation like this doesn’t come cheap. The unstoppable Cory Litwin for ‘The Manager’s Playbook’ Podcast.
In this episode of The Manager's Playbook, host Mauricio Ruiz interviews the legendary Kardinal Offishall about his extensive career spanning 30 years as an artist and music executive. The discussion explores Kardinal's transition from artist to A&R executive, emphasizing the importance of human connections, authenticity, and global perspectives in the music industry. Kardinal shares behind-the-scenes stories, including early interactions with artists like Drake and Rihanna, and offers insights on identifying and nurturing raw talent. The episode sheds light on the complexities of music business contracts, the solitary nature of being a visionary, and the challenges faced when striving to make an artist a priority in a major label. Kardinal's enduring success is attributed to his genuine care for others and his commitment to staying true to himself. Ladies and gentleman, a conversation like this doesn't come cheap. Without further ado, Kardinal Offishall.
In this episode of The Manager's Playbook, we sit down with Gordan Dillard, the powerhouse manager behind superstar artists like Doja Cat. Gordan shares his incredible journey through the ups and downs of the music industry and the invaluable lessons he’s learned along the way. From interning at Motown to working at BET, Maverick Urban, and Capitol Music Group, to co-founding Good Day Management and In Addition, Gordan offers insight into the worlds of A&R and artist management. Throughout the episode, he highlights the importance of teamwork, work ethic, and having a clear vision, while sharing behind-the-scenes stories that shaped his career. Ladies and gentleman, a conversation like this doesn't come cheap. Without further ado, Gordan Dillard.
In this episode of The Manager’s Playbook, host Mauricio Ruiz sits down with Shara Senderoff, a visionary at the crossroads of entertainment, technology, and innovation. From selling a script to Steven Spielberg at just 20 years old to co-founding a fund Raised In Space with Zach Katz and Scooter Braun, Shara's journey is nothing short of extraordinary. Join us as Shara shares her transition from film and TV to the music industry, her groundbreaking work in blockchain and AI, and her unique approach to the Blue Ocean Strategy. She also dives into the power of meditation, the importance of curiosity, and the entrepreneurial spirit that fuels her success. This episode is packed with insights on technology, music, personal growth, and running multiple businesses while seemingly bending time. Ladies and gentlemen, a conversation like this doesn’t come cheap. Without further ado, Shara Senderoff.
In this episode of The Manager’s Playbook, Mauricio Ruiz dives into the transformative world of country music with The Core Entertainment. Discover why the genre is surging in popularity, the unique challenges faced by artists when mainstream acts crossover, and learn about the evolution of artist development, they’re pivotal deal with kingmaker Michael Rapino- CEO/President of Live Nation, how artists are succeeding with minimal resources, and the powerful role of social media in shaping their careers. Join us as Kevin "Chief" Zaruk and Simon Tikhman, the founders of The Core Entertainment, share their experiences working with major acts like Nickelback to rising stars like Bailey Zimmerman and Nate Smith. We also explore the importance of building a strong team, setting boundaries, and maintaining mental health and well-being in the demanding music industry. Don’t miss this deep dive into the hard work and dedication that drive success in music. Ladies and gentlemen, a conversation like this doesn't come cheap. Without further ado, Chief Zaruk & Simon Tikhman.
In this episode of The Managers Playbook, Mauricio Ruiz sits down with Chip Sutherland, a seasoned entertainment lawyer and artist manager who was recently honored with the Walt Grealis Special Achievement Award. Chip’s behind-the-scenes work has significantly impacted the careers of artists such as Sloan, Feist, The Rankin Family, and many more. Chip offers valuable insights into the music business, covering key topics such as management agreements and terms, business management and finances, and funding opportunities for Canadian artists. He also shares his experiences co-authoring the Canadian edition of All You Need To Know About The Music Business with Donald Passman, and provides his perspective on the current music industry landscape. Ladies and gentlemen, a conversation like this doesn’t come cheap. And without further ado, Chip Sutherland.
In this episode of The Manager’s Playbook, host Mauricio Ruiz sits down with Che Kothari, a multifaceted visionary whose work spans photography, artist management, festival production, and much more. Che’s career is a testament to the power of creativity, community, and spirituality. Join us as we explore Che's incredible path, from discovering his passion for photography at a young age to founding Toronto’s Manifesto Festival and managing top-tier artists like Machel Montano and Mustafa The Poet. Che’s professional life is also marked by a profound spiritual exploration. His path crossed with renowned spiritual leader Sadhguru, whose teachings on mindfulness, balance, and stillness have significantly impacted Che’s life and work. In this episode, Che shares how his spiritual journey has informed his approach to managing burnout, maintaining creativity, and fostering authentic connections. A conversation like this doesn’t come cheap.
In this episode of The Manager’s Playbook, host Mauricio Ruiz sits down with acclaimed record producers and songwriters Matthew Burnett and Jordan Evans. Known for their exceptional work in the music industry, Matthew and Jordan have seamlessly transitioned into the realm of artist management, co-founding Golden Child Recordings and guiding Daniel Caesar to international stardom as an independent artist. Mauricio, Matthew, and Jordan delve into their journey from growing up in Ajax, influenced by legendary producers like Boi-1da and T-Minus, to landing major placements with top-tier artists such as Drake and Eminem. They share the serendipitous story of meeting Daniel Caesar, their strategies for managing his career, and the advantages of operating independently in the music industry. Mauricio also shares the story of his first encounter with Matthew and Jordan during his time managing Jessie Reyez with Byron Wilson. Both their teams were involved in intense bidding wars and discovered they had the same approach and mindset to artist management, providing them with unique insights into the high-stakes nature of the music industry. This episode offers an in-depth look at the nuances of record production, the intricacies of artist management, and the contrast between major labels and independent routes. It’s a masterclass in music industry dynamics and the art of nurturing talent. A conversation like this doesn’t come cheap.
Mauricio Ruiz sits down with Lex Borrero, a prominent figure in the Latin American music and entertainment industry, for this episode of The Manager’s Playbook Podcast. Lex has worked with some of the biggest names in pop music including Tainy, Bad Bunny, Dua Lipa, J Balvin, Will Smith, Selena Gomez, Benny Blanco, The Montaners Family, Kali Ucis and several other prominent figures. In this episode, Mauricio and Lex discuss Lex's work as an artist manager, producer, executive, and entrepreneur. They explore his early days breaking the mold in non-secular music, the power of narrative and intention, his groundbreaking partnership with Tainy, brokering deals with powerhouse film studios and broadcasting networks, following his gut intuition, non-traditional mentorships, his strong bond with head of creative Ivan Rodriguez, having skin in the game and much more. Most importantly, Ruiz & Lex highlight highlight his unique talent as a creative executive and his exceptional clarity of vision. Lex Borrero is a dynamic force in the entertainment industry, known for his innovative vision and strategic acumen. With a career spanning over two decades, Lex has established himself as a leading figure in talent management, music production, and media entrepreneurship. He is the co-founder of NEON16, a multi-faceted creative company that he established alongside the renowned producer Tainy. Together, they have rapidly transformed NEON16 into a powerhouse in the Latin music scene, launching numerous chart-topping hits and nurturing the careers of top artists. Lex's keen eye for talent, coupled with his relentless drive and industry expertise, complements Tainy's creative prowess, earning them a reputation as transformative leaders who consistently push the boundaries of what's possible in the entertainment world. Lex is also the co-founder of NTERTAIN STUDIOS (along with Tommy Mottola and Ivan Rodriguez) a Latin Entertainment and media company focusing on the creation, development, and production of premier content across television, film and digital. We bring Latin stories to the forefront by representing the global power and success of Latin celebrities, talent, brands and culture. Some of those properties include LA FIRMA & LOS MONTANER.
Mauricio Ruiz sits down with Tyler Henry, one of the youngest superstar Artist Managers in the game, for the next episode of The Manager’s Playbook Podcast. In this episode, Ruiz and Tyler talk about his humble upbringing leading to his career in the music industry. From being a sound engineer, tour manager, artist manager, managing partner at Range Music while working with the biggest names in music like Drake, Rihanna, Bad Bunny, Rosalía, Kendrick Lamar, PARTYNEXTDOOR and more. A conversation like this doesn’t come cheap.
Mauricio Ruiz sits down with American music manager, entrepreneur, and investor, Troy Carter for the inaugural episode of The Manager's Playbook Podcast. In this episode, Mauricio and Troy discuss the role of a great artist manager, how to identify a great artist, TikTok vs UMG and where AI is going in the next 5 years, how to get from small venues to stadiums, super fandom and data collection, and much more. A conversation like this doesn't come cheap.
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