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Inside the Playbook: JMSN on the DIY Blueprint to Grow Without Record Labels
13 maart 2026 · 11 min
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. Lees meer
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/4b438pj
Listen to the full episode here -
Spotify: https://open.spotify.com/episode/5v5XObpCdwwXn5N1OD1cFQ?si=iKzKWbABSoCiaw9hZxeuvg
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
Keywords: music business, artist management, record deal, major label, independent artist, distribution, publishing royalties, masters ownership, leverage, A&R, artist development, music marketing.
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The Manager’s Playbook 058: JMSN - DIY Artist Blueprint, Music Videos, Ads, Touring, Content & Music Marketing
10 maart 2026 · 1 uur 54 min
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.” Lees meer
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/4b438pj
Watch the full episode on YouTube: https://www.youtube.com/@managersplaybook
New episodes drop Tuesdays @ 10am ET
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Inside the Playbook: J Erving III on The Skill Every Music Manager Needs
9 maart 2026 · 18 min
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. Lees meer
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/4b438pj
Listen to the full episode here -
Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: J Erving III on How to Operate Like a Record Label in Any Role
8 maart 2026 · 20 min
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. Lees meer
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/4b438pj
Listen to the full episode here -
Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: J Erving III on What to Do Before Artists Break
7 maart 2026 · 21 min
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. Lees meer
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/4b438pj
Listen to the full episode here -
Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: J Erving III on How to Spot Great Artists Early
6 maart 2026 · 21 min
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.” Lees meer
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/4b438pj
Listen to the full episode here -
Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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The Manager’s Playbook 057: J. Erving III - Artist Development, Music Distribution, Label Services, Team Building, Manager Mindset, SONY/The Orchard & Streaming Growth
3 maart 2026 · 1 uur 51 min
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. Lees meer
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/4b438pj
Watch the full episode on YouTube: https://www.youtube.com/@managersplaybook
New episodes drop Tuesdays @ 10am ET
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Inside the Playbook: Jacob Paul on Music Publishing Deals 101
2 maart 2026 · 6 min
If you’re a songwriter, producer, or manager, this is the publishing conversation that saves people from “congrats on the deal” regret. Lees meer
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/4b438pj
Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60Q
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Jacob Paul on Mechanical Royalties
1 maart 2026 · 15 min
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. Lees meer
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/4b438pj
Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60Q
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Jacob Paul on How Global Music Publishing Royalties Work
28 februari 2026 · 9 min
You can be “up” on Spotify and still collect $0 in publishing royalties. Lees meer
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/4b438pj
Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60Q
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Jacob Paul on Music Publishing 101
27 februari 2026 · 8 min
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. Lees meer
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/4b438pj
Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60Q
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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The Manager’s Playbook 056: Jacob Paul - Music Publishing 101, Master vs Publishing, Mechanical Royalties, Global Royalties, Black Box Royalties & Catalog Ownership
24 februari 2026 · 1 uur
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. Lees meer
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/4b438pj
Watch the full episode on YouTube: https://www.youtube.com/@managersplaybook…
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Inside the Playbook: Paris Cole on Artist Management for New Artists
23 februari 2026 · 15 min
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. Lees meer
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 Careers
Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/27QXHfulyQlwBpZBLbzVAW?si=K28OvfA_RbqVA6Wvdq7uPQ
Watch the Episodes On Youtube: https://www.yo…
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Inside the Playbook: Paris Cole on How to Build a Real Fanbase as an Artist
22 februari 2026 · 19 min
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. Lees meer
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 Engagement
Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/27QXHfulyQlwBpZBLbzVAW?si=K28OvfA_RbqVA6Wvdq7uPQ
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Paris Cole on How to Build a Global Artist
21 februari 2026 · 14 min
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.” Lees meer
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 Growth
Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/27QXHfulyQlwBpZBLbzVAW?si=K28OvfA_RbqVA6Wvdq7uPQ
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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The Manager’s Playbook 055: Paris Cole - Artist Development, Brand Vision, Styling as Strategy, Fan Engagement & Building From Scratch
18 februari 2026 · 2 uur 10 min
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. Lees meer
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/@managersplaybook
New episodes drop Tuesdays @ 10am ET
Topics 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 …
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Inside the Playbook: SonReal on How to Tour Without Going Broke
16 februari 2026 · 11 min
Touring isn’t just stage time. It’s a business model. Lees meer
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=pCqo0yiSSHKucJylYubzCQ
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: SonReal on How Independent Artists Can Make Real Money
15 februari 2026 · 13 min
The biggest advantage an independent artist has right now is simple: there are no rules. Lees meer
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=pCqo0yiSSHKucJylYubzCQ
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: SonReal on How Content Actually Grows Music
14 februari 2026 · 14 min
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. Lees meer
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=pCqo0yiSSHKucJylYubzCQ
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: SonReal on The Strategy Behind Viral Artists
13 februari 2026 · 14 min
Most independent artists don’t struggle because they can’t make music fast.
They struggle because they can’t make the pace financially sustainable. Lees meerIn 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=pCqo0yiSSHKucJylYubzCQ
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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The Manager’s Playbook 054: SonReal - Independent Artist Strategy, Owning Your Masters, 2-Week Release Schedule, Content Systems & Touring Profitably
10 februari 2026 · 1 uur 51 min
There’s a whole middle class in the music industry. Lees meer
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/@managersplaybook
New episodes drop Tuesdays @ 10am ET
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Inside the Playbook: Sickick on Reinventing His Sound to Build Longevity
9 februari 2026 · 8 min
TikTok can give you momentum. The real question is whether you can turn that momentum into a career with identity. Lees meer
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-kGjQiqYRXsOUyQX0A
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Sickick on What Good Management Actually Feels Like
8 februari 2026 · 6 min
In the music business, careers don’t usually break because of bad songs. They break because team dynamics fail. Lees meer
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-kGjQiqYRXsOUyQX0A
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Sickick on The Truth About Reinventing Yourself as an Artist
7 februari 2026 · 16 min
TikTok can give you attention fast. It can also box you in even faster. Lees meer
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-kGjQiqYRXsOUyQX0A
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Sickick on How Bad Management Almost Ended His Music Career
6 februari 2026 · 11 min
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. Lees meer
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-kGjQiqYRXsOUyQX0A
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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The Manager’s Playbook 053: Sickick - Bad Artist Management, Ownership, Content Strategy & Career Longevity
3 februari 2026 · 55 min
In the music industry, talent is never the only factor. Lees meer
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/@managersplaybook
New episodes drop Tuesdays @ 10am ET
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Inside the Playbook: Didier Morais on How PR Helps Artists Grow Fans & Streams
2 februari 2026 · 16 min
PR doesn’t work when the artist is missing from the plan. Lees meer
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=LbtAneI0QxOfiADies0SEw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Didier Morais on The PR Mistake That Costs Artists Their Careers
1 februari 2026 · 13 min
PR isn’t press runs. It’s strategy, protection, and narrative control. Lees meer
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=LbtAneI0QxOfiADies0SEw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Didier Morais on The Mindset Shift Artists & Managers Need to Grow
31 januari 2026 · 19 min
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. Lees meer
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=LbtAneI0QxOfiADies0SEw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Didier Morais on What a Music Publicist Actually Does
30 januari 2026 · 13 min
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. Lees meer
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=LbtAneI0QxOfiADies0SEw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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The Manager’s Playbook 052: Didier Morais - Music PR, Independent Artists, Storytelling & Career Strategy
27 januari 2026 · 2 uur 3 min
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. Lees meer
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/@managersplaybook
New episodes drop Tuesdays @ 10am ET
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Inside the Playbook: Steve Rifkind on How Akon Blew Up Without a Music Video
26 januari 2026 · 10 min
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. Lees meer
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-OTsmO0uTCHmR09w
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Steve Rifkind on How He Negotiated Wu-Tang’s Deal with a CHAIR?!?
25 januari 2026 · 18 min
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. Lees meer
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-OTsmO0uTCHmR09w
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Steve Rifkind on How He Invented Street Teams
24 januari 2026 · 18 min
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. Lees meer
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-OTsmO0uTCHmR09w
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Steve Rifkind on The Street Team Strategy That Built Hip-Hop Fans
23 januari 2026 · 18 min
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. Lees meer
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-OTsmO0uTCHmR09w
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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The Manager’s Playbook 051: Steve Rifkind - Loud Records, Street Teams, Wu-Tang Clan, Akon & Record Label Strategy
20 januari 2026 · 2 uur 36 min
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. Lees meer
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-market
Watch the full episode on YouTube: https://www.youtube.com/@managersplaybook
New episodes drop Tuesdays @ 10am ET
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Inside the Playbook: Mike Biggane on Why Artist Development Is Now the Manager’s Job
19 januari 2026 · 14 min
The music didn’t get worse. The way it travels changed. Lees meer
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=vO7b2aHjRomFvbCIxoEO5Q
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Mike Biggane on Why the Current Music Industry Is at a Turning Point
18 januari 2026 · 21 min
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. Lees meerIn 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=vO7b2aHjRomFvbCIxoEO5Q
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Mike Biggane on Why Record Labels Don’t Build Artist Careers Anymore
17 januari 2026 · 14 min
The music industry didn’t pivot because of trends. It pivoted because the returns disappeared. Lees meer
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=vO7b2aHjRomFvbCIxoEO5Q
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Mike Biggane on Why Playlists Don’t Break Artists Anymore
16 januari 2026 · 28 min
Before playlists became leverage, before algorithms dictated discovery, before release strategy turned into guesswork, there was New Music Friday. Lees meer
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=vO7b2aHjRomFvbCIxoEO5Q
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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The Manager’s Playbook 050: Mike Biggane - Spotify, Personalization, Artist Development & The New Music Business
13 januari 2026 · 2 uur 14 min
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. Lees meerIn 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 fans
Managers building teams, systems, and long-term strategies
Songwriters navigating royalties, attribution, and derivatives
Music executives adapting to AI, data, and personalization
Anyone serious about building a sustainable career in music
This 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/@managersplaybook…
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Inside the Playbook: Nima Nasseri on The Mental Shift Artists Need to Survive the 2026 Music Biz
22 december 2025 · 17 min
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. Lees meer
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=9HhtH7SYQ6aurU1fq3tF8g
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Nima Nasseri on The One Shift Every Artist Must Make in 2026
21 december 2025 · 15 min
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. Lees meer
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=9HhtH7SYQ6aurU1fq3tF8g
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Nima Nasseri on The TikTok Blueprint Every Artist Needs
20 december 2025 · 15 min
In this clip from The Manager’s Playbook, Nima Nasseri breaks down one of the biggest misconceptions in the modern music industry: virality. Lees meer
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=9HhtH7SYQ6aurU1fq3tF8g
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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The Manager’s Playbook 049: Nima Nasseri - Content, Consistency, Algorithms, Artist Strategy & The New Music Industry
16 december 2025 · 1 uur 35 min
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. Lees meer
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/@managersplaybook
New episodes drop Tuesdays @ 10am ET
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Inside the Playbook: Azad Naficy on Why Artists Get Screwed by Major Labels
15 december 2025 · 19 min
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: Lees meer
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=IGzhU94zT2ydsy63TGkhuw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Azad Naficy on The Untapped Music Genre Making Artists REAL Money
14 december 2025 · 21 min
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. Lees meer
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=IGzhU94zT2ydsy63TGkhuw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Azad Naficy on Why Your Show Isn’t Selling
13 december 2025 · 12 min
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. Lees meer
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=IGzhU94zT2ydsy63TGkhuw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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Inside the Playbook: Azad Naficy on The Steps Successful Artists NEVER Skip
12 december 2025 · 15 min
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: Lees meer
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=IGzhU94zT2ydsy63TGkhuw
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
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The Manager’s Playbook 048: Azad Naficy - Artist Development, Major Label Deals, Merch Strategy, Touring Realities & Building Sustainable Music Careers
9 december 2025 · 2 uur 4 min
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. Lees meer
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/@managersplay…