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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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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
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