The Manager's Playbook

Mike Caren breaks down why consistency, discipline, and adaptability matter more than occasional flashes of brilliance in the music business.This clip explores the traits that help artists and executives build lasting careers: embracing change, staying open to new ideas, avoiding nostalgia, protecting your focus, and developing the self-awareness to regularly reassess your strategy. It’s a sharp conversation on artist development, music business longevity, creative discipline, release strategy, and staying relevant in a constantly evolving industry.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/2UnV1d2ltTCO1rfjqhTKc4?si=seltDGQ-RvWE9fwshY-f3wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybookTimestamps:00:00 Consistency Beats Brilliance00:29 Adapting to Industry Change01:27 Letting Go of Old Ways02:47 Hip Hop Cycles and Optimism05:54 Nostalgia vs Innovation Mindset06:53 Distractions and Staying Focused08:45 Quarterly Self Review Habits10:09 Reputation Takes Time to Shift11:16 Release Strategy and Artist Growth13:12 Discipline and Consistency Wrap Up

Mike Caren breaks down what actually creates longevity in the music business.This clip is about building a career the right way: bringing value instead of extracting it, thinking long term, preparing before chasing opportunity, and developing the habits that lead to real greatness. Mike also touches on confidence, artist development, smart collaboration, and the importance of understanding music publishing and songwriting royalties.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/2UnV1d2ltTCO1rfjqhTKc4?si=seltDGQ-RvWE9fwshY-f3wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybookTimestamps:00:00 Value First Mindset00:34 Longevity Over Hype02:58 Preparation Beats Opportunity04:02 Superstar Myth Reality04:29 Publishing Royalties Break05:20 Cosign Win Win Model07:35 Traits of Long Term Thinkers09:39 Mentorship Asking Questions11:49 A&R Practice and Confidence15:36 Habits of Elite Artists17:04 Chasing More vs Mastery19:09 Yin Yang Collaborations19:50 Staying Fresh Closing

Mike Caren is one of the most respected music executives of his generation.From his early years at Atlantic Records to building Artist Publishing Group and Artist Partner Group, Mike has played a major role in the careers of artists, songwriters, producers, and executives across the modern music business. In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Mike for a wide-ranging conversation on A&R, artist development, music industry leadership, publishing, record labels, management, and what it really takes to build something that lasts.Mike breaks down why great creative executives need strong opinions, why long-term thinking beats short-term hype, and how the best artists and executives separate themselves through discipline, consistency, communication, curiosity, and self-awareness. He also shares his perspective on identifying hit songs, building sustainable careers, filtering distractions in the age of social media, and creating teams that challenge artists instead of simply validating them.This episode is a masterclass for anyone serious about artist management, music executive leadership, independent artist growth, A&R development, career longevity, and the inner workings of the music business.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Sundays @ 10am ETTimestamps:00:00 Why opinions matter00:27 Mike Caren career breakdown03:40 Giving back with facts07:22 Service over extraction08:09 Longevity mindset17:00 Mentorship, not commands19:10 A&R taste test routine20:29 Time management and boundaries23:11 Elite artist habits26:30 Collaboration and trust31:42 Optimism and embracing change36:18 Focus versus distractions39:29 Consistency and catalog growth44:01 Tough conversations early47:00 Feedback over complaints48:12 Why hard conversations matter50:53 Learning from mistakes52:16 Overcommunicate to win57:22 Teamwork and opinions59:09 What makes a hit01:03:20 Defining hits today01:05:57 Getting ahead as an executive01:10:04 Hiring and scaling slowly01:14:54 Building around artists01:17:59 Consistency for artists01:22:57 Hiring passionate talent01:27:23 Long-term career patience01:28:28 Closing thoughts

In this clip from The Manager’s Playbook, Charlie Rocket breaks down how he would build an artist with no money, using speed, consistency, release strategy, and real-world fan-building.He talks through a no-budget artist development plan built around frequent releases, working with talented producers who believe in the vision, and staying always on so fans can build real habits around the music. Charlie also explains why mixtapes, bigger projects, versions, and steady output often do more for fan engagement, streaming growth, and artist momentum than short, low-commitment releases.The clip also dives into real-world music marketing: listening parties, release parties, meet-and-greets, video shoots, and neighbourhood-level promotion. Charlie’s bigger point is that local scene momentum still matters, and that artists can build enough heat in real life for the internet to catch up later.A strong listen for independent artists, managers, A&Rs, and music executives thinking seriously about music marketing, artist development, release strategy, fan-building, and long-term career growth.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/2rJBuPhpk34kdSw9Dc2MCX?si=OIqpw0t1R5KHv2Qa1GAnigWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Charlie Rocket reflects on how he and his partners ended up managing 2 Chainz by doing the work before anyone officially gave them the title.What began as music marketing, mixtape promotion, CD street-team strategy, and fan-building quickly turned into something bigger. Charlie explains how they kept showing up with value: bringing a 30/60/90-day artist development plan, investing in physical promo, lining up opportunities, and creating momentum around the artist until the role naturally became theirs.The clip also gets into a deeper idea that matters across the music business: the tension between being “smart” and being willing to move before the proof is there. Charlie argues that in artist management, A&R, artist development, and hip-hop marketing, conviction and action often create opportunities that logic alone never will.At the centre of it all is a simple truth: sometimes you recognize superstar potential before the rest of the industry does. And if you believe strongly enough, you move accordingly.A strong listen for independent artists, managers, A&Rs, music executives, and anyone serious about breaking artists, building momentum, and understanding how artist careers really get shaped behind the scenes.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/2rJBuPhpk34kdSw9Dc2MCX?si=OIqpw0t1R5KHv2Qa1GAnigWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Charlie Rocket breaks down why so many artists in today’s music industry are too focused on virality and not focused enough on building real momentum.He shares a sharper approach to music marketing, artist development, fan-building, and independent artist growth: run the play, stay consistent, and boil a pot of water before trying to heat up the whole world. Using Travis Porter’s early run in East Atlanta as an example, Charlie explains how repeated club appearances, street marketing, direct fan engagement, flyers, CDs, and weekly presence helped turn strangers into loyal fans.He also introduces his idea of “mom-ology” - the process of building superfans through connection, consistency, vulnerability, authenticity, and time spent. The clip goes further into why time spent has become one of the most important drivers of audience loyalty, and why the loss of mixtape culture changed the way hip-hop artists build fanbases, release music, and stay connected between projects.A strong listen for independent artists, managers, A&Rs, and music executives thinking seriously about artist promotion, fan engagement, direct-to-fan strategy, and long-term music career growth.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/2rJBuPhpk34kdSw9Dc2MCX?si=OIqpw0t1R5KHv2Qa1GAnigWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Charlie Rocket breaks down his “Blitzkrieg” approach to music marketing; a focused 30-day sprint built around urgency, consistency, and strategic execution.Instead of glorifying burnout or everyday hustle culture, Charlie explains why artists, managers, and music executives often get better results from short, high-intensity bursts of artist promotion, fan-building, local market strategy, content creation, and release momentum.He walks through how to build a 30-day promo campaign, from radio stops, DJ outreach, city runs, local collaborations, street marketing, and video drops, to creating enough touchpoints for an artist to feel impossible to ignore. He also shares a sharp lesson for managers on how to get artist buy-in: don’t pitch small asks. Pitch the bigger vision and the upside attached to it.The clip also touches on early Travis Porter growth, using manual MySpace outreach, direct fan engagement, and zero-budget marketing to become the platform’s top unsigned act.A strong listen for independent artists, managers, A&Rs, and anyone serious about artist development, music marketing, and building momentum in the music business.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/2rJBuPhpk34kdSw9Dc2MCX?si=OIqpw0t1R5KHv2Qa1GAnigWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this episode of The Manager’s Playbook, Charlie Rocket joins us for a powerful conversation on artist development, music marketing, fan building, independent artist strategy, and the mindset required to win in the music business.Best known for helping build 2 Chainz and for his evolution from music executive to public speaker and entrepreneur, Charlie breaks down why he believes success often requires a level of intentional “delusion,” the kind of belief that allows artists, managers, and executives to move before the proof is there. We talk about what it really means to chase purpose over money, why overthinking kills momentum, and how some of the best careers in music are built through conviction, consistency, and action.Charlie also shares practical gems on breaking artists without money, building authentic fanbases, local market strategy, mixtape culture, release strategy, manager leadership, publishing, label relationships, streaming growth, and audience development. From 30-day blitz campaigns and “boiling a pot of water” in one city, to winning over 2 Chainz and navigating a life-changing brain tumour diagnosis, this episode is full of hard-earned lessons on music industry strategy, artist growth, and long-term career building.Whether you’re an independent artist, manager, A&R, music executive, or creative entrepreneur, this is a conversation about belief, leverage, execution, and what it really takes to build something that lasts.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Tuesdays @ 10am ET

In this clip from The Manager’s Playbook, Tommy Brown breaks down why K-pop continues to win at artist development, and why its system still looks a lot closer to Motown than what much of the American music industry is doing today.We get into Tommy’s work in Korea, the session that led to BLACKPINK’s “Ice Cream” featuring Selena Gomez, the group’s studio discipline, and what that level of perfectionism taught him about greatness, standards, and building global artists.Tommy also talks about fan culture, physical album sales, team structure, and why moving fast, experimenting, and “rushing to get to no” can be a real advantage in the music business.This one is for artists, managers, producers, songwriters, and music execs trying to understand K-pop, BLACKPINK, artist development, global music strategy, and how real systems create real stars.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/71unpLmCSi3VjbieeOMiUy?si=KmFi8zCgTqmYpznq5UdhqQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Tommy Brown reflects on his experience filming Netflix’s Hitmakers, the pressure of creating on camera, and why the show did not go deep enough into the real lives of songwriters and producers.We get into leadership, acceptance, collaboration, and the financial reality behind the music business, including why so many creatives are not making the money people assume. Tommy also shares how he would rather show the real process through songwriting camps, daily content, building in public, and honest storytelling around what it actually takes to build a career.This one is for artists, managers, producers, songwriters, and music execs who care about the real work behind the scenes.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/71unpLmCSi3VjbieeOMiUy?si=KmFi8zCgTqmYpznq5UdhqQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Tommy Brown breaks down one of the hardest truths in the music business: huge streaming numbers do not always mean real money for songwriters and producers. We get into producer points, publishing royalties, master royalties, label negotiations, and why so many creators are still underpaid.Tommy also talks about learning under Rodney Jerkins, the difference between making beats and making records, and the kind of discipline it takes to build a real career in the music industry.This one is for artists, managers, producers, songwriters, and music execs who want a clearer understanding of producer pay, publishing, music contracts, and long-term leverage.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/71unpLmCSi3VjbieeOMiUy?si=KmFi8zCgTqmYpznq5UdhqQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Tommy Brown breaks down why visibility and content strategy are now part of the job for artists, producers, and songwriters. We talk about why posting consistently matters, how even simple beat videos can drive massive audience growth, and why being seen is now directly tied to opportunity in the music business.The conversation also gets into streaming economics, songwriter and producer pay, music publishing, Spotify, AI, user-generated remixes, catalog sales, and why publishing may be heading into a much bigger era.This one is for artists, managers, producers, songwriters, and music execs trying to understand where the business is going next.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/71unpLmCSi3VjbieeOMiUy?si=KmFi8zCgTqmYpznq5UdhqQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this episode of The Manager’s Playbook, I sit down with Tommy Brown (TBHits), hitmaking music producer, songwriter, and one of the most important creative forces behind modern pop music. Tommy has worked with Ariana Grande, Justin Bieber, The Weeknd, Victoria Monét and more, and this conversation is a real look at what it takes to become a true hit producer in today’s music industry.We get into the making of “thank u, next,” what actually makes a hit record, why so many successful producers and songwriters still struggle financially, and the difference between being a beatmaker and a real record producer. Tommy also breaks down artist development, publishing, producer points, label deals, streaming economics, content strategy, K-pop systems, Netflix’s Hitmakers, and the lessons he learned studying Rodney Jerkins.This one is for artists, managers, songwriters, producers, A&Rs, music executives, and independent artists trying to build real careers, stronger teams, better systems, and long-term leverage in the music business.If you care about music marketing, songwriting, publishing, producer income, artist growth, streaming strategy, audience building, and career longevity, this episode is for you.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Tuesdays @ 10am ET

In this clip, LaRussell and his team break down what it really takes to build an independent music business at scale.They talk about the infrastructure behind the operation: merch, brand identity, photography, videography, editing, security, logistics, live show staffing, sound engineers, and the contractor-based team required to keep everything moving. The conversation also gets into the unglamorous side of growth: scaling from an LLC mindset into a real enterprise, tightening operations, improving tax compliance, creating better payment structures, and learning how to delegate with trust.LaRussell also speaks on reinvesting heavily into the business, leading with belief, questioning limits, and building without relying on a traditional label system. If you’re an artist, manager, or entrepreneur trying to understand how independent artists scale, build teams, and turn momentum into infrastructure, this is a strong one.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/4gh5xJy3JaJikr9JEEIZAC?si=tQwOj5sGRFKts7KWvPw3BwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip, LaRussell and Tietta Mitchell break down a lesson a lot of artists learn too late: before you hire help, you need to understand the work yourself.They talk about why doing every part of the business early on - content, posting, editing, ticketing, emails, calendars, and operations - makes it easier to train people, delegate clearly, and scale without losing standards. The conversation also traces how Tietta became essential to LaRussell’s growth: first by spotting the TikTok opportunity, then proving her value through consistency, curiosity, and learning the music business from the ground up.If you’re an independent artist, manager, or creative operator trying to understand artist management, delegation, team building, music business education, and how to scale an independent career the right way, this is a real blueprint.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/4gh5xJy3JaJikr9JEEIZAC?si=tQwOj5sGRFKts7KWvPw3BwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

Most artists don’t hate ads. They hate what bad ads reveal.In this clip, LaRussell breaks down how he actually uses ads as an independent artist: not to force Spotify streams or fake momentum, but to amplify content that already proved itself organically. The strategy is simple but disciplined: run awareness ads behind posts that are already winning, then use retargeting, lookalike audiences, and city-specific campaigns to turn attention into real outcomes like ticket sales, merch sales, fan growth, and direct-to-fan revenue.He also explains why shares and comments matter more than vanity metrics, how he thinks about customer acquisition cost, and why great music marketing isn’t about buying visibility. It’s about scaling demand that already exists.If you’re an independent artist, manager, or music entrepreneur trying to understand how Meta ads, fan conversion, touring strategy, merch marketing, and artist growth actually work, this is a strong one.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/4gh5xJy3JaJikr9JEEIZAC?si=tQwOj5sGRFKts7KWvPw3BwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

LaRussell didn’t partner with Roc Nation because he needed a machine. He partnered because he built one first.In this clip of The Manager’s Playbook, LaRussell and his manager Tietta Mitchell break down why the Roc Nation deal made strategic sense for an already thriving independent artist business. They talk about globalizing what they’ve built, expanding into radio, publicity, DSP relationships, and late-night TV, and why the right label partnership should add value without taking control.The conversation gets into the real mechanics of a modern record deal: a non-exclusive, short-term, project-based structure, freedom to keep releasing music independently, and the importance of negotiating label deliverables, not just artist obligations. They also speak on contract language, ownership, autonomy, direct lawyer-to-lawyer communication, and what JAŸ-Z’s influence actually meant in the bigger picture.If you’re an artist, manager, executive, or music entrepreneur trying to understand how independence, leverage, artist development, publishing, and strategic partnerships really work in today’s music business, this episode is for you.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/4gh5xJy3JaJikr9JEEIZAC?si=tQwOj5sGRFKts7KWvPw3BwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

LaRussell is the rare independent artist who didn’t partner with Roc Nation because he needed a label. He partnered because he built enough leverage to make the label behave like a partner.In this episode of The Manager’s Playbook, LaRussell and his manager Tietta Mitchell break down the real strategy behind signing with Roc Nation (and what artists and managers get wrong when they hear the word “signed”). We talk record deal negotiation, non-exclusive licensing deals, and how to demand label deliverables instead of vague promises. They explain how alignment with the right people, clear success metrics (radio, press, DSP relationships, late night, sustained fan growth), and protecting autonomy can turn a major partnership into a growth lever, not a loss of independence.Then we get into the operating system: how LaRussell’s team runs independent artist infrastructure (touring, merch, releases, content), why his marketing focuses on awareness ads over streams, how retargeting and funnels actually work for artists, the difference between clipping vs seeding, and why reinvesting into a contractor-based operation is the real “major label machine” built in-house.If you’re an artist, manager, A&R, or music entrepreneur trying to understand how independent artists make money, how modern label partnerships should work, and how to scale a music career without losing control, this one’s a blueprint.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Tuesdays @ 10am ETChapters:00:00 Roc Nation Partnership (Independent Artist Scale)01:21 Artist Management Alignment (Meeting the Team)03:07 Record Deal Negotiation (Artist Proposes Terms)04:38 Licensing Deal Explained (Short-Term Structure)07:01 Non-Exclusive Record Deal (Keep Dropping Music)13:40 When a Label Deal Makes Sense (Partnership vs Dependency)15:44 Labels Don’t Develop Artists (Modern Artist Development)18:16 Contract Process & Entertainment Lawyer (Paperwork Fast)20:54 JAŸ-Z / Roc Nation Resources (Access Without Giving Up Control)27:18 Defining “Independent Artist” (Leverage & Optionality)30:16 DSP Relationships & Global Representation (Spotify/Apple/Press)33:55 Music Business Success Metrics (Radio, PR, Growth)41:55 Clipping vs Seeding (Content Distribution Strategy)58:28 Paid Ads for Artists (Awareness Ads That Work)01:00:31 Awareness vs Streams (Music Marketing Funnel)01:06:06 Retargeting & Lookalikes (Meta Ads / Business Manager)01:13:33 Artist Manager Role Evolution (From Helper to Operator)01:22:22 Delegation & Scaling (Team Systems)01:25:46 Team Structure Breakdown (Contractors, Ops, Live Days)01:34:16 Reinvesting Into Infrastructure (Scaling the Business)01:53:34 Revenue vs Profit (Music Business Money Talk)02:03:04 Catalog vs Single Push (Release Strategy)02:13:28 Offer-Based Booking (Touring + Monetization)

In this clip from The Manager’s Playbook, we get into the unglamorous side of the music business that every independent artist eventually faces: release week feels stressful because you’re the label.JMSN explains what it really means to self-fund your art, paying upfront for the rollout, the assets, and the overhead before you’ve made anything back. He breaks down the classic independent cash flow loop: release the project, tour to extract value from the album cycle, save what you can, and reinvest to finance the next record, while still paying for real life.Then we talk music marketing and why JMSN has a real disdain for constant digital ads and billboard-style promotion. His long-game mindset is simple: invest in the product, protect the catalog, and let great work compound because the music is “out forever.”There’s nuance, though. We separate album advertising from tour promotion, where ads can actually make sense because selling tickets is time-sensitive. We also get into promoter strategy, measuring ad baselines, building an email list, and why IRL postering can beat lazy online spend.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/5v5XObpCdwwXn5N1OD1cFQ?si=iKzKWbABSoCiaw9hZxeuvgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybookKeywords: music business, independent artist, self-funding, touring strategy, tour marketing, music marketing, Meta ads, promotion strategy, release rollout, artist management, direct-to-fan, email list, catalog strategy

In this clip from The Manager’s Playbook, we talk about a music marketing truth most artists learn too late: a great music video isn’t “extra content,” it’s a long-term marketing asset.JMSN explains why he’d rather put his budget into visuals than into digital ads, paid social, or “content seeding” that disappears in a day. His thinking is simple: a strong video becomes an evergreen commercial for the song and the artist brand, something that can keep working for years as your catalog grows.We also break down how “Soft Spot” shifted the conversation around whether videos still matter, why iconic visuals can still turn a casual listener into a fan, and what it looks like to operate like a creative director: storyboarding, “editing in your head,” and choosing speed and control by directing and editing the work himself. The bigger takeaway for artists and managers is practical: spend where the audience can see it, and let one great idea beat a big budget.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/5v5XObpCdwwXn5N1OD1cFQ?si=iKzKWbABSoCiaw9hZxeuvgWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybookKeywords: music video marketing, music marketing, artist branding, independent artist, artist management, release strategy, content strategy, creative direction, video production, touring and merch, music business