The Manager's Playbook

The Manager's Playbook

Hosted by Mauricio Ruiz, a music industry executive of 15 years, The Manager's Playbook is your essential podcast for insights into the music industry. Whether you're an artist, aspiring manager, music industry professional, or just passionate about the behind-the-scenes of the music business, this podcast is for you. Mauricio brings you in-depth interviews with top artist managers, entertainment lawyers, and other industry execs. Each episode is packed with valuable tips, real-world experiences, and expert advice to help you navigate the complexities of the music business.

  1. HACE 9 H · CONTENIDO EXTRA

    Inside the Playbook: SonReal on How to Tour Without Going Broke

    Touring isn’t just stage time. It’s a business model. In this clip, SonReal breaks down how live shows became one of the most important parts of his career, not only as performance craft, but as a real driver of revenue. We talk about why the stage is where an artist’s brand becomes undeniable (range, presence, genre flexibility), and the lessons he took from early major tours, including direct support runs with Mac Miller and John Bellion - especially around elite show standards, set sequencing, and reworking songs for a live audience. Then we get into the part artists and managers often ignore: touring economics. Scaling production to match your actual audience size, building a memorable show without overspending, and using projections based on ticket counts to forecast merch and VIP revenue. SonReal walks through how merch-per-head and a well-built VIP package can turn a tour into profit, without compromising the fan experience. If you’re an independent artist, music manager, or anyone trying to understand touring strategy, live show production, merch strategy, VIP monetization, and sustainable artist careers, this clip is a blueprint. Listen to the full episode of The Manager’s Playbook with SonReal for the complete conversation. Simply put, a conversation like this doesn't come cheap. Listen to the full episode here - Spotify: https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQ Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

    11 min

  2. HACE 1 DÍA · CONTENIDO EXTRA

    Inside the Playbook: SonReal on How Independent Artists Can Make Real Money

    The biggest advantage an independent artist has right now is simple: there are no rules. In this clip, SonReal breaks down what happens when you stop waiting on label timelines and start operating like an owner. We talk direct-to-fan monetization, exclusive releases, and why indie artists can create leverage by designing their own release strategy, like dropping a mixtape exclusively on Even, or letting fans hear an album early through vinyl-first and platform access. He also introduces Sun Squad, his subscription community on Grouped, built to “super serve” fans with weekly unreleased music, giveaways, vlogs, and planned livestreams, proof that fan engagement and community building can be a real music business model, not just a buzzword. We zoom out on why this might be the best era ever for artists: the tools are democratized and the revenue streams are diversified; streaming income, subscriptions, platform exclusives, owning your masters, SoundExchange royalties (SiriusXM/Pandora), sync licensing, and long-term catalog monetization. SonReal also touches on music publishing strategy, including self-admin publishing and registrations, plus how he studies algorithms and iterates on content formats to drive discovery. If you’re an independent artist, music manager, artist manager, or aspiring music executive looking to understand the modern music industry business model, this clip is a blueprint. Listen to the full episode of The Manager’s Playbook with SonReal for the complete conversation. Simply put, a conversation like this doesn't come cheap. Listen to the full episode here - Spotify: https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQ Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

    13 min

  3. HACE 2 DÍAS · CONTENIDO EXTRA

    Inside the Playbook: SonReal on How Content Actually Grows Music

    The “mysterious artist” era worked when the music business was built around blockbuster music videos and gatekeepers. Today it’s algorithmic, short-form, and driven by consistent distribution. In this clip, SonReal breaks down why being “mysterious and aloof” can actually hurt independent artists now, especially if you’re running a two-week release strategy. We get into the real economics of modern music marketing: you can’t shoot $30K-$40K music videos for every release, so you either build a content system or you disappear. SonReal explains how he scales by batching content across multiple songs with longtime collaborators, then going full DIY when needed, buying a camera, directing visualizers, and shooting content with his manager. We also unpack how the short-form era works differently: you double down after something connects (like performance marketing), and when a post goes viral, it becomes distribution that can lift the entire catalog floor and drive streaming growth. If you’re an independent artist, music manager, A&R, or anyone focused on artist development, content strategy for musicians, streaming revenue, and social media distribution, this is a blueprint for how music travels now. Listen to the full episode of The Manager’s Playbook with SonReal for the complete breakdown. Simply put, a conversation like this doesn't come cheap. Listen to the full episode here - Spotify: https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQ Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

    14 min

  4. HACE 3 DÍAS · CONTENIDO EXTRA

    Inside the Playbook: SonReal on The Strategy Behind Viral Artists

    Most independent artists don’t struggle because they can’t make music fast.They struggle because they can’t make the pace financially sustainable. In this clip, SonReal breaks down a modern independent artist strategy: releasing a new song every two weeks to build catalog, increase streaming revenue, and create consistent discovery through content. But the real lesson is the business model behind it; how he keeps costs down by learning music production, structuring smarter producer deals (including points on the master), and turning ownership into predictable monthly income. If you’re an independent artist, music manager, or aspiring music executive trying to understand release strategy, owning your masters, artist development, music marketing, and streaming growth, this is a blueprint worth studying. Simply put, a conversation like this doesn't come cheap. Listen to the full episode here - Spotify: https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQ Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

    14 min

  5. HACE 6 DÍAS

    The Manager’s Playbook 054: SonReal - Independent Artist Strategy, Owning Your Masters, 2-Week Release Schedule, Content Systems & Touring Profitably

    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/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ New episodes drop Tuesdays @ 10am ET

    1 h y 51 min

  6. 9 FEB · CONTENIDO EXTRA

    Inside the Playbook: Sickick on Reinventing His Sound to Build Longevity

    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-kGjQiqYRXsOUyQX0A Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

    8 min

  7. 8 FEB · CONTENIDO EXTRA

    Inside the Playbook: Sickick on What Good Management Actually Feels Like

    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-kGjQiqYRXsOUyQX0A Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

    6 min

  8. 7 FEB · CONTENIDO EXTRA

    Inside the Playbook: Sickick on The Truth About Reinventing Yourself as an Artist

    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-kGjQiqYRXsOUyQX0A Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

    16 min
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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.

Información

  • Creador
    The Manager's Playbook
  • Años de actividad
    2024 - 2026
  • Episodios
    229
  • Clasificación
    Explícito
  • Copyright
    © The Manager's Playbook
  • Mostrar sitio web
    The Manager's Playbook

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