The Manager's Playbook

The Manager's Playbook
  • 4.8 (18)
  • Music
  • Updated Weekly

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. 44m ago

    The Manager’s Playbook 070: Veikko Fuhrmann - Music Touring, Tour Management, Live Business, Artist Expenses, Tour Budgets & Global Touring

    In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with live touring specialist Veikko Fuhrmann of We Are Live for a deep breakdown of how music touring actually works. Veikko shares his journey from working event security in Germany to joining Ricky Martin’s team and building a career across global tours, arenas, stadiums, and the live music business. This conversation covers the real financial and logistical side of touring: tour budgets, guarantees, overages, settlement sheets, cash flow, curfews, insurance, touring LLCs, tax withholding, carnets, crew culture, and what it really means to protect an artist’s money on the road. If you’re an artist, artist manager, tour manager, music executive, or independent team trying to understand the business of live shows, this episode is a masterclass in touring. 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://form.typeform.com/to/JNELnGw9?utm_source=xxxxx&typeform-source=bit.ly#fbclid=xxxxx&gclid=xxxxx Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/ Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ New episodes drop Sundays @ 10am ET Topics include:Tour management, live music business, artist touring, tour budgets, guarantees and overages, settlement sheets, cash flow, arena logistics, Latin artists touring, and manager wisdom.

    1h 40m

  2. 1d ago ·  Bonus

    Inside the Playbook: Muyiwa Awoniyi on Building a Company Around the Artist

    Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to break down how to build a real company around an artist. In this clip, Muyiwa explains why Tems’ long-term vision goes beyond music into business, philanthropy, investing, ownership, and company-building. He also shares how non-transactional relationships, delegation, team structure, artist development, admin deals, distribution, YouTube Foundry, and smart JV strategy helped Tems’ team build independence and long-term leverage. A must-listen for artists, managers, music executives, and anyone serious about building a sustainable music business. Simply put, a conversation like this doesn't come cheap. Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/ Listen to the full episode here - Spotify: https://open.spotify.com/episode/1duk4mJxoVF7D9G5Whhjqk?si=mI5dFiQAT7uwrOUXtFLlHA Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠ In this episode:00:00 Tems’ North Star and Long-Term Growth00:47 Real Relationships, Not Transactions01:15 Weaknesses, Patience, and Team Support02:28 Delegating Emails and Staying Focused04:17 Inbox Systems and Daily Syncs06:15 Vision Map and North Star Strategy07:27 Mentorship Over Generic Industry Talk10:21 Toronto Talent and Executive Leadership Gap14:12 Building Global Teams and The Weeknd Model15:50 Tems’ Admin Deal vs Publishing Deal16:51 Funding Independence With Distribution and YouTube Foundry18:38 Structuring JVs for Company Expansion19:34 Why Artists Become Executives

    20 min

  3. 2d ago ·  Bonus

    Inside the Playbook: Muyiwa Awoniyi on The Truth About Afrobeats Going Global

    Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to break down the truth about Afrobeats going global and what African artists need to understand before chasing the American music market. In this clip, Muyiwa explains why artists need to build real leverage at home first, how cultural ripple effects shape global crossover, and why labels must invest in African music infrastructure instead of only extracting from the culture. He also gets into why modern managers have to think like CEOs, how to create music moments with intention, and how Tems’ team built trust, equity, and long-term strategy around her career. A must-listen for artists, managers, music executives, and anyone serious about Afrobeats, African music, global crossover, and the business behind the music. Simply put, a conversation like this doesn't come cheap. Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/ Listen to the full episode here - Spotify: https://open.spotify.com/episode/1duk4mJxoVF7D9G5Whhjqk?si=mI5dFiQAT7uwrOUXtFLlHA Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook In this episode:00:00 Visitor Mindset in America00:25 Does the West Water Down Afrobeats?01:34 Cultural Ripple Effects and Global Music02:18 Breaking Into the U.S. Music Market02:49 Why Labels Miss Cultural Nuance04:07 Investing in African Music Infrastructure05:03 Why Artist Managers Are CEOs Now05:53 Creating Music Moments and Planning Ahead07:00 Twitter Fans, Criticism, and Artist Strategy08:21 Artist-Centered Management vs Business08:52 Going All In for Artists09:36 Building Trust, Equity, and Long-Term Leverage

    10 min

  4. 3d ago ·  Bonus

    Inside the Playbook: Muyiwa Awoniyi on How to Build Beyond the Music

    Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to break down how Tems’ team built a business beyond the music. In this clip, Muyiwa explains why The Leading Vibe treats expenses as investments, how they built an ecosystem around Tems, and why ownership, valuation, team culture, fan engagement, and business literacy matter for long-term success. He also talks about Tems as both artist and executive, building a female-led team culture, why fans buy into movements, developing new artist Rue, and why discipline matters more than motivation. A must-listen for artists, managers, music executives, and independent artists serious about building something that lasts. Simply put, a conversation like this doesn't come cheap. Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/ Listen to the full episode here - Spotify: https://open.spotify.com/episode/1duk4mJxoVF7D9G5Whhjqk?si=mI5dFiQAT7uwrOUXtFLlHA Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook In this episode:00:00 Investing in Tems00:34 Building the Artist Company01:43 Tems as Artist and Executive02:50 Team Operations and Business Structure04:06 Female-Led Team Culture04:57 Why Fans Buy Into Movements06:12 Fan Engagement in Today’s Music Industry07:44 What Makes New Talent Stand Out08:12 Introducing New Artist Rue09:10 Tems Origin Story10:52 Pressure, Responsibility, and Leadership15:32 Discipline Over Motivation16:17 Why Muyiwa Manages Artists

    17 min

  5. 4d ago ·  Bonus

    Inside the Playbook: Muyiwa Awoniyi on The Business Behind Tems

    Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to explain why real artist management starts with protecting the person before the music. In this clip, Muyiwa breaks down his people-first approach to managing Tems, why mental, spiritual, and physical well-being come before strategy, and how shared vision shapes the team’s decisions. He also gets into Tems’ RCA license deal, music ownership, master reversion, rollout strategy, Coachella with Justin Bieber and Wizkid, artist branding, authenticity, and building a sustainable company beyond the illusion of success. A must-listen for artists, managers, music executives, and anyone serious about artist development, ownership, and the business behind global music. Simply put, a conversation like this doesn't come cheap. Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/ Listen to the full episode here - Spotify: https://open.spotify.com/episode/1duk4mJxoVF7D9G5Whhjqk?si=mI5dFiQAT7uwrOUXtFLlHA Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook In this episode:00:00 Music as a Vehicle00:22 People-First Artist Management02:57 Team Alignment and Shared Vision04:39 Music Ownership and RCA License Deal05:33 Rollout Strategy and Surprise Drops07:09 Coachella With Justin Bieber and Wizkid11:10 Artist Narrative and Brand Building14:11 Authenticity, Fame, and Artist Development16:17 Saying No and Staying Aligned19:55 Real Success and Long-Term Business

    22 min

  6. 6d ago

    The Manager’s Playbook 069: Muyiwa Awoniyi - Tems, Afrobeats, Artist Management, Music Ownership, Global Strategy & Partnerships

    Tems’ manager and partner Muyiwa Awoniyi joins The Manager’s Playbook to break down the strategy behind building Tems into a global music star. Muyiwa shares his people-first approach to artist management, why Tems’ team prioritized ownership over quick checks, how they structured their RCA license deal, and what it takes to build an artist career that can grow beyond music. This conversation covers Afrobeats, African music, artist management, music ownership, branding, fan engagement, publishing, label infrastructure in Africa, and building a global artist ecosystem without losing the vision. A must-listen for artists, managers, music executives, and anyone serious about the business behind global music. 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://form.typeform.com/to/JNELnGw9?utm_source=xxxxx&typeform-source=bit.ly#fbclid=xxxxx&gclid=xxxxx Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/ Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ New episodes drop Sundays @ 10am ET In this episode: 00:00 Afrobeats Money Mistakes 01:24 People-First Artist Management 04:17 Ownership Over Checks 06:57 Coachella With Justin Bieber & Wizkid 10:59 Branding and Artist Narrative 19:45 Diversifying Beyond Music 24:59 Why Fans Buy Into Movements 26:48 Fan Engagement in the Experience Era 40:42 Afrobeats, America, and Global Crossover 43:33 Why Labels Need Infrastructure in Africa 44:22 Why Artist Managers Are CEOs Now 50:51 Building Tems From Scratch 54:11 Partnerships Over Transactions 01:07:41 The Weeknd Blueprint, Equity, and Ownership 01:10:20 Funding Independence 01:11:36 Publishing Advances and Admin Deals 01:23:56 Omah Lay Split and Deal Fix 01:32:48 Artist vs. Entertainer Focus 01:34:39 Faith, Purpose, and Staying Grounded

    1h 39m

  7. May 30 ·  Bonus

    Inside the Playbook: Matt Hansen on Artist Mode vs CEO Mode

    Matt Hansen joins Mauricio Ruiz on The Manager’s Playbook to talk about the balance between being the artist and being the CEO of your music career. Matt explains why thinking about ROI, TikTok hits, or business strategy while writing can hurt the song and why he has learned to separate the creative process from the business side. He also breaks down testing songs on TikTok, revisiting hooks, preparing for headline tours, protecting his voice, delegating on the road, and building a team culture rooted in trust, kindness, drive, accountability, and initiative. This conversation is for independent artists, managers, music marketers, and aspiring music executives who want to understand how to build a real artist business without losing the creative centre. Simply put, a conversation like this doesn't come cheap. Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/ Listen to the full episode here - Spotify: https://open.spotify.com/episode/54E4CbJCx5Mc7tKAlwIySp?si=Vg5LiESwTBWKYKRsO6usiA Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook

    21 min

  8. May 29 ·  Bonus

    Inside the Playbook: Matt Hansen on TikTok Hooks That Drive Streams

    Matt Hansen joins Mauricio Ruiz on The Manager’s Playbook to break down how independent artists can make content that actually moves the music. Matt explains how he built a short-form content system around TikTok hooks, emotional targeting, teaser windows, and fan data, including writing 15 hooks per song with his managers and focusing on the first 2-3 seconds of every video. He also shares how he built a 300K-400K SMS/email fan list through Laylo, pre-saves, tour pre-sales, and a “text me” number in his Spotify bio, helping create a reliable first-day streaming baseline without depending only on playlists or the algorithm. This conversation is for independent artists, managers, music marketers, and aspiring music executives who want to understand how content strategy, direct fan data, and emotional storytelling can turn attention into real career leverage. Simply put, a conversation like this doesn't come cheap. Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/ Listen to the full episode here - Spotify: https://open.spotify.com/episode/54E4CbJCx5Mc7tKAlwIySp?si=Vg5LiESwTBWKYKRsO6usiA Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook

    21 min
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4.8
out of 5
18 Ratings

About

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.

Information

  • Creator
    The Manager's Playbook
  • Years Active
    2024 - 2026
  • Episodes
    304
  • Rating
    Explicit
  • Copyright
    © The Manager's Playbook
  • Show Website
    The Manager's Playbook

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