The Manager's Playbook

Spotify paid $11B to music rights holders in 2025 but who actually gets the money?In this clip from The Manager’s Playbook, Mauricio Ruiz and Bryan Johnson from Spotify break down what the Loud & Clear report really means for artists, managers, songwriters, and the wider music business.They get into how Spotify royalties work, why payments go to rights holders first, what stream-share means, why “per-stream rates” are misleading, and how independent artists are participating in the growth of streaming.They also discuss how streaming helped lower the barriers for DIY artists, why Spotify was built as a response to piracy, how global music is cutting through, and why catalog value has changed in the streaming era.For artists, managers, and aspiring music executives, this is a clear look at how money moves through Spotify and why the headline number is only part of the story.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/0EpX71F9JklAmZAEdXsRKA?si=877g60VXRImVmjV0j-ud6AWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybookTopics Covered:00:00 Streaming Boom Stats00:31 DIY Artist Breakthroughs02:13 Mobile Streaming and Discovery04:21 From Piracy to Streaming05:41 Global Languages Breaking Through09:19 Loud & Clear Payouts12:10 Rights Holders Explained15:58 Stream Share vs Per-Stream Rates18:37 Artist Dilution Myth20:43 Catalog Sales in the Streaming Era

In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Bryan Johnson, Spotify’s Head of Artist and Industry Partnerships, International, for a rare inside look at how Spotify is shaping the modern music business.Bryan breaks down Spotify’s 2025 Loud & Clear report, including the $11B paid to rights holders, the growth of independent artists, the rise of the artist middle class, and why more artists are building real careers through streaming than ever before.They also get into the questions artists and managers actually care about:Who really gets paid?How do Spotify royalties work?Do playlists still matter?Is algorithmic discovery more important than editorial?What does AI mean for artists, songwriters, and rights holders?This conversation covers streaming royalties, Spotify for Artists, Fresh Finds, global music discovery, AI music, artificial streaming, ticketing, merch, catalog value, and why artist control matters more than ever.For artists, managers, songwriters, and aspiring music executives, this episode is a clear look at where the music economy is headed and what it takes to actually benefit from it.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/Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Sundays @ 10am ETTopics Covered00:00 Streaming Opens Doors02:04 Spotify Then vs Now06:45 Piracy to Streaming08:06 Global Languages Breaking Through11:43 Loud & Clear Report14:34 Who Actually Gets Paid18:22 Stream Share vs Per-Stream Rate23:08 Catalog Sales and Valuation33:44 Fresh Finds Breakouts43:32 The Artist Middle Class49:13 AI Music, Spam, and Spotify Policies55:48 Derivatives and Artist Opt-In01:09:11 Spotify’s Responsibility to Artists01:19:22 Getting Dropped by a Label01:26:43 The Future Music Economy01:27:44 Editorial vs Algorithmic Discovery01:31:32 How Spotify Pitching Works01:43:34 Superfans and Final ThoughtsListen to more episodes of The Manager’s Playbook for conversations on artist management, music business strategy, streaming, labels, publishing, marketing, and the future of the music industry.

What does the future of artist development actually look like in a democratized music business? In this clip, Chris Anokute breaks down why younger artists, managers, and executives are building their own systems, skipping old gatekeepers, and using new tools to break artists faster than previous generations.He also explains why superstar careers are still possible, why artist development now requires more patience and a longer view, and how the next wave will come from blending old-school taste and development with modern marketing, audience acquisition, and AI-assisted strategy.This clip is for artists, managers, A&Rs, and music executives thinking about artist development, independent music strategy, AI in music, fan growth, audience building, and the future of the 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/1V06xjz5nGBJO77fYwdH14?si=K1M5F0F9QwK4xxbD-1K-6QWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook

What makes an artist worth backing before the data shows up? In this clip, Chris Anokute breaks down why real artist development starts with belief, desire, point of view, and trust; not just streams, looks, or momentum.He also reflects on the Jessie Reyez story, what major labels often miss because of red tape, why disrespect can cost companies great artists, and how timing, leverage, and real relationships shape careers in the music business.This clip is for artists, managers, A&Rs, and music executives thinking about artist development, record labels, management, leverage, mentorship, and how great talent gets recognized before the rest of the industry catches up.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/1V06xjz5nGBJO77fYwdH14?si=K1M5F0F9QwK4xxbD-1K-6QWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook

AI is already changing the music business, and artists can’t afford to ignore it. In this clip, Chris Anokute breaks down why AI is not a passing trend, how the industry may respond the same way it did with streaming, and why artists need to start paying closer attention to rights, royalties, and how their work could be used in the future.He also gets into why producers are quietly using tools like Suno, how artists can think about AI as a tool instead of a replacement, and why today’s real battle is not just music creation, it’s attention.This clip is for artists, managers, producers, and music executives trying to understand AI music, artist rights, royalties, record labels, IP, audience behavior, and the future of the 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/1V06xjz5nGBJO77fYwdH14?si=K1M5F0F9QwK4xxbD-1K-6QWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook

Why do artists still sign record deals if they don’t actually need them? In this clip, Chris Anokute breaks down the real value of record labels, why there’s no such thing as a universally “good” or “bad” deal, and what artists need to understand about rights, leverage, and ownership in today’s music business.He also explains why recouping even a small investment is harder than most people think, what it really costs to build momentum from zero, and how artists can start creating leverage through repertoire, content, strategy, and consistency.This clip is for independent artists, managers, music executives, and anyone trying to understand record deals, artist development, A&R, leverage, and the real economics of building in music today.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/1V06xjz5nGBJO77fYwdH14?si=K1M5F0F9QwK4xxbD-1K-6QWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook

In the part II of this Manager’s Playbook convo, Mauricio Ruiz sits back down with former EPIC Records executive Chris Anokute to talk about what AI means for artists, how Suno is already being used in music, and why the future of the music business will belong to people who know how to adapt.Chris breaks down the truth about record deals, why no deal is simply “good” or “bad,” and how artists can build leverage from zero through repertoire, content, strategy, and consistency. He also shares his thoughts on AI ethics, intellectual property, artist development, independent label operations, and what it takes to build the next superstar in a democratized music industry.This episode covers AI music, artist development, music business strategy, record deals, independent artists, A&R, audience growth, music marketing, and the future of the music industry.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/Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Sundays @ 10am ET

What does every producer need to know about the music business beyond making great records? In this clip, Khris Riddick-Tynes gets into the side of the game a lot of creatives learn too late, publishing structures, deal terms, mentorship, discipline, and why studying the greats still matters.He also breaks down how an old MDRC publishing deal became difficult once the business shifted to streaming, how supportive mentors helped him navigate it, and why producers need to understand more than just the studio if they want real longevity.If you care about music publishing, producer development, mentorship, songwriting, and learning how the music business actually works, this one’s for you.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/5wOQH0FOauCNaI3L8RANXx?si=TBK2clMnRkOmvZt0tvrCPgWatch the Episodes On Youtube: ⁠⁠⁠⁠https://www.youtube.com/@managersplaybook

Why did Kehlani’s “Folded” work the way it did? In this clip, Khris Riddick-Tynes breaks down how the record came together, why it needed more emotional nuance than a standard breakup song, and how trusting the feeling of a record can lead to something bigger.He also gets into how to motivate artists without forcing them, why substance matters more than technique, how he knew “Folded” was special, and what it takes to keep a slow-burn record moving through smart rollout, remixes, challenges, and staying close to what the audience is responding to.If you care about Kehlani, songwriting, artist development, hit records, music production, and the long game behind songs that last, this one’s for you.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/5wOQH0FOauCNaI3L8RANXx?si=TBK2clMnRkOmvZt0tvrCPgWatch the Episodes On Youtube: ⁠⁠⁠⁠https://www.youtube.com/@managersplaybook

Why do some artists last while others fade after one breakout moment? In this clip, Khris Riddick-Tynes breaks down the mindset behind real music career longevity, from resilience and studying your wins to avoiding short-term money traps and building demand the right way.He gets into why you have to watch the tape after a hit, why touring still matters, and how artists, managers, and producers can think beyond quick money and start building something that actually lasts.If you care about artist development, breakout songs, music business strategy, touring, and long-term success in music, this one’s for you.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/5wOQH0FOauCNaI3L8RANXx?si=TBK2clMnRkOmvZt0tvrCPgWatch the Episodes On Youtube: ⁠⁠⁠⁠https://www.youtube.com/@managersplaybook

Why do some songs fade fast while others last for years? In this clip, Khris Riddick-Tynes breaks down why the song still comes first; not the trend, not the moment, not the hype. He gets into why lyrics, melody, and emotional truth are what give records real staying power, and why track-first songs often burn out fast.The conversation also covers how SZA’s “Snooze” came together, why mentorship matters, what discernment looks like in A&R and executive production, and how great songs often start with honest conversations and difficult emotions.If you care about songwriting, artist development, music business, A&R, producer mindset, and building records that last, this one’s for you.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/5wOQH0FOauCNaI3L8RANXx?si=TBK2clMnRkOmvZt0tvrCPgWatch the Episodes On Youtube: ⁠⁠⁠https://www.youtube.com/@managersplaybook

Khris Riddick-Tynes, three-time Grammy-winning producer, songwriter, and Kehlani’s executive producer, joins The Manager’s Playbook to break down what really makes hit songs last.This conversation gets into songwriting, artist development, A&R, executive production, mentorship, and music business strategy, with stories behind SZA’s “Snooze”, Kehlani’s “Folded”, and the long game behind building records that connect. Khris also shares lessons on producer ego, trusting your instincts, navigating deals, studying the greats, and why the song still comes first.If you care about hit songs, music business, artist development, songwriting, and career longevity, this episode is for you.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/Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Sundays @ 10am ET

In this clip of The Manager’s Playbook, Hitmaka and Mauricio Ruiz unpack why the music industry does not create stars the way it once did.They get into what separated artists like Drake, Kendrick Lamar, and J. Cole from the pack, how algorithms and personalized discovery have changed the way audiences connect with music, and why the business needs more fearless creatives in positions of leadership.The conversation also explores artist development, label politics, NBA YoungBoy’s unique rise, the tension between taste and data, and what it really takes to build lasting success in today’s music business.A valuable listen for artists, producers, songwriters, managers, A&Rs, and music executives trying to understand the future of stardom, leadership, and culture in the music 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/7tjdQ69aragoLlzVBOxsFT?si=0hO2glznQ2GUHa1IU6j0OgWatch the Episodes On Youtube: ⁠⁠https://www.youtube.com/@managersplaybook

In this clip of The Manager’s Playbook, Hitmaka breaks down why the music industry is really a people business.From working with labels and independent artists to building trust, collaboration, and long-term leverage, Hitmaka shares how real relationships create opportunities in music. He also reflects on developing an artist connected to Gillie, how that led to an Epic deal, why getting invited back into the room matters, and the role humility plays in building a sustainable career.A valuable listen for artists, producers, songwriters, managers, and music executives looking to better understand how relationships, collaboration, and reputation shape success in the music 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/7tjdQ69aragoLlzVBOxsFT?si=0hO2glznQ2GUHa1IU6j0OgWatch the Episodes On Youtube: ⁠⁠https://www.youtube.com/@managersplaybook

In this clip of The Manager’s Playbook, Hitmaka breaks down how producers really get paid in the music business.He reflects on his time during Atlantic’s high-powered A&R era, how he helped shape the sound of modern R&B and hip-hop, and why songwriters have historically been undervalued. From the making of A Boogie’s “Look Back At It” to the strategy behind producer credits, advances, and building leverage, Hitmaka gives a real look at the business behind hit records.A must-listen for producers, songwriters, artists, managers, and music executives trying to better understand how the music business really works.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/7tjdQ69aragoLlzVBOxsFT?si=0hO2glznQ2GUHa1IU6j0OgWatch the Episodes On Youtube: ⁠⁠https://www.youtube.com/@managersplaybook

In this clip of The Manager’s Playbook, Hitmaka breaks down how producers really get paid in the music business.From song deals and publishing to fair splits, leverage, and non-exclusive relationships across labels, Hitmaka shares real insight into the business mechanics behind a successful producer career. He also talks about why he stays rooted in hip hop and R&B, the gatekeeping that exists in pop, why the industry is in a “refresh” era, and why building new talent matters now more than ever.A must-listen for producers, songwriters, artists, managers, and music executives trying to better understand how money, leverage, and opportunity really work in today’s music 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/7tjdQ69aragoLlzVBOxsFT?si=0hO2glznQ2GUHa1IU6j0OgWatch the Episodes On Youtube: ⁠https://www.youtube.com/@managersplaybook

In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Hitmaka, formerly Yung Berg, for a deep conversation on the real business behind hit songs.Hitmaka breaks down how hit records actually get made, from demo-first songwriting and producer collaboration to song deals, publishing, label politics, and artist development. He reflects on nearly three decades in music, the mindset that kept him going through every era of his career, and the lessons he learned building records like “Sexy Can I,” Big Sean’s “Bounce Back,” and A Boogie Wit da Hoodie’s “Look Back At It.”They also get into why writers often do not get paid properly, how producers create leverage, the importance of relationships in the music business, and why the industry needs more creative leadership.A must-listen for artists, producers, songwriters, managers, and anyone serious about understanding how the music industry really works.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/4b438pjWant 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/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Sundays @ 10am ET

Mike Caren breaks down what actually makes a song feel like a hit.This clip explores the role of A&R, taste, replay value, emotional connection, melody, lyrics, and creative judgment in today’s music business. Mike also talks about trusting your opinion, learning from missed calls, redefining what a hit means in the streaming era, and why great executives grow by focusing on their strengths instead of rushing titles.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 Have an Opinion00:58 What Makes a Hit03:18 Replay Test for Songs05:37 Gut Instinct Explained07:08 Defining Hits Today08:04 Culture vs Chart Peaks09:42 Career Moves for Execs10:58 Turning Down Promotions11:36 Choosing Your Strengths13:00 Closing Thoughts on Growth

Mike Caren breaks down why artists and managers need to have hard conversations early if they want to avoid bigger problems later.This clip is about artist-manager communication, label frustrations, project readiness, honest feedback, over-communication, and building stronger working relationships in the music business. It’s a sharp reminder that many issues are not solved by blame. They’re solved by clarity, direct conversations, and the willingness to address problems before they get expensive.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 Label Frustrations01:21 Tough Talks Early01:43 Is It Ready03:11 Feedback Not Gossip04:24 Ad Break Publishing06:12 Challenge To Improve08:13 Learning Softer Critique10:10 Over-communicate Always11:05 Decisions And Regret

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

In this clip from The Manager’s Playbook, we talk about the part of the music business that’s driving artists crazy: the endless “how to blow up” social media advice that sounds confident and works for almost nobody.JMSN explains why he pulled back from social platforms when it started feeling awful and how the unlock was getting less precious about it all. Instead of trying to look cool or chase engagement, he treats platforms like TikTok as low-stakes distribution: post the clips, post the memes, keep the reps going, and don’t let likes define the work. Because the goal isn’t to worship the algorithm. It’s to build a real fanbase and create repeatable momentum.We also get into how streaming behaviour has changed across platforms, why views/streams don’t tell the full story anymore (even though they can still validate what’s working), and how to lean into traction using tools like Instagram Trial Reels to reach non-followers, while keeping Instagram more curated, like an artist homepage.And we bring it back to the stuff that still matters: early community support, Toronto roots, and the real-world moments that often start the entire chain reaction.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 marketing, social media strategy for artists, TikTok for musicians, Instagram Reels strategy, YouTube growth, streaming strategy, artist development, artist management, fanbase building, momentum, independent artist, music industry

In this clip from The Manager’s Playbook, JMSN breaks down the real economics of the music industry: a record deal isn’t automatically “support.” It’s a trade of ownership and creative control for convenience.He explains why he’s stayed truly independent, keeping 100% of his master recordings and music publishing, even as major labels, “indie labels,” and distribution deals come with big advances and major-level resources. His deal math is simple: if a label is offering you a serious check, it usually means they believe you can generate far more on your own. So the real question becomes: what are you giving up for that advance?We also talk about the reality of A&R bandwidth, why “label help” often lacks real thought and care, and how major label release volume makes it hard for artists to ever feel prioritized. JMSN shares how momentum (including “Soft Spot”) can trigger urgency tactics from the industry and why patience and long-term thinking matter when you’re choosing partners.The takeaway for artists, managers, and aspiring music executives: the best support isn’t always a label. Sometimes it’s building the right artist management team, protecting the upside, and letting the right decisions reveal themselves over time.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/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, artist management, record deal, major label, independent artist, distribution, publishing royalties, masters ownership, leverage, A&R, artist development, music marketing.

In this episode of The Manager’s Playbook, I sit down with JMSN, artist, multi-instrumentalist, producer, and one of the best case studies for what real independent artist success looks like when you stop waiting for the industry to “pick you.”We talk about why he stays fiercely DIY (not just “indie”) from owning your masters and building leverage without relying on a major label or a hype-driven record deal. JMSN breaks down the part most artists and managers don’t like posting about: being independent means you’re basically the label—funding the art, building the systems, and learning how to turn momentum into a repeatable release strategy.We also get into modern music marketing that doesn’t feel like selling your soul: why a great music video can be the best long-term “ad,” how content becomes distribution (TikTok, Instagram, YouTube), and why streams and metrics don’t always tell the full story anymore, especially when the real goal is fanbase growth and turning streams into fans. Plus: touring as the engine, merch and direct-to-fan thinking, and how the right artist management support can replace the kind of “label help” that rarely comes with real care.If you’re an artist, manager, or aspiring music exec trying to build a career outside industry norms, press play.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Tuesdays @ 10am ET

In this Manager’s Playbook clip, J. Erving unpacks a “superpower” that’s quietly responsible for most long careers in the music business: surrounding yourself with the right people, reading the room, and staying calm under pressure.He connects it to boxing, where the real skill isn’t just throwing punches, it’s staying composed enough to see what’s happening, position yourself, and set up the next move. He shares a story about getting caught in the final seconds of sparring after letting his guard down, and how that lesson translates directly to leadership: you don’t coast because you think you’ve already won, you finish the round.From there, we talk about the music industry’s “what have you done for me lately?” reality, especially after closing a management chapter with Troy Carter. J explains why music managers are entrepreneurs, no one is coming to hand you the next opportunity. You have to build it, create it, and keep moving.He also speaks on staying connected to younger leaders through real, non-transactional relationships, and why rebuilding Human Re Sources required becoming a student again, learning from the independent era, the community, and the people closest to where culture is shifting next.If you’re an independent artist, music manager, A&R, or aspiring music executive, this clip is a sharp reminder: composure, positioning, and team-building are career skills, not personality traits.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this Manager’s Playbook clip, J. Erving III breaks down what changes when you go from managing outside the label system to operating inside it, and why most “label frustration” is really a culture and operations disconnect.He explains that the biggest difference isn’t budget, it’s company culture: how teams work, how urgency shows up, and why an independent-minded operation can’t afford to “clock out” the way traditional systems sometimes do. J also shares how access to ops tools, finance, data, research, and better label intel can dramatically improve decision-making, while still protecting a culture that moves like an indie inside a corporate partnership.We get into what real autonomy looks like with the right partners (SONY/The Orchard), how Human Re Sources wasn’t built to be acquired (but the acquisition moved fast), and why music distribution is more saturated than ever, making manager quality and execution the real separator.Finally, he calls out manager red flags (excuses, blame, lack of accountability), reflects on lessons from the Freeway era, and lands on a business rule that applies to music too: bet on teams over ideas (including perspective from working alongside operators like Troy Carter).If you’re an independent artist, a music manager, or an aspiring music exec trying to build systems, scale teams, and stop waiting on partners to “save” the plan, this clip is for you.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this Manager’s Playbook clip, J. Erving breaks down a truth the music business loves to forget: artist trust is built in the off-season.Not when the venue is sold out. Not when the streams spike. Real artist management is dinners, conversations, check-ins, and showing up early, like being present when there are 57 people in the room, because you can’t “build the relationship” once it’s an arena. Care isn’t branding. It’s behaviour.J also explains how great teams use live shows as A&R data, watching crowd reactions, testing records in real time, and turning those moments into release strategy (including a story that led to re-releasing Jessie Reyez’s “Imported” with a new feature). From there, we get into digital indicators that matter before the numbers are huge, like TikTok/Reels “creates”, and how moving quickly on those signals can drive content strategy, music marketing, and streaming growth. RAYE’s “Escapism” comes up as a case study in timing, preparation, and execution.Finally, J talks leadership: building a culture-first team (predominantly people of colour, primarily women), holding the team accountable for the opportunity, and trusting younger ears to champion new music, because mentorship and fresh perspective keep A&R sharp.If you’re an independent artist, music manager, or aspiring exec, this is a masterclass in care, systems and execution.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this Manager’s Playbook clip, J. Erving breaks down how top music executives, A&Rs, and elite artist managers actually identify greatness and it’s not just “talent.”We talk artist development through an athlete lens: discipline, work ethic, reps, and dedication to craft are what separate artists with potential from artists with longevity. Because “goosebumps” from a record is real… but it’s not enough. The real question is: who’s the person behind the music, and do they have the character and vision to execute for years?J uses RAYE as a case study for an artist-led career, an independent artist staying “captain of the ship,” while a distribution partner supports where it’s needed. We also get into bespoke label services, why you can’t cheat the work, and how long-term partnerships in the music business survive through humility, accountability, and “strong opinions loosely held.”If you’re an independent artist, an aspiring music manager, or a future music executive, this clip is a masterclass in what the industry is really rewarding right now.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this episode of The Manager’s Playbook, I’m joined by J. Erving III, CEO & Founder of Human Re Sources (a SONY Music/The Orchard partner), to talk about what it really takes to build an artist-led career in today’s music business.We get into artist development through the lens of elite sports: the “goosebumps” moment matters, but discipline, work ethic, and execution are what separate great artists from talented ones. J breaks down how they support independent artists with music distribution and label services without hijacking the vision, plus why RAYE is the perfect example of an artist staying “captain of the ship,” from creative control to how early TikTok/Reels indicators helped spark momentum around “Escapism.”We also talk team-building, music industry leadership, culture, and what he learned alongside operators like Troy Carter, including why in both business and music, you should always bet on teams over ideas.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Tuesdays @ 10am ET

If you’re a songwriter, producer, or manager, this is the publishing conversation that saves people from “congrats on the deal” regret.In this clip, Jacob Paul breaks down what a co-publishing (co-pub) deal really is, because a lot of creators sign one thinking they’re buying support, when they’re actually giving up catalog ownership. In a typical co-pub, the publisher collects your publishing royalties and takes a piece of the copyright, often half of the publisher’s share (commonly translating to ~25% of the total copyright), and in some deals the publisher takes the entire publisher’s share. Translation: you’re not just paying a fee. You’re trading future leverage.The hard truth is that early-career co-pubs can be selling low, unless the publisher genuinely delivers: real creative doors, real placements, real career acceleration, and an advance that matches the ownership you’re giving up.Jacob also explains why many independents prefer a publishing administration (admin) deal: you keep 100% ownership, the admin handles song registrations, splits, metadata, and global royalty collection, and you pay an admin fee for a set term, without getting locked into a permanent rights grab.If you care about music business fundamentals, publishing deals, and protecting your catalog like an asset, this is required listening.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify:https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

If you’re an independent artist, producer, or songwriter, there’s a good chance you’re doing the loud part right (streams, content, growth) while missing the quiet part that builds real stability: music publishing royalties.In this clip, Jacob breaks down the two buckets creators overlook the most, mechanical royalties and international publishing royalties, and why “I’ll set it up later” is one of the most expensive sentences in the music business. Publishing is a system: song registrations, splits, metadata, and global collection. When it’s built correctly, your songwriting catalog can compound into a real residual business, an asset you can leverage, sell, or pass down.We also talk directly to producers: if you contributed to the composition (not just the master recording), you should be negotiating for publishing splits and registering them consistently. Because unclaimed royalties don’t wait forever, after a window, they can become unallocated and end up in the black box, redistributed based on market share. The scale of the problem is massive, and the fix is boring, but profitable.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify:https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

You can be “up” on Spotify and still collect $0 in publishing royalties.That’s the quiet trap: publishing isn’t paid by default. Master recording money tends to flow through labels and distributors. But music publishing lives in the backend, song registrations, splits, metadata, and global royalty collection, and if you don’t proactively set it up across territories, the system won’t warn you. You’ll just stay unpaid.In this clip, Jacob Paul breaks down why “I joined ASCAP/BMI” is a great first step but not the finish line. Performing rights organizations typically focus on performance royalties and mostly collect directly in one territory, while international publishing collection often relies on reciprocal agreements that can add middlemen, slow reporting, reduce transparency, and leave real money behind, especially when mechanical royalties and worldwide streaming are involved.That’s why global publishing administrators exist: to register songs broadly, match splits, and help creators collect publishing income more efficiently worldwide. We also touch on KOSIGN and why flexible publishing administration matters for independent artists, producers, songwriters, and managers who want systems without getting boxed into old-school deals.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify:https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook