The Manager's Playbook

Episod

• The Manager’s Playbook 071: Lecrae - Christian Hip-Hop, Reach Records, Independence, Faith, Artist Development & Music Business 14.06.2026 1j 41min

  In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Lecrae for a conversation about faith, hip-hop, independence, and what it really means to build when the industry doesn’t know where to put you.Lecrae breaks down how he navigated the divide between mainstream hip-hop and Christian music, why Reach Records had to become fully independent, and how community, touring, and direct fan support helped build one of the strongest independent businesses in music.We also get into Christian radio, the business of gospel and Christian music, artist development, building a healthy team, balancing CEO vs artist decisions, podcasting, media, ownership, and why independent artists need to understand their audience before chasing industry approval.A must-listen for artists, managers, music executives, Christian hip-hop fans, and anyone serious about building outside the traditional music business system.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=xxxxxWant your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/Book a 1:1 Strategy Session with Mauricio Ruiz, host of The Manager's Playbook, with over 16 years of experience for tailored advice for artists and managers. Consultation Fees Apply https://calendly.com/themanagersplaybookWatch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Sundays @ 10am ET
• Inside the Playbook: Veikko Fuhrmann on The Touring Business Behind Latin Music’s Global Rise 13.06.2026 18min

  In this clip from The Manager’s Playbook, Mauricio Ruiz talks with Peso Pluma’s Tour Director, Veikko Fuhrmann, about the business behind Latin touring across the U.S., Canada, and Latin America.Veikko breaks down how touring deals differ by market, from flat promoter packages in Latin America to U.S. and Canadian models built around splits, overages, settlements, taxes, union fees, and visas.They also get into building We Are Live, bringing Latin acts like Nicky Jam and Romeo Santos into major Canadian arenas, working with Ricky Martin, and what it takes to bridge cultures, crews, cities, and expectations on the road.For artists, managers, promoters, tour managers, and music executives, this is a real look at how the Latin live music business actually works.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/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7gWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybookTopics include:Latin touring, Peso Pluma, tour management, promoter deals, arena shows, Nicky Jam, Romeo Santos, Ricky Martin, U.S. touring, Canadian touring, visas, taxes, and artist management.
• Inside the Playbook: Veikko Fuhrmann on What a Tour Director Really Does 12.06.2026 9min

  In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with Peso Pluma’s Tour Director, Veikko Fuhrmann, to break down what a tour director actually does on a music tour.Veikko explains why the job is so much more than logistics. It’s cash flow, startup costs, payroll, vendor payments, credit card spend, delayed settlements, promoter advances, and making sure the tour can keep moving without the money falling apart.They also get into why great tour directors ask better questions, how artists get paid on tour, and why some promoter advances can feel less like free money and more like a loan.For artists, managers, tour managers, independent teams, and music executives, this is a practical look at the business behind the road.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/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7gWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybookTopics include:Tour directors, tour management, artist cash flow, touring startup costs, promoter advances, earn-out deals, business managers, artist payments, and live music business.
• Inside the Playbook: Veikko Fuhrmann on The Hidden Tour Expenses Artists Don’t Understand 11.06.2026 20min

  In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with live touring specialist and Peso Pluma Tour Director Veikko Fuhrmann to explain why a tour guarantee does not always mean an artist is making money.Veikko breaks down how tour offers are built, what guarantees and overages actually mean, how promoter splits work, and why every expense matters once a show moves past the guarantee.They also get into arena and stadium logistics, curfews, overtime, runners, carnets, day sheets, settlement sheets, and the real business behind protecting artist profit on the road.For artists, managers, tour managers, independent teams, and music executives, this is a clear look at how touring money really works.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/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7gWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybookTopics include:Tour guarantees, overages, artist expenses, promoter splits, tour management, arena logistics, settlement sheets, curfews, touring documents, and live music business.
• Inside the Playbook: Veikko Fuhrmann on Tour Money for Artists and Managers 10.06.2026 21min

  In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with live touring specialist Veikko Fuhrmann of We Are Live to break down how artists lose money on tour and how the right team can fix it.Veikko explains why tour management is really about protecting the artist’s money, from club-level P&Ls and merch sales to promoter expenses, cash flow, insurance, touring LLCs, and upfront costs.This is a practical conversation for artists, artist managers, tour managers, independent teams, and music executives trying to understand the financial reality of touring before the road gets expensive.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/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7gWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook
• The Manager’s Playbook 070: Veikko Fuhrmann - Music Touring, Tour Management, Live Business, Artist Expenses, Tour Budgets & Global Touring 07.06.2026 1j 39min

  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=xxxxxWant 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 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.
• Inside the Playbook: Muyiwa Awoniyi on Building a Company Around the Artist 06.06.2026 19min

  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=mI5dFiQAT7uwrOUXtFLlHAWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠In 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
• Inside the Playbook: Muyiwa Awoniyi on The Truth About Afrobeats Going Global 05.06.2026 9min

  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=mI5dFiQAT7uwrOUXtFLlHAWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybookIn 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
• Inside the Playbook: Muyiwa Awoniyi on How to Build Beyond the Music 04.06.2026 17min

  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=mI5dFiQAT7uwrOUXtFLlHAWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybookIn 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
• Inside the Playbook: Muyiwa Awoniyi on The Business Behind Tems 03.06.2026 21min

  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=mI5dFiQAT7uwrOUXtFLlHAWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybookIn 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
• The Manager’s Playbook 069: Muyiwa Awoniyi - Tems, Afrobeats, Artist Management, Music Ownership, Global Strategy & Partnerships 31.05.2026 1j 38min

  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=xxxxxWant 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 ETIn this episode:00:00 Afrobeats Money Mistakes01:24 People-First Artist Management04:17 Ownership Over Checks06:57 Coachella With Justin Bieber & Wizkid10:59 Branding and Artist Narrative19:45 Diversifying Beyond Music24:59 Why Fans Buy Into Movements26:48 Fan Engagement in the Experience Era40:42 Afrobeats, America, and Global Crossover43:33 Why Labels Need Infrastructure in Africa44:22 Why Artist Managers Are CEOs Now50:51 Building Tems From Scratch54:11 Partnerships Over Transactions01:07:41 The Weeknd Blueprint, Equity, and Ownership01:10:20 Funding Independence01:11:36 Publishing Advances and Admin Deals01:23:56 Omah Lay Split and Deal Fix01:32:48 Artist vs. Entertainer Focus01:34:39 Faith, Purpose, and Staying Grounded
• Inside the Playbook: Matt Hansen on Artist Mode vs CEO Mode 30.05.2026 21min

  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=Vg5LiESwTBWKYKRsO6usiAWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook
• Inside the Playbook: Matt Hansen on TikTok Hooks That Drive Streams 29.05.2026 21min

  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=Vg5LiESwTBWKYKRsO6usiAWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook
• Inside the Playbook: Matt Hansen on the ROI of Opening Slots 28.05.2026 18min

  Matt Hansen joins Mauricio Ruiz on The Manager’s Playbook to break down the real business behind touring as an independent artist.Matt explains how he used short-term distribution deals to fund touring and releases, why he kept ownership of his earlier songs, and how opening for artists like Train, Teddy Swims, Alec Benjamin, and Lauv helped grow his audience.He also talks about losing up to $140K on opening slots, turning live performance clips into streaming growth, and how “Let Em Go” jumped from around 90K to 600K daily Spotify streams.This conversation also covers catalog ownership, touring ROI, front-of-house relationships, performing with no soundcheck, and why opening slots can be one of the best ways for artists to build leverage.For independent artists, managers, music marketers, and aspiring music executives, this is a practical look at how touring can create value beyond the nightly settlement.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=Vg5LiESwTBWKYKRsO6usiAWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook
• Inside the Playbook: Matt Hansen on What Happens After Going Viral 27.05.2026 19min

  Matt Hansen went viral overnight after posting a one-take Frank Ocean “Godspeed” cover in a parking garage.In this clip from The Manager’s Playbook, Matt joins Mauricio Ruiz to talk about what happened after the viral moment: going from 500 TikTok followers to 500,000 overnight, getting immediate major label interest, taking meetings alone while still at UCLA, and learning how to protect his leverage as an independent artist.Matt also breaks down finding the right managers, using data to guide his cover strategy and branding, building a “mini label” around himself, staying independent through distribution, and investing in touring even when the early numbers did not make sense on paper.This conversation is for independent artists, managers, music marketers, and anyone trying to understand how a viral moment can turn into a real music career.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=Vg5LiESwTBWKYKRsO6usiAWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook
• The Manager’s Playbook 068: Matt Hansen - 1 Billion Streams, TikTok Covers, Independent Artist Strategy, Touring ROI & Orchid 24.05.2026 1j 43min

  Matt Hansen went from posting TikTok covers to building a billion-stream independent music career.In this episode of The Manager’s Playbook, Matt joins Mauricio Ruiz to break down how a one-take Frank Ocean “Godspeed” cover in a parking garage took him from 500 followers to 500,000 overnight, sparked major label interest, and forced him to learn the music business fast.Matt opens up about staying independent, finding the right managers, building a mini-label team, using distributor deals to fund growth, losing money on tour, turning opening slots into content ROI, collecting fan data, and separating CEO mode from artist mode.This conversation is for independent artists, artist managers, music marketers, aspiring music executives, and anyone trying to understand how a viral moment can become a real career.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=xxxxxWant 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 include: TikTok music strategy, artist development, touring, opening slots, distributor deals, catalog ownership, fan data, songwriting, content strategy, and Matt’s debut album Orchid.Listen to more episodes of The Manager’s Playbook wherever you get your podcasts.
• Inside the Playbook: Mauricio Ruiz on Why He Started The Manager’s Playbook 23.05.2026 14min

  How The Manager’s Playbook Became Music’s Insider PodcastIn this clip from The Manager’s Playbook, Mauricio Ruiz shares why he created the podcast and how it became a way to give music industry knowledge back to the community.Mauricio talks about stepping away from artist management, wanting to build his own IP, and turning private “inside baseball” conversations into a public platform for artists, managers, executives, and creatives.He also shares how the podcast started with Troy Carter as the first guest, why Toronto is at the heart of the mission, and how Erica and Mel helped build the show through trial and error.This one is for artists, managers, aspiring music executives, and anyone trying to understand how the music business really works.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 include:The Manager’s Playbook, Mauricio Ruiz, Troy Carter, artist management, music business, Toronto music scene, building IP, podcasting, music executives, independent artists, publishing, content strategy, and giving back to the community.
• Inside the Playbook: Mauricio Ruiz on The Artist Manager Skills Nobody Talks About 22.05.2026 8min

  When Is an Artist Ready for a Manager?In this clip from The Manager’s Playbook, Mauricio Ruiz breaks down what artists and managers should understand before working together.Mauricio talks about why management is rooted in value, trust, communication, and the ability to sell a vision. He explains how a sales background can help managers build thick skin, ask better questions, read the room, build rapport, and turn conversations into real next steps.The conversation also covers creative ways artists can build teams when cash is limited, including offering points on masters, as well as basic music publishing concepts like songwriter share, publisher share, mechanicals, performance rights, and sync.This one is for artists, managers, and aspiring music executives trying to understand how to build real relationships in 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/0EpX71F9JklAmZAEdXsRKA?si=877g60VXRImVmjV0j-ud6AWatch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybookTopics include:Artist management, music business, sales skills, networking, building relationships, master points, independent artists, music publishing, songwriter share, publisher share, sync, performance royalties, and The Manager’s Playbook.
• Inside the Playbook: Mauricio Ruiz on How Jessie Reyez’s First Song Sparked a Label Bidding War 21.05.2026 28min

  In this clip from The Manager’s Playbook, Mauricio Ruiz breaks down the early days of managing Jessie Reyez and the strategy behind her breakout single, “Figures.”Mauricio shares what made Jessie undeniable from the beginning: her work ethic, voice, authenticity, and the team that helped build the foundation around her. He talks about the role of The Remix Project, Junia-T, Byron Wilson, Dana Meyerson, Spotify relationships, and how “Figures” gained momentum through FADER, Zane Lowe, and New Music Friday.The conversation also gets into the major label bidding war that followed, why the team chose Island Records, and how doing a publishing deal before the label deal helped create leverage.This one is for artists, managers, and young music executives trying to understand artist development, rollout strategy, publishing, record deals, and how to build momentum before signing.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 include:Jessie Reyez, Mauricio Ruiz, artist management, “Figures,” Spotify New Music Friday, FADER, Zane Lowe, Island Records, publishing deals, major labels, artist development, Toronto music culture, and The Manager’s Playbook.
• Inside the Playbook: Mauricio Ruiz on How He Built Canada’s Biggest Music Video Company 20.05.2026 17min

  In this clip from The Manager’s Playbook, Mauricio Ruiz breaks down how he helped build Mad Ruk Entertainment into one of Canada’s biggest music video production companies.Mauricio reflects on the shift from million-dollar music video budgets to the digital era, where taste, storytelling, and execution started mattering more than access to massive budgets. He shares how YouTube, behind-the-scenes content, and online platforms changed the way artists could market themselves visually.He also talks about producing videos for artists like Avicii, Nicky Romero, SonReal, Future, and The Weeknd, including the viral Reddit moment behind SonReal’s “Everywhere We Go” and his experience executive producing Future’s “Low Life” featuring The Weeknd.This conversation is for artists, managers, directors, producers, and creatives trying to understand music videos, content strategy, artist marketing, budgeting, and the people side of production.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 include:Mad Ruk Entertainment, music videos, artist marketing, content strategy, YouTube, Reddit virality, The Weeknd, Future, Avicii, Nicky Romero, independent artists, music video budgets, and building creative teams.