The Manager's Playbook

The future of music in Africa is full of energy but the infrastructure isn’t there yet. In this clip, Tuma Basa and I unpack the real story behind the rise of African music. From venue shortages and publishing gaps to the global influence of organizations like Live Nation and investors like China, we explore what it’ll take to build something sustainable. We also spotlight emerging African artists...

In Episode 031 of The Manager’s Playbook , Tuma Basa, former head of Spotify's RapCaviar and Director of Black Music & Culture at YouTube, joins Mauricio Ruiz for a deep dive into the evolution of music curation, platform strategy, and long-term artist relevance. Tuma shares his journey from BET to Spotify to YouTube, and breaks down how emotional intelligence, cultural adaptability, and curio...

In this clip of The Manager’s Playbook , I talk with Mag Rodriguez about the artist who helped change everything: LaRussell. After being introduced to EVEN, LaRussell became the platform’s first artist, and the proof of concept. What followed was a masterclass in independent strategy: $27K in just hours, $100K within a month, and a new blueprint for how artists can scale without relying on traditi...

In this clip of The Manager’s Playbook , I sit down with Mag Rodriguez to talk about the journey few founders ever get to share, what it means to break into venture capital as a Latino entrepreneur. Mag opens up about growing up in an immigrant household, the early lessons in hustle and resilience, and the winding path from managing artists to leading a tech company backed by venture capital. We g...

In this clip of The Manager’s Playbook , Mag Rodriguez and I explore the future of music monetization and what it means to truly go global. From innovative artist subscription models, like “pay what you want”, to untapped opportunities in the Global South, Mag Rodriguez breaks down how platforms like EVEN are making it easier for artists to reach fans in Africa, Latin America, and Asia. We dive in...

In this clip of The Manager’s Playbook , I sit down with Mag Rodriguez to unpack the exclusive J. Cole x EVEN collaboration celebrating the 10-year anniversary of Forest Hills Drive . We get into how this drop went far beyond music; with unreleased tracks, an original audio series, real-time fan engagement, and a global livestream straight from Madison Square Garden. Mag breaks down how the projec...

In this episode of The Manager’s Playbook , I sit down with Mag Rodriguez, founder and CEO of EVEN, a platform redefining how artists connect with fans and monetize their work across the globe. We unpack how EVEN helps artists go direct-to-fan, unlock new revenue streams, and build real community beyond the limitations of streaming and traditional industry models. Inside the episode:→ Building for...

In this clip of The Manager’s Playbook , Laurie Lee Boutet unpacks what it really means to lead as a woman in the music business. From empathy and collaboration to navigating bias and building strong teams, Laurie shares how her values and vision have shaped a powerful approach to artist management. She also discusses the importance of choosing the right distribution partners, like AWAL, to stay f...

In this clip of The Manager’s Playbook , Laurie Lee Boutet dives into why CRM (Customer Relationship Management) is a game-changer in today’s music industry. We break down the shift from radio to streaming, the rise of TikTok and algorithmic discovery, and how smart data collection powers meaningful fan connections. Laurie shares how tools like CRM helped guide The Beaches through viral growth and...

In this episode of The Manager’s Playbook , Laurie Lee Boutet breaks down why today’s music managers need to think like marketers and strategists. From her work with The Beaches to using platforms like Laylo to gamify fan engagement and build powerful email lists, Laurie shares how data, innovation, and artist alignment create real growth. Whether you're managing artists or building a brand, t...

Laurie Lee Boutet reflects on a major turning point in the music industry, when independent acts began rising and the label system struggled to keep up. She shares how Canada’s lack of infrastructure compared to the U.S. created unique challenges, and how going independent led to breakthrough moments with artists like Charlotte Cardin. A sharp look at strategy, innovation, and navigating change in...

In this episode of The Manager’s Playbook , we’re joined by Laurie Lee Boutet, Billboard Canada’s Manager of the Year and the powerhouse behind Charlotte Cardin and The Beaches. Laurie shares how she transitioned from Universal Music Canada to artist management, what she learned inside the label system, and how she’s built long-term success by trusting her instincts and empowering her artists. We...

In this clip of The Manager’s Playbook , we take a closer look at the relationship between artists, managers, and record labels, focusing on what it really takes to work effectively within a major label system. Lola Plaku and Mauricio Ruiz unpack the realities behind the title "Head of Marketing," offering insider knowledge on how labels operate, where communication often breaks down, an...

In this clip of The Manager’s Playbook , Lola Plaku shares the vision and journey behind Girl Connected: a mentorship program built to empower women pursuing careers in the music industry. Launched in 2018, Girl Connected is more than a mentorship initiative. It’s a platform for access, education, and career readiness. Lola unpacks how the program was designed to provide real-world experience, vet...

In this clip of The Manager’s Playbook , Lola Plaku joins Ruiz for a masterclass on artist development and marketing that actually moves the needle . Lola dives deep into how understanding an artist’s audience is the foundation of every effective strategy, from branding and content to touring and fan engagement. She shares personal stories and real-world lessons from her work with artists like The...

Lola Plaku joins The Manager’s Playbook for a powerful conversation on building a career in hip hop from the ground up. One of the few women to carve out real space in the industry, Lola reflects on her journey, from supporting local artists like Embassy to her early work with HipHopCanada, promoting shows, launching the I Luv Lola blog, and eventually managing artists and founding Girl Connected...

In this episode of The Manager’s Playbook , Lola Plaku unpacks her dynamic journey from the early days of HipHopCanada to managing global tours and launching her mentorship platform, Girl Connected. From building street teams for Big Sean to orchestrating major moves for French Montana, Lola’s story is a masterclass in hustle, strategy, and staying power. She breaks down the realities of artist ma...

In this clip from The Manager’s Playbook , Ray Daniels shares what it really means to pursue greatness and the price he paid for speaking up. He reflects on the impact of his viral 2020 letter, “Dear White Music Executives,” the pushback he faced, and the lessons learned navigating an industry that wasn’t built for him. From being blackballed to building his own platform, Ray talks validation, int...

In this clip of The Manager’s Playbook , Ray Daniels and I explore the “Science vs. Magic” theory in music and why mastering both is key to long-term success. We talk about how artists like Future evolved from pure creative instinct to strategic execution, and how Drake’s blend of intuition and structure sets a new standard in the industry. From viral moments to career longevity, this episode unpa...

In this clip of The Manager’s Playbook , we dive into what really makes a megastar. Ray Daniels unpacks the fandom, timing, and cultural impact behind two very different careers: Jay-Z and Bow Wow. One built a business empire later in life; the other dominated early with a loyal youth fanbase. We also get into Kanye, Nas, and why music success often feels like high school, where popularity and pow...

In this clip from The Manager’s Playbook , Ray Daniels and I break down the real difference between pop and urban splits and how the same record can pay out very differently depending on who’s involved. We unpack the math behind a triple platinum hit, talk producer and publishing cuts, and explore what every artist and manager needs to understand about the business behind the music. Plus, a look a...

Ray Daniels has seen every corner of the music business, from making hits to being blackballed, from major label boardrooms to building R.A.Y.D.A.R. Management from the ground up. In this episode of The Manager’s Playbook , Ray gets real about what it takes to survive, and last, in an industry that changes fast. We talk managing talent like Theron Thomas, how A&R shifted with data, and why the...

In this clip of The Manager’s Playbook , Russ shares the emotional cost of success and the internal reset that followed. From confronting public perception to redefining identity, he unpacks the deeper work that’s shaped his evolution as both an artist and a man. We talk emotional boundaries, mentorship, inner child healing, and what it takes to grow when the spotlight isn’t flattering. This isn’t...

In this clip of The Manager’s Playbook , Russ opens up about the pivotal moments that built his career. From Bugus filing the LLC at 18, to staying focused when things almost unraveled, to why a $250 check still means more to him than a $600K payout. This is the part of the journey most people don’t see: the loyalty, the small wins, and the grit behind the scenes that made everything else possible...

In this clip of The Manager’s Playbook , Russ shares the story behind one of the most unconventional label deals in the industry. He went from making $100K/month independently to partnering with Columbia, without giving up control . Russ breaks down how he retained ownership of his TuneCore catalog, structured profit splits, and built a system that still brings in seven figures a month from master...