Welcome to The Manager’s Playbook, my personal newsletter where I share insights, tips, and strategies for artist managers on how to navigate through the music business.

STRATEGY

Managers/ Agents

As the year concludes, I thought I’d keep the writing to a minimum and get right to the content.

Ian Schwartzman, executive and manager to Joe Budden, does a phenomenal job of breaking down exactly what the roles of manager and agent entails.

The clip is 6 minutes long but it’s well worth every second. Enjoy.

PAY ATTENTION

Breaking Artists in the Age of TikTok

“People point the finger at us and say TikTok’s not good at breaking artists. Our role shouldn’t be to break the artist. The label, the manager and the artist should break the artist.” - Ole Obermann, TikTok’s Global Head of Music Business Development

Wether you like it or not, the medium is the medium, and today the medium for Gen Z & Gen Alpha (2010-2024) is dominated by TikTok.

Interesting insights from Ole:

-TikTok has introduced their DSP service (Ex North America). Platform growth is still priority for TikTok as a whole, for now.
-Heard the rumbles of breaking only songs, not artists. Using Tate McRae as a case study to course correct the narrative. 

Your “why” is important. More than ever

You are no longer competing for attention with just music artist in 2024. You are now in what is called “the creator economy” competing for mindshare with tiktokers, influencers, youtubers, streamers and several more. The landscape has changed dramatically and attention is everywhere.

So I’m clear, You don’t have to change who you are. However, you will have to understand your message and why it is inherently the best version of yourself. Marketing is a big piece to this business. Learn what works for you and why

Great video by viralvideo.club (aka Yasin) below to better understand.

@viralvideo.club

Simon Sinek revealing the secret creators need to building die hard fans #howtogoviral #howtogrowontiktok #simonsinek #contentcreatoradvice

Santa Fe Klan Inks Management Deal With Prajin Parlay Inc.

CEO and manager of Peso Pluma, George Prajin signs Mexican Mega Rap Superstar, Santa Fe Klan. Prajin on a roll to end 2023. 2024 looking 📈

^{Note* This article may or may not be behind a paywall. So this may or may not be a pay wall climber HERE} 😬

The Top 10 Biggest Companies from 1980-2021

Top 10 biggest companies from 1980’s-2020’s.

Interesting note*
9/10 top companies in 2021 have a stake in music either through DSPs, AI Generated Music, or integrated circuits. For a relatively small market cap, the impact is global.

Country Streams YTD Going Brazy. 

In comparison to Top 50 of all genre: 

And so you get an idea on how big it can get, here are the top 50 songs of 2023 in terms of year-to-date revenue:

INDUSTRY NEWS

Scooter, Taylor, Peso, AI Drake/The Weeknd

In 2023, the music scene had its triumphs and challenges. Country and Regional Mexican music took the spotlight, while debates on issues like AI in music creation kept things interesting. Despite the ups and downs, 2023 signaled a real turning point in the music industry's landscape on several levels.

^{Note* This article may or may not be behind a paywall. So this may or may not be a pay wall climber HERE} 😬

HYBE, HYBE More HYBE and Catalogue Acquires

Korean music empire HYBE raised lots of capital and invested big in US music assets including Ithaca holdings and QC.

While multiples may have decreased, catalog acquisitions showed no signs of slowing down in 2023, with notable sales including those of Dr. Dre, Justin Bieber, Katy Perry, and others.

^{Note* This article may or may not be behind a paywall. So this may or may not be a pay wall climber HERE} 😬

Congrats Strombo!

In a world filled with remarkable individuals, you stand out as a true Canadian icon. Your recent appointment to the Order of Canada is a testament to your unwavering dedication, passion, and positive impact on our community.

Your ability to connect with people on a profound level has always been your hallmark. From your genuine kindness to your extraordinary talent, you've touched the lives of many, including mine.

Congratulations on this well-deserved honour, sir.

^{Note* This article may or may not be behind a paywall. So this may or may not be a pay wall climber HERE} 😬

ON REPEAT.. 🔥

Shoutout the bro BJ The Chicago Kid for this classic song and project. I always go back to this one. Great record/message to get the year started right.

Spotify | Apple Music

WHAT WE’RE WATCHING

Nipsey x Gary Vee

If we’re still strolling down memory lane, this interview is six years old, but its relevance remains undiminished. Join Gary Vee and the late, great Nipsey Hussle in a captivating conversation that continues to resonate.

Gino The Ghost

Easily one of my favourite follows on Instagram. He’s a 2x grammy award winner who brings a ton of comedy to his social content but more importantly, he’s spitting A LOT of facts, like this reel right here.

CHECK THIS OUT

The Best Music Industry Job Openings

Have a look at ROSTR’s job board for some of the most exciting and impactful jobs in the industry. Stay hungry. Stay open.

Bio

I’m Mauricio Ruiz, the Founder/CEO of 8 Til Faint, a talent management agency with 5+ billion audio streams worldwide. Past and current clients include Grammy nominated, Juno Award winning multi-instrumentalist and singer songwriter Jessie Reyez, Marley Bleu and more. I am also the Co-Founder of Mad Ruk Entertainment, a content agency with over 3 billion long form video streams worldwide. Clients past include Eminem, Celine Dion, The Weeknd, and more, along with renowned brands like Nike, Pernod Ricard, Canon, NBA, and others.

Follow me on IG @mauroisruiz

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