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.

Note: For any links that are behind a paywall, copy the URL and paste it into this paywall ladder to read the article without any issues.

Ruiz Note:

Mans Are On The Go.

5 Planes. 10 Days.

In Nova Scotia, Halifax for The Juno’s this weekend (The Canadian version of The Grammys). If you see me out and about, come say what up.

Always looking to build.

Always concerned my suitcase is over weight.

CONTENTS

Strategy:
• Story Matters Most

Pay Attention:
• A Turning Point for AI-Generated Music?
• The New UMG
• TikTok Expands for Creators

Industry News: 
• Beyoncé Is About to Break the Internet…Again
• Is It Over For TikTok?
• ByteDance All-In On AI-Music
• Music Videos On Spotify

What We’re Watching:
• How Will.I.Am Made a Fortune

Check This Out:
• Music Industry Job Openings

STRATEGY

The Artist Story Is What Matters most

As an executive, my approach has always been simple: Embrace the latest technological advancements through the timeless art of storytelling.

In other words, your artist’s authentic personal journey.

With the potential ban of TikTok looming, it's imperative for artist to adapt in this digital era. This strategy section for today serves as a roadmap for artists (and their managers), whether aspiring or established, to stray from platform dependency and understand the power of storytelling.

…

Think about the artists who have left a mark on you. Take a moment. I’ll wait…

Beyond their hit records, what made you stick with them? What made you invest in the person and become a fan of said artist?

It was their ability to craft captivating narratives that resonate deeply with their audience.

Whether through their music, visuals, or personal anecdotes, these artists connect on a profound level.

They foster loyalty and engagement.

It wasn’t the medium that you fell in love with.

Sure, you may have loved the form of communication. For me, it was the music video. I became fascinated with the visual art form.

So much so that my close friend Rey Mendoza and I co-founded Mad Ruk Entertainment, a video production company that has done billions of music video streams world wide.

It wasn’t the medium that made me fall in love with the art form though.

Sure, that’s an undeniable bridge. However, if you think about it, it’s the journey of the artist and how it connected for you.

Yet, as artist, and especially artist managers, it's easy to get comfortable by the allure of a single platform and think thats the end all be all.

TikTok might be the flavor of the moment, but tomorrow's landscape is uncertain.

^{*US House passed a bill to make TikTok parent company ByteDance divest or get banned. A date for The US Senate to vote on the bill is yet to be scheduled.}

Today it’s TikTok, yesterday it was the music video, tomorrow it will be something else. It’s all cyclical.

By pigeonholing oneself into one digital space, artists risk irrelevance. Instead, cultivate and go deep on uniqueness and authenticity.

Enter YouTube, Instagram, Twitch, Meta, Discord etc etc.

These platforms offer boundless opportunities for artists to showcase their creativity in diverse formats. From intimate acoustic performances to immersive visual experiences, the possibilities are endless.

By leveraging these platforms, artists can forge deeper connections with their audience and stand out in a crowded digital space.

Keep in mind, TikTok is still here and as relevant as ever. Maintain presence on there as it’s the best for exploration and discovery.

However, from the artist perspective, start to think about readjusting the focus, not the presentation that works here, but the narrative you are telling to engage with your audience deeper.

But what constitutes a compelling narrative? At its core, it's authenticity.

It's the raw, unfiltered expression of one's experiences, emotions, and beliefs. Only the artist, truly knows that narrative.

When that vision is clear, communicating to your management team is important to make sure all partners are aligned and marketing strategies are cohesive.

Sharing that truth invites listeners into your world to make those genuine connections.

Diversifying your approach isn't just strategic. It's survival. In an industry full of uncertainty, adapting is necessary.

Don’t get overly precious with the medium. Instead, focus on your journey and use the mediums that day trades attention.

However, above all, beyond TikTok and daily trends remember – the music itself.

Make the main thing the main thing.

Embrace the diversity of platforms and technological advances that create unique listening experiences but keep in mind its the authenticity of your voice that creates infinite possibilities.

PAY ATTENTION

A Positive Turning Point for AI-Generated Music

Pay close attention, no pun.

Sir Lucian Grainge’s newly reconfigured UMG

“STREAMING AND STREAMLINING: The announcements—and anointments—are coming at a lightning pace from Sir Lucian Grainge’s newly reconfigured UMG. A global restructuring is underway at the publicly traded company, which clocked record revenues in 2023 but has seen little movement in its stock price since its 2021 IPO. The leadership team has taken long meetings with the crew at Bain, who, we’re told, assisted with “financial modeling and efficiencies” but were not involved in structural, leadership or strategy matters.”

New Creator Reward Program

“According to TikTok, the beta has brought with it an “over 250%” increase in “total creator revenue” across the past six months, with “the number of creators making $50,000 each month nearly doubling.” - Dylan Smith, Digital Music News

INDUSTRY NEWS

Beyoncé Is About to Break the Internet…Again

There are certain artists that are able to stop time in the music world when they drop an album. When they drop a project, it’s a moment in itself.

Beyoncé is one of them. Get ready.

Is It Over For TikTok?

Recapping one of the biggest stories of this past week..

The US House passes a bill potentially banning TikTok unless it separates from its Chinese parent company ByteDance, amid concerns about national security risks. The bill aims to incentivize divestment but faces opposition over free speech concerns and potential economic impacts.

TikTok’s Parent Company ByteDance is Going All-In On AI-Music

Despite potential bans and cutting ties with Universal Music, ByteDance, TikTok's parent company, secured US patents for AI music and is advancing research, amid uncertain political circumstances. Curious to see where this goes.

PAYWALL LADDER NEEDED TO VIEW THE ARTICLE.

You Can Now Watch Music Videos Directly On The Spotify App

Spotify introduces music videos in beta for Premium users across 11 markets (no U.S. or Canada yet). The feature was launched on March 13th, with a limited catalog of music videos from global artists like Ed Sheeran, Doja Cat, and Ice Spice, to name a few.

WHAT WE’RE WATCHING

How Will.I.Am Made a Fortune By Being Invisible

istillloveher.de

View more on Instagram

What a beautiful story. Takeaways..

1) You don’t have to be visible to provide immense value.

2) The biggest opportunities come from maintaining your relationships and your reputation.

CHECK THIS OUT..

Music Industry Job Openings

Have a look at ROSTR’s job board for paid work in the industry.

Stay hungry. Stay open.

Bio

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

Follow me on IG @mauroisruiz

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