- Ruiz - The Manager's Playbook
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- You CANNOT do this alone
You CANNOT do this alone
Mauricio Ruiz
March 12, 2024
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.
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CONTENTS
Strategy:
•Roll Call: The Elite 8
Pay Attention:
•Put Marketing at The Core of Your Growth Strategy
•Gen Z breaks the Marketing Funnel
•Youtube introduces Music Video Remixing
Industry News:
•Earnings Call by HYBE CEO AI?
•UMG restructure continues with Interscope & Capitol
What We’re Watching:
•Christian Clancy (Tyler The Creator manager) interview
•Long Live Virgil Abloh
Check This Out:
•Breaking Barriers: Latin Canadian Music Community
STRATEGY
ROLL CALL
As a manager, if you and your artist are a two person team, you need to start thinking about filling up the following seats at your table.
THE ELITE 8:
Artist Lawyer: An artist lawyer provides legal counsel and representation to musicians regarding contracts, intellectual property rights, and legal disputes.
Booking Agent: A booking agent negotiates and schedules live performances, routes tours, and appearances for artists through local or multinational promoters like Live Nation and AEG.
Publicist: A publicist manages media relations, publicity campaigns, and press coverage for artists to enhance their public image and exposure.
Digital & Growth Strategist: A digital strategist develops and executes online marketing and promotional campaigns to enhance artists' digital presence and engagement.
Content Strategist: A content strategist plans and implements content creation and distribution strategies to engage and connect with audiences across various platforms.
Publisher: A publisher acquires, licenses, and administers musical compositions on behalf of songwriters and composers, seeking rights opportunities for placement and royalties.
Record Label or Distribution Partner: A record label or distribution partner collaborates with artists to produce, market, and distribute their music to audiences through various channels.
Business Manager/Accountant: A business manager or accountant oversees financial matters, budgeting, tax compliance, and financial planning for artists and their businesses.
Collecting these folk like infinity stones!
A question you might have is “when do I start looking for these people?”
My advice? Immediately.
As the artist manager, start connecting with these professionals, even if your artist doesn't need them yet. Reach out locally or through social media to learn more about their roles.
The internet is your friend. Use it wisely.
Invite them for coffee, breakfast or lunch. You’d be surprised with the outcome. You just never know who will say yes to that meeting. Just keep knocking on doors until one opens up.
Team work makes the dream work
Bonus Tip* Try and think of how you can provide value to these professionals on your initial reach out. It will go a long way.
PAY ATTENTION
“When everyone owns the customer, then no one does.”
I came across this article through my good friend and incredible business mind Adam Burchill, (Tik Tok Head of Sports & Gaming) IG stories. It resonated.
In this new era of artist management, think of your artist as the Chairman/women and yourself as the CEO of a company.
As CEO (aka artist manager), it’s important to oversee day-to-day operations. As mentioned in the “STRATEGY” section above, one of the most important aspects of that operation is your growth and marketing strategy.
Making that a core principal in your brand bible is of utmost importance.
“Brands Need to Build A Universe”
Speaking of Marketing, new research from US youth culture agency Archival and industry experts reveal how Gen Z are rewriting the consumer path to purchase.
Less funnels, more infinity loops.
Know that not everyone has to purchase something in order to be a “super fan”. Connection to the experience and providing value is often enough to grow your universe.
An ever important relationship when creating brand value for your artist and the journey of the music listener and consumer.
Show up and so will they.
It’s Time For The Remix
Directly from the video on Youtube, tap “Remix” to choose four options to remix: Sound Green Screen, Cut and Collab.
This is an interesting strategy. I’d imagine this is a world where you can serve a visualizer (other word for music video) and then provide some BTS of said video in the form of shorts while your video song is playing.
Lots of possibilities for a platform I’m fairly bullish on for the full artist experience.
INDUSTRY NEWS
Earnings call by HYBE CEO…I Mean…HYBE AI CEO?
The firm revealed it surpassed 1.3 billion in annual revenue. That wasn’t the mind blowing part. The real revelation was that the earnings call was communicated by Jiwon Park’s AI voice.
Clarity dawns on Interscope Capitol Label Group Restructuring
The house at UMG continues to unfold their strategic endeavours.
Have a read, get to know the names and include them in your rolodex of must know people in the music space.
Side note, I need to acknowledge Lola Plaku, a Toronto native and friend of The Manager’s Playbook. She exerts significant influence in the cultural sphere. She is also the Founder of Girl Connected, which we highlighted in last week’s newsletter WOMEN IN MUSIC 2024
Her journey is noteworthy, and currently, she holds the position of Senior Vice President of Urban Marketing & Strategy at IGA. Proud of you my friend.
WHAT WE’RE WATCHING
“Clancy My F**king Witness!”
This quote from Tyler The Creator’s Hot 97 interview will always stick out to me. Not for the reason’s one might think (Although I LOVE an underdog story) but more for the reminder and admiration to Christian Clancy (Tyler’s manager) approach.
Byron Wilson, my brother from another and brilliant artist manager (Jessie Reyez, Sonreal, Sunsetto) who I once co-managed a couple of these acts with, and I often revisited Clancy’s approach:
“Stay out of the results”
The concept is simple: Do the work. Detach from the outcome.
Check out the full interview with Elliot Wilson and B-Dot’ Rap Radar. It’s an oldie but goodie. Much still applies.
A Friendly Reminder
Long live Virgil Abloh
CHECK THIS OUT..
Latin-Canadian Music Community Punches above it’s weight. However, it is MASSIVELY underserved.
Non-Profit for Latin Canadian Music Community
Speaking Non-English [SNE], in collaboration with the Toronto Metropolitan University, are conducting a survey and focus groups to tackle the under-representation, misrepresentation, and under-recognition of Latin Canadians in the Canadian Music Industry.
ELIGIBILITY CRITERIA
Must be 18 years or older
Currently living in Canada
Involved in the music industry as an artist, music creator, or industry professional
Identify as a member of the Latin community
(40x selected focus group participants will receive a $50 Amazon Gift card)
WRAPPING UP..
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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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