Welcome to The Manager’s Playbook, my personal newsletter where I share weekly insights for aspiring artists, emerging music managers and executives on how to navigate the music industry, by Ruiz.

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:

Motivation is fleeting. So what do you do when that happens?…

Many will see individuals do incredible things with their lives and assume they’re highly motivated. The reality is that couldn’t be further from the truth.

Motivation comes and goes. It’s transitory.

People Often Get It Confused

The truth is everyone develops habits.

The “highly” motivated just happen to turn to habits that give POSITIVE RETURNS.

HERE’S THE REALITY

There is NO such thing as a “good” or “bad” habit.

There are just habits, period.

The key is to create routines and systems that make it much easier for you to develop and maintain beneficial habits, leading to positive outcomes, aka “good” habits.

So, when the motivation disappears for moments at a time, day, week, month… it will not matter. Those consistent, healthy positive routines will compound you forward.

That’s what consistency is!

AND WATCH

those positive habits lead to success. And in this business of music, every bit helps!

-Ruiz

CONTENTS

STRATEGY:
• Cracking the Algorithm Code is an ART

PAY ATTENTION:
• Billboard Canada 2024 Power Players List Revealed
• Can Coca-Cola Crack the Charts With Its Ambitious New Music Plan?
• Drake and Sexyy Red’s Use of ‘BBL Drizzy’ Sets a New Precedent for AI Sample Clearances
• Billie Eilish’s HIT ME HARD AND SOFT Is a Tour de Force

INDUSTRY NEWS: 
• Queen Could Sell Their Catalogue to Sony for $1bn
• Sony Music Group Boss Rob Stringer Speaks
• US Court Accelerates TikTok's Divest-or-Ban Appeal

WHAT WE’RE WATCHING:
• Tyler Henry: The Manager’s Playbook Podcast

STRATEGY

CONTENT REALLY IS KING.

Cracking the Algorithm Code is an ART.

To successfully navigate social media algorithms and boost your presence as a music artist or (artist manager for your talent), you need strategy & tactics that ensures your content engages your audience effectively. Here are two crucial rules to help you achieve this:

Rule 1: Create Compelling Hooks

WHY “HOOKS” MATTER!

First and foremost, I don’t necessarily mean a hook as in a chorus in a song. However, the same thinking applies.

I’ll explain. 

A hook is a caption or video at the top of your content designed to IMMEDIATELY grab the viewer's attention. These are CRUCIAL because they capture your audience's interest within the first few seconds.

Without a strong hook, viewers are likely to scroll past your content. Much like a chorus in a pop song, the hook's purpose is to draw in your audience and keep them engaged!

How to Create Effective Hooks for Music Content

Here are a few examples to get you started. These are just suggestions to help you get into the right mindset:

(Note: You don’t have to use these specific examples.)

• Start with a Teaser: Share a catchy snippet of your latest track or an exciting moment from a live performance.

• Use Intriguing Statements: Make bold statements about your music journey or upcoming projects to pique curiosity.

• Show a Benefit: Clearly state what the viewer will gain by watching your content, such as exclusive behind-the-scenes access or unreleased music previews.

• Use Visuals and Text: Combine strong visuals, like album art or performance clips, with concise, impactful text.

Always keep in mind, DO WHAT IS AUTHENTIC TO YOU.

Take a moment right now and scroll on your TikTok or IG.

Take stock of what grabs your attention when you stop your scroll. Why did that happen?

Example of a Good Hook

My client Skratch Bastid has a clip that was posted exactly a month ago today that has 6.5 million views on Instagram! Watch it HERE

Ask yourself “Why?”

Analyze this video by yourself or with your team, discuss what was effective, write it down and see how (if anything) you can borrow from that video and apply it to your own content in an authentic manner. You might not think this clip means much for you BUT when you really break it down you can definitely draw inspiration.

Lets actually do this one together:

What made this Skratch Bastid piece of content work? Was it the nostalgia? The technical ability? The crowd reaction? The classic flip of a Star Wars song? Caption “May the 4th Be With You” Star Wars caption reference on that exact day? Bastid’s confident look at his opponent before he snaps with “Imperial March” flip. Explaining with an in-video caption what they were about to witness? OR ALL OF THE ABOVE??

Rule 2: Nail the First 2-3 Seconds

Why the First 2-3 Seconds Matter

The first few seconds are CRUCIAL in determining whether viewers will continue watching your content. Social media algorithms prioritize content that retains viewers' attention. I cannot stress that enough.

Strategies for Engaging the First 2-3 Seconds for Music Content

• Start with Action: Begin your video with an energetic clip from a live performance or a dynamic studio session. Think Saint Harison “EGO COLOR SESSION”

• Highlight Key Moments: Showcase the most exciting or visually appealing part of your content upfront. Stop their doom scroll and keep them on your reel or story.

• Keep it Visual: Use high-quality, eye-catching visuals that stand out in the feed, such as concert footage or vibrant animations.

• Add Captions: Many viewers watch videos without sound, so ensure your message is clear with on-screen text or captions.

Practical Tips

• Use a thumbnail that clearly represents the content and catches the eye.

• Test different opening strategies to see what resonates best with your audience, such as starting with a powerful note or a surprising moment.

• SEO (Search Engine Optimization) everything. Meaning, get your descriptions (captions) to tap into discovery. Remember, these social media platforms are ALL acting like search engines! So why should someone search for you?!

• And for the love of God, if you’re on IG use Reels mostly. Everything else gets minimal reach. Take advantage of what works. That goes for all platforms. Lean into YouTube Shorts, TikToks, IG reels, etc.

• But even this isn’t the end all be all. A banger photo can break the internet. Think PARTYNEXTDOOR 4 (P4) album cover

Authentic Engagement Tips

• Be Genuine: Authenticity builds trust. Share personal stories, behind-the-scenes content, and honest insights about your music journey. Think Victoria Monet Grammy Nominations home video

• Engage with Comments: Respond to comments and messages to foster a sense of community. Thank fans for their support and engage in conversations about your music.

• Showcase User-Generated Content: Highlight content created by your followers, such as fan covers or concert footage, to show appreciation and encourage more engagement. Stories matter.

Most importantly, YOUR story matters. Lean into it.

Final Thoughts

Cracking the algorithm code as a music artist or talent manager requires a strategic approach focusing on your story that has compelling hooks, engaging openings, and authentic audience connection. By implementing these rules, you'll enhance your social media presence and drive meaningful engagement.

Remember, consistency is key. Regularly review your analytics, experiment with different content types, and stay updated with platform changes to continually optimize your strategy

And Always Remember… STAY OUT OF THE RESULTS

This is key.

I’ve mentioned this before (“Clancy my fucking witness”). STAY OUT OF THE RESULTS. If a piece of content doesn’t do well, do not get discouraged. Do not over think it. BREATHE. It’s not the end of the world lol. Just analyze what is working, what is not, build off the positives, stay present and move forward.

Do this consistently and it turns into a muscle. A positive habit ;)

The goal isn’t to knock it out the park every up at bat. The goal is to simply get on base.

Don’t get fancy.

Don’t get precious.

Keep it simple.

Keep it moving

PAY ATTENTION

Billboard Canada 2024 Power Players List Revealed

Billboard Canada’s 2024 Power Players inaugural list. Congrats to the many peers who were honoured.

Can Coca-Cola Crack the Charts With Its Ambitious New Music Plan?

Coca-Cola unveils a bold music initiative, collaborating with artists like NewJeans, Karol G, and Peggy Gou to produce original songs. With support from Universal Music Group and Spotify, Coke Studio seeks to increase brand visibility and attract younger fans, planning more releases and events throughout 2024.

Drake and Sexyy Red’s Use of ‘BBL Drizzy’ Sets a New Precedent for AI Sample Clearances

Drake and Sexyy Red's new single "U My Everything," which samples the AI-generated "BBL Drizzy," required groundbreaking legal procedures for AI sample clearance. This is the first time an AI-generated sample has been officially used in a release, posing new legal questions and establishing a precedent for the industry.

Note: You will need to paste the URL of the article into this paywall ladder in order to read the full thing.

Billie Eilish’s HIT ME HARD AND SOFT Is a Tour de Force

Billie Eilish's latest album, "HIT ME HARD AND SOFT," achieved #1 debuts worldwide, except in the U.S. where Taylor Swift's direct-to-consumer strategy placed it at #2. Managers Danny Rukasin and Brandon Goodman (Two guys I have nothing but good things to say about), alongside Justin Lubliner (Darkroom), Team Janick and Wasserman, FINNEAS and last but ABSOLUTELY not least, Billie really continue to raise the bar. What an incredible run.

INDUSTRY NEWS

Queen Could Sell Their Catalogue to Sony for $1bn

Sony Music is in talks to purchase Queen's music catalogue, potentially valued at a billie!

The deal, involving another investor, would cover Queen's songs, logos, music videos, merchandise, publishing, and other business opportunities. If successful, it would surpass previous music catalogue sales, such as Sony's $500 million purchase of Bruce Springsteen's catalogue.

Sony Music Group Boss Rob Stringer Speaks

Sony Music Group Chairman Rob Stringer suggests that music streaming services should charge a modest fee for their ad-supported tiers to boost revenue. In a recent presentation, Stringer highlighted the disparity between free and paid tiers and emphasized the need for better monetization of short video platforms like TikTok. He also addressed Sony's aggressive AI content policing, its ongoing dispute with Spotify over mechanical royalties, and Sony's growth in emerging markets.

US Court Accelerates TikTok's Divest-or-Ban Appeal

A DC appeals court will hear arguments in September on a US law requiring ByteDance to sell TikTok by January 2025 or face a ban. ByteDance and TikTok have sued, claiming the law violates the First Amendment.

WHAT WE’RE WATCHING

Tyler Henry: The Manager’s Playbook Podcast

The feedback on this episode featuring my good man, Tyler Henry is the very reason we set out to create TMP. Tyler brings so much value in our conversation. It is WELL WORTH the watch for everyone aspiring to be in the business and/or already in it trying to soak up game!

Also, BIG thank you to everyone tuning in!

We cracked one thousand views on a 2 hour piece of content within 24 hours. We started this channel two weeks ago. Crazy.

We have more episodes on the way! Continue to share the gems we uncover with this podcast series! It definitely helps us when you send these to folks. The more you share, the longer we can do this!

So, BIG thanks for sharing and watching.

 

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.

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