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

Ruiz Note:

There Will Be Changes

I’m referring to the weekly output of The Manager’s Playbook Newsletter. Not the one that happened two nights ago in America.

If you read this newsletter regularly, you may have noticed that I switched to a bi-weekly schedule last month. Although, I love writing this newsletter once a week regularly for the last year, it’s become challenging.

The reason is simple:

my bandwidth has become razor-thin.

In addition to managing the world renowned Skratch Bastid, who had a hell of a year in 2024, hosting The Manager’s Playbook Podcast, and doing consulting work for some of your favourite artists, I’ve recently taken on a leadership role as Head of Marketing & Content at Avant Garden Records. Home to talents like Emotional Oranges and the fast-rising Peace of Mind label, Avant Garden is led by Co-CEOs Azad Naficy and Brittany Crawford—two music industry leaders I greatly respect.

 So, as I get accustomed to the new role, I’m going to pull back on the Newsletter from once a week to every two weeks.

On that note, I’m a change the sections up a bit. The newsletter will now consist of the following:

 Ruiz Note will remain the same. This where I talk my talk.

WHAT WE’RE WATCHING will now consist of latest episode of the The Manager’s Playbook Podcast with a write up from me on what to expect from the episode.

Lastly, PAY ATTENTION will blend strategic insights with curated writings from across the web that I find intriguing and valuable.

I just want to take a moment to give a huge thank you to every single one of you who has subscribed, listened, or shared ‘The Manager’s Playbook’ Newsletter and Podcast. Your support means everything. It’s because of this community that I can keep bringing you inspiring conversations, insider insights, and actionable advice from industry leaders. Appreciate you.

-Ruiz

BUILDING ICONS ONE FRAME AT A TIME

In episode 013 of The Managers Playbook Podcast, I welcome the legendary Director X.

Julien Christian Lutz aka Director X is a visionary who has defined music video storytelling and elevated artists' images worldwide for over four decades. He’s been behind some of the most iconic videos for artists like Rihanna, Justin Bieber, Drake, Usher, Arianna Grande, Jay-Z and Kendrick Lamar.

Starting with early ambitions in graphic design and a stint in poetry, X’s journey evolved into a career that would shape the visual landscape of hip-hop and beyond. He recalled his progression from graphic design to video production, where he embraced every new opportunity.

X is a master of telling stories that resonate deeply with audiences and elevate the artist’s vision​​.

Through a unique blend of creativity and strategic insight, X ensures that each project not only reflects the artist's identity but also connects authentically with fans, leaving a lasting impact.

This conversation is a special one, as it reinforces that successful artist management isn't only about building relationships with managers but extends to mastering connections across many disciplines in the industry.

A favourite highlight of the episode was X’s insight into the importance of collaboration.

For example, when working with high-profile artists, he stresses that directors aren’t at the top of the creative pyramid; rather, they support and elevate the artist’s vision. This collaborative approach ensures authenticity and allows each project to be a true reflection of the artist, resonating with fans on a deep level​​.

His focus and intensity is relentless. He’s not just about creating visuals; he’s about fully immersing in it, exploring every angle until it’s refined and powerful enough to resonate on a visceral level. This intensity fuels his work, inspiring everyone around him to elevate their game and deliver at the highest level. I’ve watched him on set over the years and can personally confirm his passion for the art from. He may or may have not yelled at me once or twice on a music video back in the day while I was still a Production Assistant 😅.

Either way, it was an honour to learn from him then and an honour to do an even deeper dive into his career and why he still remains one of the greatest of all times.

A Broader Vision for The Managers Playbook

This episode is a reminder that understanding the music industry’s full spectrum is crucial for effective management. Beyond connecting with other managers, diving into creative realms like directing, design, touring, publising, etc gives managers unique insights into the nuances of artist representation.

Director X’s story shows how each creative choice can impact an artist’s brand, legacy, and cultural influence.

By understanding the full ecosystem, managers are better equipped to craft a meaningful and lasting impact for their artists. This episode is more than a look at a creative career; it’s a masterclass in recognizing and leveraging the broader creative network surrounding artists.

Simply put, a conversation like this doesn’t come cheap. Ladies and gentlemen, the one and only Director X.

And PLEASE DON’T forget to subscribe to our YouTube Channel HERE

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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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