There’s a whole middle class in the music industry.

Artists who aren’t household names, aren’t living off viral moments, and aren’t waiting on label permission, yet they’re making real money, building real fanbases, and running sustainable careers.

In this episode of The Manager’s Playbook, I sit down with SonReal (Aaron Hoffman), a Canadian rapper, songwriter, and independent artist who’s been earning a living from music since 2013. We break down what “going independent” actually requires in today’s algorithmic music business: owning your masters, building catalog, creating a consistent release strategy, developing a repeatable content system for TikTok/Reels/Shorts, and understanding touring economics so you don’t lose money on the road.

SonReal shares why he’s releasing a new song every two weeks, how ownership changes the math on streaming revenue, and how independent artists can build leverage with consistency, direct-to-fan community, and smart operations, without relying on fame.

If you’re an independent artist, music manager, aspiring A&R, music executive, or anyone trying to understand artist development, music marketing, streaming growth, fan engagement, music revenue streams, and touring profitability, this is a masterclass.

Simply put, a conversation like this doesn't come cheap.

Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

New episodes drop Tuesdays @ 10am ET

TikTok can give you momentum. The real question is whether you can turn that momentum into a career with identity.

In this clip from The Manager’s Playbook, Sickick breaks down his evolution from dark hip-hop roots into the EDM/dance music lane and how short-form content and remix culture translated into real-world leverage: festivals, touring, and audience growth.

But the deeper lesson is artist development and positioning. He explains how he’s merging darker emotion with uptempo energy to build a sound that keeps longtime fans while pulling in new listeners. We also get into the operator side of creativity: maintaining 250+ song blueprints, using systems to scale output, and building a collaboration-first studio culture where the rule is simple, leave the ego at the door.

If you’re an EDM artist, producer, DJ, independent artist, or aspiring music exec trying to learn collaboration strategy, music production workflow, catalog building, release planning, networking, and long-term career strategy, this clip is a blueprint for evolving without losing yourself or your audience.

Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0A

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In the music business, careers don’t usually break because of bad songs. They break because team dynamics fail.

In this clip from The Manager’s Playbook, Sickick breaks down what healthy artist management actually looks like and why the most dangerous moment in any career is when it becomes artist vs management instead of one aligned team.

The conversation centres on trust as the real currency of artist development, why ego and “I told you so” energy quietly kill momentum, and how good managers know when to be supportive and when to push. Sickick also explains the importance of having the right structure around an artist: a manager focused on long-term strategy, a tour manager handling day-to-day operations, and a business manager keeping the financial side organized.

For independent artists, producers, DJs, and aspiring music executives, this clip is a reminder that management isn’t about control, it’s about communication, alignment, and building systems that protect creativity while scaling the business.

If you’re serious about growth in the music industry, this is the foundation most people skip and later regret.

Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0A

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

TikTok can give you attention fast. It can also box you in even faster.

In this clip from The Manager’s Playbook, Sickick breaks down the real arc behind the “TikTok DJ” label, how remix momentum and algorithm-driven growth created reach, but also created a creative ceiling. Behind the scenes, he was dealing with anxiety, agoraphobia, and the kind of identity collapse most artists don’t talk about once the numbers start climbing.

He explains how music became more than a career, it became survival. Three and a half minutes of relief at a time in the studio, turning into a body of work that connected globally and opened doors to major label conversations, artist development opportunities, and high-level collaborations (including sessions tied to Madonna and Post Malone) while still protecting independence, ownership, and creative control.

This is a case study in modern music business reality: audience growth, content strategy, streaming momentum, and the transition from DJ persona to original artist, all while learning how to keep the art honest and the business smart.

If you’re an independent artist, producer, DJ, manager, or aspiring music executive trying to understand artist branding, career strategy, content systems, and long-term positioning, this clip is the reminder: attention is rented, but authorship is earned.

Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0A

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In the music industry, careers don’t usually fall apart because of bad music. They fall apart because of bad management, broken systems, and artists not understanding their own business.

In this clip from The Manager’s Playbook, Sickick breaks down a chapter that forced him to level up fast: a management situation where money conversations turned into tension, basic operational tasks weren’t handled properly, and the consequences became real, touring complications and U.S. entry issues tied to visa and immigration mismanagement.

This isn’t “industry drama.” It’s a case study in artist management red flags, music business literacy, and why independent artists can’t afford to outsource understanding. Sickick explains how the fallout pushed him to learn the business side of music quickly, team structure, accountability, and the systems an artist needs to protect momentum, revenue, and long-term career strategy.

If you’re an independent artist, producer, manager, or aspiring music executive, this clip is the reminder: if you don’t know your business, you’ll eventually pay to learn it.

Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0A

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In the music industry, talent is never the only factor.

Management is, systems are, ownership is and the ability to understand your own business before someone else understands it for you.

In this episode of The Manager’s Playbook, Sickick sits down for a real conversation on artist management, team building, and what happens when money enters the room and relationships start changing. We talk music business red flags, why trust is the biggest de-stressor for artists, and how misalignment between artist and manager can quietly sabotage a career.

Then we zoom out into the bigger play: how Sickick rebuilt, protected his artist brand, stayed intentional about music rights, and navigated the industry with leverage through master ownership, distribution deals, and strategic partnerships. He breaks down how content strategy for musicians and social media momentum can create real-world opportunities, like high-level collaborations and major artist moments, including a studio session with Madonna, plus work connected to Post Malone and Doja Cat.

If you’re an independent artist, producer, DJ, or aspiring music executive trying to figure out how to grow your audience, increase streaming numbers, build a real management team, and stop running your career on vibes, this episode is the blueprint.

Simply put, a conversation like this doesn't come cheap.

Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

New episodes drop Tuesdays @ 10am ET

PR doesn’t work when the artist is missing from the plan.

In this clip from The Manager’s Playbook, Didier Morais breaks down how music PR actually functions when it’s done right: artist involvement, strong publicist–manager alignment, intentional media strategy, and storytelling that builds long-term career momentum.

We get into how independent artists can start doing real PR before they can afford a publicist, how to pitch journalists and media outlets without sounding like a copy/paste email, and why relationship-building matters more than chasing placements in today’s music industry.

We also touch on red carpet strategy and media positioning (it’s choreography, not chaos), plus how smart teams decide when to be selective so PR supports artist branding, audience growth, and streaming momentum, not just “being busy.”

If you’re an independent artist, artist manager, aspiring publicist, or future music exec trying to understand media relations, rollout strategy, and modern music marketing, this clip is the playbook.

Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/00plMHeDM5JcAJkZv9UpLo?si=LbtAneI0QxOfiADies0SEw

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

PR isn’t press runs. It’s strategy, protection, and narrative control.

In this clip from The Manager’s Playbook, Didier Morais breaks down what most artists and managers misunderstand about music PR: a publicist isn’t just booking interviews or chasing write-ups. Real public relations is a mix of proactive PR strategy, crisis communications, reputation management, and long-term artist branding.

We talk about the difference between reactive PR (scrambling when something happens) and proactive PR (building a roadmap before the moment hits), and why the best PR work is rooted in humanizing the artist, not feeding the headline cycle.

Using the Meek Mill incarceration moment as a case study, we unpack how smart PR can shift public perception into something bigger, including criminal justice reform, credibility, and cultural impact, while still protecting the brand. We also touch on mental health in the entertainment industry, and why communication remains the most valuable skill for artists, managers, publicists, and anyone building in the music business.

If you’re an independent artist, artist manager, publicist, or aspiring music executive, this is a clear look at how narratives move in modern media, and what it takes to lead when the pressure hits.

Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/00plMHeDM5JcAJkZv9UpLo?si=LbtAneI0QxOfiADies0SEw

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Didier Morais, founder of Vital Versatility PR, breaks down the part of the music business that decides who lasts: mindset, leadership, and staying calm under pressure.

We talk through the transition from journalism to music PR, what it feels like to rebuild from scratch, and why the best publicists, managers, and executives don’t obsess over outcomes, they obsess over process, preparation, and control of the controllables.

This is a conversation about mental toughness, compartmentalization, and the reality of operating in high-stakes environments where plans change fast and people depend on you to stay steady. We also break down team building, transparent communication, and the skill that separates great operators from average ones: reading the room (psychology, tone, and body language).

If you’re an aspiring publicist, artist manager, independent operator, or music entrepreneur, this clip is a reminder that strategy isn’t just marketing, it’s how you lead when pressure shows up.

Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/00plMHeDM5JcAJkZv9UpLo?si=LbtAneI0QxOfiADies0SEw

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Didier Morais, found of Vital Versatility PR, breaks down the part of the music business most artists skip: storytelling and adaptability.

Because in today’s industry, music alone doesn’t separate you. Narrative does. And real music PR isn’t just press hits, it’s strategy, positioning, and audience expansion across traditional media, new media, and the platforms where fans actually live.

You’ll hear why managers and publicists need to listen deeper to find the real story, how lifestyle and identity can become fuel for artist branding and fan growth, and why the best PR teams know how to pivot when plans fall apart.

We get into real examples, including how Mickey Guyton’s love for basketball turned into a major cultural moment that drove one of her highest streaming days and what that teaches independent artists about building momentum beyond music outlets. We also touch on adapting in real time (yes, including a last-minute press conference pivot to a Wawa parking lot) and what it actually means to be “ready” for PR.

If you’re an independent artist, manager, or aspiring music executive trying to build systems, grow streams, and develop a real content and PR strategy across Instagram, TikTok, podcasts, and digital media, this clip is the playbook.

Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/00plMHeDM5JcAJkZv9UpLo?si=LbtAneI0QxOfiADies0SEw

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook