The Manager's Playbook

In this clip from The Manager’s Playbook, Lecrae breaks down how he built independently after major hip-hop labels said his music was “too Christian” and gospel labels said it was “too hip-hop.”

Lecrae talks about being both authentically hip-hop and authentically Christian, the business influence of Texas trunk-sale culture, and how Reach Records became a fully independent label without a major-label JV.

He also shares how early community support, independent distribution, and projects like Anomaly helped prove there was a real audience long before the industry knew where to place him.

A sharp lesson for independent artists, artist managers, music executives, and anyone building outside the traditional music business system.

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

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -

Spotify: https://open.spotify.com/episode/5DBsFfmC1YCHzhwn1dlHlH?si=MO71e6ZmSzanB7atasJ3QQ

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

In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Lecrae for a conversation about faith, hip-hop, independence, and what it really means to build when the industry doesn’t know where to put you.

Lecrae breaks down how he navigated the divide between mainstream hip-hop and Christian music, why Reach Records had to become fully independent, and how community, touring, and direct fan support helped build one of the strongest independent businesses in music.

We also get into Christian radio, the business of gospel and Christian music, artist development, building a healthy team, balancing CEO vs artist decisions, podcasting, media, ownership, and why independent artists need to understand their audience before chasing industry approval.

A must-listen for artists, managers, music executives, Christian hip-hop fans, and anyone serious about building outside the traditional music business system.

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

If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://form.typeform.com/to/JNELnGw9?utm_source=xxxxx&typeform-source=bit.ly#fbclid=xxxxx&gclid=xxxxx

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Book a 1:1 Strategy Session with Mauricio Ruiz, host of The Manager's Playbook, with over 16 years of experience for tailored advice for artists and managers. Consultation Fees Apply https://calendly.com/themanagersplaybook

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

New episodes drop Sundays @ 10am ET

In this clip from The Manager’s Playbook, Mauricio Ruiz talks with Peso Pluma’s Tour Director, Veikko Fuhrmann, about the business behind Latin touring across the U.S., Canada, and Latin America.

Veikko breaks down how touring deals differ by market, from flat promoter packages in Latin America to U.S. and Canadian models built around splits, overages, settlements, taxes, union fees, and visas.

They also get into building We Are Live, bringing Latin acts like Nicky Jam and Romeo Santos into major Canadian arenas, working with Ricky Martin, and what it takes to bridge cultures, crews, cities, and expectations on the road.

For artists, managers, promoters, tour managers, and music executives, this is a real look at how the Latin live music business actually works.

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

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -

Spotify: https://open.spotify.com/episode/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7g

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

Topics include:
Latin touring, Peso Pluma, tour management, promoter deals, arena shows, Nicky Jam, Romeo Santos, Ricky Martin, U.S. touring, Canadian touring, visas, taxes, and artist management.

In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with Peso Pluma’s Tour Director, Veikko Fuhrmann, to break down what a tour director actually does on a music tour.

Veikko explains why the job is so much more than logistics. It’s cash flow, startup costs, payroll, vendor payments, credit card spend, delayed settlements, promoter advances, and making sure the tour can keep moving without the money falling apart.

They also get into why great tour directors ask better questions, how artists get paid on tour, and why some promoter advances can feel less like free money and more like a loan.

For artists, managers, tour managers, independent teams, and music executives, this is a practical look at the business behind the road.

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

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -

Spotify: https://open.spotify.com/episode/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7g

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

Topics include:
Tour directors, tour management, artist cash flow, touring startup costs, promoter advances, earn-out deals, business managers, artist payments, and live music business.

In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with live touring specialist and Peso Pluma Tour Director Veikko Fuhrmann to explain why a tour guarantee does not always mean an artist is making money.

Veikko breaks down how tour offers are built, what guarantees and overages actually mean, how promoter splits work, and why every expense matters once a show moves past the guarantee.

They also get into arena and stadium logistics, curfews, overtime, runners, carnets, day sheets, settlement sheets, and the real business behind protecting artist profit on the road.

For artists, managers, tour managers, independent teams, and music executives, this is a clear look at how touring money really works.

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

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -

Spotify: https://open.spotify.com/episode/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7g

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

Topics include:
Tour guarantees, overages, artist expenses, promoter splits, tour management, arena logistics, settlement sheets, curfews, touring documents, and live music business.

In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with live touring specialist Veikko Fuhrmann of We Are Live to break down how artists lose money on tour and how the right team can fix it.

Veikko explains why tour management is really about protecting the artist’s money, from club-level P&Ls and merch sales to promoter expenses, cash flow, insurance, touring LLCs, and upfront costs.

This is a practical conversation for artists, artist managers, tour managers, independent teams, and music executives trying to understand the financial reality of touring before the road gets expensive.

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

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -

Spotify: https://open.spotify.com/episode/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7g

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

In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with live touring specialist Veikko Fuhrmann of We Are Live for a deep breakdown of how music touring actually works.

Veikko shares his journey from working event security in Germany to joining Ricky Martin’s team and building a career across global tours, arenas, stadiums, and the live music business.

This conversation covers the real financial and logistical side of touring: tour budgets, guarantees, overages, settlement sheets, cash flow, curfews, insurance, touring LLCs, tax withholding, carnets, crew culture, and what it really means to protect an artist’s money on the road.

If you’re an artist, artist manager, tour manager, music executive, or independent team trying to understand the business of live shows, this episode is a masterclass in touring.

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

If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://form.typeform.com/to/JNELnGw9?utm_source=xxxxx&typeform-source=bit.ly#fbclid=xxxxx&gclid=xxxxx

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

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

New episodes drop Sundays @ 10am ET

Topics include:
Tour management, live music business, artist touring, tour budgets, guarantees and overages, settlement sheets, cash flow, arena logistics, Latin artists touring, and manager wisdom.

Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to break down how to build a real company around an artist.

In this clip, Muyiwa explains why Tems’ long-term vision goes beyond music into business, philanthropy, investing, ownership, and company-building. He also shares how non-transactional relationships, delegation, team structure, artist development, admin deals, distribution, YouTube Foundry, and smart JV strategy helped Tems’ team build independence and long-term leverage.

A must-listen for artists, managers, music executives, and anyone serious about building a sustainable music business.

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

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -

Spotify: https://open.spotify.com/episode/1duk4mJxoVF7D9G5Whhjqk?si=mI5dFiQAT7uwrOUXtFLlHA

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

In this episode:
00:00 Tems’ North Star and Long-Term Growth
00:47 Real Relationships, Not Transactions
01:15 Weaknesses, Patience, and Team Support
02:28 Delegating Emails and Staying Focused
04:17 Inbox Systems and Daily Syncs
06:15 Vision Map and North Star Strategy
07:27 Mentorship Over Generic Industry Talk
10:21 Toronto Talent and Executive Leadership Gap
14:12 Building Global Teams and The Weeknd Model
15:50 Tems’ Admin Deal vs Publishing Deal
16:51 Funding Independence With Distribution and YouTube Foundry
18:38 Structuring JVs for Company Expansion
19:34 Why Artists Become Executives

Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to break down the truth about Afrobeats going global and what African artists need to understand before chasing the American music market.

In this clip, Muyiwa explains why artists need to build real leverage at home first, how cultural ripple effects shape global crossover, and why labels must invest in African music infrastructure instead of only extracting from the culture.

He also gets into why modern managers have to think like CEOs, how to create music moments with intention, and how Tems’ team built trust, equity, and long-term strategy around her career.

A must-listen for artists, managers, music executives, and anyone serious about Afrobeats, African music, global crossover, and the business behind the music.

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

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -

Spotify: https://open.spotify.com/episode/1duk4mJxoVF7D9G5Whhjqk?si=mI5dFiQAT7uwrOUXtFLlHA

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

In this episode:
00:00 Visitor Mindset in America
00:25 Does the West Water Down Afrobeats?
01:34 Cultural Ripple Effects and Global Music
02:18 Breaking Into the U.S. Music Market
02:49 Why Labels Miss Cultural Nuance
04:07 Investing in African Music Infrastructure
05:03 Why Artist Managers Are CEOs Now
05:53 Creating Music Moments and Planning Ahead
07:00 Twitter Fans, Criticism, and Artist Strategy
08:21 Artist-Centered Management vs Business
08:52 Going All In for Artists
09:36 Building Trust, Equity, and Long-Term Leverage

Tems’ manager Muyiwa Awoniyi joins The Manager’s Playbook to break down how Tems’ team built a business beyond the music.

In this clip, Muyiwa explains why The Leading Vibe treats expenses as investments, how they built an ecosystem around Tems, and why ownership, valuation, team culture, fan engagement, and business literacy matter for long-term success.

He also talks about Tems as both artist and executive, building a female-led team culture, why fans buy into movements, developing new artist Rue, and why discipline matters more than motivation.

A must-listen for artists, managers, music executives, and independent artists serious about building something that lasts.

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

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -

Spotify: https://open.spotify.com/episode/1duk4mJxoVF7D9G5Whhjqk?si=mI5dFiQAT7uwrOUXtFLlHA

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

In this episode:
00:00 Investing in Tems
00:34 Building the Artist Company
01:43 Tems as Artist and Executive
02:50 Team Operations and Business Structure
04:06 Female-Led Team Culture
04:57 Why Fans Buy Into Movements
06:12 Fan Engagement in Today’s Music Industry
07:44 What Makes New Talent Stand Out
08:12 Introducing New Artist Rue
09:10 Tems Origin Story
10:52 Pressure, Responsibility, and Leadership
15:32 Discipline Over Motivation
16:17 Why Muyiwa Manages Artists