The Manager's Playbook

In this episode of The Manager’s Playbook, publicist Loren Medina unpacks the evolving music industry and what independence really means for artists today. She challenges the myth that signing to a label guarantees success, pointing to examples like Bad Bunny to show how ownership and freedom have reshaped the game.

Loren shares practical strategies for building PR from scratch, crafting effective pitches, and using storytelling as a tool to connect with audiences. She also highlights powerful redemption stories that prove adversity can become an artist’s greatest asset.

Whether you’re an up-and-coming artist or a seasoned executive, this conversation is packed with insights on navigating the modern music business with purpose and strategy.

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

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/4e0rjJHHyChVBTpuz4ahNh?si=2cXzGUGBSRu9fJy6b_7hhQ

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

In this clip of The Manager’s Playbook, publicist Loren Medina talks about what it’s really like to work with record labels from the outside. She explains why so many label teams lack long-term strategy, even for major artists, and how her structured approach sets her apart.

Loren shares her experience promoting Jessie Reyez in both English and Latin markets, reflects on the importance of humility and authenticity in artists, and explains why values and alignment are non-negotiable in PR. She also opens up about refusing to work with entities that support harmful politics or social injustice, and why genuine human connection is still the foundation of great publicity.

A conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/4e0rjJHHyChVBTpuz4ahNh?si=2cXzGUGBSRu9fJy6b_7hhQ

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

In this clip of The Manager’s Playbook, publicist Loren Medina shares her journey from leaving Sony to launching Digital Girl in 2009, one of the first social media marketing companies in music. She reflects on navigating the early days of digital marketing, the importance of innovation and branding, and how those experiences shaped her move into PR.

Loren also opens up about the realities of the industry, her work with major artists, and how her family heritage has influenced her path. The conversation closes with the story behind founding Guerrera PR and the values that continue to drive her work today.

A conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/4e0rjJHHyChVBTpuz4ahNh?si=2cXzGUGBSRu9fJy6b_7hhQ

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

In this clip of The Manager’s Playbook, publicist Loren Medina shares why passion is the foundation of every client relationship she takes on. From choosing artists based on authenticity, to navigating the evolving role of PR in the age of social media, Loren gives an unfiltered look at how storytelling drives careers forward.

She breaks down her work with artists like Jessie Reyez, the strategy behind J Noa’s rise, and how moments like Tiny Desk can transform an artist’s path. Along the way, Loren discusses timing, dedication, and why the future of good PR is about much more than press releases; it’s about narrative, connection, and knowing when to strike.

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

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/4e0rjJHHyChVBTpuz4ahNh?si=2cXzGUGBSRu9fJy6b_7hhQ

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

In episode 36 of The Manager’s Playbook, Mauricio Ruiz sits down with publicist and strategist Loren Medina, founder of Guerrera PR. From her start at Sony to building her own agency, Loren shares the unfiltered truth about navigating the music business, the importance of authenticity, and why values and strategy matter more than hype.

She opens up about working with artists like J Noa and Jessie Reyez, the challenges of being a woman in a male-dominated field, and how PR has evolved in the digital era. This is a candid conversation on resilience, storytelling, and what it really takes to build a lasting career in music.

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

Music catalogs have become one of the hottest asset classes in the world.

In this clip of The Manager’s Playbook, Dan Gonzalez and I unpack how catalogs are valued, why multiples matter, and what makes music such an attractive investment for hedge funds and capital allocators. From liquidity to long-term earnings, we explore why music is considered an uncorrelated asset, and what that means for artists.

We also discuss the importance of owning masters, how business managers guide artists through catalog deals, and the growing role of family offices in managing wealth.

Whether you’re an artist, manager, or investor, this conversation offers a clear look into the financial engine powering today’s music industry.

A conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/2lmWwVgXp1Fpnx2uBKMxne?si=_7xXZfGVQWeT2xgOEtRM2g

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

From Canadian grant writing to closing music business deals.

In this clip of The Manager’s Playbook, I sit down with Dan Gonzalez who has navigated both worlds, and now helps artists protect their rights and grow sustainable careers. We discuss why some artists land grants while others don’t, how to simplify overly complex contracts, and the biggest pitfalls hiding in traditional label agreements.

The conversation also covers advances, independent capital, protecting intellectual property, and why every artist should be thinking like a CFO.

Whether you’re just starting out or managing a global career, this episode offers clear strategies to protect your music, negotiate smarter, and build for the long game.

A conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/2lmWwVgXp1Fpnx2uBKMxne?si=_7xXZfGVQWeT2xgOEtRM2g

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

Royalties are the lifeblood of an artist’s career but too often, they go uncollected.

In this clip of The Manager’s Playbook, Dan Gonzalez breaks down how business managers protect artists and producers by auditing portfolios, identifying missing income, and navigating the complex world of rights and royalties. From masters and publishing to public performance, mechanicals, neighboring rights, and sync, Dan explains how to maximize every possible revenue stream.

Whether you’re an emerging artist or managing a global career, this conversation is a masterclass in understanding the financial backbone of music.

A conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/2lmWwVgXp1Fpnx2uBKMxne?si=_7xXZfGVQWeT2xgOEtRM2g

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

The role of a business manager has never been more important for artists.

In this clip of The Manager’s Playbook, Dan Gonzalez breaks down how the job has evolved from simple bill payments and taxes to becoming the backbone of an artist’s entire financial structure. With music distribution decentralized and artists taking on more responsibilities than ever, the right business manager can mean the difference between growth and chaos.

We cover the key differences between business managers and artist managers, why back office functionality matters, and how artists can set up financial structures to support long-term success. Dan also dives into boutique vs. corporate business management, tax strategies, the use of trusts and holding companies, and what to consider when taking an advance.

Whether you’re an artist building from scratch or managing a global career, this conversation offers practical insights into protecting money, scaling income, and planning for the future.

A conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/2lmWwVgXp1Fpnx2uBKMxne?si=_7xXZfGVQWeT2xgOEtRM2g

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

In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with his own business manager, Dan Gonzalez, to uncover the financial backbone of an artist’s career.

Dan explains why business managers are really the CFOs of the music industry and how the right systems around taxes, royalties, and catalog sales can be the difference between wealth and bankruptcy.

From the hidden costs of advances to the rise of music catalogs as one of today’s hottest asset classes, this conversation reveals what it really takes to build sustainable wealth in the music business. Dan also breaks down the role of family offices, the impact of AI on the industry, and why equity should be at the center of every artist’s strategy.

Whether you’re an artist, manager, or executive, this episode is packed with actionable insights on ownership, structure, and long-term success.

A conversation like this doesn't come cheap.

Disclaimer: The views, opinions, and information provided in this podcast are for general informational and educational purposes only. Daniel Gonzalez (“Dan”) is not an attorney, CPA, or licensed financial advisor. Nothing discussed should be construed as legal, tax, or accounting advice, nor should it be relied upon as a substitute for consultation with qualified professionals. Listeners are encouraged to seek the advice of their own legal counsel, CPA, or other licensed professionals with respect to any questions or concerns they may have.

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

New episodes drop Tuesdays @ 10am ET