The Manager's Playbook

Nick Groff returns to The Manager's Playbook, former Interscope and Geffen executive, longtime A&R, entrepreneur, and manager of BUNT.

Nick breaks down the modern artist playbook: how managers can build artists like media companies, why storytelling and world-building matter, and how BUNT. went from being dropped to building a global fanbase, selling hundreds of thousands of tickets, and creating real momentum around live shows, merch, content, and community.

We get into artist management, fan acquisition, touring strategy, merch, market-by-market pricing, Coachella, AI, the creator economy, and why the modern manager has to think more like a CEO than ever before.

A must-listen for artists, managers, aspiring music executives, and anyone trying to understand how the music business really works today.

A conversation like this doesn’t come cheap.

Book a 1-on-1 meeting with the guests you’ve been watching. See who's available on The Manager's Marketplace: ⁠https://themanagersplaybook.com/home⁠

Get 20% of Magic Mind with code TMP20 ⁠⁠https://magicmind.com/⁠⁠

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

Charlie Rocket breaks down why artists and managers need to stop waiting on labels, managers, or industry validation and start building fans first.

In this clip from The Manager’s Playbook, Charlie talks about fan demand, leverage, moving faster, releasing more, and avoiding the trap of getting overwhelmed by industry knowledge before there’s an actual business to protect.

He also gets into why travel can help artists spark creativity, change perspective, and find new ideas before a breakthrough.

For independent artists, managers, and aspiring music executives, this is a reminder: build the fans first, then let the industry catch up.

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

Book a 1-on-1 meeting with the guests you’ve been watching. See who's available on The Manager's Marketplace: ⁠https://themanagersplaybook.com/home⁠

Listen to the full episode here -

Spotify: ⁠⁠https://open.spotify.com/episode/2WkHm0XSp9TX4hbyUCRGxC?si=yepnZQe2QAq1dSPZ0-H66w⁠⁠

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

Charlie Rocket breaks down a real artist growth playbook built on volume, virality, and in-real-life fanbase building.

In this clip from The Manager’s Playbook, Charlie explains how he helped build Travis Porter’s momentum with no big budget, using fast music output, MySpace hustle, local marketing, and real-world events to create demand from the ground up.

He gets into the nine-month blitz strategy, why artists need to move faster, how to build local buzz before chasing the whole internet, and why real fanbases are still built person by person.

For independent artists, managers, and aspiring music executives, this is a reminder: the internet matters, but the streets still talk.

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

Book a 1-on-1 meeting with the guests you’ve been watching. See who's available on The Manager's Marketplace: https://themanagersplaybook.com/home

Listen to the full episode here -

Spotify: ⁠https://open.spotify.com/episode/2WkHm0XSp9TX4hbyUCRGxC?si=yepnZQe2QAq1dSPZ0-H66w⁠

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

Charlie Rocket breaks down how artists can build a real superstar brand by giving fans something to belong to.

In this clip from The Manager’s Playbook, Charlie explains why fan names, colors, symbols, emojis, accessories, catchphrases, and ad-libs matter more than most artists think. These are the details that turn passive listeners into real participants.

He also talks about why there are no secrets in marketing: study what already works, decode the pattern, and build a world fans can recognize instantly.

For independent artists, managers, and aspiring music executives, this is a simple but important reminder: great branding is not just how an artist looks. It’s how fans know they’re part of something.

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/2WkHm0XSp9TX4hbyUCRGxC?si=yepnZQe2QAq1dSPZ0-H66w⁠

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

Charlie Rocket breaks down the problem with viral-first artist development and why chasing views can hurt an artist’s long-term career.

In this clip from The Manager’s Playbook, Charlie explains why artists should not be treated like influencers, how viral trends can damage mystique, and why real fanbase building matters more than empty attention.

He also shares how artists, managers, and small teams can use social media, fan pages, and smart content strategy to grow without relying on a record label.

For independent artists, artist managers, and aspiring music executives, this is a reminder: views are cool, but fans build careers.

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

Check out Influur Pulse and stop chasing the moment after it passes: ⁠https://www.influur.com/book-a-demo⁠

Listen to the full episode here -

Spotify: https://open.spotify.com/episode/2WkHm0XSp9TX4hbyUCRGxC?si=yepnZQe2QAq1dSPZ0-H66w

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

Charlie Rocket returns to The Manager’s Playbook with a full breakdown on how artists and managers can build a real fanbase without waiting on the industry.

In this episode, Charlie gets into the Law of 62, why pace matters more than slow consistency, how to create viral content without making the artist look corny, and why protecting mystique still matters in the social media era.

He also breaks down direct-to-fan strategy, superfan communities, naming your fanbase, testing music with fans, singles versus albums, AI in music, street marketing, and the mindset it takes to build an artist from the ground up.

If you’re an independent artist, artist manager, aspiring music executive, or anyone trying to understand how real fanbases are built, this one is a playbook.

A conversation like this doesn’t come cheap.

Book a 1-on-1 meeting with the guests you’ve been watching. See who's available on The Manager's Marketplace: https://themanagersplaybook.com/home

Get 20% of Magic Mind with code TMP20 ⁠https://magicmind.com/⁠

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

In this clip from The Manager’s Playbook, Mauricio Ruiz and James Beshara reframe mental health as mental wealth.

James shares the personal story that pushed him to take prevention seriously, then breaks down the five daily buckets he believes help build real resilience: sleep, diet, exercise, stress management, and exogenous compounds.

They also get into consistent wake times, better sleep, alcohol, processed foods, walking, creativity, caffeine, nicotine, Adderall, and the ingredients behind Magic Mind.

For artists, managers, founders, and creatives trying to perform at a high level without burning out, this is a reminder that the work starts before the work.

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

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

Check out James Beshara's Essay on Mental Wealth: https://jjbeshara.com/2020/06/04/mental-wealth/

Get 100% off APT with code TMP100 https://www.tryapt.ai/

Get 20% of Magic Mind with code TMP20 https://magicmind.com/

Listen to the full episode here -

Spotify: ⁠⁠https://open.spotify.com/episode/1XMFFyBvpSTfUzuRfCFkyu?si=sVEhF1A2StqEPEx7xFFCRA⁠⁠

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

In this clip from The Manager’s Playbook, Mauricio Ruiz and James Beshara talk about focus, under-committing, and why artists need to stop trying to master everything at once.

James breaks down the idea of doing very little and doing it big. For artists, managers, and music entrepreneurs, that means building skills gradually, releasing consistently, learning from feedback, and creating systems before adding more plates to spin.

They also get into artist burnout, long-term mastery, ownership in 2026, and why the modern music business has more opportunity than ever if you can stay focused long enough to use it.

For independent artists, artist managers, aspiring executives, and anyone building a real creative career, this is a reminder that the play is not doing more.

It’s doing the right things better.

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

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

Listen to the full episode here -

Spotify: ⁠https://open.spotify.com/episode/1XMFFyBvpSTfUzuRfCFkyu?si=sVEhF1A2StqEPEx7xFFCRA⁠

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

In this clip from The Manager’s Playbook, Mauricio Ruiz and James Beshara talk about purpose, burnout, validation, and what it really means to build with intention.

James breaks down the idea that “industry” means to persevere with purpose, and why talent alone does not mean much if you avoid the business side, the hard conversations, or the responsibility that comes with building something real.

They also get into right action, finding the role that gives you energy, the pressure artists feel to keep touring, and why personal responsibility matters in music, startups, and creative careers.

For independent artists, artist managers, aspiring executives, founders, and anyone trying to build something that lasts, this is a conversation about moving with purpose instead of chasing approval.

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/1XMFFyBvpSTfUzuRfCFkyu?si=sVEhF1A2StqEPEx7xFFCRA⁠

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

In this clip from The Manager’s Playbook, Mauricio Ruiz and James Beshara break down why success in any creative career usually comes down to people, practices, and tools.

James challenges the myth of the solo genius through Brian Eno’s idea of “scenius,” showing why artists, managers, founders, and creatives need the right scene, the right collaborators, and the right people around them.

They also get into pitching, sales, asking better questions, finding your zone of genius, and building teams with people whose strengths complement your weaknesses.

For independent artists, artist managers, aspiring music executives, and creative entrepreneurs, this is a reminder that talent matters, but the scene around you matters too.

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

Check out Influur Pulse and stop chasing the moment after it passes: https://www.influur.com/book-a-demo

Listen to the full episode here -

Spotify: https://open.spotify.com/episode/1XMFFyBvpSTfUzuRfCFkyu?si=sVEhF1A2StqEPEx7xFFCRA

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