The Manager's Playbook

Artist management is not just about deals, rollouts, and relationships.

It’s service.

In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Nael Atweh and Alyce Hayek of Grass Fed Music for a real conversation about what it takes to build artists behind the scenes.

Nael and Alyce talk about running a music management company as a married couple, developing independent artists, building trust with clients, and balancing creative instinct with business structure. They also get into the story behind Grass Fed Music, working with DJ Habibeats, the rise of Middle Eastern club sounds, lessons from Nasri Atweh, MAGIC!’s “Rude,” Justin Bieber cuts, Myspace-era hustle, mentorship, and why the song still has to come first.

This episode is for artists, managers, aspiring music executives, independent artists, and anyone trying to understand what real artist management actually looks like.

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, Omar Grant breaks down the mistake too many artists make with their music: releasing without enough quality control, strategy, or honest feedback.

Omar explains why great songs still need the right artist, the right plan, and the right timing. He also gets into the pressure independent artists feel to release constantly, why the market can be a useful teacher, and when blaming the marketing is really just avoiding the harder question: was the song strong enough?

A sharp conversation for independent artists, managers, A&Rs, songwriters, producers, and aspiring music executives trying to build better records and smarter release strategies.

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/6V9sf8DiDrf8EmOspp48OH?si=7iM5Mi76QAKBwVyzQc8zeQ

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

In this clip from The Manager’s Playbook, Omar Grant breaks down the strategy behind building a real career in the music business.

Omar reflects on his rise from Bronx DJ and Columbia Records intern to Rihanna’s A&R and co-president of Roc Nation, sharing the lessons that shaped his path: patience, artist development, trust, relationships, and doing the work most people never see.

He also explains what made Roc Nation different, why authentic marketing has to start with understanding the artist, and why copying another artist’s rollout is rarely a real strategy.

A sharp conversation for aspiring music executives, artist managers, A&Rs, marketers, independent artists, and anyone trying to understand how long-term careers are actually built.

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/6V9sf8DiDrf8EmOspp48OH?si=7iM5Mi76QAKBwVyzQc8zeQ

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

In this clip from The Manager’s Playbook, Omar Grant breaks down why artist development no longer lives only inside record labels.

As Rihanna’s longtime A&R, former Roc Nation co-president, and founder of Chapter A.R.T. Music Publishing, Omar has seen how real development actually happens: through time, trust, taste, honest feedback, and the right people around the artist.

Omar explains why producers, managers, and trusted creative partners now often play the role traditional A&Rs used to own. He also gets into building trust with artists like Rihanna, hearing great records in rough demos, why trend-chasing is not real A&R, and how songs go from good to great.

A sharp conversation for artists, managers, producers, songwriters, aspiring A&Rs, and music executives trying to understand how long-term careers are really built.

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/6V9sf8DiDrf8EmOspp48OH?si=7iM5Mi76QAKBwVyzQc8zeQ

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

Rihanna’s next album isn’t just another release. It comes with the weight of everything she’s already done.

In this episode, A&R executive Omar Grant breaks down the pressure behind new Rihanna music, why following records like “We Found Love,” “Diamonds,” “Work,” and Anti is so difficult, and what it takes to make songs that actually last.

Omar talks about global writing camps, creative briefs, Rihanna’s own A&R instincts, the problem with mediocrity in today’s music, and why artists, writers, producers, and executives need to care more about quality, storytelling, melodies, choruses, and real development.

A sharp look inside the music business, the A&R process, and the standard behind timeless records.

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/6V9sf8DiDrf8EmOspp48OH?si=7iM5Mi76QAKBwVyzQc8zeQ

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

In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Omar Grant, Rihanna’s longtime A&R, former Roc Nation co-president, and founder of Chapter A.R.T. Music Publishing.

Omar breaks down what real A&R looks like today, why great records feel harder to find, and how Rihanna’s creative instincts continue to raise the bar for the entire music industry. He shares how global writing camps, creative briefs, honest feedback, and deep artist trust all shape the records that actually last.

This conversation goes beyond hit songs. Omar explains the difference between viral moments and timeless copyrights, why artist development still matters, and how aspiring A&Rs, managers, songwriters, producers, and music executives should think about taste, quality control, and creative leadership.

We also get into modern music publishing, the future of A&R, and Omar’s new platform Who’s Your A&R, built to give artists and creatives the kind of feedback most people never get access to.

A masterclass in A&R, artist development, songwriting, and building music that stands the test of time.

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, Lecrae breaks down the business behind Reach Records and what it really takes to run an independent label.

He explains how Reach operates with a 20-person staff, 11 artists, multiple departments, and four studios in Atlanta, while also sharing how he balances being both Artist Lecrae and CEO Lecrae.

Lecrae also gets into marketing budgets, recoupment, expensive features, and why he believes in spending as momentum builds instead of betting big too early.

A valuable listen for independent artists, artist managers, music executives, and anyone studying how to build a real 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/5DBsFfmC1YCHzhwn1dlHlH?si=MO71e6ZmSzanB7atasJ3QQ

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

In this clip from The Manager’s Playbook, Lecrae breaks down how Christian radio really works and why gospel, Christian music, and mainstream radio operate in very different ways.

He explains the cultural divide between gospel and contemporary Christian music, how artists get boxed into categories, and how Christian radio can connect records to major touring opportunities like K-Love and Winter Jam.

Lecrae also talks about crossover strategy, artist adaptability, radio economics, payola, and why independent labels need to become trusted curators for their audience.

A valuable listen for independent artists, artist managers, music executives, Christian hip-hop fans, and anyone studying music business, radio strategy, and audience development.

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 clip from The Manager’s Playbook, Lecrae breaks down the hidden business behind Christian music and why the niche is much bigger than most people realize.

He explains how independent Christian labels built real revenue before major-label partnerships, how church licensing through CCLI can become a major income stream, and why Christian hip-hop developed its own touring power through live shows, festivals, churches, and direct fan connection.

Lecrae also shares what today’s independent artists need to understand about building an audience: stage presence, social media, music curation, fan connection, adaptability, and the work behind the highlight reel.

A strong listen for independent artists, artist managers, music executives, Christian hip-hop fans, and anyone studying how niche music markets become real 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/5DBsFfmC1YCHzhwn1dlHlH?si=MO71e6ZmSzanB7atasJ3QQ

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

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