Welcome to The Manager’s Playbook, my personal newsletter where I share insights from Music Executives and Artists for aspiring and emerging music managers, executives and artists on how to navigate the music industry. This newsletter is brought to you by Mauricio Ruiz.

Ruiz’s Note:

Pace yourself young man. 

The weekend that just passed was all systems go. 

I had the privilege to fly back home to Toronto for a major moment: My client Skratch Bastid, one of the most accomplished and well respected DJ’s, had a record breaking attendance weekend for his own festival, Bastid’s BBQ. Skratch brought a stellar line up of heavy hitter acts including DJ Premier, DJ Puffy, 9th Wonder, A-Trak, Russell Peters (yes, the comedian…also a sick DJ) who brought out Smiff-N-Wessun, DJ Rena plus so many more accomplished DJs. 

That line up not only broke our gate attendance, but also doubled the merch revenue from last year on Saturday alone. 

A lot goes into a fully independent 2 day music festival and brand like Bastid’s BBQ and it happens all year round. As I literally write this, the team is in the group thread discussing potential 2026 date. The wheels never stop turning nor does the desire to get better. 

But as I mentioned, pace yo self. 

And now we head back to L.A. for a few. Didn’t get much sleep. Hard to wind down after a weekend running on straight adrenaline. That said, not drinking alcohol for two and a half years has made moments like this way easier to push through.

By the time I land, it’s straight into podcast mode. I’ll be prepping for our next special guest as soon as I finish writing this. 

And that’s the job I signed up for. Balancing the growth of my client while building my own. Managing, scaling, strategizing. For Skratch Bastid. For The Manager’s Playbook. For myself.

Also… thank you. The reaction to the Tuma Basa podcast episode has been overwhelming, and it reinforces what I’ve always believed: there’s massive value in honest, unfiltered, elevated conversations about the music business. Tuma also had some nice things to share about his experience on the podcast which most, if not all, the credit goes to my team for killing it day in and day out. 

It was an honour my man. Building this brand just gets more dialed in by the day. 

Speaking of which, I’m incredibly excited for our next guest, a true force in branding, marketing, and content. He breaks things down to the core: philosophy, execution, and what it really takes to stand out.

-Ruiz

THE PLAYBOOK

(FEAT. NICK RUFFALO)

Most artists don't need more content ideas. They need clarity on who they are.

In this week’s episode of The Manager’s Playbook podcast, Nick Ruffalo breaks down one of the most useful frameworks I’ve seen for helping artists stop overthinking and start building from a real place: artist archetypes.

Inspired by Carl Jung’s classic psychology work, archetypes are universal character identities. They shape how the world sees you, and how you connect emotionally with fans.

Why This Matters:
Most artists try to “figure it out” through visuals or mimicry, but that only leads to confusion and burnout.

Nick puts it plain:

So what is your archetype?

1. The Creator

The visionary innovator. You push culture forward.

Think Fred again.. – redefined electronic music through innovative sampling and cinematic emotion.

Think Björk – genre-defying, boundary-pushing sound and visuals.

2. The Rebel / Outlaw

You challenge industry or societal norms.

Think Sam Hunt - one of the first country artists to use trap beats and 808s.

Think Chappell Roan - bold, unapologetic, challenges pop conventions.

3. The Explorer

Seeker of identity. You’re on a journey in sound, self, or the world.

Think Bon Iver – evolved through sonic experimentation and isolation.

Think Rosalía – fuses cultures and genres to forge new terrain.

4. The Jester

Comic relief meets creativity. Humour is your edge. You make people laugh and feel.

Think Lil Dicky – self-aware humour with lyrical depth.

Think Doja Cat – playfully provocative, yet musically sharp.

5. The Dreamer / Underdog

Your story inspires. People root for you. Big visions, humble roots.

Think Lizzo – self-love, resilience, and joy.

Think Chance the Rapper – independent spirit and optimism.

6. The Wildcard

You’re unpredictable. Every drop, every move, is a surprise.

Think Ye (Kanye West) – reinvents himself constantly.

Think 070 Shake – boundary-less and experimental.

7. The Best Friend

You’re everyone’s favourite human. Warm, grounded, relatable.

Think Post Malone – approachable, laid-back, genre-fluid.

Think Taylor Swift – trusted narrator of emotions.

8. The Sage

You bring wisdom, reflection, and depth (Yoda, if he made albums).

Think Childish Gambino – poetic insight, generational wisdom.

Think Lauryn Hill – cultural critic and soul teacher.

9. The Hero

You rise, fall, and fight again. Big arcs, big moments.

Think Demi Lovato – battles, triumphs, transparency.

Think Eminem – comeback king with raw narrative.

10. The Innocent

Hopeful, honest, and pure in intention.

Think Laufey – soft-spoken, heartfelt, calm presence.

Think Olivia Rodrigo (early) – open, raw vulnerability.

11. The Magician

You create wonder. You make the impossible feel real.

Think Frank Ocean – elusive, ethereal, emotionally transformative.

Think Sufjan Stevens – layered, spiritual, cinematic.

12. The Caregiver

You nurture your community. You're here to uplift.

Think India Arie – healing energy through music and words.

Think Alicia Keys – empowering, restorative, grounded.

13. The Ruler

You command. You’re structured, powerful, precise.

Think Jay-Z – enterprise, legacy, dominance.

Think Beyoncé – precision, control, leadership.

14. The Everyman

You’re relatable. Real. You speak for the people.

Think Ed Sheeran – simple, accessible, universal stories.

Think Bruno Mars – easygoing, crowd-pleasing, beloved.

Watch Episode 32 with Nick Ruffalo LIVE NOW

CONSULTATIONS

I’m now offering 1-on-1 strategy sessions for artists, managers, and execs serious about navigating the music industry with clarity.

These sessions are fully personalized. Just us, focused on where you’re at and where you want to go. Whether it’s building the right team, scaling your brand, or making your next move with confidence, I’ll help you cut through the noise and create a real plan.

With 16+ years working across artist development, brand strategy, and executive roles, I bring honest insight and practical frameworks that move careers forward. A conversation like this doesn’t come cheap.

If you’re ready to invest in the long game, let’s get to work.

POD WRAP UP

When you lock into the right archetype, the noise quiets. Content becomes easier. And fans finally feel who you are.

The Reminder:

Just because you make music doesn’t mean you’re “The Creator.”
Just because you're bold doesn’t mean you're “The Rebel.”
And just because you can be funny doesn’t mean you have to be “The Jester.”

Find your core. Own it. Build from there.

Not sure where you land?
Check out the full conversation with Nick Ruffalo for more insight.
Share your archetype with us on IG @mauroisruiz

Watch the episode with Nick Ruffalo NOW

DON’T FORGET to Subscribe to our YouTube Channel HERE

You can also listen to ‘The Manager’s Playbook’ Podcast on Spotify, Apple, Amazon and several other platforms HERE

-Ruiz

THE MANAGER’S PLAYBOOK DISCORD IS WHERE YOU SHOULD BE

We’re Hosting Real Conversations, Live.
No gatekeepers. No fluff. Just straight talk with artists, managers, and guests who’ve actually done the work.

Nearly every week in our Discord, we’re going live for Q&As, pulling back the curtain on how the industry really moves.

Get in early. You never know who might pop in and drop game.

Bio

I’m Mauricio Ruiz, the Founder/CEO of 8 Til Faint, an Artist Management company with over 5 billion audio streams worldwide. Our past and current clients include Grammy nominated, Juno Award winning multi-instrumentalist and singer/songwriter Jessie Reyez, Marley Bleu, Skratch Bastid and more. I am also the Co-Founder of Mad Ruk Entertainment, a content agency with over 3 billion long form video streams worldwide. Our client list includes The Weeknd, Eminem, and Celine Dion, along with renowned brands like Nike, Pernod Ricard, Canon, and the NBA.

Follow me on IG @mauroisruiz

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