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:

Let’s keep it real.

When we talk about “independent artists” today, the definition is all over the place .


On paper, sure, you’re “independent” if you own your masters and you’re not signed to a major label. But are you really “indie” if you’re getting distributed through a major? 

Whether it’s The Orchard (Sony), AWAL (Sony), or ADA (Warner), those distribution pipelines all roll up to major-labels, which go to their respective market share.

The terms may be friendlier, the upfront costs may look lighter, and the control might feel greater—but technically, you’re still fuelling the system.

And what are you truly getting in return for the 20% you’re giving up? I’m not quite sure outside of money…

On the flip side, you have companies like Venice Music, Stem, United Masters and Too Lost.

These are outside the direct major-label ecosystem and offer real independence from that structure. But even then, the deals come with multi-year commitments to keep your catalog on their platform and varying degrees of label services. So is it independent?

How about a better question.

DOES IT REALLY MATTER? 


To me, it comes down less to the distributor’s logo and more about the infrastructure and deal points:

Do you control your masters?

Do you give up master points on delivering through a distributor?

Do you decide your release schedule?

Do you have the ability to pivot without someone else calling the shots?

Last but not least…

DO YOU MAKE IT EASY FOR MY ARTIST TO GET PAID.

Those are the important questions in my mind.

End of the day, arguing about “independence” is a time suck. What matters is whether you’ve built the right ecosystem around your artist to give you  the best leverage, ownership, and freedom of choice.

As Milana Lewis says, it’s less about independence—it’s about autonomy.


-Ruiz

THE MANAGER’S PLAYBOOK PODCAST

(FEAT. Milana Lewis)

This week on The Manager’s Playbook, I sat down with Milana Lewis, co-founder and CEO of STEM, to unpack one of the most overused, and misunderstood, words in the music industry: independent.

It’s a subtle but critical distinction.

Independence implies you’re doing it all alone.

Autonomy means you’re in control of your choices, picking the right partners, making the right deals, and building leverage without losing ownership.

In a world where every distributor wants to look like a label and every label wants to act like a distributor, this difference matters more than ever.

This episode of The Manager’s Playbook Podcast is about this one thing:

Why “independence” is a myth for artists today, and why autonomy, the power to choose the right partners, make clear decisions, and control your path, is the real measure of success in the modern music business.

Independence ≠ Autonomy

Independence suggests isolation: you, by yourself, against the world.

But Milana argues that no successful artist today truly operates alone.

Teams, distributors, marketers, collaborators, everyone plays a role.

Autonomy is about choosing strategically who sits at the table, project by project.

The Illusion of Independence

Artists often think that because they’re not signed to a major, they’re independent. But as Milana points out,

The Economics of Exploitation

One of the reasons Milana says the music business is “f***ed” is because of opacity:

• Most artists don’t know what they own.

• Most artists don’t know when they’re getting paid.

That lack of clarity is exactly where predatory deals find their leverage.

Distribution vs. Delivery

Milana stresses that most distributors pitch independence as access.

But access isn’t the same as attention.

Delivery means your music is online; distribution means it’s prioritized, marketed, and supported.

Autonomy is knowing the difference, and choosing partners who align with your vision.

The Entrepreneurial Parallel

Artists and entrepreneurs face the same challenge: iterating products (songs, albums, campaigns) until something resonates.

Autonomy means you get to run those tests on your terms.

Watch Episode 39 with Milana Lewis LIVE NOW

1:1 CONSULTATIONS WITH RUIZ

I’m now offering 1-on-1 strategy sessions for artists, managers, and execs serious about building beyond music.

Fully tailored to you.

We’ll break down the traditional drivers, masters, publishing, touring, merch, and then map out how to leverage them into real equity: consumer brands, media, real estate, tech, even catalog plays that turn creative work into capital.

With 16+ years across management, development, brand, content, and marketing, I’ll bring honest insight and practical frameworks that move your career forward.

If you’re ready to invest in the long game and build a career that prospers, much like the above concepts discussed above with Rich Castillo, let’s get to work.

PODCAST WRAP UP

I see it every day, artists chasing the badge of “independence” like it’s freedom.

But freedom isn’t a title. Freedom is leverage.

Autonomy means you know what you want, you know what success looks like, and you have the power to choose the right partners to get there.

That’s where careers are built.

Not in going at it alone, but in building the right ecosystem around your vision.

Full episode is out now on YouTube and your preferred streaming platforms.

Check out the full conversation with Milana Lewis and myself for all the insights.

Share your thoughts with me on IG @mauroisruiz

Watch the episode with Milana Lewis NOW

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

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

-Ruiz

THE MANAGER’S PLAYBOOK DISCORD IS LIVE!

We’re Hosting Real Conversations, LIVE.

We’re building a space for real conversations about the music business, no fluff, no gatekeeping. Just artists, managers, and creatives sharing what actually works.

The server is live.

Get in early. You never know who might drop in to talk shop.

Bio

I’m Mauricio Ruiz, the host and creator of The Manager’s Playbook podcast, dedicated to demystifying the world of music management, and 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, 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 and the NBA.

Follow me on IG @mauroisruiz

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