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- Stop Chasing Virality.
Stop Chasing Virality.
I spoke with the best digital marketer in the music business
Mauricio Ruiz
November 11, 2025
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:
I’m back on the west coast. Back on the grind.
Tomorrow I shoot the pod with a legendary record label boss in HipHop from the 90’s and that shit’s got me hype. Wednesday I fly to Vegas for The Latin Grammys. That shit has me anxious. But today I put out the latest episode of The Manager’s Playbook featuring one of the best digital marketers in the game, Austin Dunn, and that shit has me excited.
I repeat, he’s one of the best. If you know, you know. But if you don’t, get familiar. The info below is eye opening.
-Ruiz
THE MANAGER’S PLAYBOOK PODCAST
(FEAT. Austin Dunn)
Every artist I meet is trying to “crack the algorithm.”
They’re posting daily, following trends, and still not growing.
That’s because the algorithm isn’t your problem.
Your story is.
Austin Dunn knows this better than anyone.
He’s a very low key digital marketing strategist and founder of @rnbmusic, one of the most influential faceless pages in music.
He’s built digital systems and campaign strategies for artists like Victoria Monét, 6ix9ine, and Teddy Swims, helping them turn authentic storytelling into cultural movement.
And in this episode, he explains why most artists are doing it backwards.
Don’t push the music. If you push the music, people are gonna know you’re pushing the music.
The truth? Most artists aren’t building context. They’re just chasing attention.
And in 2025, attention without narrative doesn’t convert.
L-R: Mauricio Ruiz & Austin Dunn on set of TMP
This episode of The Manager’s Playbook Podcast is about this one thing:
The artists who win aren’t the ones who go viral.
They’re the ones who build a story worth following.
KEY TAKEAWAYS
The Shift: From Promotion to Storytelling
Austin doesn’t believe in “marketing” in the traditional sense.
He believes in seeding stories: planting narrative moments across digital spaces that pull listeners in naturally.
You don’t need to go viral to win. You just need people to believe your story enough to share it.
This is how he helped artists like Victoria Monét, 6ix9ine, and Teddy Swims grow real audiences.
Before a single campaign, he studies the emotional arc.
The music becomes the byproduct of storytelling, not the headline.
That’s the kind of long-term strategy artists are missing.
It’s not about more posts. It’s about more meaning per post.
Narrative Is Your Marketing Strategy
If your content doesn’t build context, it won’t build fans.
That’s the framework Austin lives by, and it’s the opposite of what most artists do.
He explained it like this:
Every post is a chapter. If someone can’t read your story from start to now, you don’t have one.
That means stop posting random content for engagement.
Start creating continuity.
If every post connects to your identity, fans don’t just watch.
They follow the story.
1:1 CONSULTATIONS WITH RUIZ
Mauricio Ruiz
I’m offering private 1-on-1 sessions for artists, managers, and execs who want real, practical advice on how to move their careers forward.
With 16 years in the music business and experience working with some of the biggest artists and executives in the world, I’ll share insights that can help you take the next step.
Book your private consultation below.
PODCAST WRAP UP
The artists who last don’t go viral once.
They build systems that make every release mean something.
That’s what Austin Dunn teaches through strategy, culture, and storytelling.
Because the truth is:
You don’t need a label.
You don’t need luck.
You just need a story that scales.
Full episode is out now on YouTube and your preferred streaming platforms.
Check out the full conversation with Austin Dunn and myself for all the insights.
Share your thoughts with me on IG @mauroisruiz.
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
Simply put, a conversation like this doesn’t come cheap.
-Ruiz
WRAPPING UP..
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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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