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.

THE MANAGER’S PLAYBOOK PODCAST

(FEAT. Rich Castillo)

There’s a story artists tell themselves: “Once I get signed, I’ve made it.”
It feels like the finish line. Validation. A stamp of approval that the world has finally recognized your talent.

But as Rich Castillo explained on Episode 38 of The Manager’s Playbook podcast, signing isn’t the finish line. It’s the starting gun.

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

Labels don’t guarantee success. What they offer is infrastructure, resources, and sometimes capital. But the energy, vision, and urgency must still come from the artist and their team.

What Really Happens on Day One

When you sign, the clock starts ticking.

• Budgets are allocated.

• Departments get assigned.

• Expectations rise immediately.

From that moment on, every single decision, release, and meeting is measured against one question: “Is this artist worth the investment?”

And that’s where things can go sideways. Rich pointed out that labels often spend in the wrong areas early on; not out of bad intent, but out of misalignment. If the vision isn’t clear, the project risks losing momentum before it even begins.

That’s why the first day of your deal is really the first day of the hardest work you’ll ever do.

The Danger of Drifting

Rich put it bluntly:

They stop moving with the same hunger that got them noticed.

Too often, here’s how it plays out:

• The artist celebrates, but loses urgency.

• The label spends money, but not always in the right places.

• No one is steering the ship with clarity.

What happens next? The project stalls, momentum fades and before long, the label has moved on to the next hot signing.

The Role of Vision and Management

This is where great managers prove their value.

Rich reminded us:

A record label can amplify. But they can’t create success for you.

It’s up to the artist and manager to:

• Articulate a clear vision.

• Align the team around a shared strategy.

• Direct energy where it creates long-term value, not short-term noise.

A good manager protects the artist’s vision.

A great manager ensures every dollar, every post, and every campaign serves that vision.

Why the Real Work Begins After the Deal

The deal is only a tool. What matters is what you do with it.

• Day One is when you start proving that you deserved the opportunity.

• Day One is when you make sure your team is adding value, not just filling space.

• Day One is when you set the tone for how you’ll build momentum.

Because a deal without direction is just paper.

Watch Episode 38 with Rich Castillo 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

Rich Castillo’s words serve as a reminder: labels don’t guarantee success. They amplify it.

The most successful artists don’t treat signing as a victory lap.
They treat it as the beginning of the grind.

If you see Day One as the start, not the end, you give yourself a real chance at building something that lasts.

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

Check out the full conversation with Rich Castillo and myself for all the insights.

Share your thoughts with me on IG @mauroisruiz

Watch the episode with Rich Castillo 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

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

-Ruiz

THE MANAGER’S PLAYBOOK DISCORD IS LIVE!

We’re Hosting Real Conversations, LIVE.

Next week, I’m bringing my friend Nick Ruffalo, Founder of Unleashed Creative and SVP of Audience Engagement at Big Loud Rock, into the Discord chat!

Get ready because Nick Ruffalo (Founder of Unleashed Creative and SVP of Audience Engagement at Big Loud Rock) will be hopping into our Discord for an in-depth discussion on artist branding, marketing and content creation.

No gatekeepers. No fluff. Just straight talk with the man behind countless artist marketing & content campaigns.

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

You never know who might pop in and drop game.

Get in early.

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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