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. Theron Thomas)

Theron Thomas is a giant walking among us, quietly, intentionally, and without ever needing the spotlight.

Not because he wants to be behind the scenes.

But because the industry has built a system where the people who pen the very thing everyone profits from, the songs, have historically had the least leverage, protections, and ownership.

Let me explain.

Theron is one of the most prolific songwriters of the last two decades.
The pen behind global anthems like:

• “Replay”

• “We Can’t Stop”

• “About Damn Time”

• “APT”

Records that shape culture, define summers, and turn artists into superstars.

And yet, like almost every songwriter before him, he spent years fighting for credit, rights, and royalties that should have never required a fight in the first place.

Because in the modern music industry, songwriters are the foundation…
and somehow the afterthought.

Here’s the truth most people don’t understand:

The people with the pen, the ones writing the lyrics, melodies and concepts, create the product every other part of the industry monetizes.

Yes, producers are technically considered songwriters too.

And many of them earn 2-6 master points, sometimes more depending on leverage.
They participate in the recording side and the composition side.

But this conversation is about the topliners, the ones writing the words, building the hooks, shaping the emotion, designing the structure, and giving the artist their voice on the record.

Labels monetize recordings.

Publishers monetize compositions.

Managers take commissions.

Artists tour.

EVEN major label A&Rs get master points.

Everyone participates in the upside.

Except the songwriter, who, historically, has been last in line to eat.

And it’s wild when you think about it.

The people who write the songs that fuel an entire global economy…
are often the ones with the least rights, the smallest percentage, and the last seat at the table.

Songwriters aren’t just part of the ecosystem.

They are the fucking ecosystem.

But for decades, the business didn't treat them that way.

The Grammys didn’t even have a Songwriter of the Year category until 2023.

Read that again.

In an industry founded on songs, we didn’t honour the people who create them until last year.

Which is why Theron Thomas’ historic moment in 2024 matters so much.

To understand the imbalance, listen to Theron talk for five minutes.

He has written No.1 records in multiple genres. He has fed entire label systems with hit after hit. He has shaped sounds, delivered cultural moments, and pushed artists into new eras.

And still…

He’s fought for rates, for credit, for splits and for respect.

He’s fought for understanding of the basic economics of songwriting.

Let that sink in.

If Theron Thomas has to fight,
what does that mean for everyone else?

And yet he keeps showing up. He keeps elevating the culture and delivering songs people remember for a lifetime.

Not because the system works for him.

But because he works despite the system.

There’s a lesson here for every corner of the industry:

1. Great songs are built, not gifted.

Writers aren’t machines.
They’re architects of emotion, melody, structure, and culture.
Respect the craft.

2. Writers are strategic partners, not vending machines.

If you want better records, treat your writers better.
It’s that simple.

3. The future belongs to artists and teams who build equitable ecosystems.

Transparent splits, clear expectations, shared wins, aligned incentives.

The old model is collapsing. Songs become hits when teams operate with integrity.

4. Songwriters deserve a seat at the table.

Not as accessories. Not as afterthoughts.
As co-founders of the record.

Because they are.

Here’s the part most people get wrong about songwriting power…

Songwriters aren’t asking for charity.
They’re asking for parity.

And when parity exists, everyone wins:

• artists get better music

• managers get stronger catalogs

• labels get bigger hits

• DSPs get more engagement

• fans get moments that matter

The entire industry gets healthier, the ecosystem evolves and the business grows in a way that is sustainable, fair, and built for the long-term.

Theron Thomas is the proof.

And now, whether the industry is ready or not, his story is shining a light on a truth we can’t ignore anymore:

If you want a stronger industry, protect the people who create the songs.

The rest of us are building on their foundation. Real shit.

Watch Episode 47 with Theron Thomas LIVE NOW

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With 16 years in the music business and experience working with some of the biggest artists and executives in the world, I can share insights, strategy and ways to execute the pain points in your career as it currently stands.

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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.

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