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:

Trinidad. Seventy two hours. A lifetime of insight.

I landed in Trinidad with excitement and curiosity.

I left with respect, admiration, and a deeper understanding of what cultural legacy actually looks like when it is lived, not just spoken.

For such a small island, Trinidad and Tobago punches well above it’s weight.

Musically.

Spiritually.

Culturally.

Even in the food. I had no business enjoying that much food in that short amount of time. Not gonna lie, and I’m gonna get crucified for this by my own people, but Trini dishes easily some of the best I’ve ever had. But I digress… The cultural experience that I received in such a short amount of time came from music royalty, and it was an absolute honour.

A lot of that understanding came from spending time with Lady Montano, Machel’s mother and his first manager (alongside her husband Monty Montano), guiding him throughout the first half of his forty three year career. She graciously opened doors for me that one does not access through interviews or headlines.

She showed me the world behind the world of Machel Montano.

The part informed by decades of discipline, sacrifice, belief, and generational creativity. In just one conversation, I walked through a private archive of Machel’s life.

That context made the book The King of Soca even more dynamic than I could have imagined. Nate Martin, Machel’s co-manager, gave me access to it before my trip to TT. I read it in four or five days because I couldn’t put it down. Written by Lady Montano herself, it was a deep dive into the world and culture she, Monty and most importantly Machel envisioned.

Being in Trinidad gave me the depth.

Machel is more than just an artist. He is an institution.

A movement wrapped in a man. I’m a big history guy. I like to understand as best I can where things were in order to know where things are currently at so it was fascinating to learn from Lady how the roots of his system in Soca and culture came to be.

Then I sat down with him.

Face to face with the man who took Soca from a regional sound to a global statement. The man did not just break through the ceiling. He built the damn room.

Sitting across from Machel Montano, with Che Kothari beside him, it felt like I was being handed the blueprint in real time. The cultural strategy. The weight of responsibility. The constant push to innovate while staying anchored in tradition. It was truly a masterclass.

You don’t fully understand the scale of someone’s impact until you feel it in the room. Reading the book gave me the story. Being in Trinidad gave me the context. Speaking to Lady gave me insight. Sitting with Machel gave me the clarity.

I learned a lot in seventy two hours in Trinidad. No Zoom call could ever replace that moment of being across from the person who built the very culture we were there to discuss.

I went to learn about Machel’s story, business infrastructure and philosophy. I left understanding why certain people do not just build careers. They build culture.

It feels important to bring this story to The Manager’s Playbook audience that may not be fully familiar with Machel, but I know once exposed to his philosophy and business acumen, you’ll recognize the power of what he built.

This isn’t just cultural insight. It is a blueprint for sustainability, independence, and long-term relevance.

If you want to see that depth in real time and hear that philosophy for yourself, watch the latest episode of The Manager’s Playbook featuring Machel Montano and Che Kothari.

Watch the full conversation now.

-Ruiz

THE MANAGER’S PLAYBOOK PODCAST

(FEAT. Machel Montano & Che Kothari)

Machel Montano didn’t ask to be the King of Soca.
But the crown came anyway.

And with it came something most people don’t talk about:

the responsibility of leading a culture that resets every single year.

Let me explain.

Soca isn’t an industry where you coast off last year’s hit. Every Carnival season demands new music, new energy, new performance levels, a fresh reason to show up. Most artists burn out in this cycle. It’s too much output, too fast, with too little infrastructure supporting them.

But somehow, for over 43 years, Machel has done what shouldn’t even be possible:

He stayed ahead.

He stayed relevant.

He stayed excellent.

But here’s the real story people miss:

Even kings need help carrying the crown.

And that’s where Che Kothari comes in.

Machel Montano’s a cultural architect.

From his early teenage years to his global era, Machel shaped the sound, the movement, and the energy of Soca.

He invented performance formats the genre still follows. He raised the technical bar for live shows and became the blueprint for what it means to represent the Caribbean on the world stage.

His music didn’t just soundtrack Carnival. It became the emotional centre of it.

But legacy alone isn’t sustainable.

Legacy requires infrastructure.

With influence comes weight.

At some point, Machel realized that staying on top meant more than just delivering hits.

It meant embodying leadership.

That meant discipline.

That meant modelling excellence for the next generation of artists coming behind him.

That meant spiritual growth.

Being the King of Soca isn’t about ego.
It’s about stewardship.

And stewardship demands clarity, purpose, accountability, systems and vision.

But even the most legendary artists can’t build systems alone.

Which brings us to one of the most important lessons in the music business…

Greatness requires the right partner.

Not someone who stands in your shadow. Not someone collecting a commission. But someone who sees the full picture, and can help turn that creative genius into something scalable.

Che Kothari is that partner.

He stepped into Machel’s world and did what great business partners do:

• He brought new structure to the evolution of The Monk.

• He helped align the team.

• He expanded the operation into a 150-person creative ecosystem.

• He helped rebuild not just the career… but the vision.

Che isn’t simply managing an artist. He’s reinforcing a legacy.

And in a genre defined by constant reset, that’s everything.

Most artists never find a partner like that. Most managers never get an artist willing to evolve like that.

But when it happens?

That’s when careers stop being careers… and become institutions.

People see the performances. They see the road and the global recognition. What they don’t see is the discipline, the systems, the team, and the spiritual grounding required to hold a culture on your shoulders for four decades.

Machel Montano is a once-in-a-generation artist. Che Kothari is a once-in-a-generation partner.

And together, they unlocked a blueprint every artist, manager, and executive needs to understand:

Vision builds momentum.

Systems create sustainability.

Partnership builds legacy.

With the right partner beside you, a crown doesn’t weigh you down.

It lifts everyone around you up.

Watch Episode 46 with Machel Montano & Che Kothari LIVE NOW

1:1 CONSULTATIONS WITH 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 can share insights, strategy and ways to execute the pain points in your career as it currently stands.

Book your private consultation below.

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

Follow me on LinkedIn

Follow the pod on Youtube