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. SonReal)

There’s a quiet lie most artists absorb early.

That there’s only one version of success.

That the path is narrow.

That the rules are already written.

And if you don’t fit inside them, you’re doing something wrong.

The conversation I just had with SonReal on The Manager’s Playbook is a direct rebuttal to that idea.

Because SonReal is not famous in the way the internet defines fame. But he’s been making a real living as an artist for over a decade.

Independently, consistently and on his own terms.

This is not accidental. It’s designed.

The Most Underrated Skill in Music: Choosing Your Lane

One of the biggest takeaways from this episode isn’t about content, touring, or money on its own.

It’s about deciding what you actually want your career to look like.

SonReal didn’t reverse-engineer his life around the industry. He reverse-engineered the industry around the life he wanted.

1. More control.
   

2. More predictability.
   

3. More time with family.
   

4. Less waiting for permission.

That clarity dictates everything else.

Independence Isn’t a Vibe. It’s a Set of Decisions.

Independence gets romanticized but SonReal treats it like a job description.

If you choose independence, you’re also choosing to:

• Lead your own strategy

• Build systems instead of waiting on teams

• Understand your numbers

• Feed your fans before chasing new ones

That shows up most clearly in how he releases music.

The Two-Week Release Model:

Catalog Over Hype

Instead of chasing “the one,” SonReal releases music every two weeks.

Not because the algorithm told him to. Because ownership + frequency = leverage.

That approach does three things:

1. Builds catalog instead of pressure

2. Creates recurring monthly income instead of lottery tickets

3. Keeps fans consistently fed, not starved between eras

Most artists are emotionally attached to singles. SonReal is structurally committed to output.

And when you own your masters, every release raises the floor of your business.

Content Is Not Promotion. It’s Distribution.

Another uncomfortable truth from the episode:

If you don’t have a content system, you don’t have a growth strategy.

SonReal doesn’t “feel inspired” to post. He batches, repurposes, experiments and he studies what works.

Not because he loves content, but because content is how music travels now.

This is where a lot of artists get stuck:

• They don’t have a team

• They don’t have a system

• They don’t know what to post

• So nothing compounds

Independence forces you to learn distribution. Avoiding it doesn’t protect your art.

It hides it.

Touring Without Bleeding Money

One of the most practical parts of the conversation was around touring.

Most artists lose money on the road because they tour like they’re bigger than they are.

SonReal does the opposite.

He scales tours to reality:

• Predictable merch per head

• VIP as a real profit centre

• Creative stage design without bloated costs

• Smaller teams, tighter planning

Touring isn’t exposure for SonReal. It’s a business line with margins. (Because he treats it as such)

That’s how you survive long enough to grow.

The Through-line: You Are Allowed to Design This

Here’s the part I want artists to really sit with:

You don’t need to be the most famous person in the world to win. You don’t need radio. You don’t need a viral moment to validate your existence.

There are entire careers, real ones, built in the middle.

SonReal is proof that independence can be profitable. The job isn’t to chase someone else’s version of winning.

The job is to decide what you value most, and build systems that point directly at it.

That’s the real play.

Watch Episode 54 with SonReal 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.

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