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:

If you manage an aritst and you’re a one man show, it has to be all or nothing. That’s a huge commitment to manage someone. Treat it as such. 

-Ruiz

THE MANAGER’S PLAYBOOK PODCAST

(FEAT. Loren Medina)

This week on The Manager’s Playbook, I sat down with Loren Medina, founder of Guerrera PR and one of the most respected publicists in the music business.

She dropped a gem that every artist, new or established, needs to hear:

That single sentence captures a truth that can make or break a career.

Think about it, most journalists, editors, and bloggers get hundreds of pitches a day. They’re skimming inboxes, not reading novels. If your subject line and first sentence don’t spark curiosity, your story won’t get told.

For emerging artists without a big team or a major budget, this matters even more. You can’t rely on hype. You have to rely on story.

But Loren also reminded us that it’s not just about storytelling. It’s about telling the truth.

In my conversation with Loren Medina, one message was clear: artists with successful careers know how to stand out in front of the right crowds with an authentic story.

This episode of The Manager’s Playbook Podcast is about 3 things:

The Power of the First Line.

Telling an authentic story.

Getting Press Without a Budget.

Why the First Line Matters

Think of your bio like a song. If the first 10 seconds don’t connect, the listener skips. Your pitch works the same way.

A powerful opening line isn’t about flexing streams or name-dropping collaborations. It’s about leading with what makes you different: your story, your voice, your why.

Story Over Stats

Too many artists pitch like this:
“I’m an independent artist from [city] with a new single dropping this week…”

That’s not a hook. That’s noise.

Instead, Loren gives the example of her own story:

That’s a banger. It demands attention. It makes people lean in.

Your pitch should do the same - short, bold, and rooted in truth.

Getting Press Without a Budget

Emerging artists often believe they need money or a team to get noticed. Loren breaks that myth:

• Start small. Pitch student journalists, niche blogs, and college radio.

• Build a contact list. Send personal, thoughtful updates.

• Leverage community. Word of mouth is still the most powerful PR you have.

Again for those in the back

Word of mouth is STILL the most powerful PR you have

Momentum doesn’t start with Rolling Stone. It starts with people who care enough to spread the word.

Morals Matter More Than Hype

One of Loren’s strongest points in this conversation: what you stand for is just as important as your music.

She refuses to represent artists who promote cruelty, disrespect to women, or stand against immigrant communities.

For Loren, PR isn’t just strateg. It’s about alignment, values, and integrity.

And here’s the lesson for artists: your story should include your morals. Don’t shy away from them. If you stand for something, lead with it. In a world that rewards hype and algorithms, authenticity and conviction are what last.

Watch Episode 36 with Loren Medina 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 the foundation for generational wealth, much like the above concepts discussed above with my business manager Dan Gonzalez, let’s get to work.

PODCAST WRAP UP

Your pitch is more than a request for attention. It’s the first chance you have to prove who you are, what you’ve overcome, and what you stand for.

Lead with story.

Lead with truth.

Lead with values.

Because hype might get you heard. But only authenticity gets you remembered.

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

Check out the full conversation with Loren Medina and Ruiz for all the insights.

Share your thoughts with me on IG @mauroisruiz

Watch the episode with Loren Medina 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 Mag Rodriguez, Founder and CEO of EVEN, into the Discord chat!

Next Wednesday, September 3rd at 5pm EST/2pm PST, mark your calendar because Mag Rodriguez (CEO of EVEN, a platform empowering artists to monetize their music through direct fan connection) will be hopping into our Discord for an in-depth discussion on artist monetization, fan connection and the globalization of music.

No gatekeepers. No fluff. Just straight talk with the CEO changing the way the business looks at artist careers.

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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