In this episode of The Manager’s Playbook, I sit down with Nima Nasseri, artist manager for Hit-Boy, former VP of A&R Strategy at Universal Music Group, and one of the clearest thinkers in the modern music business.
This conversation is about the shift most artists and managers are still resisting.
We’re no longer in a talent-first industry. We’re in a content-led, motion-driven business where consistency, systems, and storytelling matter more than waiting to be discovered. Nima breaks down how TikTok, short-form content, and algorithms have quietly replaced traditional A&R and why artists who don’t adapt are falling behind, regardless of how good the music is.
We talk through real strategy:
- how to stay consistent without burning out,
- how to think about content as a system instead of a chore,
- how artists actually convert attention into fans and streams,
- and why mindset, visualization, and mental health are no longer optional if you want longevity.
Nima also shares the story of using content to help Norris Williams, a 72-year-old man experiencing homelessness, rebuild his life, a powerful reminder that these platforms aren’t just tools for marketing, but for real human impact.
Whether you’re an independent artist, artist manager, producer, or music executive, this episode will challenge how you think about growth, discovery, and what it really takes to build a sustainable career in today’s music industry.
Simply put, a conversation like this doesn't come cheap.
Watch the full episode on YouTube: https://www.youtube.com/@managersplaybook
New episodes drop Tuesdays @ 10am ET
