Inside the Playbook: Mike Biggane on Why Record Labels Don’t Build Artist Careers Anymore

The music industry didn’t pivot because of trends. It pivoted because the returns disappeared.

In this clip from The Manager’s Playbook, Mike Biggane unpacks why major record labels quietly changed their entire approach once it became clear that new music investments, viral signings, and influencer-driven marketing weren’t delivering sustainable results anymore.

Referencing the Goldman Sachs “Music in the Air” report, the conversation breaks down why the industry started shifting away from high-risk, moment-based marketing and toward superfans, direct-to-consumer revenue, and long-term fan monetization. When spending millions on viral moments stopped making sense, the focus moved to ownership, engagement, and repeat value.

We also explore how Spotify’s personalization and algorithm-driven discovery reshaped listening behaviour, how TikTok accelerated fragmentation through user-generated content, and why merchandise, touring, and DTC products became more attractive than traditional streaming-first strategies.

At the core of it all is a tension the industry still hasn’t fully solved: human curation versus algorithms. Why data alone can’t spot culture early, why taste still matters, and why so many legacy music marketing workflows quietly collapsed.

Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/1DDs8ss1IMx7YU5OV2QtXa?si=vO7b2aHjRomFvbCIxoEO5Q

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook