Inside the Playbook: Azad Naficy on Why Your Show Isn’t Selling

In this clip of The Manager’s Playbook, Mauricio Ruiz and Azad Naficy break down the real mechanics of touring in the modern music business. Not the highlight reel, the reality.

Azad opens up about the challenges artists face when they jump into touring too early, the financial and physical toll of the road, and why developing a strong live performance strategy is essential for long-term success.

They explore how great artists build unforgettable shows through fan engagement, experience design, and intentional stage development, and why choosing the right venues, pacing your growth, and investing in your live show matters more than chasing big stages prematurely. Azad also speaks on the importance of tour economics, mastering different revenue streams, and why longevity often comes from patience, restraint, and incremental growth.

Whether you’re an independent artist, manager, or anyone navigating the touring ecosystem, this conversation offers practical insights on sustainable touring, fan-building strategy, and making smart business decisions that support your career instead of draining it.

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

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/5OEmeP3qCOLotxuji6se0j?si=IGzhU94zT2ydsy63TGkhuw

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