The Manager's Playbook

Steve Rifkind breaks down one of the most important “from nothing to systems” stories in the music business. With just $5,000 to his name, he invests in a simple booklet and turns it into real leverage, building what would become the early blueprint for street teams, grassroots music marketing, and market-by-market promotion.In this clip, Steve walks through how that hustle helped move early hip-hop acts like Disco 3 (later the Fat Boys), how radio promotion and specialized DJ shows shaped discovery, and how relationships and execution turned into $500,000 in business. From there, it’s the mindset shift every artist, manager, and entrepreneur needs to understand: going from service work to ownership, building a real record label strategy, learning record deal negotiation, and understanding old-school distribution metrics like “shipping.”If you’re an independent artist, artist manager, or aspiring music executive, this is a masterclass in music marketing strategy, networking, systems, and turning momentum into real revenue.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/30zqrBREeAf2j61iIJzPm2?si=U3aK6O-OTsmO0uTCHmR09wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip, Steve Rifkind breaks down the year he spent managing New Edition, and why it became his real-world education in the music industry. From meeting key players like Lady B, Hiriam Hicks, and Russell Simmons, to learning how artist management, A&R instincts, and music industry networking actually work in practice, Steve walks through the moments that shaped his approach to building careers.He also shares the behind-the-scenes story of packaging a bold rap cartoon concept into a real business opportunity, how creative development turns into deal-making, why partnerships shift, and what it takes to push an idea far enough to land a $250,000 record deal with Capitol Records. If you’re an independent artist, artist manager, or aspiring music executive, this is a masterclass in artist development, record deals, label politics, negotiation, and career strategy, told with the kind of honesty you only get from someone who lived it.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/30zqrBREeAf2j61iIJzPm2?si=U3aK6O-OTsmO0uTCHmR09wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

Steve Rifkind helped build the modern music business playbook, and he’s one of the people who created and popularized “street teams” before anyone had a marketing department to hand it to.In this episode of The Manager’s Playbook, Steve Rifkind (founder of Loud Records and SRC Records) breaks down how culture turns into commerce: A&R instincts, artist development, record label strategy, grassroots marketing, touring impact, radio promotion, and the real math behind traditional record deals. From Wu-Tang Clan, Mobb Deep, and Big Pun to the early breakout of Akon and lessons from New Edition, Steve shares the behind-the-scenes stories, hard calls, and systems that actually break artists.If you’re an independent artist, artist manager, or aspiring music executive, this is a masterclass in fanbase growth, music marketing strategy, and career longevity, from the streets to the boardroom.Simply put, a conversation like this doesn't come cheap.Topics covered: street teams, radio promotion, touring vs streaming, record deals & leverage, label politics, building systems, loyalty & relationships, breaking artists market-by-marketWatch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Tuesdays @ 10am ET

The music didn’t get worse. The way it travels changed.In this clip from The Manager’s Playbook, Mike Biggane and I unpack why hits feel smaller in the streaming era; not because of talent, but because algorithms now control scale. Platforms reward consistency and predictability, which quietly reshaped how big songs can actually get.We talk about why artist development is making a comeback, why it’s happening through management companies instead of labels, and why content and storytelling are no longer optional if you want music to move. Not as gimmicks, but as context.The conversation also dives into the pressure of fast release cycles, the myth of the 28-day window, and how UGC and fan participation changed marketing forever. Using lessons from building New Music Friday, we reframe success away from moments and toward systems, engagement, and qualitative signals that compound over time.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1DDs8ss1IMx7YU5OV2QtXa?si=vO7b2aHjRomFvbCIxoEO5QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

Most conversations about streaming focus on artists or platforms.This one starts where the pressure shows up first: songwriters, publishers, and the economics underneath the music.In this clip from The Manager’s Playbook, Mike Biggane and I unpack how the streaming era, personalization, and AI quietly reshaped the value chain of the music industry and why the next phase won’t be driven by louder releases, but smarter systems.We talk about how Spotify’s personalized listening changed discovery and royalties, why traditional publishing models struggled to keep pace, and how AI is being positioned as a connective layer between artists and fans as we head toward 2026. Mike also references Lucian Grainge’s memo on AI as a signal of how seriously the industry is recalibrating.The conversation moves into TikTok’s role in music distribution, the rise of derivative works (remixes, edits, alternate versions), and what moments like The Weeknd’s “Die For You” resurgence reveal about how songs actually travel today.This isn’t speculation. It’s a snapshot of systems already in motion.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/1DDs8ss1IMx7YU5OV2QtXa?si=vO7b2aHjRomFvbCIxoEO5QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

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=vO7b2aHjRomFvbCIxoEO5QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

Before playlists became leverage, before algorithms dictated discovery, before release strategy turned into guesswork, there was New Music Friday.In this clip from The Manager’s Playbook, Mike Biggane, creator of New Music Friday and former Global Head of Curation at Spotify, breaks down how one early idea helped reshape music discovery and quietly changed the entire music industry.Mike walks through Spotify’s formative years, when human curation and algorithmic programming were still in tension, and how acquisitions like The Echo Nest accelerated the shift toward personalization at scale. He explains how streaming platforms altered market dynamics, why traditional programming models broke, and how labels, A&R teams, and DSPs were forced to adapt in real time.We also touch on how TikTok and user-generated content further fragmented listening behaviour, why release cycles lost their power, and how corporate pressures inside streaming platforms influenced music programming decisions.This isn’t nostalgia. It’s a snapshot of how the modern music business was actually built and why it works the way it does today.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify: https://open.spotify.com/episode/1DDs8ss1IMx7YU5OV2QtXa?si=vO7b2aHjRomFvbCIxoEO5QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this discussion, Mike Biggane, former Global Head of Curation at Spotify and Universal Music Group executive, dives into the radical changes reshaping the music industry. He highlights how personalized algorithms and platforms like TikTok have transformed artist development and audience growth. Mike reflects on the decline of traditional release models and the emergence of superfans as key players. He also predicts that songwriters may benefit from upcoming shifts, while stressing the importance of evolving marketing strategies in this new landscape.

In this clip from The Manager’s Playbook, Nima Nasseri and Mauricio Ruiz unpack one of the most overlooked drivers of success in the music industry: visualization, mindset, and mental discipline.This isn’t about motivation. It’s about alignment.Nima explains why artists, managers, and creators who build lasting careers start with the internal work first. Before the streams, before the content strategy, before the opportunities, there’s clarity of vision. What you see, feel, and believe directly shapes how you move through your career.The conversation touches on how elite performers and athletes use visualization, why mental health and gratitude are essential for creative longevity, and how building the right team culture compounds success over time. Nima also shares practical insight into daily routines, habit tracking, and goal setting, offering a grounded framework artists can actually apply.If you’re an independent artist, manager, or creative navigating today’s fast-moving music business, this clip is a reminder that sustainable growth starts from the inside out.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/29UCcW0A5LeIquPLsdf2FB?si=9HhtH7SYQ6aurU1fq3tF8gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Nima Nasseri breaks down what it really takes for artists to succeed in today’s digital-first music industry.Nima explains why talent alone isn’t enough anymore and why artists have to rethink how they show up, market themselves, and build momentum. Success today comes from mindset, consistency, and understanding how content and platforms actually work.The conversation touches on TikTok strategy, social media algorithms, and why reframing yourself as a creator and marketer isn’t selling out, it’s adapting. Nima also speaks candidly about authenticity, mental health, burnout, and how to stay consistent without losing yourself in the process.Whether you’re an independent artist, artist manager, or someone trying to build a long-term career in the music business, this clip offers a grounded look at what growth really requires in the current landscape.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/29UCcW0A5LeIquPLsdf2FB?si=9HhtH7SYQ6aurU1fq3tF8gWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook