The Manager's Playbook

Azad Naficy has lived every corner of the music business - artist, manager, A&R, label co-founder, and the architect behind Peace of Mind Studio and Avant Garden Records. In this episode of The Manager’s Playbook, Azad breaks down what most artists, managers, and entrepreneurs wish they learned years earlier: how the modern music industry actually works.From artist development and music marketing to major label deals, streaming strategy, touring economics, brand building, merchandising, A&R, and catalog development, Azad shares the frameworks that helped him build sustainable careers and long-term creative infrastructure.We unpack how he went from burnout to building a multi-million-dollar creative ecosystem, why not every artist should be independent, what makes great artist management, how to structure real partnerships, and the mindset required to build a career that lasts longer than a viral moment.If you’re an independent artist, music manager, A&R, label operator, or someone serious about building a real music career, this is a masterclass in strategy, clarity, and long-term vision.In this episode we dive into:• Artist development and building real infrastructure• What makes a major label deal actually worth it• Ownership, equity, and the business behind the music• Why merch and branding must be authentic• The truth about touring and why it’s not always profitable• Playlist strategy, editorial pitching, and streaming growth• Managing burnout while scaling creative output• Building Peace of Mind Studio and redefining jazz, ambient & neoclassical markets• Financial literacy, recoupment, and long-term artist success• The future of independent labels and creative ecosystemsAzad doesn’t talk theory. He talks execution. And this conversation is loaded with the kind of insights that reshape careers.Simply put, a conversation like this doesn't come cheap. Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Tuesdays @ 10am ET

In this clip from The Manager’s Playbook, Grammy-winning songwriter Theron Thomas breaks down one of the most misunderstood topics in the music industry, the myth of “selling your soul,” and why people reach for conspiracy theories when they don’t understand the real work behind success.Theron speaks candidly about his journey in music, the challenges he’s faced, the deals he’s navigated, and the moments that forced him to grow. He talks about maintaining integrity in an industry that tests it constantly, and why gratitude, accountability, and work ethic matter more than anything people think is happening behind the scenes.Ruiz and Theron dive into the truth about music business relationships, publishing deals, career setbacks, artist development, and the pressure that comes with real success. They also unpack the emotional and psychological side of building a long-term career, the part that never gets seen, but determines everything.This conversation is a grounded, honest look at what it really takes to succeed as an artist, songwriter, producer, manager, or executive. No shortcuts. No secrets. Just the truth:Winners aren’t selling their souls. They’re working harder, staying disciplined, and learning from every mistake.If you’re navigating the creative world or building a career in music, this is one you’ll feel in your chest.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3ep3gakdSoW33fD99LShrd?si=OUWDoPF-R0-bFJ3jE1dYkQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Grammy-winning songwriter Theron Thomas breaks down the real stories and strategy behind some of the biggest hit records of the last decade. From writing for Rihanna, Miley Cyrus, Nicki Minaj, Enrique Iglesias, and Akon, Theron shares how hit songs really come together, the collaboration, the competition, the timing, and the cultural instincts that make a record explode.Theron and Ruiz dive into the creative process behind songs like We Can’t Stop, Pour It Up, and 23, revealing the decisions, pressure, and moments of clarity that separate a good record from a global one. They talk about the role of songwriters, producers, and artist identity, and how understanding culture is just as important as understanding melody.The conversation also explores the competitive nature of the music industry, the emotional and strategic work that goes into staying relevant, and why timing can make or break a career. Theron explains how certain ideas arrive at the perfect cultural moment, and why even the best-written songs can fail without the right release strategy.If you’re a songwriter, producer, artist, manager, or music executive, this clip is a masterclass in hitmaking, artist development, music business strategy, and creative leadership, straight from one of the greatest pens of our era.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3ep3gakdSoW33fD99LShrd?si=OUWDoPF-R0-bFJ3jE1dYkQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Theron Thomas opens up about the part of the music industry that rarely makes headlines: the grind, the pressure, and the personal history that shapes real artists and leaders.Theron talks about growing up in poverty, navigating adversity, and how the responsibility of providing for family became the foundation of his success in the world of songwriting, artist development, and the music business. He shares how staying grounded, staying coachable, and staying focused kept him from slipping into the negativity that comes with both online criticism and industry politics.This conversation touches on everything from the emotional weight of family, to surviving the early stages of a music career, to understanding authenticity, identity, and leadership in creative spaces. Theron also reflects on how life in Atlanta vs. Los Angeles shaped his growth, not just as a hit songwriter, but as a human being.At its core, this episode is about resilience, responsibility, and the mindset required to build a long-term career in a business that is anything but predictable. It’s a reminder, especially for artists, managers, producers and creatives, that:Winners don’t hate.They stay accountable.They keep building.If you work in music or are building a creative career from the ground up, this is one you’ll feel in your chest.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3ep3gakdSoW33fD99LShrd?si=OUWDoPF-R0-bFJ3jE1dYkQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this episode clip, Grammy-winning songwriter Theron Thomas dives into one of the biggest truths in today’s music industry: the entire business is built on the backs of songwriters, yet they’re still the last ones to get paid.Theron breaks down the real economics behind the hits that turned artists like Rihanna, Jay-Z, and Kanye West into global moguls, and why the people who wrote those records are still fighting for fair publishing, royalties, and ownership.We get into the science of hit songwriting, the math and structure behind songs that travel, and the mindset required to create consistently at a high level. Theron also speaks on the fear of success he sees in so many new artists, and why some creatives get uncomfortable when their work actually starts to break.Ruiz and Theron discuss the imbalance between master points and publishing, the ethics of artist–songwriter relationships, and why the industry has conditioned creators to accept less than they deserve. This is an honest look at the challenges songwriters face, from exploitation to lack of leverage, and why systemic change is long overdue.If you’re an artist, songwriter, manager, producer, or music executive, this is essential listening, a candid breakdown of the industry from one of the most important pens of our era.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3ep3gakdSoW33fD99LShrd?si=OUWDoPF-R0-bFJ3jE1dYkQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

Most people talk about hit songs.Theron Thomas writes the ones that define entire eras.In this episode of The Manager’s Playbook, I sit down with one of the most influential songwriters in modern music, Theron Thomas, the 2nd recipient ever to win GRAMMY Songwriter of the Year and the pen behind hits for Rihanna, Miley Cyrus, Lizzo, Usher, Nicki Minaj, Justin Timberlake, and so many more.This isn’t a highlight reel.This is the part of the music industry the public rarely hears: the truth from the person who actually writes the songs the whole business is built on.Theron breaks down the real economics of songwriting, how hit records follow patterns, why so-called “bad music” still wins, how marketing shapes culture, and why topliners remain the most undervalued creators in the entire system.We explore the realities of publishing, royalties, producer vs. songwriter splits, the myth of “genre limitations,” the role of artist development, and the emotional and cultural weight that comes with writing for the world’s biggest artists.This conversation is a masterclass in:• how to think about hitmaking• how to build a sustainable career in music• how to stay grounded as a creative• and why artists, managers, and executives must rethink how they treat the people who create the product everyone profits fromIf you’re an artist, songwriter, producer, A&R, manager, or anyone building a real career in music, this episode offers clarity, strategy, and perspective you won’t hear anywhere else.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Tuesdays @ 10am ET

In this conversation, Machel Montano opens up about what truly goes into crafting a great live performance, not just the music, but the presence, discipline, and attention needed to make a crowd feel something real.He talks about reading the room, trusting spontaneity, and treating every show like a conversation with the audience. Che Kothari adds the structure behind it all, the systems, rehearsal habits, and performance strategy that give Machel room to improvise while keeping the experience world-class.What emerges is a rare look at how instinct and planning work together in the Caribbean music ecosystem.Machel’s approach isn’t just about entertaining. It’s about honoring responsibility, representing culture, and sustaining excellence over decades.If you’re an artist, manager, or anyone building a live show, this clip gives you a clearer lens on what performance mastery actually looks like.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this conversation, we dig into one of the most important parts of an artist’s journey: learning how to invest in yourself long before the world believes in you.Machel Montano and Che Kothari break down what that looked like inside the Caribbean music ecosystem, the risks, the reinvestment, the discipline, and the vision it takes to build something that lasts. They talk about the lessons they learned from mentors, the business principles that shaped their partnership, and how technology and strategy became tools for scaling Machel’s career far beyond Carnival seasons and Soca stages.What stands out most is the balance: ambition and grounding, creativity and structure, culture and long-term planning. It’s a rare look at how great artists and great managers think when they’re building for longevity, not just moments.If you’re an artist, manager, entrepreneur, or anyone navigating the music business, this clip is full of principles you’ll want to revisit more than once.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this conversation, we dive into one of the most demanding parts of the Caribbean music ecosystem: the race to create a Road March hit for Carnival. Machel Montano and Che Kothari walk through the pressure artists face every season, from recording music in October to delivering multiple festival-ready hits by February.It’s a nonstop grind.Endless studio sessions, back-to-back fetes, live shows across Trinidad & Tobago, and the constant push to create songs that can dominate the road, the airwaves, and the culture. Machel breaks down how tempo, energy, and intention shape every track, while Che talks about the strategy behind building an album that can survive Carnival’s high-pressure environment.But they also go deeper, into the emotional, spiritual, and mental balance required to sustain success in a genre that resets every year. Road March isn’t just a competition; it’s cultural responsibility, creative discipline, and artist management at the highest level.If you’re an artist, manager, or anyone curious about how Soca and Carnival culture really operate behind the scenes, this clip is a powerful look at the process.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this conversation, we unpack one of the biggest turning points in Machel Montano’s career, choosing the right partner to help him grow, evolve, and carry the weight of being the King of Soca.Machel reflects on the early years of being managed by his parents, navigating major-label expectations, and the moment he realized he needed someone who understood both the music and the mission. That person ended up being Che Kothari, someone who didn’t come from the traditional music-business pipeline, but shared his values, cultural grounding, and long-term vision.Together, they rebuilt his entire approach: artist development, creative strategy, spiritual alignment, and a global blueprint rooted in Trinidad & Tobago and Caribbean music culture.This clip is a look inside how great artist–manager partnerships are formed, not from contracts or résumés, but from alignment, trust, and a shared purpose.If you’re an artist, manager, or anyone building a creative career, this one hits home.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook