The Manager's Playbook

YouTube isn’t just for views. It’s for building worlds.In this episode, we unpack why YouTube remains one of the most powerful tools in an artist’s strategy, especially in an era where the music business has shifted from gatekeeping to global access.Tuma Basa breaks down how to actually use the platform: consistency, storytelling, thumbnails, appointment drops, and understanding the full power of its grid.We also get into the deeper layer; why content is now infrastructure, how to lead with value, and why people like Wallo267 are reshaping the game by giving back what they’ve learned.Simply put, a conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/3CldAKsiPTxk5uEXGqWzpr?si=M3R2bqM6TyWKVVcgmoDqnwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

Tuma Basa didn’t just build playlists. He built a perspective shaped by continents, cultures, and connection.In this clip, we unpack his global journey through music and media: growing up across countries, working through legacy and startup ecosystems, and choosing YouTube over traditional label paths.We talk about why real connection beats transactional networking, why music is more service than product, and what it means to listen, not just hear.Tuma also shares why trust, curiosity, and cultural fluency matter more than ever in today’s music business and how YouTube is helping shape the next era.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3CldAKsiPTxk5uEXGqWzpr?si=M3R2bqM6TyWKVVcgmoDqnwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

Timbaland made headlines by signing the first AI artist but the real story goes deeper.In this clip, Tuma Basa and I dive into the tension between tech and tradition in music. From generative AI tools to the industry’s emotional resistance, we explore how this moment mirrors past disruptions; Auto-Tune, sampling, even the rise of the DJ.We ask the uncomfortable questions: Is AI a tool or a threat? Is resistance just fear in disguise? And what does it really mean to keep art human in a tech-driven era?This one’s for anyone navigating where creativity meets innovation.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/3CldAKsiPTxk5uEXGqWzpr?si=M3R2bqM6TyWKVVcgmoDqnwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

The future of music in Africa is full of energy but the infrastructure isn’t there yet.In this clip, Tuma Basa and I unpack the real story behind the rise of African music. From venue shortages and publishing gaps to the global influence of organizations like Live Nation and investors like China, we explore what it’ll take to build something sustainable.We also spotlight emerging African artists, festivals making real impact, and why the passion for music discovery is still alive, even in a fragmented system.This one’s for the builders, believers, and anyone watching the next global wave take shape.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/3CldAKsiPTxk5uEXGqWzpr?si=M3R2bqM6TyWKVVcgmoDqnwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

Tuma Basa, former head of Spotify's RapCaviar and current Director of Black Music & Culture at YouTube, shares his incredible journey through the music industry. He discusses the power of emotional intelligence and cultural adaptability in leadership. Tuma explores the evolution of music curation from traditional platforms to YouTube, emphasizing how technology, especially generative AI, is democratizing music creation. Additionally, he highlights the need for authenticity and connection in the rapidly changing landscape of the music business.

In this clip of The Manager’s Playbook, I talk with Mag Rodriguez about the artist who helped change everything: LaRussell.After being introduced to EVEN, LaRussell became the platform’s first artist, and the proof of concept. What followed was a masterclass in independent strategy: $27K in just hours, $100K within a month, and a new blueprint for how artists can scale without relying on traditional systems.We talk about how skepticism turned into belief, how smart work can outperform luck, and how LaRussell’s approach is reshaping what it means to be an artist-entrepreneur.This is what direct-to-fan looks like when it actually works.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/6Kn9j2Ef2Fwc48iTvA3Tio?si=gWcZocLsQ82ArNfVsQDF4wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip of The Manager’s Playbook, I sit down with Mag Rodriguez to talk about the journey few founders ever get to share, what it means to break into venture capital as a Latino entrepreneur.Mag opens up about growing up in an immigrant household, the early lessons in hustle and resilience, and the winding path from managing artists to leading a tech company backed by venture capital.We get into the emotional weight of representation, the role of taste and conviction in startup success, and why building a transparent, values-driven culture matters more than ever. Mag also shares how AI could create more access for underrepresented founders and what it takes to scale both a company and a mission.This one’s personal, honest, and deeply strategic. For anyone building from the margins, this is required listening.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/6Kn9j2Ef2Fwc48iTvA3Tio?si=gWcZocLsQ82ArNfVsQDF4wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip of The Manager’s Playbook, Mag Rodriguez and I explore the future of music monetization and what it means to truly go global.From innovative artist subscription models, like “pay what you want”, to untapped opportunities in the Global South, Mag Rodriguez breaks down how platforms like EVEN are making it easier for artists to reach fans in Africa, Latin America, and Asia.We dive into real-world case studies, the payment infrastructure powering fan access, and how globalization is reshaping not just music releases, but live experiences and sustainable growth for artists.If you care about scale, access, and building a future that includes everyone, this one’s for you.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/6Kn9j2Ef2Fwc48iTvA3Tio?si=gWcZocLsQ82ArNfVsQDF4wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip of The Manager’s Playbook, I sit down with Mag Rodriguez to unpack the exclusive J. Cole x EVEN collaboration celebrating the 10-year anniversary of Forest Hills Drive.We get into how this drop went far beyond music; with unreleased tracks, an original audio series, real-time fan engagement, and a global livestream straight from Madison Square Garden.Mag breaks down how the project came to life, what it taught him about navigating major label partnerships, and how trust and execution drive true fan connection.This one’s a blueprint for any artist or builder thinking beyond the stream.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/6Kn9j2Ef2Fwc48iTvA3Tio?si=gWcZocLsQ82ArNfVsQDF4wWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this episode of The Manager’s Playbook, I sit down with Mag Rodriguez, founder and CEO of EVEN, a platform redefining how artists connect with fans and monetize their work across the globe.We unpack how EVEN helps artists go direct-to-fan, unlock new revenue streams, and build real community beyond the limitations of streaming and traditional industry models.Inside the episode:→ Building for global, underserved fanbases→ Why direct-to-fan is the smarter play, not anti-DSP→ Lessons from tech founders applied to artist careers→ Community, ownership, and scaling with intentionWe also dive into Mag’s journey as a Latino founder in the VC world, the J. Cole collaboration, and what it takes to lead with both culture and clarity.If you're an artist, manager, or entrepreneur thinking long-term, this one’s for you.A conversation like this doesn't come cheap. Watch the Episodes On Youtube - https://www.youtube.com/@managersplaybook