The Manager's Playbook

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

In this clip of The Manager’s Playbook, Laurie Lee Boutet unpacks what it really means to lead as a woman in the music business.From empathy and collaboration to navigating bias and building strong teams, Laurie shares how her values and vision have shaped a powerful approach to artist management. She also discusses the importance of choosing the right distribution partners, like AWAL, to stay flexible and in control.It’s a conversation about leadership, trust, and building careers that last.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0YU2Jxx1lX4wgjzCxC3Iuw?si=ApA2Bf2vTg-C51-VQ307IQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip of The Manager’s Playbook, Laurie Lee Boutet dives into why CRM (Customer Relationship Management) is a game-changer in today’s music industry.We break down the shift from radio to streaming, the rise of TikTok and algorithmic discovery, and how smart data collection powers meaningful fan connections. Laurie shares how tools like CRM helped guide The Beaches through viral growth and sustainable fan engagement.It’s a must-listen for anyone serious about building careers, not just hype.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0YU2Jxx1lX4wgjzCxC3Iuw?si=ApA2Bf2vTg-C51-VQ307IQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this episode of The Manager’s Playbook, Laurie Lee Boutet breaks down why today’s music managers need to think like marketers and strategists.From her work with The Beaches to using platforms like Laylo to gamify fan engagement and build powerful email lists, Laurie shares how data, innovation, and artist alignment create real growth.Whether you're managing artists or building a brand, this conversation is packed with practical tools and sharp insight.A conversation like this doesn't come cheap. Listen to the full episode here -Spotify:https://open.spotify.com/episode/0YU2Jxx1lX4wgjzCxC3Iuw?si=ApA2Bf2vTg-C51-VQ307IQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

Laurie Lee Boutet reflects on a major turning point in the music industry, when independent acts began rising and the label system struggled to keep up.She shares how Canada’s lack of infrastructure compared to the U.S. created unique challenges, and how going independent led to breakthrough moments with artists like Charlotte Cardin.A sharp look at strategy, innovation, and navigating change in a shifting industry.A conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0YU2Jxx1lX4wgjzCxC3Iuw?si=ApA2Bf2vTg-C51-VQ307IQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook