The Manager's Playbook

• The Manager’s Playbook 048: Azad Naficy - Artist Development, Major Label Deals, Merch Strategy, Touring Realities & Building Sustainable Music Careers

  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

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• Inside the Playbook: Theron Thomas on What Really Holds Artists Back

  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

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• Inside the Playbook: Theron Thomas on Why Your Songs Aren’t Blowing Up

  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

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• Inside the Playbook: Theron Thomas on The Truth About Winning in Music

  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

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• Inside the Playbook: Theron Thomas on The Science of a Hit Song

  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

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