The Manager's Playbook

A big record label advance might look like a great deal, but what happens when the money has to be recouped?
In this conversation on The Manager’s Playbook, Mauricio Ruiz sits down with veteran music executive Gustavo Lopez to break down the realities of record label advances, recoupment, and why artists often give up more rights than they realize when chasing a bigger cheque.
Gustavo gets into how labels and distributors evaluate risk, the potential conflicts of interest with music lawyers and managers, and why the right partnership matters more than the money upfront.
We also discuss the rise of independent artists, the dangers of chasing viral success, and how Gustavo's partnership with Fanta Rosario led to a Warner Latino distribution deal and a No. 6 global debut on Spotify.
An important conversation for artists and managers looking to understand music contracts, protect their rights, and build careers that last.
A conversation like this doesn’t come cheap.

Book a 1-on-1 meeting with the guests you’ve been watching. See who's available on The Manager's Marketplace: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://themanagersplaybook.com/home⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://distrokid.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Want the full conversation? TMP Patreon members get early episodes, exclusive clips, and two live Q&As with guests every month. Join at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.patreon.com/cw/TheManagersPlaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
New episodes drop Sundays @ 10am ET

Latin music is selling out stadiums and reaching audiences around the world. So why is corporate America still struggling to recognize its full potential?
In this conversation on The Manager’s Playbook, Mauricio Ruiz sits down with veteran music executive Gustavo Lopez to discuss the growing influence of Latin music, the language barriers that still exist in the industry, and what it takes to turn regional success into global recognition.
From Pitbull breaking into the mainstream to JOP building Fuerza Regida into a stadium-selling powerhouse, Gustavo explains why great music can cross borders without sacrificing its identity.
We also get into artist development, work ethic, brand partnerships, and why the biggest opportunity for Latin artists may be getting the rest of the industry to understand just how successful they already are.
A conversation worth hearing for artists, managers, and music executives looking to understand where the business is headed.
A conversation like this doesn’t come cheap.

Book a 1-on-1 meeting with the guests you’ve been watching. See who's available on The Manager's Marketplace: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://themanagersplaybook.com/home⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://distrokid.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Want the full conversation? TMP Patreon members get early episodes, exclusive clips, and two live Q&As with guests every month. Join at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.patreon.com/cw/TheManagersPlaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
New episodes drop Sundays @ 10am ET

Fuerza Regida is selling out stadiums, Latin music is dominating global charts, and independent labels are building some of the biggest businesses in music. So why is the industry still playing catch-up?
In Episode 90 of The Manager’s Playbook, Mauricio Ruiz sits down with Gustavo Lopez, the veteran music executive who helped bring reggaeton to the mainstream through Machete Music and worked with artists like Daddy Yankee, Don Omar, and Wisin & Yandel.
Now serving as president of Street Mob Records, Gustavo shares an inside look at JOP's vision for Fuerza Regida, the rise of música mexicana, and how independent artists are turning cultural influence into lasting businesses.
We get into the realities of artist development, A&R, record label deals, advances and recoupment, building strong management teams, and why Latin music's commercial power is still underestimated by much of the industry.
A conversation for artists, managers, and aspiring music executives looking to understand where the music business is headed.
A conversation like this doesn’t come cheap.

Book a 1-on-1 meeting with the guests you’ve been watching. See who's available on The Manager's Marketplace: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://themanagersplaybook.com/home⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://distrokid.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Want the full conversation? TMP Patreon members get early episodes, exclusive clips, and two live Q&As with guests every month. Join at ⁠⁠⁠⁠https://www.patreon.com/cw/TheManagersPlaybook⁠⁠⁠⁠

Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
New episodes drop Sundays @ 10am ET

Before influencer marketing became a billion-dollar industry, Edgar Cutino was already building a business around viral creators.
In this clip from The Manager's Playbook, Mauricio Ruiz sits down with Edgar Cutino, manager of Fridayy, to unpack how he went from discovering Lil Terio on Vine to building a creator network reaching over 100 million people.
Edgar shares how he turned viral content into merchandise sales, negotiated brand deals before influencer marketing was an established business, and built a multicultural marketing agency from the ground up.
We also get into his transition from talent management to television, including how cold-emailing production companies led to him executive producing a TruTV comedy series for three seasons.
A conversation about recognizing opportunities early, monetizing social media influence, building businesses around talent, and understanding when it's time to evolve.
A conversation like this doesn’t come cheap.

Book a 1-on-1 meeting with the guests you’ve been watching. See who's available on The Manager's Marketplace: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://themanagersplaybook.com/home⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://distrokid.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Want the full conversation? TMP Patreon members get early episodes, exclusive clips, and two live Q&As with guests every month. Join at ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.patreon.com/cw/TheManagersPlaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
New episodes drop Sundays @ 10am ET

How did Fridayy go from sending Instagram DMs to landing on DJ Khaled's "GOD DID" alongside Jay-Z?
In this clip from The Manager's Playbook, Mauricio Ruiz sits down with Fridayy's manager, Edgar Cutino, to unpack the story behind one of music's biggest breakout moments.
Edgar shares how he discovered Fridayy on Instagram, secured an early publishing deal, and helped turn his vocal samples into a movement with Timbaland before landing the career-changing feature on "GOD DID."
We get into the negotiations behind Fridayy's feature credit, his eventual signing to Def Jam, Grammy nominations, and the realities of navigating success when everything happens at once.
A conversation about artist development, music publishing, leverage, and the persistence it takes to turn raw talent into a lasting career.
A conversation like this doesn’t come cheap.

Book a 1-on-1 meeting with the guests you’ve been watching. See who's available on The Manager's Marketplace: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://themanagersplaybook.com/home⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://distrokid.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Want the full conversation? TMP Patreon members get early episodes, exclusive clips, and two live Q&As with guests every month. Join at ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.patreon.com/cw/TheManagersPlaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
New episodes drop Sundays @ 10am ET