The Manager's Playbook

There’s a whole middle class in the music industry.
Artists who aren’t household names, aren’t living off viral moments, and aren’t waiting on label permission, yet they’re making real money, building real fanbases, and running sustainable careers.
In this episode of The Manager’s Playbook, I sit down with SonReal (Aaron Hoffman), a Canadian rapper, songwriter, and independent artist who’s been earning a living from music since 2013. We break down what “going independent” actually requires in today’s algorithmic music business: owning your masters, building catalog, creating a consistent release strategy, developing a repeatable content system for TikTok/Reels/Shorts, and understanding touring economics so you don’t lose money on the road.
SonReal shares why he’s releasing a new song every two weeks, how ownership changes the math on streaming revenue, and how independent artists can build leverage with consistency, direct-to-fan community, and smart operations, without relying on fame.
If you’re an independent artist, music manager, aspiring A&R, music executive, or anyone trying to understand artist development, music marketing, streaming growth, fan engagement, music revenue streams, and touring profitability, this is a masterclass.
Simply put, a conversation like this doesn't come cheap.

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

TikTok can give you momentum. The real question is whether you can turn that momentum into a career with identity.
In this clip from The Manager’s Playbook, Sickick breaks down his evolution from dark hip-hop roots into the EDM/dance music lane and how short-form content and remix culture translated into real-world leverage: festivals, touring, and audience growth.
But the deeper lesson is artist development and positioning. He explains how he’s merging darker emotion with uptempo energy to build a sound that keeps longtime fans while pulling in new listeners. We also get into the operator side of creativity: maintaining 250+ song blueprints, using systems to scale output, and building a collaboration-first studio culture where the rule is simple, leave the ego at the door.
If you’re an EDM artist, producer, DJ, independent artist, or aspiring music exec trying to learn collaboration strategy, music production workflow, catalog building, release planning, networking, and long-term career strategy, this clip is a blueprint for evolving without losing yourself or your audience.
Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0A

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In the music business, careers don’t usually break because of bad songs. They break because team dynamics fail.
In this clip from The Manager’s Playbook, Sickick breaks down what healthy artist management actually looks like and why the most dangerous moment in any career is when it becomes artist vs management instead of one aligned team.
The conversation centres on trust as the real currency of artist development, why ego and “I told you so” energy quietly kill momentum, and how good managers know when to be supportive and when to push. Sickick also explains the importance of having the right structure around an artist: a manager focused on long-term strategy, a tour manager handling day-to-day operations, and a business manager keeping the financial side organized.
For independent artists, producers, DJs, and aspiring music executives, this clip is a reminder that management isn’t about control, it’s about communication, alignment, and building systems that protect creativity while scaling the business.
If you’re serious about growth in the music industry, this is the foundation most people skip and later regret.
Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0A

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

TikTok can give you attention fast. It can also box you in even faster.
In this clip from The Manager’s Playbook, Sickick breaks down the real arc behind the “TikTok DJ” label, how remix momentum and algorithm-driven growth created reach, but also created a creative ceiling. Behind the scenes, he was dealing with anxiety, agoraphobia, and the kind of identity collapse most artists don’t talk about once the numbers start climbing.
He explains how music became more than a career, it became survival. Three and a half minutes of relief at a time in the studio, turning into a body of work that connected globally and opened doors to major label conversations, artist development opportunities, and high-level collaborations (including sessions tied to Madonna and Post Malone) while still protecting independence, ownership, and creative control.
This is a case study in modern music business reality: audience growth, content strategy, streaming momentum, and the transition from DJ persona to original artist, all while learning how to keep the art honest and the business smart.
If you’re an independent artist, producer, DJ, manager, or aspiring music executive trying to understand artist branding, career strategy, content systems, and long-term positioning, this clip is the reminder: attention is rented, but authorship is earned.
Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0A

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In the music industry, careers don’t usually fall apart because of bad music. They fall apart because of bad management, broken systems, and artists not understanding their own business.
In this clip from The Manager’s Playbook, Sickick breaks down a chapter that forced him to level up fast: a management situation where money conversations turned into tension, basic operational tasks weren’t handled properly, and the consequences became real, touring complications and U.S. entry issues tied to visa and immigration mismanagement.
This isn’t “industry drama.” It’s a case study in artist management red flags, music business literacy, and why independent artists can’t afford to outsource understanding. Sickick explains how the fallout pushed him to learn the business side of music quickly, team structure, accountability, and the systems an artist needs to protect momentum, revenue, and long-term career strategy.
If you’re an independent artist, producer, manager, or aspiring music executive, this clip is the reminder: if you don’t know your business, you’ll eventually pay to learn it.
Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/31jUvexHtM7benfTU1Ye4D?si=rZug-kGjQiqYRXsOUyQX0A

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook