The Manager's Playbook

In this Manager’s Playbook clip, J. Erving breaks down a truth the music business loves to forget: artist trust is built in the off-season.Not when the venue is sold out. Not when the streams spike. Real artist management is dinners, conversations, check-ins, and showing up early, like being present when there are 57 people in the room, because you can’t “build the relationship” once it’s an arena. Care isn’t branding. It’s behaviour.J also explains how great teams use live shows as A&R data, watching crowd reactions, testing records in real time, and turning those moments into release strategy (including a story that led to re-releasing Jessie Reyez’s “Imported” with a new feature). From there, we get into digital indicators that matter before the numbers are huge, like TikTok/Reels “creates”, and how moving quickly on those signals can drive content strategy, music marketing, and streaming growth. RAYE’s “Escapism” comes up as a case study in timing, preparation, and execution.Finally, J talks leadership: building a culture-first team (predominantly people of colour, primarily women), holding the team accountable for the opportunity, and trusting younger ears to champion new music, because mentorship and fresh perspective keep A&R sharp.If you’re an independent artist, music manager, or aspiring exec, this is a masterclass in care, systems and execution.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this Manager’s Playbook clip, J. Erving breaks down how top music executives, A&Rs, and elite artist managers actually identify greatness and it’s not just “talent.”We talk artist development through an athlete lens: discipline, work ethic, reps, and dedication to craft are what separate artists with potential from artists with longevity. Because “goosebumps” from a record is real… but it’s not enough. The real question is: who’s the person behind the music, and do they have the character and vision to execute for years?J uses RAYE as a case study for an artist-led career, an independent artist staying “captain of the ship,” while a distribution partner supports where it’s needed. We also get into bespoke label services, why you can’t cheat the work, and how long-term partnerships in the music business survive through humility, accountability, and “strong opinions loosely held.”If you’re an independent artist, an aspiring music manager, or a future music executive, this clip is a masterclass in what the industry is really rewarding right now.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/0PE3sW1MLfGpxE7cb3iMeK?si=eo75Qd0AQbSANSXHzE2uDwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this episode of The Manager’s Playbook, I’m joined by J. Erving III, CEO & Founder of Human Re Sources (a SONY Music/The Orchard partner), to talk about what it really takes to build an artist-led career in today’s music business.We get into artist development through the lens of elite sports: the “goosebumps” moment matters, but discipline, work ethic, and execution are what separate great artists from talented ones. J breaks down how they support independent artists with music distribution and label services without hijacking the vision, plus why RAYE is the perfect example of an artist staying “captain of the ship,” from creative control to how early TikTok/Reels indicators helped spark momentum around “Escapism.”We also talk team-building, music industry leadership, culture, and what he learned alongside operators like Troy Carter, including why in both business and music, you should always bet on teams over ideas.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Tuesdays @ 10am ET

If you’re a songwriter, producer, or manager, this is the publishing conversation that saves people from “congrats on the deal” regret.In this clip, Jacob Paul breaks down what a co-publishing (co-pub) deal really is, because a lot of creators sign one thinking they’re buying support, when they’re actually giving up catalog ownership. In a typical co-pub, the publisher collects your publishing royalties and takes a piece of the copyright, often half of the publisher’s share (commonly translating to ~25% of the total copyright), and in some deals the publisher takes the entire publisher’s share. Translation: you’re not just paying a fee. You’re trading future leverage.The hard truth is that early-career co-pubs can be selling low, unless the publisher genuinely delivers: real creative doors, real placements, real career acceleration, and an advance that matches the ownership you’re giving up.Jacob also explains why many independents prefer a publishing administration (admin) deal: you keep 100% ownership, the admin handles song registrations, splits, metadata, and global royalty collection, and you pay an admin fee for a set term, without getting locked into a permanent rights grab.If you care about music business fundamentals, publishing deals, and protecting your catalog like an asset, this is required listening.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify:https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

If you’re an independent artist, producer, or songwriter, there’s a good chance you’re doing the loud part right (streams, content, growth) while missing the quiet part that builds real stability: music publishing royalties.In this clip, Jacob breaks down the two buckets creators overlook the most, mechanical royalties and international publishing royalties, and why “I’ll set it up later” is one of the most expensive sentences in the music business. Publishing is a system: song registrations, splits, metadata, and global collection. When it’s built correctly, your songwriting catalog can compound into a real residual business, an asset you can leverage, sell, or pass down.We also talk directly to producers: if you contributed to the composition (not just the master recording), you should be negotiating for publishing splits and registering them consistently. Because unclaimed royalties don’t wait forever, after a window, they can become unallocated and end up in the black box, redistributed based on market share. The scale of the problem is massive, and the fix is boring, but profitable.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify:https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

You can be “up” on Spotify and still collect $0 in publishing royalties.That’s the quiet trap: publishing isn’t paid by default. Master recording money tends to flow through labels and distributors. But music publishing lives in the backend, song registrations, splits, metadata, and global royalty collection, and if you don’t proactively set it up across territories, the system won’t warn you. You’ll just stay unpaid.In this clip, Jacob Paul breaks down why “I joined ASCAP/BMI” is a great first step but not the finish line. Performing rights organizations typically focus on performance royalties and mostly collect directly in one territory, while international publishing collection often relies on reciprocal agreements that can add middlemen, slow reporting, reduce transparency, and leave real money behind, especially when mechanical royalties and worldwide streaming are involved.That’s why global publishing administrators exist: to register songs broadly, match splits, and help creators collect publishing income more efficiently worldwide. We also touch on KOSIGN and why flexible publishing administration matters for independent artists, producers, songwriters, and managers who want systems without getting boxed into old-school deals.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify:https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

You can have songs moving on Spotify, Apple Music, YouTube, TikTok, live shows, even vinyl and still miss the money that literally belongs to you on the songwriting side.In this clip, Jacob breaks down Music Publishing 101 in plain English: every release has two copyrights and two royalty streams, the master recording (typically flowing through a label or distributor) and the publishing/composition (songwriting) side. Here’s the catch: publishing royalties aren’t automatic payouts. If your song registrations, splits, and metadata aren’t set up correctly, the system doesn’t warn you, you just stay unpaid.We also clear up a major misconception in the music business: signing up with a performing rights organization (ASCAP, BMI, etc.) is a great first step, but it’s not the whole publishing picture, especially when it comes to mechanical royalties and global/international royalty collection. If you’re an independent artist, producer, songwriter, or manager trying to build real systems behind the growth, this is the clip you send your team.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify:https://open.spotify.com/episode/5z09vVzFlYNzibGHcwW32U?si=2FWliP1CTUue2D8JCDt60QWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

You can build a monster Spotify audience and still collect $0 in music publishing royalties. No warning. No system message that says, “Hey, you’re leaving money behind.” That’s because publishing isn’t an automatic payout. In the music industry, master recording royalties tend to flow through distribution, but songwriter royalties only show up when the right song registrations, splits, and publishing administration systems are in place.On this episode of The Manager’s Playbook, I’m joined by Jacob Paul (Kobalt & KOSIGN) for a straight-up Music Publishing 101 conversation for independent artists, producers, songwriters, and the managers trying to build real teams, real systems, and real financial stability. We break down master vs publishing (two copyrights, two paycheques), how performance royalties and mechanical royalties actually work in the streaming era, and why “I registered with a performing rights organization” is a starting line, not the finish line, especially when your audience goes global and international royalties enter the chat.We also talk about the “black box;”how unclaimed royalties can become unallocated publishing royalties if metadata is wrong or registrations are late, and why moving fast matters if you want your catalog to compound like an asset instead of leaking quietly for years. If you care about artist development, music business strategy, royalty collection, publishing deals, co-publishing vs administration deals, and building an independent career that actually pays, this is the episode.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjWatch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Tuesdays @ 10am ET

In this clip, Paris Cole and I break down the real mechanics of artist development and what it takes to break an artist in today’s music business, especially when you’re building without massive budgets, teams, or infrastructure.Paris explains why there’s no single blueprint for releasing music. A smart rollout goes beyond the songs into release strategy, sequencing, visual identity, artwork, storytelling, content planning, fan engagement, music videos, pop-ups, and live reps. Some artists build the world first, others drop music and work backward, but either way, the strategy has to match the artist’s sound and identity.We also talk about the intangible part of A&R and management: taste. Paris describes spotting great artists as an intuitive, “spirit-led” process and why she avoids building on music she has to question. From there, we get into sustainability: choosing passion over clout, protecting your creative edge, and how she’s supported herself through consulting, styling, directing, and creative agency work, including social impact projects.Paris shares how she was pulled back into management during COVID after Kiah Victoria insisted on playing her album, leading to an independent release during distributor turnover and corporate changes. Finally, we cover the underdog reality: the long “in-between” years before the public sees the winning season, and why some artists still need real infrastructure like studio lockouts and live musicians, not just a laptop.Simply put, a conversation like this doesn't come cheap.Topics: Artist Development • Artist Management • Release Strategy • Rollout Planning • Independent Artist Strategy • A&R Taste • Creative Direction • Fan Engagement • Music Videos • Live Shows • Touring Reps • Distribution vs Labels • Studio Lockouts • Long-Game CareersListen to the full episode here -Spotify:https://open.spotify.com/episode/27QXHfulyQlwBpZBLbzVAW?si=K28OvfA_RbqVA6Wvdq7uPQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

In this clip from The Manager’s Playbook, Paris Cole and I break down what separates artists who build a real brand identity from artists who only get exposure.Paris explains that it often comes down to vision, and when an artist doesn’t have it yet, that’s where the right manager, creative director, and artist development team step in to help shape and execute it. We talk about why chasing numbers can leave you “seen but not known,” and how true brand alignment creates impact that lasts beyond a moment.We also get into the current music industry reality: labels and distributors are more risk-averse than ever, often prioritizing analytics, viral traction, and TikTok momentum, sometimes at the expense of great music and storytelling (especially in lanes like conscious rap). From there, the conversation turns practical: how independent artists build careers through strategy, narrative, live reps, ticket sales, merch, and consistent performance, even without an agent or major label push.Finally, Paris talks about the importance of authentic fan connection, letting people in through real touch points like IG Live, pop-ups, opening slots, and community-driven moments, instead of chasing perfection.Simply put, a conversation like this doesn't come cheap.Topics: Artist Development • Brand Vision • Creative Direction • Artist Management • Independent Artist Strategy • Streams vs Fans • Touring & Ticket Sales • Merch Revenue • Music Discovery • Radio Promotion • College Circuit • Fan EngagementListen to the full episode here -Spotify:https://open.spotify.com/episode/27QXHfulyQlwBpZBLbzVAW?si=K28OvfA_RbqVA6Wvdq7uPQWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook