Inside the Playbook: LaRussell & Tietta Mitchell on The Music Marketing Funnel That Actually Pays

Inside the Playbook: LaRussell & Tietta Mitchell on The Music Marketing Funnel That Actually Pays

Most artists don’t hate ads. They hate what bad ads reveal.

In this clip, LaRussell breaks down how he actually uses ads as an independent artist: not to force Spotify streams or fake momentum, but to amplify content that already proved itself organically. The strategy is simple but disciplined: run awareness ads behind posts that are already winning, then use retargeting, lookalike audiences, and city-specific campaigns to turn attention into real outcomes like ticket sales, merch sales, fan growth, and direct-to-fan revenue.

He also explains why shares and comments matter more than vanity metrics, how he thinks about customer acquisition cost, and why great music marketing isn’t about buying visibility. It’s about scaling demand that already exists.

If you’re an independent artist, manager, or music entrepreneur trying to understand how Meta ads, fan conversion, touring strategy, merch marketing, and artist growth actually work, this is a strong one.

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/4b438pj


Listen to the full episode here -

Spotify: https://open.spotify.com/episode/4gh5xJy3JaJikr9JEEIZAC?si=tQwOj5sGRFKts7KWvPw3Bw


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

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Inside the Playbook: J Erving III on How to Spot Great Artists Early

Inside the Playbook: J Erving III on How to Spot Great Artists Early

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The Manager’s Playbook 057: J. Erving III - Artist Development, Music Distribution, Label Services, Team Building, Manager Mindset, SONY/The Orchard & Streaming Growth

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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: mus...

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Inside the Playbook: Jacob Paul on How Global Music Publishing Royalties Work

Inside the Playbook: Jacob Paul on How Global Music Publishing Royalties Work

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. B...

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Inside the Playbook: Jacob Paul on Music Publishing 101

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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 dow...

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The Manager’s Playbook 056: Jacob Paul - Music Publishing 101, Master vs Publishing, Mechanical Royalties, Global Royalties, Black Box Royalties & Catalog Ownership

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Inside the Playbook: Paris Cole on Artist Management for New Artists

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