The Manager’s Playbook 032: Nick Ruffalo - Artist Archetypes, Brand Strategy, Content Funnels, Paid Marketing, Breakthrough Moments & Building in Public

The Manager’s Playbook 032: Nick Ruffalo - Artist Archetypes, Brand Strategy, Content Funnels, Paid Marketing, Breakthrough Moments & Building in Public

In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Nick Ruffalo, SVP of Digital Marketing & Audience Engagement at Big Loud Records and founder of Unleashed, for a sharp, unfiltered conversation on what it really takes to build an artist brand in 2025.

Nick breaks down the difference between branding and content (hint: most artists confuse the two), how to build trust before traction, and why clarity, not aesthetics, is the foundation of a scalable music career. They dive into the power of archetypes, content funnels, the role of paid media, and how to navigate the leap from developing artist to breakthrough moment with intention.

If you’re an artist, manager, or creative operator looking to build something real, without chasing trends, this one’s required listening.

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

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Inside the Playbook: Rich Castillo on Why He Walked Away From the Major Label System

Inside the Playbook: Rich Castillo on Why He Walked Away From the Major Label System

In this clip from The Manager’s Playbook, Rich Castillo reflects on his move from the major label system to launching his own independent label, Lion Bear. He shares why legacy and independence matter...

12 Syys 202512min

Inside the Playbook: Rich Castillo on The Harsh Truth About A&R at Major Record Labels

Inside the Playbook: Rich Castillo on The Harsh Truth About A&R at Major Record Labels

In this clip from The Manager’s Playbook, Rich Castillo breaks down what the role of A&R really looks like in 2025. From identifying and developing talent to balancing data, instinct, and marketing, R...

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The Manager’s Playbook 038: Rich Castillo - A&R Legacy, Class Identity, UK Rap, Artist Development, Industry Evolution & Breaking Cultural Barriers

The Manager’s Playbook 038: Rich Castillo - A&R Legacy, Class Identity, UK Rap, Artist Development, Industry Evolution & Breaking Cultural Barriers

Rich Castillo has spent nearly two decades inside the music industry, from Polydor, Sony, and EMI to Warner and now his own company, Lion Bear. In this episode of The Manager’s Playbook, Rich breaks d...

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Inside the Playbook: Jared Cotter on How to Build a Team Around a Superstar

Inside the Playbook: Jared Cotter on How to Build a Team Around a Superstar

In this conversation, Jared Cotter and I dig into what it really takes to build a modern superstar.We talk about the rise of Shaboozey, how undeniable talent meets the right strategy, and the pivotal ...

8 Syys 202520min

Inside the Playbook: Jared Cotter on How Shaboozey Is Opening Doors in Country Music

Inside the Playbook: Jared Cotter on How Shaboozey Is Opening Doors in Country Music

In this conversation, Jared Cotter and I dig into the journey of breaking into country music and why authenticity always wins.We talk about how Shaboozey carved out his space in Nashville, the importa...

7 Syys 202512min

Inside the Playbook: Jared Cotter on The One Trait Every Great Manager Has

Inside the Playbook: Jared Cotter on The One Trait Every Great Manager Has

In this conversation, Jared Cotter and I dig into the world of music publishing and what it really takes to build a sustainable career.Jared shares his perspective as both a songwriter and a manager —...

5 Syys 202512min

Inside the Playbook: Jared Cotter on Managing After a Hit Record

Inside the Playbook: Jared Cotter on Managing After a Hit Record

In this conversation, Jared Cotter and I break down the making of Shaboozey’s “A Bar Song (Tipsy).”We talk about the creative spark, the key moments that shaped the record, and what it takes to recogn...

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The Manager’s Playbook 037: Jared Cotter - Shaboozey, Paul Russell, Jay Sean, Building Superstars Independently, Shaboozey’s Rise, Country Music & Leadership Lessons

The Manager’s Playbook 037: Jared Cotter - Shaboozey, Paul Russell, Jay Sean, Building Superstars Independently, Shaboozey’s Rise, Country Music & Leadership Lessons

Jared Cotter is the manager behind one of the biggest independent success stories of the decade.In this episode, we talk about how Shaboozey’s “A Bar Song (Tipsy)” made history, spending 19 weeks at #...

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