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: Nick Groff on The Untold A&R Stories Behind Avicii, MGK & Billie Eilish

Inside the Playbook: Nick Groff on The Untold A&R Stories Behind Avicii, MGK & Billie Eilish

On this episode of The Manager’s Playbook, former Interscope SVP Nick Groff pulls back the curtain on the evolving role of A&R at the major-label level.With a career that includes work with Billie Eil...

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Inside the Playbook: Kardinal Offishall on The Journey from Artist to Global A&R

Inside the Playbook: Kardinal Offishall on The Journey from Artist to Global A&R

Kardinal Offishall joins Ruiz on The Manager’s Playbook to share his evolution from chart-topping artist to global music executive.In this episode, Kardinal walks us through his journey from Universal...

17 Touko 202513min

Inside the Playbook: Kardinal Offishall on The Magician VS The Scientist Behind The Music Business

Inside the Playbook: Kardinal Offishall on The Magician VS The Scientist Behind The Music Business

Kardinal Offishall joins Ruiz on The Manager’s Playbook to explore the powerful intersection of creativity and commerce in the music industry.In this episode, Kardinal breaks down the delicate balance...

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Inside the Playbook: Kardinal Offishall on The Real Secret to Musical Genius

Inside the Playbook: Kardinal Offishall on The Real Secret to Musical Genius

On this episode of The Manager’s Playbook, Kardinal Offishall shares what it really takes to spot future stars before the world catches on.From discovering talents like Sean Paul, Estelle, Alex Da Kid...

15 Touko 202512min

Inside the Playbook: Kardinal Offishall on All You Need To Know About Major Record Labels

Inside the Playbook: Kardinal Offishall on All You Need To Know About Major Record Labels

Kardinal Offishall joins Ruiz on The Manager’s Playbook to unpack the real challenges artists and managers face behind the scenes of the music industry.From favouritism and blackballing to the fine pr...

14 Touko 202521min

The Manager’s Playbook 023: Nick Groff - Billie Eilish, MGK, Jacob Collier, Avicii, A&R, Artist Development, Major Labels, Fan Engagement & The Manager's Role

The Manager’s Playbook 023: Nick Groff - Billie Eilish, MGK, Jacob Collier, Avicii, A&R, Artist Development, Major Labels, Fan Engagement & The Manager's Role

In this episode of The Manager’s Playbook, we’re joined by Nick Groff, a veteran A&R with 16 years at Interscope and a roster that includes Billie Eilish, Jacob Collier, Machine Gun Kelly, and Avicii....

13 Touko 20252h 18min

Inside the Playbook: Shara Senderoff on Starting a Fund and Angel Investing

Inside the Playbook: Shara Senderoff on Starting a Fund and Angel Investing

The Manager’s Playbook sits down with Shara Senderoff, tech entrepreneur, investor, and Forbes '30 Under 30,' to break down what it really takes to start a fund and dive into angel investing. From ide...

12 Touko 202514min

Inside the Playbook: Shara Senderoff on How a 20 year old sold a pitch to Steven Spielberg

Inside the Playbook: Shara Senderoff on How a 20 year old sold a pitch to Steven Spielberg

The Manager’s Playbook dives into the incredible story of how Shara Senderoff, a visionary tech entrepreneur and Forbes '30 Under 30' honoree, sold a pitch to Steven Spielberg at just 20 years old. Sh...

11 Touko 202510min

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