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: Isabel Quinteros on How Kids Are Experiencing Music in a Completely New Way

Inside the Playbook: Isabel Quinteros on How Kids Are Experiencing Music in a Completely New Way

AI is changing how music is created, discovered, and experienced.In this clip, Isabel Quinteros, SVP at Jen Music AI and former Global Music Partnerships lead at TikTok, breaks down how her team is bu...

3 Okt 202510min

Inside the Playbook: Isabel Quinteros on Why Artists Can’t Compete With AI

Inside the Playbook: Isabel Quinteros on Why Artists Can’t Compete With AI

Generative AI is shaking up the music industry, creating new opportunities and new risks.In this clip, Isabel Quinteros (SVP at Jen Music AI and former Global Music Partnerships lead at TikTok) breaks...

2 Okt 202517min

The Manager’s Playbook 041: Isabel Quinteros - TikTok, AI in Music, Artist Compensation, Blockchain, Ethical Innovation & The Future of the Industry

The Manager’s Playbook 041: Isabel Quinteros - TikTok, AI in Music, Artist Compensation, Blockchain, Ethical Innovation & The Future of the Industry

In this episode, Mauricio Ruiz sits down with Isabel Quinteros, former Global Music Partnerships lead at TikTok and now SVP at Jen Music AI. From her start in PR to shaping TikTok’s rise and now leadi...

30 Sep 20251h 22min

 Inside the Playbook: Shawn Desman and Managers on What Almost Ended Shawn Desman’s Music Career

Inside the Playbook: Shawn Desman and Managers on What Almost Ended Shawn Desman’s Music Career

After stepping away from music in 2015, Shawn Desman found himself questioning if he would ever return.In this conversation, he shares the pivotal moment with Drake that reignited his passion, the rol...

29 Sep 202515min

 Inside the Playbook: Shawn Desman and Managers on How They Sold Out Every Show

Inside the Playbook: Shawn Desman and Managers on How They Sold Out Every Show

Shawn Desman’s career looked finished, until it wasn’t.In this conversation, Shawn, Steve Zsirai, and Chad Walsh break down how a mix of social media strategy, data-driven decision-making, and the “Dr...

28 Sep 202518min

 Inside the Playbook: Shawn Desman and Managers on The Human Side of Music Management

Inside the Playbook: Shawn Desman and Managers on The Human Side of Music Management

What does it really take to build authentic relationships in music?In this conversation, Shawn Desman, Steve Zsirai, and Chad Walsh share why keeping a small, trusted circle is essential, how empathy ...

26 Sep 202511min

 Inside the Playbook: Shawn Desman and Managers on What Really Makes a Great Artist

Inside the Playbook: Shawn Desman and Managers on What Really Makes a Great Artist

What makes a great artist, and a great manager?In this conversation, Shawn Desman, Steve Zsirai, and Chad Walsh break down the traits that separate the good from the unforgettable. From delivering “th...

25 Sep 202514min

The Manager’s Playbook 040: Shawn Desman, Steve Zsirai & Chad Walsh - Drake’s Co-Sign, Fame, Sobriety, Social Media Strategy & Building a Comeback Team

The Manager’s Playbook 040: Shawn Desman, Steve Zsirai & Chad Walsh - Drake’s Co-Sign, Fame, Sobriety, Social Media Strategy & Building a Comeback Team

Shawn Desman’s story is one of highs, lows, and a powerful comeback. From topping the charts to stepping away from music, Shawn opens up about the pressure of fame, battling depression, and finding so...

23 Sep 20252h 1min

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