The Manager's Playbook

Paris Cole is a true music industry multi-hyphenate, artist manager, creative director, and stylist, and in this episode of The Manager’s Playbook, she breaks down what it actually takes to develop artists from the ground up.
Paris takes us from her roots in Washington, DC, nightlife, community building, radio, and learning the culture hands-on, to helping shape the early worlds around Ari Lennox and Lucky Daye. We talk about the unsexy parts of artist development that matter most: building identity in public, earning trust with fans, moving “inch by inch,” and why forcing aesthetics too early can kill authenticity.
She shares the behind-the-scenes realities of working within label systems (Dreamville/Interscope, RCA/Keep Cool), building brand consistency through visuals and styling, and managing two breakouts at once without the infrastructure people assume you have. We also get real about the business: management is a long game, money is often delayed until touring, merch, and brand deals scale, and today’s industry is increasingly driven by analytics, risk aversion, and fragmented discovery.
Paris opens up about burnout, boundaries, and how she sustained herself through styling, consulting, and a corporate chapter as Associate Creative Director at SoundCloud, before being pulled back into management by the work she truly loves: building artists with purpose.
If you’re an independent artist, an aspiring manager, or anyone trying to understand the real mechanics of the music business, this episode is a playbook.
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

Topics covered: Artist Management • Artist Development • Branding & Visual Identity • Styling as Strategy • Release Strategy & Rollouts • Label Politics • Touring & Ticket Sales • Fanbase Growth • Radio & College Circuit • Streams vs Real Demand • Burnout & Boundaries • Music Tech & SoundCloud • Independent Artist Strategy

Touring isn’t just stage time. It’s a business model.
In this clip, SonReal breaks down how live shows became one of the most important parts of his career, not only as performance craft, but as a real driver of revenue. We talk about why the stage is where an artist’s brand becomes undeniable (range, presence, genre flexibility), and the lessons he took from early major tours, including direct support runs with Mac Miller and John Bellion - especially around elite show standards, set sequencing, and reworking songs for a live audience.
Then we get into the part artists and managers often ignore: touring economics. Scaling production to match your actual audience size, building a memorable show without overspending, and using projections based on ticket counts to forecast merch and VIP revenue. SonReal walks through how merch-per-head and a well-built VIP package can turn a tour into profit, without compromising the fan experience.
If you’re an independent artist, music manager, or anyone trying to understand touring strategy, live show production, merch strategy, VIP monetization, and sustainable artist careers, this clip is a blueprint.
Listen to the full episode of The Manager’s Playbook with SonReal for the complete conversation.

Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQ

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

The biggest advantage an independent artist has right now is simple: there are no rules.
In this clip, SonReal breaks down what happens when you stop waiting on label timelines and start operating like an owner. We talk direct-to-fan monetization, exclusive releases, and why indie artists can create leverage by designing their own release strategy, like dropping a mixtape exclusively on Even, or letting fans hear an album early through vinyl-first and platform access.
He also introduces Sun Squad, his subscription community on Grouped, built to “super serve” fans with weekly unreleased music, giveaways, vlogs, and planned livestreams, proof that fan engagement and community building can be a real music business model, not just a buzzword.
We zoom out on why this might be the best era ever for artists: the tools are democratized and the revenue streams are diversified; streaming income, subscriptions, platform exclusives, owning your masters, SoundExchange royalties (SiriusXM/Pandora), sync licensing, and long-term catalog monetization. SonReal also touches on music publishing strategy, including self-admin publishing and registrations, plus how he studies algorithms and iterates on content formats to drive discovery.
If you’re an independent artist, music manager, artist manager, or aspiring music executive looking to understand the modern music industry business model, this clip is a blueprint.
Listen to the full episode of The Manager’s Playbook with SonReal for the complete conversation.
Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQ

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

The “mysterious artist” era worked when the music business was built around blockbuster music videos and gatekeepers. Today it’s algorithmic, short-form, and driven by consistent distribution.
In this clip, SonReal breaks down why being “mysterious and aloof” can actually hurt independent artists now, especially if you’re running a two-week release strategy. We get into the real economics of modern music marketing: you can’t shoot $30K-$40K music videos for every release, so you either build a content system or you disappear.
SonReal explains how he scales by batching content across multiple songs with longtime collaborators, then going full DIY when needed, buying a camera, directing visualizers, and shooting content with his manager. We also unpack how the short-form era works differently: you double down after something connects (like performance marketing), and when a post goes viral, it becomes distribution that can lift the entire catalog floor and drive streaming growth.
If you’re an independent artist, music manager, A&R, or anyone focused on artist development, content strategy for musicians, streaming revenue, and social media distribution, this is a blueprint for how music travels now.
Listen to the full episode of The Manager’s Playbook with SonReal for the complete breakdown.
Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQ

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

Most independent artists don’t struggle because they can’t make music fast.
They struggle because they can’t make the pace financially sustainable.
In this clip, SonReal breaks down a modern independent artist strategy: releasing a new song every two weeks to build catalog, increase streaming revenue, and create consistent discovery through content. But the real lesson is the business model behind it; how he keeps costs down by learning music production, structuring smarter producer deals (including points on the master), and turning ownership into predictable monthly income.
If you’re an independent artist, music manager, or aspiring music executive trying to understand release strategy, owning your masters, artist development, music marketing, and streaming growth, this is a blueprint worth studying.
Simply put, a conversation like this doesn't come cheap.

Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/7D9QxalKTWiMrnDzZlvVll?si=pCqo0yiSSHKucJylYubzCQ

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