The Manager's Playbook

In this clip from The Manager’s Playbook, Lecrae breaks down the business behind Reach Records and what it really takes to run an independent label.
He explains how Reach operates with a 20-person staff, 11 artists, multiple departments, and four studios in Atlanta, while also sharing how he balances being both Artist Lecrae and CEO Lecrae.
Lecrae also gets into marketing budgets, recoupment, expensive features, and why he believes in spending as momentum builds instead of betting big too early.
A valuable listen for independent artists, artist managers, music executives, and anyone studying how to build a real music business.
Simply put, a conversation like this doesn't come cheap.

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -
Spotify: https://open.spotify.com/episode/5DBsFfmC1YCHzhwn1dlHlH?si=MO71e6ZmSzanB7atasJ3QQ

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

In this clip from The Manager’s Playbook, Lecrae breaks down how Christian radio really works and why gospel, Christian music, and mainstream radio operate in very different ways.
He explains the cultural divide between gospel and contemporary Christian music, how artists get boxed into categories, and how Christian radio can connect records to major touring opportunities like K-Love and Winter Jam.
Lecrae also talks about crossover strategy, artist adaptability, radio economics, payola, and why independent labels need to become trusted curators for their audience.
A valuable listen for independent artists, artist managers, music executives, Christian hip-hop fans, and anyone studying music business, radio strategy, and audience development.
Simply put, a conversation like this doesn't come cheap.

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -
Spotify: https://open.spotify.com/episode/5DBsFfmC1YCHzhwn1dlHlH?si=MO71e6ZmSzanB7atasJ3QQ

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

In this clip from The Manager’s Playbook, Lecrae breaks down the hidden business behind Christian music and why the niche is much bigger than most people realize.
He explains how independent Christian labels built real revenue before major-label partnerships, how church licensing through CCLI can become a major income stream, and why Christian hip-hop developed its own touring power through live shows, festivals, churches, and direct fan connection.
Lecrae also shares what today’s independent artists need to understand about building an audience: stage presence, social media, music curation, fan connection, adaptability, and the work behind the highlight reel.
A strong listen for independent artists, artist managers, music executives, Christian hip-hop fans, and anyone studying how niche music markets become real business.
Simply put, a conversation like this doesn't come cheap.

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -
Spotify: https://open.spotify.com/episode/5DBsFfmC1YCHzhwn1dlHlH?si=MO71e6ZmSzanB7atasJ3QQ

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

In this clip from The Manager’s Playbook, Lecrae breaks down how he built independently after major hip-hop labels said his music was “too Christian” and gospel labels said it was “too hip-hop.”
Lecrae talks about being both authentically hip-hop and authentically Christian, the business influence of Texas trunk-sale culture, and how Reach Records became a fully independent label without a major-label JV.
He also shares how early community support, independent distribution, and projects like Anomaly helped prove there was a real audience long before the industry knew where to place him.
A sharp lesson for independent artists, artist managers, music executives, and anyone building outside the traditional music business system.
Simply put, a conversation like this doesn't come cheap.

Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Listen to the full episode here -
Spotify: https://open.spotify.com/episode/5DBsFfmC1YCHzhwn1dlHlH?si=MO71e6ZmSzanB7atasJ3QQ

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

In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Lecrae for a conversation about faith, hip-hop, independence, and what it really means to build when the industry doesn’t know where to put you.
Lecrae breaks down how he navigated the divide between mainstream hip-hop and Christian music, why Reach Records had to become fully independent, and how community, touring, and direct fan support helped build one of the strongest independent businesses in music.
We also get into Christian radio, the business of gospel and Christian music, artist development, building a healthy team, balancing CEO vs artist decisions, podcasting, media, ownership, and why independent artists need to understand their audience before chasing industry approval.
A must-listen for artists, managers, music executives, Christian hip-hop fans, and anyone serious about building outside the traditional music business system.
Simply put, a conversation like this doesn't come cheap.

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Want your music everywhere, properly? DistroKid is a straightforward way for independent artists to distribute globally and keep momentum moving. https://distrokid.com/

Book a 1:1 Strategy Session with Mauricio Ruiz, host of The Manager's Playbook, with over 16 years of experience for tailored advice for artists and managers. Consultation Fees Apply https://calendly.com/themanagersplaybook

Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
New episodes drop Sundays @ 10am ET