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The Strategy Behind Viral Artists

Most independent artists don’t fail because the music isn’t good. They fail because the business model can’t hold the output. In this clip, SonReal breaks down a modern independent artist strategy that’s changing his income in real time: releasing a new song every two weeks to build catalog, increase streaming revenue, and create repeatable music marketing and content distribution momentum. But the real gem isn’t just “drop more music.” It’s how he makes the schedule sustainable - by learning music production, cutting recording costs, structuring producer deals smarter (including master points), and treating every release like a compounding asset. This is what owning your masters actually unlocks: leverage, optionality, and more predictable cash flow without relying on touring or label advances. If you’re an independent artist, music manager, A&R, music executive, or anyone serious about artist development, release strategy, streaming growth, content strategy, and music business economics, this is the blueprint. Simply put, a conversation like this doesn't come cheap. 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 Chapters: 00:00 Independent Artist Strategy: 2-Week Release Schedule + Revenue Growth 00:36 Going Independent: Music Business Mindset Shift + Release Planning 02:53 Owning Your Masters: Why Master Ownership Changes Streaming Income 04:28 Cost-Effective Music Creation: Learning Production + Reducing Studio Costs 06:56 Music Business Model Breakdown: Catalog Building + Consistency Over Hype 09:50 Career Strategy: Choosing Your Lane as an Independent Artist 12:35 Control & Leverage: Building an Artist Career Without a Record Label The opinions shared by our guest are their own and do not necessarily reflect those of the host or The Manager’s Playbook. Follow The Manager's Playbook Newsletter https://www.the-managers-playbook.bee... Instagram   / mauroisruiz   TikTok   / managersplaybook   Facebook   / mngrsplaybook   X   / mngrsplaybook   LinkedIn   / the-managers-playbook   Snapchat   / bcaz8cvw   Website https://mngrsplaybook.com Host: Mauricio Ruiz Executive Producer: Mauricio Ruiz Director of Photography: Austin Bourdages On Location Sound: Jesse Lopez Editors: Max Carmona & Madison Lair Co-Editor: Mauricio Ruiz Colourists: Max Carmona & Madison Lair Sound Engineer: Madeline Currie Project Manager: Erica Kongvongxay Marketing Coordinator: Melanie Letra-Frade Production Company: 8 Til Faint #themanagersplaybookpodcast #musicbusinesspodcast #musicbusiness #musicindustry #artistmanagement #musicbusinesstips