The Manager’s Playbook 071: Lecrae - Christian Hip-Hop, Reach Records, Independence, Faith, Artist Development & Music Business

The Manager’s Playbook 071: Lecrae - Christian Hip-Hop, Reach Records, Independence, Faith, Artist Development & Music Business

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. If you’re earning publishing income, make sure you’re collecting all of it.KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://form.typeform.com/to/JNELnGw9?utm_source=xxxxx&typeform-source=bit.ly#fbclid=xxxxx&gclid=xxxxx 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 [https://www.youtube.com/@managersplaybook] New episodes drop Sundays @ 10am ET

Inside the Playbook: Veikko Fuhrmann on The Touring Business Behind Latin Music’s Global Rise

In this clip from The Manager’s Playbook, Mauricio Ruiz talks with Peso Pluma’s Tour Director, Veikko Fuhrmann, about the business behind Latin touring across the U.S., Canada, and Latin America. Veikko breaks down how touring deals differ by market, from flat promoter packages in Latin America to U.S. and Canadian models built around splits, overages, settlements, taxes, union fees, and visas. They also get into building We Are Live, bringing Latin acts like Nicky Jam and Romeo Santos into major Canadian arenas, working with Ricky Martin, and what it takes to bridge cultures, crews, cities, and expectations on the road. For artists, managers, promoters, tour managers, and music executives, this is a real look at how the Latin live music business actually works. 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/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7g Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook [https://www.youtube.com/@managersplaybook] Topics include: Latin touring, Peso Pluma, tour management, promoter deals, arena shows, Nicky Jam, Romeo Santos, Ricky Martin, U.S. touring, Canadian touring, visas, taxes, and artist management.

Inside the Playbook: Veikko Fuhrmann on What a Tour Director Really Does

In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with Peso Pluma’s Tour Director, Veikko Fuhrmann, to break down what a tour director actually does on a music tour. Veikko explains why the job is so much more than logistics. It’s cash flow, startup costs, payroll, vendor payments, credit card spend, delayed settlements, promoter advances, and making sure the tour can keep moving without the money falling apart. They also get into why great tour directors ask better questions, how artists get paid on tour, and why some promoter advances can feel less like free money and more like a loan. For artists, managers, tour managers, independent teams, and music executives, this is a practical look at the business behind the road. 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/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7g Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook [https://www.youtube.com/@managersplaybook] Topics include: Tour directors, tour management, artist cash flow, touring startup costs, promoter advances, earn-out deals, business managers, artist payments, and live music business.

Inside the Playbook: Veikko Fuhrmann on The Hidden Tour Expenses Artists Don’t Understand

In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with live touring specialist and Peso Pluma Tour Director Veikko Fuhrmann to explain why a tour guarantee does not always mean an artist is making money. Veikko breaks down how tour offers are built, what guarantees and overages actually mean, how promoter splits work, and why every expense matters once a show moves past the guarantee. They also get into arena and stadium logistics, curfews, overtime, runners, carnets, day sheets, settlement sheets, and the real business behind protecting artist profit on the road. For artists, managers, tour managers, independent teams, and music executives, this is a clear look at how touring money really works. 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/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7g Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook [https://www.youtube.com/@managersplaybook] Topics include: Tour guarantees, overages, artist expenses, promoter splits, tour management, arena logistics, settlement sheets, curfews, touring documents, and live music business.

Inside the Playbook: Veikko Fuhrmann on Tour Money for Artists and Managers

In this clip of The Manager’s Playbook, Mauricio Ruiz sits down with live touring specialist Veikko Fuhrmann of We Are Live to break down how artists lose money on tour and how the right team can fix it. Veikko explains why tour management is really about protecting the artist’s money, from club-level P&Ls and merch sales to promoter expenses, cash flow, insurance, touring LLCs, and upfront costs. This is a practical conversation for artists, artist managers, tour managers, independent teams, and music executives trying to understand the financial reality of touring before the road gets expensive. 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/4Z67uqWjrxIw2S3uK6HKDj?si=I5CLRNPTSP--acz7Btxo7g Watch the Episodes On Youtube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook [https://www.youtube.com/@managersplaybook]