In episode 36 of The Manager’s Playbook, Mauricio Ruiz sits down with publicist and strategist Loren Medina, founder of Guerrera PR. From her start at Sony to building her own agency, Loren shares the unfiltered truth about navigating the music business, the importance of authenticity, and why values and strategy matter more than hype.

She opens up about working with artists like J Noa and Jessie Reyez, the challenges of being a woman in a male-dominated field, and how PR has evolved in the digital era. This is a candid conversation on resilience, storytelling, and what it really takes to build a lasting career in music.

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

Music catalogs have become one of the hottest asset classes in the world.

In this clip of The Manager’s Playbook, Dan Gonzalez and I unpack how catalogs are valued, why multiples matter, and what makes music such an attractive investment for hedge funds and capital allocators. From liquidity to long-term earnings, we explore why music is considered an uncorrelated asset, and what that means for artists.

We also discuss the importance of owning masters, how business managers guide artists through catalog deals, and the growing role of family offices in managing wealth.

Whether you’re an artist, manager, or investor, this conversation offers a clear look into the financial engine powering today’s music industry.

A conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/2lmWwVgXp1Fpnx2uBKMxne?si=_7xXZfGVQWeT2xgOEtRM2g

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

From Canadian grant writing to closing music business deals.

In this clip of The Manager’s Playbook, I sit down with Dan Gonzalez who has navigated both worlds, and now helps artists protect their rights and grow sustainable careers. We discuss why some artists land grants while others don’t, how to simplify overly complex contracts, and the biggest pitfalls hiding in traditional label agreements.

The conversation also covers advances, independent capital, protecting intellectual property, and why every artist should be thinking like a CFO.

Whether you’re just starting out or managing a global career, this episode offers clear strategies to protect your music, negotiate smarter, and build for the long game.

A conversation like this doesn't come cheap.

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/2lmWwVgXp1Fpnx2uBKMxne?si=_7xXZfGVQWeT2xgOEtRM2g

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