You Don't Need To Be Drake to Make Money (SonReal Interview)

Описание: There’s a version of the music industry most people never talk about.

The space between busking on the street and Drake. Where independent artists build real careers, create predictable income, and stay in control, without relying on fame, viral hits, or label permission.

In this episode of The Manager’s Playbook, I sit down with SonReal (Aaron Hoffman), a Canadian rapper, songwriter, and independent artist who’s been making a living from music since 2013. We break down what it actually takes to build a sustainable music career in today’s algorithm-driven music business: owning your masters, stacking catalog, building a release strategy, creating a content system that drives discovery, and touring profitably without bleeding money.

SonReal walks through his two-week release schedule (a real music marketing strategy and distribution strategy, not an “algorithm hack”), why master ownership changes the math for streaming revenue, and how independent artists can create leverage through consistency, community, and smart operations. We also get into the realities of building a team, finding the right manager, negotiating deals, and why most artists misunderstand what “going independent” actually requires.

If you’re an independent musician, aspiring artist, music manager, A&R, music executive, or anyone trying to understand artist development, music business strategy, music promotion, streaming growth, fan engagement, and touring economics, this is a masterclass.

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 Success & Music Business Mindset
00:49 SonReal Introduction: Canadian Rapper & Songwriter
01:20 Release Strategy: Dropping Music Every 2 Weeks
04:26 Owning Your Masters: Why Ownership Changes Streaming Revenue
06:02 Cost-Effective Music Production: Producing, Splits, and Budgeting
10:41 Content Strategy for Musicians: TikTok, Reels, Shorts & Discovery
13:39 Work-Life Balance for Artists: Family, Focus, and Sustainability
39:42 Music Industry Relationships: Loyalty, Trust, and Long-Term Teams
41:47 How to Find a Manager: Artist Leverage, Readiness, and Timing
43:06 Building a Team in the Music Business: Friends vs Professionals
44:17 Early Music Videos & Independent Artist Marketing Lessons
46:40 Breakthrough Song Strategy: “Everywhere We Go” and Momentum
52:01 Major Label Deal: Signing with Capitol Records (Pros/Cons)
01:04:42 Independent Artist Mindset: Control, Pressure, and Responsibility
01:13:58 Data-Driven Growth: Studying What Works in Music Marketing
01:14:25 Family & Content Creation: Systems for Consistency
01:17:22 Artist Brand Authenticity: Identity, Storytelling, and Connection
01:19:54 Touring Economics: Merch, VIP, Budgeting & Profitable Live Shows
01:23:11 Independent Career Path: Artist Development Without a Label
01:32:01 Music Revenue Streams: Ownership, Catalog, and Monthly Income
01:45:50 Advice for Independent Artists: Craft, Consistency, and Strategy
01:47:13 Legacy & Values: Choosing Your Artist Career on Purpose
01:50:31 Final Thoughts: Longevity, Independence, and the Long Game

The opinions shared by our guest are their own and do not necessarily reflect those of the host or The Manager’s Playbook.

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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

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