Why New Music Isn’t Paying Off Anymore

Video Description

The music industry didn’t change because it wanted to. It changed because the math stopped working. In this clip from The Manager’s Playbook, Mike Biggane and I break down why major record labels quietly shifted strategy after realizing that traditional investments in new music, viral signings, and influencer marketing no longer produced reliable returns. Using insights from the 2022 Goldman Sachs “Music in the Air” report, we unpack how the industry began moving away from high-risk bets on virality and macro influencers, and toward superfans, direct-to-consumer revenue, and sustainable fan monetization. The conversation explores why spending millions on moment-driven marketing campaigns failed to scale and why a projected $4 billion superfan economy caught the industry’s attention. We also dive into how Spotify’s personalization and algorithmic distribution reshaped music discovery, how TikTok accelerated fragmentation through user-generated content, and why merchandise, touring, and DTC products became more attractive than traditional streaming-first strategies. Throughout the clip, we return to a critical tension shaping the modern music business: human curation versus algorithmic decision-making. Why data alone can’t identify culture early, why taste still matters, and why many legacy marketing workflows collapsed under new economic realities. This isn’t about panic. It’s about clarity and building inside the reality we’re already in. Simply put a conversation like this doesn't come cheap. Chapters: 00:00 Why the Music Industry Changed Its Business Model 00:28 Viral Signings, Influencer Marketing & Why They Failed 03:11 Superfans, Merchandise & Direct-to-Consumer Revenue 03:52 Music Career Strategy Sessions & Industry Experience 04:36 Why Traditional Music Marketing Doesn’t Work Anymore 06:02 Spotify Personalization, Algorithms & Streaming Economics 08:37 Human Curation vs Algorithms in Music Discovery 09:54 Lessons From the Music Industry’s Strategic Reset The opinions shared by our guest are their own and do not necessarily reflect those of the host or The Manager’s Playbook. 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 Follow The Manager's Playbook Newsletter https://www.the-managers-playbook.beehiiv.com/c/subscribe Instagram https://www.instagram.com/mauroisruiz/ TikTok https://www.tiktok.com/@managersplaybook Facebook https://www.facebook.com/mngrsplaybook X https://www.twitter.com/mngrsplaybook LinkedIn https://www.linkedin.com/company/the-managers-playbook Snapchat https://snapchat.com/t/bCaZ8cvw Website https://mngrsplaybook.com Host: Mauricio Ruiz Executive Producer: Mauricio Ruiz Director of Photography: William Dobak On Location Sound: Francisco Sabio Editor: Madison Lair Co-Editor: Mauricio Ruiz Colourists: William Dobak Sound Engineer: Madeline Currie Project Manager: Erica Kongvongxay Marketing Coordinator: Melanie Letra-Frade Production Company: 8 Til Faint #themanagersplaybookpodcast #musicbusinesspodcast #musicbusiness #musicindustry #artistmanagement #musicbusinesstips