The Manager’s Playbook: Asa Asika - Davido, The Plug, Afrobeats, Nigerian Music, Touring Africa & Music Business (EP 85)

How do you know which content will actually help break a song before spending money on it? In this clip from The Manager’s Playbook, Mauricio Ruiz sits down with Alex Lunt, founder of Type A Management and manager of Dasha, to break down the music marketing strategies behind building momentum in today's industry. Alex shares how artists and managers can use Instagram Trial Reels, TikTok, content testing, and paid ads to identify what works before investing in a release campaign. He explains why testing different creative ideas matters and how to put marketing dollars behind content that's already performing. We also get into the pressure of managing a viral hit, navigating major label decisions, and making the most of an opportunity when everything starts moving quickly. A valuable conversation for independent artists, music managers, and aspiring executives looking to build smarter release strategies. A conversation like this doesn’t come cheap.

What does it really take to break a hit song in today's music industry? In this clip from The Manager’s Playbook, Mauricio Ruiz sits down with Alex Lunt, founder of Type A Management and manager of Dasha, to discuss how streaming momentum attracts major labels and what it takes to turn an independent breakout into a global hit. Alex shares the story behind Dasha’s “Austin,” the decision to partner with Warner Records, and why a great song and smart management still matter more than a massive marketing budget. We also get into country music gatekeeping, radio politics, TikTok marketing, major label deals, and the pressure of building an artist’s career when everything starts moving at once. A valuable conversation for independent artists, music managers, and aspiring executives trying to understand how records actually break. A conversation like this doesn’t come cheap.

In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Alex Lunt, founder of Type A Management, to break down what really happens after a song explodes. Alex shares the story behind managing Dasha through the breakout of “Austin,” from viral TikTok momentum and line-dance culture to major label interest, global strategy, and the pressure of turning a hit song into a sustainable career. We get into artist management, independent artist leverage, major label deals, country music’s global moment, music marketing, social content testing, radio, burnout, and the real decisions managers have to make when success starts moving faster than the team around it. A must-listen for artists, managers, aspiring music executives, and anyone trying to understand the music business behind a viral hit. A conversation like this doesn’t come cheap.

When should an artist start touring? And when is the biggest check actually the wrong move? UTA partner and music agent JBeau Lewis, who works with Bad Bunny and Karol G, joins Mauricio Ruiz on The Manager’s Playbook to break down what goes into building a successful touring career. From planning your first shows and turning listeners into paying fans to choosing the right venues, promoters, and ticket prices, JBeau shares why touring strategy needs to start earlier than most artists think. They also get into the decisions nobody sees: when to turn down a major offer, why great agents prioritize long-term careers over quick money, and how trust, teamwork, and keeping your ego in check make all the difference. A conversation about artist development, touring, music management, and building a career that lasts, for independent artists, managers, booking agents, and the next generation of music executives. A conversation like this doesn’t come cheap.

What makes a top agent want to bet on an artist? UTA partner and music agent JBeau Lewis breaks down what he looks for before signing an artist, how TikTok and YouTube have changed discovery, and why talent is only one part of the equation. JBeau also shares how UTA began working with Bad Bunny, why the team saw the global potential of Latin music early, and what it takes to build a full-service team around an artist at that level. From artist development and management to knowing when to say no, this is a look at how great agents think and what artists, managers, and aspiring music executives should understand about building careers that last. A conversation like this doesn’t come cheap.