Former Label Exec Turned Manager Shares Winning Viral Artist Marketing Strategy 🎶

In this episode of The Manager’s Playbook, we sit down with one of the sharpest minds in the music business to uncover the real strategies behind artist growth, viral moments, and long-term brand building. Billboard Canada’s Manager of the Year, Laurie Lee Boutet.

If you’re an independent artist, artist manager, or music entrepreneur, this is the blueprint you’ve been waiting for.

From her early days at Universal Music Canada to managing Charlotte Cardin and The Beaches, Laurie shares how she’s built careers with heart, data, and strategy. We dig into her approach to leveraging TikTok, capturing viral moments, and building real fan connection through CRM tools and live experiences.

This conversation is a blueprint for today’s artist manager; navigating the Canadian industry, working with AWAL, crafting long-term strategy, and knowing when to trust your gut over the numbers.

Whether you’re an artist, executive, or on your come-up, this one’s packed with takeaways.

Simply put, a conversation like this doesn’t come cheap.

Timestamps:
00:00 Video Intro
01:09 Billboard Canada Manager of the Year: Laurie Lee’s Journey
03:49 The Power of Passion: Early Career Reflections
07:37 Networking and Growth: The Path to Success
18:59 Transition to Canada: Challenges and Opportunities
37:03 The Quebec Music Market Hack
37:26 Navigating the Canadian Music Industry
41:18 The Importance of Vision and Gut Instinct
42:37 The Role of a Manager in the Music Industry
50:20 The Impact of the Pandemic on the Music Industry
56:55 The Rise of Digital Marketing in Music
01:01:57 The Power of CRM in Music Management
01:13:02 The Power of Editorial in Music Discovery
01:14:02 The Rise of Algorithms and TikTok
01:16:36 Collecting and Utilizing Fan Data
01:18:54 Engaging Fans Through Unique Experiences
01:22:07 The Impact of Viral Moments on Music Careers
01:27:03 The Importance of Live Performances
01:37:46 Building a Strong Team and Strategy
01:49:13 The Magic of Artist-Fan Connections
01:51:04 Advantages of Being a Woman in the Music Industry
01:53:26 Collaborative Work Environment
01:56:08 The Importance of Relationships in Management
02:01:40 Choosing the Right Distribution Partner
02:08:49 Future of the Music Industry
02:14:06 Building a Content Strategy
02:17:39 Collecting Data and Engaging Fans

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/1hourconsult

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Host: Mauricio Ruiz
Executive Producer: Mauricio Ruiz
Director of Photography: Nathan Duarte, Grid Studio
On Location Sound: Nathan Duarte, Grid Studio
Editor: Max Carmona
Co-Editor: Mauricio Ruiz
Colourist: Max Carmona
Sound Engineer: Madeline Currie
Project Manager: Erica Kongvongxay
Marketing Coordinator: Melanie Letra-Frade
Production Company: 8 Til Faint

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