EVERYTHING You Need To Know About Artist Marketing, Content, and Branding!

In this episode of The Manager’s Playbook, I'm joined by Nick Ruffalo, SVP of Digital Marketing & Audience Engagement at Big Loud Rock and founder of Unleashed. Nick brings a sharp, systems-level view of how artist branding, content creation, and marketing actually work in today’s landscape.

This conversation dives deep into what it means to build a real artist brand, one rooted in identity, not aesthetics. Nick explains how most artists confuse content with branding and why that confusion leads to wasted effort and shallow connection. He introduces a powerful framework based on archetypes, helping artists understand the psychology behind how fans perceive them. From the dreamer to the rebel to the wildcard, these archetypes provide a foundation for more authentic, resonant storytelling.

We also explore the evolution of content strategy, the importance of consistent posting, and the key distinctions between discovery, connection, and conversion content. Nick shares how to use content and paid marketing in tandem to move from developing to emerging to breakthrough artist stages. He also breaks down how to build a content machine inside a label environment and why brand clarity should drive every creative decision.

If you’re an artist, manager, or creative operator navigating how to stand out in a crowded digital space, this episode is a blueprint. It’s about building with intention, connecting with your audience, and showing up with fearless clarity in everything you do.

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

Timestamps:
00:00 Introduction to Branding
01:12 Welcome to the Manager's Playbook
02:32 The Importance of an Incredible Song
03:33 Understanding Artist Branding
06:04 Carl Jung's Archetypes in Branding
10:45 The Role of Fearlessness in Artistry
11:56 The Power of Authenticity in 2025
20:31 Building a Brand in Public
30:12 The Artist's Ladder
43:37 The Evolution of Content Creation (2020-2023)
44:46 Understanding the Content Funnel
45:05 Discovery, Connection, and Conversion Content
46:41 Relatable Narratives in Music Marketing
49:27 The Role of Social Media in Music Discovery
55:06 Marketing vs. Content: What's the Difference?
56:37 Creative Billboard Marketing Strategies
01:08:52 The Importance of Consistent Posting
01:14:35 The Mindset for Success in the Music Industry
01:20:59 The Artist Ladder: From Developing to Emerging
01:21:57 Proving Marketing Success with Paid Ads
01:22:43 Understanding Artist Branding and Levels
01:23:55 Emerging to Breakthrough: Strategies and Examples
01:25:20 The Role of Word of Mouth and UGC
01:27:36 Building Relationships and Breakthrough Moments
01:31:01 The Importance of Budget in Marketing
01:37:07 AI in Content Creation and Marketing
01:40:26 The Role of Major Labels and Artist Support
01:45:33 Building a Content Team at a Label
01:50:15 Artist Development and Content Strategy
02:02:27 Achieving Legendary Status
02:06:04 Final Thoughts and Future Outlook

Nick Ruffalo's IG:   / ruffmusicofficial  

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
Editor: Max Carmona & Madison Lair
Co-Editor: Mauricio Ruiz
Colourist: 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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