The Manager's Playbook

• The Manager’s Playbook 047: Theron Thomas - GRAMMY Songwriter of the Year, Songwriter Rights, Music Industry Inequality, Publishing Realities & Hitmaking Strategy

  Most people talk about hit songs.Theron Thomas writes the ones that define entire eras.In this episode of The Manager’s Playbook, I sit down with one of the most influential songwriters in modern music, Theron Thomas, the 2nd recipient ever to win GRAMMY Songwriter of the Year and the pen behind hits for Rihanna, Miley Cyrus, Lizzo, Usher, Nicki Minaj, Justin Timberlake, and so many more.This isn’t a highlight reel.This is the part of the music industry the public rarely hears: the truth from the person who actually writes the songs the whole business is built on.Theron breaks down the real economics of songwriting, how hit records follow patterns, why so-called “bad music” still wins, how marketing shapes culture, and why topliners remain the most undervalued creators in the entire system.We explore the realities of publishing, royalties, producer vs. songwriter splits, the myth of “genre limitations,” the role of artist development, and the emotional and cultural weight that comes with writing for the world’s biggest artists.This conversation is a masterclass in:• how to think about hitmaking• how to build a sustainable career in music• how to stay grounded as a creative• and why artists, managers, and executives must rethink how they treat the people who create the product everyone profits fromIf you’re an artist, songwriter, producer, A&R, manager, or anyone building a real career in music, this episode offers clarity, strategy, and perspective you won’t hear anywhere else.Simply put, a conversation like this doesn't come cheap.Watch the full episode on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@managersplaybook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠New episodes drop Tuesdays @ 10am ET

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• Inside the Playbook: Machel Montano & Che Kothari on How the King of Soca Designs World-Class Shows

  In this conversation, Machel Montano opens up about what truly goes into crafting a great live performance, not just the music, but the presence, discipline, and attention needed to make a crowd feel something real.He talks about reading the room, trusting spontaneity, and treating every show like a conversation with the audience. Che Kothari adds the structure behind it all, the systems, rehearsal habits, and performance strategy that give Machel room to improvise while keeping the experience world-class.What emerges is a rare look at how instinct and planning work together in the Caribbean music ecosystem.Machel’s approach isn’t just about entertaining. It’s about honoring responsibility, representing culture, and sustaining excellence over decades.If you’re an artist, manager, or anyone building a live show, this clip gives you a clearer lens on what performance mastery actually looks like.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

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• Inside the Playbook: Machel Montano & Che Kothari on the Real Cost of Success

  In this conversation, we dig into one of the most important parts of an artist’s journey: learning how to invest in yourself long before the world believes in you.Machel Montano and Che Kothari break down what that looked like inside the Caribbean music ecosystem, the risks, the reinvestment, the discipline, and the vision it takes to build something that lasts. They talk about the lessons they learned from mentors, the business principles that shaped their partnership, and how technology and strategy became tools for scaling Machel’s career far beyond Carnival seasons and Soca stages.What stands out most is the balance: ambition and grounding, creativity and structure, culture and long-term planning. It’s a rare look at how great artists and great managers think when they’re building for longevity, not just moments.If you’re an artist, manager, entrepreneur, or anyone navigating the music business, this clip is full of principles you’ll want to revisit more than once.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

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• Inside the Playbook: Machel Montano & Che Kothari on Why Most Artists Can’t Keep Up

  In this conversation, we dive into one of the most demanding parts of the Caribbean music ecosystem: the race to create a Road March hit for Carnival. Machel Montano and Che Kothari walk through the pressure artists face every season, from recording music in October to delivering multiple festival-ready hits by February.It’s a nonstop grind.Endless studio sessions, back-to-back fetes, live shows across Trinidad & Tobago, and the constant push to create songs that can dominate the road, the airwaves, and the culture. Machel breaks down how tempo, energy, and intention shape every track, while Che talks about the strategy behind building an album that can survive Carnival’s high-pressure environment.But they also go deeper, into the emotional, spiritual, and mental balance required to sustain success in a genre that resets every year. Road March isn’t just a competition; it’s cultural responsibility, creative discipline, and artist management at the highest level.If you’re an artist, manager, or anyone curious about how Soca and Carnival culture really operate behind the scenes, this clip is a powerful look at the process.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

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• Inside the Playbook: Machel Montano & Che Kothari on the ONE Quality Every Artist Needs in a Manager

  In this conversation, we unpack one of the biggest turning points in Machel Montano’s career, choosing the right partner to help him grow, evolve, and carry the weight of being the King of Soca.Machel reflects on the early years of being managed by his parents, navigating major-label expectations, and the moment he realized he needed someone who understood both the music and the mission. That person ended up being Che Kothari, someone who didn’t come from the traditional music-business pipeline, but shared his values, cultural grounding, and long-term vision.Together, they rebuilt his entire approach: artist development, creative strategy, spiritual alignment, and a global blueprint rooted in Trinidad & Tobago and Caribbean music culture.This clip is a look inside how great artist–manager partnerships are formed, not from contracts or résumés, but from alignment, trust, and a shared purpose.If you’re an artist, manager, or anyone building a creative career, this one hits home.Simply put, a conversation like this doesn't come cheap.Listen to the full episode here -Spotify:https://open.spotify.com/episode/0LMnduBDxM02PuYb6tW2xN?si=1KnMQX9ITwmvI2xDUpNQgwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook

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