Inside the Playbook: JMSN on the Anti-Ad Music Marketing Plan

The Manager's Playbook · Mar 16, 2026 · 17m

In this clip from The Manager’s Playbook, we get into the unglamorous side of the music business that every independent artist eventually faces: release week feels stressful because you’re the label.

JMSN explains what it really means to self-fund your art, paying upfront for the rollout, the assets, and the overhead before you’ve made anything back. He breaks down the classic independent cash flow loop: release the project, tour to extract value from the album cycle, save what you can, and reinvest to finance the next record, while still paying for real life.

Then we talk music marketing and…