Inside the Playbook: Steve Rifkind on The Street Team Strategy That Built Hip-Hop Fans

The Manager's Playbook · Jan 23, 2026 · 18m

In this clip, Steve Rifkind breaks down the year he spent managing New Edition, and why it became his real-world education in the music industry. From meeting key players like Lady B, Hiriam Hicks, and Russell Simmons, to learning how artist management, A&R instincts, and music industry networking actually work in practice, Steve walks through the moments that shaped his approach to building careers.

He also shares the behind-the-scenes story of packaging a bold rap cartoon concept into a real business opportunity, how creative development turns into deal-making, why partnerships shift, and…