In this clip from The Manager’s Playbook, Nima Nasseri breaks down one of the biggest misconceptions in the modern music industry: virality.

This isn’t about chasing trends or hoping the algorithm saves you. It’s about why consistency, authenticity, and understanding content systems are what actually create momentum for artists and creators today.

Nima shares the real-life story of Norris Williams, a 72-year-old dog trainer who had been living on a train for years and how applying the same principles artists need to grow online turned social media into something far more powerful than views. What came out of it wasn’t hype, but community, opportunity, and a new business.

The conversation also touches on how platform algorithms like TikTok, Instagram, and YouTube all move differently, and why artists who fail to adapt their strategy end up stuck. In today’s music business, knowing how these systems work isn’t optional, it’s part of the job.

If you’re an independent artist, creator, or manager trying to understand how discovery really works in a post-gatekeeper industry, this clip offers a clear reframe worth sitting with.

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

Listen to the full episode here -

Spotify:

https://open.spotify.com/episode/29UCcW0A5LeIquPLsdf2FB?si=9HhtH7SYQ6aurU1fq3tF8g

Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook