ABOUT THIS EPISODE
Steve Rifkind breaks down the real story of Akon’s breakout, and it’s a masterclass in how hits actually happen before the industry “agrees” they should.
In this clip, Steve explains how “Locked Up” started moving in unexpected markets like Albuquerque and Utah, even while parts of the label ecosystem weren’t fully bought in yet. Instead of waiting on a perfect rollout, he leaned into what still works: market-by-market promotion, radio relationships, street-level execution, and building proof fast.
He also talks about the friction that comes with momentum, how a campaign can get disrupted by culture (including an unauthorized mashup shifting attention), and how persistence, positioning, and hands-on promotion helped turn Akon’s early traction into global lift, setting up the run that included records like “Lonely.”
If you’re an independent artist, artist manager, A&R, or aspiring music executive, this is a practical lesson in music marketing strategy, artist development, radio promotion, and building real demand that translates into long-term growth.
Simply put, a conversation like this doesn't come cheap.
Listen to the full episode here -
Spotify:
https://open.spotify.com/episode/30zqrBREeAf2j61iIJzPm2?si=U3aK6O-OTsmO0uTCHmR09w
Watch the Episodes On Youtube: https://www.youtube.com/@managersplaybook
