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Lecrae built an empire between faith and hip-hop.

In this episode of The Manager’s Playbook, Mauricio Ruiz sits down with Lecrae to unpack how he navigated the divide between mainstream hip-hop, Christian rap, gospel music, and the music industry’s need to categorize artists.

Lecrae breaks down how Reach Records became a fully independent label after being rejected by both hip-hop and gospel labels, how he built direct-to-fan momentum through touring, churches, and community, and what independent artists, managers, and music executives can learn from the Christian music business.

We also get into artist development, Christian radio, payola, building a healthy team, running a 20-person company, balancing CEO vs artist decisions, podcasting, media expansion, and what it really takes to build infrastructure when the industry doesn’t know where to put you.

A must-watch for independent artists, artist managers, music executives, Christian hip-hop fans, and anyone building a career outside the traditional music business system.

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