SPRINGFIELD, Mass. — Music manager Isaiah Serna is building an artist-focused management approach rooted in real industry experience, strategic execution and long-term development.
Before transitioning fully into management, Serna spent years working as a producer and professional audio engineer, gaining hands-on knowledge of the creative process. While he values the artistic side of music, it was the operational and business framework behind successful careers that ultimately became his primary focus.
“I’ve always loved the creative process,” Serna said. “But understanding how the industry functions — how deals are structured and careers are built — is what really drew me in.”
Raised around the music industry, Serna was exposed early to high-level environments and major artists. Through family connections and firsthand experience, he observed the inner workings of the business while being around artists such as Flo Rida, Bhad Bhabie, Cardi B, NoCap, YoungBoy Never Broke Again, Quando Rondo and Charlie Puth.
That early exposure gave Serna a practical understanding of artist development, label operations and executive decision-making, ultimately shaping his move into management.
A Manager Focused on Growth and Execution
Serna says his passion for management comes from helping artists navigate a complex industry with clarity and direction. While he emphasizes continuous learning, his priority is building systems that allow artists to grow steadily and sustainably.
“I want the people I work with to win,” Serna said. “It’s not about one person benefiting — it’s about everyone moving forward together.”
As a manager, Serna defines his role as action-oriented. He focuses on follow-through, accountability and creating real opportunities for the artists he represents.
Referencing a quote by artist Tory Lanez, Serna explained his philosophy: “A good manager gets you what you deserve. A great manager gets you into rooms you wouldn’t normally have access to.”
When evaluating potential clients, Serna looks for originality, work ethic and commitment. He pays close attention to an artist’s online presence, reviewing music releases, visual content, branding and consistency to determine whether they stand out in a crowded market.
Building Identity Before Releasing Music
Serna believes successful artist development begins with identity and branding. Early in a partnership, he works with artists to define their message and how they want to be perceived by fans.
“If someone meets you for the first time, what do you want them to understand about you?” Serna said.
He pointed to his work with artist STFK3 as an example of message-driven branding, highlighting a narrative centered on ambition and success without glorifying street life. That message is reinforced through interviews, content strategy and visual storytelling.
To grow an artist’s audience, Serna relies on strategic networking, marketing partnerships and consistent content distribution. He works with marketing teams, coordinates collaborations and seeks out interviews, brand partnerships and exposure opportunities that increase visibility.
Consistency as a Competitive Advantage
According to Serna, inconsistency remains the biggest hurdle for emerging artists. He encourages frequent posting across multiple platforms to analyze performance and refine strategy.
His approach includes daily content distribution across Instagram, Facebook and Threads, with the same material repurposed for TikTok and YouTube Shorts. Reviewing performance data monthly allows artists to identify what resonates and build on it.
“High volume doesn’t equal low quality,” Serna said. “Consistency is what drives growth.”
Staying Ahead of Industry Trends
Serna stays informed by maintaining strong industry relationships and attending events where emerging trends often surface first. He stresses the importance of studying one’s genre closely and acting early when something begins to gain traction.
“Relationships matter,” Serna said. “Being in the right rooms makes a difference.”
When advising artists seeking management, Serna recommends working together informally before signing agreements. Strong communication and mutual trust, he said, are essential in a partnership that involves daily collaboration.
“My job is to handle the business so artists can focus on creating,” Serna said.
Looking Ahead
Serna is currently working on several upcoming projects with STFK3, including major collaborations, brand interest and a sold-out co-headlining performance scheduled for Dec. 20 with Autumn. Additional opportunities involving Billboard Hot 100 artists and brands are also in development.
“There’s a lot in motion right now,” Serna said. “I’m excited for what’s next.”
Contact Information
More information is available at https://featthemix.com.
Email: mailto:[email protected]
Instagram and all social platforms: @4u.zay
Artists and industry professionals interested in working with Serna are encouraged to submit their portfolios through the website. Qualified submissions will receive follow-up communication from his team.
