The music industry is extremely competitive.  Many have tremendous talent but may lack in the areas of brand building.  To build a powerhouse brand you’ll need public relations, branding and artist management.  If you’re looking to go beyond the mic then Jocelyn A. Rivera has you covered.  She is an industry veteran who is applying pressure in the music game.  Jocelyn confidently knows what it takes to break barriers in the industry.  

She has successfully turned her hustle into a brand of her own.  She founded the Press Play Agency out of her passion for music and artist development.  She is now influencing the NYC culture of music on her own terms.  She has worked with artists such as Sleepy Hallow, Sheff G and Don Q.  Her work ethic has also built longstanding partnerships with brands such as Live Nation, Sirius XM, Sony, Def Jam and a host of others.

Jocelyn has curated a full branding agency that provides a la carte services.  Every music artist needs these basic essentials when getting started:  a website, a bio, song review, a one sheet and also an EPK.  To level up your brand even further, Jocelyn also provides:  artist management/development, brand management/sponsorship, event management, project management, and also digital marketing.  

Her grit sets her apart from other competitors.  She truly has compassion for music genres and strives to help artists succeed in an impactful way.  Here’s what Jocelyn A. Rivera has to stay about her boss moves in music:

photo by Elijah D. Davis

What inspired you to become a manager?

I threw a show in Brooklyn, NY about two years ago. It was a show for upcoming artists to give them a platform to showcase their work.   After hearing one artist perform at the last minute I noticed that they blew me away with their talent but they didn’t have any help.  I ended up working with them to expand their reach with branding and artist development. Since then I’ve worked with tons of other artists to help them do the same.

What type of music artists have you worked with?

I’ve worked with a lot of hip hop artists.  Right now I’m managing the artist, Don Q, who is signed to Atlantic Records.  I’ve also gone through the signing process with other artists.

What is the difference between a manager and a publicist?

A manager is more of a day to day person who is there with you.  They help to come up with the strategy for picking for the publicist to use.  In creating the strategies, the manager doesn’t work directly with all of the press.  The manager may help guide the press strategy but it’s the publicist who handles the press release, media inquiries, interviews, etc.  Sometimes I find myself doing both areas if the artist doesn’t have the budget for a separate publicist on their team.

What are some key tips to consider when seeking a manager?

I think artists should let it happen naturally.  The artists that I’ve worked with have just come to me by someone recommending me or etc.  I don’t think artists should chase down managers because it may come off as too much pressure.  Management is a serious thing and almost like a family, so you have to choose wisely.  Also look at what they’ve done and who they’ve worked with.  Think about what kind of strategies that they use as well.  You don’t want someone who is only looking to just make money off of you.

Who is your ideal client?

I’m looking for someone who has a fan base in their neighborhood.  It’s one thing to make someone known worldwide but it’s even deeper if they are known and supported well in their own backyard.  I also like people who work hard.  For example, they’re in the studio a lot to put in the work.  Putting in work when you feel like it doesn’t produce results.

Jocelyn is definitely a key player to watch.  She is making her mark in the music industry to go after what she wants.  Jocelyn is thriving off of building vital relationships to further music artists into their own individual brand.  She’s striving to press play to turn up the heat in the music industry, one artist at a time.  Follow her hustle to grind for what you want.  Experience the Press Play Agency online and on social media.


Writer, C. Scott, is a mother of one; author, social worker, early literacy interventionist and entrepreneur. Follow her on Instagram as @curls_coils and @mysweettealife.


Featured Image by Ashley Bubbico Photography