SPRINGFIELD, Mass. — With firsthand experience across nearly every layer of the music business, music manager Isaiah Serna is carving out a reputation as a hands-on strategist focused on long-term artist development, consistency and real-world execution.
Before stepping fully into management, Serna worked as a producer and professional engineer, developing a deep appreciation for the creative side of music. Over time, however, it was the business infrastructure behind the scenes that captured his attention.
“I love the game,” Serna said. “I love engineering, producing and creating, but the business side became my niche. I love how everything works and what really goes into it.”
Raised around the music industry, Serna was exposed early to mainstream artists and high-level operations. He recalls being around major names such as Flo Rida, Bhad Bhabie, Cardi B, NoCap, YoungBoy Never Broke Again, Quando Rondo and Charlie Puth during formative years, observing how A&Rs, publishing executives and labels structure deals and manage careers.
That exposure shaped his understanding of the industry and led him to pursue management with a clear purpose: helping artists win with structure and direction.
Artist Development Built on Trust and Strategy
Serna says his motivation to manage artists comes from a desire to help others navigate the path he has studied for years. While acknowledging there is always more to learn, he emphasizes steady growth and shared success.
“I want to see everyone cross the finish line, not just myself,” Serna said. “Not just me eating — you eating too.”
As a manager, Serna describes his core responsibility as execution. Creating opportunities, standing on his word and producing tangible results are non-negotiable.
Quoting artist Tory Lanez, Serna explained his approach: “A good manager gets you what you deserve. A great manager gets you what you deserve and puts you in rooms you’re not even supposed to be in.”
When deciding who to work with, Serna looks first for uniqueness and drive. He studies an artist’s digital presence closely, evaluating music quality, content consistency, personality and overall branding. Hunger, originality and work ethic matter more than trends.
Branding, Consistency and Visibility
Serna begins each partnership by helping artists define their identity before focusing on music releases. He believes fans connect with people first, not just songs.
“Who are you? What’s the message?” Serna said. “If a fan had a one-on-one conversation with you, what do you want them to walk away with?”
He points to his work with artist STFK3 as an example, highlighting a message centered on success without street involvement. That identity is reinforced through interviews, visuals, content and public presence to create a cohesive brand.
Growing an artist’s fan base, Serna explained, comes through aggressive networking, marketing strategy and consistency. He works with marketing teams, connects artists with collaborators and content creators, and pursues interviews, brand deals and visibility opportunities.
Consistency as the Key to Growth
According to Serna, the most common obstacle artists face is inconsistency. He encourages frequent posting across platforms to understand what resonates with audiences and algorithms.
His recommended method includes daily posting across Instagram, Facebook and Threads, with the same content repurposed for TikTok and YouTube Shorts. By reviewing performance monthly, artists can refine strategy and double down on what works.
“Posting a lot doesn’t make you unprofessional,” Serna said. “Consistency is everything.”
Industry Awareness and Relationship Building
To stay ahead of trends, Serna relies on constant networking, attending events and maintaining conversations with other managers, executives and creatives. He stresses the importance of studying one’s genre closely and identifying momentum before trends become oversaturated.
When advising artists seeking management, Serna recommends collaboration before contracts. Compatibility and communication, he said, are critical in a relationship that requires daily interaction.
“My motto is simple,” Serna said. “I handle the business so you can stay creative.”
What’s Next
Serna is currently focused on expanding opportunities for STFK3, including major features, brand interest and a sold-out co-headlining show scheduled for Dec. 20 with Autumn. He also noted growing interest from Billboard Hot 100 artists and brands.
“I’m excited to see it all take off,” he said.
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 are encouraged to submit portfolios through the website. Applications are reviewed by Serna’s team, and qualified submissions will receive follow-up communication.