This week on the New Music Business podcast, Ari sits down with Michael Turner, founder of the disruptive record label Rebellion. Turner shares how he’s building a modern music company by leveraging viral marketing, short-form video, and niche communities to help independent artists break through without relying on traditional gatekeepers.
In this episode, Turner breaks down how viral hits are engineered through tastemaker networks and micro-influencers, how artists track fan conversion across platforms, and why touring and deal structures are evolving outside the traditional label system. They also discuss royalties, distribution, and AI-generated music—and why Turner believes we’re entering a golden era for those independent artists willing to adapt.
https://www.instagram.com/iamplvtinum/
https://www.instagram.com/rebellionrecordsnyc/
Chapters
00:00 - From Artist to Rebellion Founder
05:48 - Early Spotify Virality & Indie Strategy
08:17 - From Algorithms to TikTok Discovery
13:32 - Engineering Viral Campaigns
18:38 - Metrics That Matter Beyond Streams
21:36 - Turning Virality Into Ticket Sales
24:13 - New Touring Models for Indie Artists
34:04 - Building the Modern Indie Ecosystem
43:01 - AI’s Impact on the Music Industry
48:32 - Signing Artists in the Indie Era
Edited and mixed by Ari Davids-Ergas
Music by Brassroots District
Produced by the team at Ari’s Take
Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com
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