The New Music Business with Ari Herstand

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/Chapters00:00 - From Artist to Rebellion Founder05:48 - Early Spotify Virality & Indie Strategy08:17 - From Algorithms to TikTok Discovery13:32 - Engineering Viral Campaigns18:38 - Metrics That Matter Beyond Streams21:36 - Turning Virality Into Ticket Sales24:13 - New Touring Models for Indie Artists34:04 - Building the Modern Indie Ecosystem43:01 - AI’s Impact on the Music Industry48:32 - Signing Artists in the Indie EraEdited and mixed by Ari Davids-ErgasMusic by Brassroots DistrictProduced by the team at Ari’s TakeOrder the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

This week on the New Music Business podcast, Ari sits down with Brian Hobbs and Dev Sherlock from South by Southwest (SXSW). Brian, VP of Music, has been at SXSW since 2012, helping shape the festival’s music programming and expand its sound, especially in hip hop and global scenes. Dev is the Director of Music at the festival. He plays a key role in building the lineup and working directly with artists, managers, and industry teams navigating the SXSW landscape.In this episode, we break down what SXSW actually is, and whether it makes sense for you and your career. Dev and Brian discuss how this year is massively different than years past, what the real purpose of “South By” is, and how to approach it with a smart strategy (instead of just showing up and hoping for the best). We get real about networking—what that actually looks like at SXSW—and how artists, managers, and other industry folks can make the most of their experience. For those thinking about applying to official showcases, Brian and Dev walk through the submission process, and what their team is really looking for when they book artists. If you’re going to SXSW (or even thinking about it) listen to this episode first.https://sxsw.com/ https://www.linkedin.com/in/brian-hobbs-155759164/ Chapters00:00 Introduction to South by Southwest02:14 Changes in the Festival Structure05:43 The Overlap of Music and Tech08:46 The Role of Live Music Discovery11:22 Business Opportunities at South by Southwest19:05 Navigating Official and Unofficial Showcases23:18 Monetizing Opportunities for Artists27:58 The Global Impact of the Irish Diaspora29:48 Travel Concerns for International Artists30:41 Booking Artists for South by Southwest34:55 The Application Process Explained37:57 The Fluid Nature of Artist Bookings41:42 Understanding Compensation Models43:52 The Conference Experience at South by Southwest45:52 Networking Tips for Artists50:57 Defining Success in the Music IndustryEdited and mixed by Ari Davids-ErgasMusic by Brassroots DistrictProduced by the team at Ari’s TakeOrder the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

This week on the New Music Business podcast, Ari sits down with Aaron Greene and Neal O’Connor of Slush Management, the artist-first team behind Porter Robinson, Eden, Jai Wolf, and more. Slush has helped their artists generate billions of streams, sell millions of tickets, and craft long-term careers rooted in creativity rather than quick wins. With 15 years of experience across touring, branding, and global fan development, they’ve become leaders in sustainable artist strategy and innovative experiential storytelling.In this episode, Ari Neal and Aaron dive into what modern artist development truly looks like. From building immersive worlds to cultivating real, lasting fan communities beyond vanity metrics, Neal and Aaron share how managers decide when an artist is ready for representation, why social media isn’t the only path to growth, and how long-term strategy beats short-term virality every time. The conversation also covers label paths (self-release, indie, major), when to tour, how support slots actually happen, and the importance of meaningful experiences. Hint: music videos might be more important than most folks realize. https://www.instagram.com/slushmgmt/05:58 – What “world-building” means for modern artists08:12 – How Porter Robinson developed his immersive universe12:00 – Building an entire festival world with Disney-level partners16:00 – Artist development: when an artist is ready for management18:20 – Why immediacy is a trap & long-term growth matters20:35 – Deepening 100 true fans vs. chasing viral moments27:45 – Majors vs. indies vs. self-releasing: what actually works31:55 – The real purpose of music videos in 202536:50 – Touring strategy: when to headline, when to support39:20 – How artists actually get support slots42:55 – What “making it” means in the new music businessEdited and mixed by Peter SchruppMusic by Brassroots DistrictProduced by the team at Ari’s TakeOrder the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

This week on the New Music Business, Ari sits down with powerhouse managers Gordan Dillard and Josh Kaplan, the team behind global superstar Doja Cat. Together, they break down how they helped build one of the most influential, multi-hyphenate artists of the decade. Gordan and Josh share early viral moments of Doja Cat's diversified empire spanning music, brand partnerships, and new business ventures.Other topics discussed here include: how features really work, how producers differ from beatmakers, what modern record deals look like at the highest level, and why short-form content has completely reshaped the career-building playbook. Gordan and Josh offer candid, unfiltered advice for emerging artists and managers on finding the right partnership, building a fanbase from scratch, and creating leverage in today’s industry.https://www.instagram.com/dojacat/https://www.agood-day.com/04:16 – Why Good Day Management only represents one artist07:19 – Diversifying Doja Cat’s revenue beyond music10:18 – How Gordon & Josh first joined Doja’s team15:40 – The “Juicy” era and early visual strategy17:31 – Doja Cat’s rise during the pandemic20:42 – Long-form videos vs short-form content today24:54 – Balancing artists’ vision with budget and label support29:10 – How label deals and funding have evolved36:28 – How features actually get made (creatively & financially)44:25 – Beatmakers vs producers: what’s the difference?48:37 – Why songs sometimes have 7 writers & 6 producers58:54 – Advice for emerging artists & managers todayEdited and mixed by Peter SchruppMusic by Brassroots DistrictProduced by the team at Ari’s TakeOrder the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

This week on the New Music Business podcast, Ari sits down with Tema Siegel and Zach Blankstein of the band Couch. Tema is the singer and Zach is the guitarist/manager of this seven-piece soul-pop band from Boston. Their explosive live shows and fully DIY approach have helped them sell out major venues across the country. Formed from lifelong friendships and built during the pandemic, Couch has grown into a globally touring act while self-producing their acclaimed debut album 'Big Talk'.In this episode, Tema and Zach break down how they built an engaged fanbase without label support, the logistics of touring as a seven-member group, and the creative and vulnerable writing process behind 'Big Talk'. Ari dives into their ad strategy, their partnership with the Salt Lick Incubator, how they secured major support tours with Lake Street Dive and Cory Wong, and what it takes to balance musicianship, management, and sustainable growth as an independent band in 2025. http://instagram.com/couch.theband07:16 – Adding the seventh member & early chemistry09:15 – Touring as an introvert and finding group balance12:19 – Managing a 12-person touring party16:34 – How fans are reacting to the new songs live18:22 – How the band uses VIP sections to build superfans19:40 – Collaborative songwriting process & Temma’s Notes app22:19 – “Middleman” and the band’s unexpected EDM influence26:22 – Self-producing the entire album & working with mixers27:15 – Living in Boston and breaking out beyond the local scene32:56 – Growing during the pandemic while in separate cities36:32 – Early viral video & their online strategy40:07 – How Couch finances the band with day jobs41:24 – Why Zach became their in-house manager55:52 – Opening for Cory Wong & Lake Street Dive58:44 – Deep dive into their ad strategyEdited and mixed by Peter SchruppMusic by Brassroots DistrictProduced by the team at Ari’s TakeOrder the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

This week on the New Music Business podcast, Ari hops on for a solo episode to talk about Brassroots District—a decade-long passion project fusing immersive theater, hard-grooving funk, and 1970s world-building. He shares how the project grew from DIY LA shows into a scripted parking-lot production during COVID, and how it’s finally taking over a premier LA venue. If you're in LA, come catch Brassroots District LA ’74, opening February 7th at Catch One in Koreatown. Check out the trailer and grab your tickets here.