The New Music Business with Ari Herstand Artist Managers on Music Videos, Artist Development, Long-term Strategy and True Fandom
Feb 25, 2026
Neal O’Connor, artist manager and co-founder of Slush Management focused on sustainable careers and storytelling, and Aaron Greene, co-founder known for long-term artist development and immersive world-building. They discuss building 360° artist universes, crafting festival-scale immersive experiences, when to sign and tour artists, converting superfans into true supporters, and why music videos still matter for discovery and engagement.
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Porter Robinson Festival Became A Story-Driven World
- Porter Robinson's team built a full festival world tied to his album with story, food, and characters to immerse fans.
- Aaron Greene describes partnering with theme-park designers and creating lore, speakeasies, VTuber news, and custom experiences.
Have Music Plus One Compelling Signal
- Do not sign with a manager unless you have great music plus one other compelling hook (live buzz, social authenticity, or artist support).
- Neal O’Connor says managers need a story or extra signal to pitch industry partners effectively.
Depth Beats Immediacy For Longevity
- Deep, small-community engagement compounds into exponential long-term growth more reliably than chasing viral streams.
- Aaron Greene stresses obsessing over 100 engaged fans who become unpaid promoters and build sustainable fandom.