The New Music Business with Ari Herstand

Mark Orr, founder of Lab Records and long-time indie label exec, walks through indie deal evolution and running a lean international label. He covers marketing tactics, the vinyl and physical comeback, how a 25K-first-week physical launch was built, fan engagement strategies, D2C chart tactics, and building sustainable artist development.

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 Hosted on Acast. See acast.com/privacy for more information.

Dev Sherlock, Director of Music at SXSW who builds lineups and handles artist logistics, and Brian Hobbs, VP of Music with a decade-plus shaping programming and hip hop/R&B bookings, explain how SXSW works. They cover this year’s big structural changes, the value of overlap with film and tech, how live showcases drive discovery and business, official vs unofficial showcases, booking routes, and smart networking strategies.

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.

Josh Kaplan, an entertainment lawyer-turned-manager who handles deals and business structure, and Gordan Dillard, a manager who oversees visual strategy and brand partnerships, reveal the playbook behind Doja Cat's rise. They discuss visual-first viral moments, short-form vs long-form video, modern label deals and funding, how features get made, and building diversified revenue beyond music.

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 Hosted on Acast. See acast.com/privacy for more information.

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. Hosted on Acast. See acast.com/privacy for more information.

In this engaging conversation, LaRussell, a Bay Area rapper and founder of Good Compenny, shares his journey in building a community-driven empire. He reveals the origins of his backyard concerts and how offer-based ticketing has changed the game for live shows. LaRussell discusses maintaining his independence, the importance of joyful music creation, and the art of blending business with artistry. He also dives into his innovative revenue streams and community-building strategies that challenge conventional music industry norms.

Matt B, a Grammy-winning R&B singer known for his global collaborations, and Angela Benson, a dedicated manager and producer, share their inspiring DIY journey to Grammy success. They discuss recording across Africa, collaborating with notable artists like Eddie Kenzo, and the challenges of creating a visual album. The duo emphasizes the importance of networking and strategic bartering in music production, and they offer invaluable tips on navigating the Grammy submission process. Their story reflects both the creative hustle and the emotional highs of their journey.

Matt Jones, CEO and co-founder of Medallion, discusses innovative direct-to-fan models. He dives into why traditional platforms like Patreon aren’t a fit for most musicians. The conversation highlights the outdated streaming economic model and the necessity for greater transparency in artist payments. Listeners hear about the importance of artist-owned data, the difference between single-artist fan clubs and a networked approach, and future industry dynamics centered on ownership and sustainability. Expect insights on how major labels might adapt to these changes.