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Ari’s Take is a music business education and artist advocacy company focusing on empowering musicians to have successful careers in the new music business.


Ari Herstand


"The poster child of DIY Music” – Forbes 

Los Angeles based Ari Herstand (pronounced Ar*ee Her*stand), is the author of the best-selling book How to Make It in the New Music Business (Norton / Liveright Publishing | December 20th, 2016). It remains at the top of the Amazon charts and has been widely adopted by music business schools worldwide.

Lennon Cihak

Manager of Operations

Lennon Cihak is a music professional specializing in music journalism, podcast production, and music production. Through podcasts, social media, and featured articles on critically acclaimed online publications, his work has reached over 40 million readers around the globe increasing fan engagement and brand awareness.

Alexis Colson

Operations Coordinator

Alexis is a Los Angeles creative with a passion for helping musicians in their artistic endeavors. She is responsible for all Ari’s Take student support and works closely with Academy students to ensure they are maximizing their opportunities in the New Music Business.

Vo Williams

ATA Instructor

Vo Williams, is a Los Angeles based rapper, singer, songwriter, composer, and performer. He is an architect and pioneer of the emerging genre dubbed Epic Hip Hop, a sound widely used in Film.Growing up with a hunger for discovering new sounds and a love for creating, has made Vo’s sound a rich fusion of musical influences.

Clare Means

ATA Instructor

In 2015 Clare began live streaming her performances on Periscope. She is now one of Periscope's most watched musicians and has made it onto the trending list multiple times and has over 100,000 followers on the app. Since the COVID-19 pandemic Clare has also started multi-streaming to many platforms and can be seen performing live on Periscope, Twitch, Facebook, YouTube, and Instagram. 

Kristen Mathe

ATA Student Advisor

Kristen Mathe is an agent assistant at Degy Entertainment where she works under Jeff Hyman in the college, festival, and fair market. She works closely with the Degyroster of artists in the college space in preparation for showcases and conferences, along with her role as the liaison for potential new artist signings.


ATA Instructor

Lucidious is an entrepreneur and hip-hop artist from outside the Washington, D.C. area. Currently located in Los Angeles, he has built a fanbase in the hundreds of thousands, and has totaled over 100 million streams across all available platforms. He has built his fanbase and streaming growth with zero label investment, zero playlist placement, and zero outside marketing influence.

Angela Benson

Course Creator

Angela Benson is a business entrepreneur, music manager, CEO of Vitae Records, and a Professional member of the Recording Academy/GRAMMYs. She is most recognized for her work with internationally acclaimed R&B recording artist, Matt B. Born and raised in Chicago, Angela co-founded independent record label—Vitae Records—with her business partner and R&B recording artist Matt B, who also became the first artist signed under the imprint.

Jenny Powers

ATA Pro Account Manager & Course Moderator

Jenny Powers is a music lover, avid supporter of Girls Rock Camp, and entrepreneur from Myrtle Beach, SC. She is constantly studying the ever-changing music industry, while consistently and effectively refining her methods and services to help bands achieve their goals and build a solid, sustainable business foundation for their careers. 

Matt B

Course Creator

International singer, songwriter, and Recording Academy/GRAMMYs Voting member ‘Matt B’ was born and raised in Chicago, IL. He signed to StarBase Records Japan as of July 2014. His hit single “Plain Girl” went #1 on the iTunes R&B Charts. His sophomore album DIVE released in January 2016 and achieved similar success, hitting #1 on the iTunes R&B Charts in less than 24 hours. After reaching critical acclaim in Japan, Matt’s imprint continued to spread overseas. His single "Color Blind" went viral in China, accruing over 158 million streams on the NetEase platform.

Jazz Daigle

Course Creator

Jazz Daigle has been helping new artists jumpstart their careers since 2010 when she founded an independent label in Murfreesboro, TN. In 2016, Jazz moved to Austin and began working with new artists as a consultant. In 2020, she created an online course designed to teach artists how to look at themselves as a business and be CEOs of that business. Now, she hosts a podcast that informs music artists about the business side of the industry by diving deep into the legal, financial, and commercial situations faced by some of the biggest names in music.