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How Gamers Helped NEFFEX Get 4 Billion Streams Without a Label

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Ari Herstand
Ari Herstand is a Los Angeles based musician, the founder and CEO of Ari’s Take and the author of How to Make It in the New Music Business.
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How Gamers Helped NEFFEX Get 4 Billion Streams Without a Label

Listen on your favorite podcast platform: Spotify | Apple Podcasts | Stitcher | Acast

In this week’s episode, I spoke with artist NEFFEX (Bryce Savage) and his manager Ryan Sullivan of ATG Group (Against The Grain). We breakdown NEFFEX’s impression release strategy in which he successfully released one copyright free song a week (yes, you read that right!) to eventually surpassing 4 billion DSP streams all independently. We also dive into his previous record deal with 12Tone Music, embracing TikTok’s open verse challenges as well as how he expanded his role as a songwriter and producer.

2:20 Welcome
3:45 NEFFEX’S backstory
6:56 Where NEFFEX’s songs were streaming
8:54 Royalty free beats and unauthorized remixes
10:17 Driving forces behind promoting a song a week
12:10 NEFFEX’s pricing model
13:06 To credit or not to credit…
14:00 The process behind releasing a song a week
15:33 What attributed to the growing streams
17:37 What followed after this release strategy
19:38 How Ryan began managing NEFFEX
26:21 Getting attention from different distributors and labels
28:14 Breaking down NEFFEX’s record deal with 12Tone Music
35:52 The harsh reality signing with a label
43:04 How NEFFEX’s model evolved by embracing TikTok
47:07 TikTok’s open verse challenges
48:54 TikTok followers translating to NEFFEX’s own music
53:58 Remastering and re-releasing old catalog
58:51 Designing artwork with a quick turnaround
1:00:36 Why spending money on music videos is a waste
1:03:05 Engaging with fans and what’s on the horizon for NEFFEX
1:12:05 Final question

Edited and mixed by Maxton Hunter
Music by Brassroots District
Produced by the team at Ari’s Take

About The Author

Ari Herstand
Ari Herstand is a Los Angeles based musician, the founder and CEO of Ari’s Take and the author of How to Make It in the New Music Business.

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