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This week, Ari sits down with Ni/Co, the musical duo of LA-based couple Dani Brillhart and Colton Jones. Their most recent song “On Purpose” has taken the internet by storm with over 6.2 million streams on Spotify and YouTube. Ni/Co built their early career by releasing covers on YouTube and placing their songs in sync. They have garnered over 75 million views on YouTube and have landed 6-figure sync deals with their music. However, as their covers became more popular and they wrote under various monikers for sync, Dani and Colton had to make a decision: did they want to prioritize these paths or re-center their career around original music? This conversation dives into the details of publishing and label deals, Ni/Co’s journey through sync, their experience going viral on TikTok, and how they clarified their artist identity to stay true to their vision along the way.
00:00 – Introduction and Background
10:39 – The On Purpose Journey and Release
15:47 – Meeting and Starting as a Couple
26:23 – Signing a Publishing Deal and Sync Placements
30:11 – Separating Covers and Originals
42:52 – The Success of ‘On Purpose’
49:05 – Influencer Campaigns, Viral Songs, and the Importance of Diversifying Revenue Streams
1:13:20 – Challenges and Scams in Revenue CollectionEdited and mixed by Ari Davids
Music by Brassroots District
Produced by the team at Ari’s Take
