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This Singing Couple is Making It by Diversifying their Business and Writing Great Songs

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Ni/Co on the New Music Business Podcast

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Ari Herstand
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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This Singing Couple is Making It by Diversifying their Business and Writing Great Songs

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

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

 

About The Author

Ari Herstand
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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