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This week on the New Music Business podcast, Ari sits down with Red Leather, the anonymous artist who turned viral TikTok videos into sold-out tours around the world. Known for his signature red hat, Red Leather first started his career by busking on Hollywood Boulevard before exploding online with viral covers and original songs like “The Only Time It Rains in Hollywood.”
In this episode, Red Leather breaks down how he used social media to grow his audience from scratch, why he posted 5 videos a day for 100 straight days, how smashing guitars outside Capitol Records landed him a record deal (that he turned down), and why ticket sales matter more than streams or viral moments. He also opens up about sobriety, surviving addiction, touring independently, and eventually partnering with Empire after years of doing everything DIY.
Follow Red Leather:
Instagram: https://www.instagram.com/redleather/
TikTok: https://www.tiktok.com/@redleather
Check out Ari’s Take:
https://aristake.com
00:04:02 – Intro
00:04:36 – The Origin of Red Leather
00:06:39 – Sobriety, Addiction & Artistic Vulnerability
00:10:11 – Posting 5 Videos a Day for 100 Days
00:14:11 – The Viral TikTok That Changed Everything
00:20:00 – Smashing Guitars Outside Capitol Records
00:25:12 – Why He Turned Down Major Label Deals
00:33:28 – Booking Tours Through Instagram DMs
00:47:23 – Virality vs Real Fans & Ticket Sales
01:01:58 – What “Making It” Means Today
Edited and mixed by Ruben Zarate
Music by Brassroots District
Produced by the team at Ari’s Take
Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com
