The New Music Business with Ari Herstand

This week on the New Music Business podcast, Ari sits down with Tersha Willis, Co-founder and CEO of terrible*, a UK-based merch company known for its artist-first approach. With a background in private equity, financial services, and fashion, Tersha brings a fresh and progressive perspective to the merch game. She’s been recognized on the AIM Altpower100 Music List and has spoken at events like BBC Introducing, SXSW, and AIM, as well as being featured in outlets including BBC, C4, Wallpaper Magazine, Vox, and MusicAlly for her innovative work in the music merch industry. Tersha and Ari discuss the challenges artists face in turning fan support into income—especially in an era dominated by streaming and large conglomerates taking cuts from merch sales. Tersha explains how terrible*’s unique approach, including a merch operating system, helps artists create sustainable income through high-quality, data-informed campaigns. The conversation also covers the nuances of live versus online sales, the power of pre-orders, and innovative direct-to-fan strategies that can turn merch into a vital piece of an artist’s long-term success. https://www.instagram.com/terriblegrp [https://www.instagram.com/terriblegrp] https://www.instagram.com/tersha_willis/ [https://www.instagram.com/tersha_willis/] 03:40 – Introduction: Ari welcomes Tersha Willis. 05:41 – The Digital Landscape: Streaming and social media metrics. 09:11 – Terrible Merch: Tersha’s company and approach to merch. 13:41 – Merchandising Operations: How merch companies work. 18:41 – Revenue Models: Ways artists profit from merch. 23:41 – Tips and Merch Sellers: The tipping debate at merch tables. 28:41 – Online and Live Operations: Blending online and live sales. 33:41 – Pre-order Campaigns: Why pre-orders help artists. 38:41 – Creative Merchandising: Engaging fans through merch. 43:41 – Marketing Strategies: Selling artist merchandise. 48:41 – Genre Differences: How genre impacts merch sales. 53:41 – Final Thoughts: Tersha’s view of success. 58:41 – Closing Remarks: Ari wraps up the episode. Edited and mixed by Peter Schrupp 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 [https://book.aristake.com] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

This week on the New Music Business podcast, Ari sits down with Naethan Apollo, an independent artist known for blending immersive storytelling with genre-bending songwriting. With over 1.4 million followers on TikTok and more than 500K monthly listeners on Spotify, Naethan has built a loyal fanbase through a mix of creative world-building, DIY ethos, and direct fan engagement. His latest project, Tales From Cazilor: Wyldflowers, an ambitious fusion of concept album, musical, and animated series that showcases his unique narrative vision. In this conversation, Naethan opens up about the intersection of storytelling and songwriting in his work, and how his creative influences shaped his latest release. He also offers a surprisingly hopeful take on AI in music and reflects on how social media played a major role in his rise. The conversation digs into how he built a dedicated community around his work, the importance of setting boundaries for mental health, and how he’s redefining success on his own terms. Looking ahead, Naethan shares what’s next for his career and what motivates him to keep creating. https://www.instagram.com/naethan_apollo/ [https://www.instagram.com/naethan_apollo/] 00:00 - Introduction and Naethan's arrival 02:15 - Discussing "Tales from Casalor: Wildflowers" 10:30 - The inspiration behind combining music and storytelling 18:45 - Naethan's creative process and influences 25:00 - Navigating social media and building a fanbase 35:20 - The role of community and fan engagement 45:00 - Challenges of mental health and setting boundaries 55:30 - Future plans and aspirations for Naethan's music and storytelling 01:05:00 - Closing thoughts and Naethan's definition of success in the music industry Edited and mixed by Peter Schrupp 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 [https://book.aristake.com] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

This week on the New Music Business podcast, Ari sits down with Dave and JJ Heller to discuss building a completely independent music business for a niche audience of moms. JJ Heller is a Nashville-based Christian folk-pop singer-songwriter known for her gentle voice, heartfelt lyrics, and monthly single releases that have earned her over a billion streams. Rising to prominence with the 2008 hit “Your Hands,” Heller has since built a devoted fanbase through her lullaby-themed I Dream of You album series and relatable songs about faith, family, and mental health. Alongside her husband and creative partner Dave Heller, she continues to blend sincerity with soothing melodies, making her a comforting presence for listeners of all ages. In this episode, Ari, JJ, and Dave dive into the Hellers’ journey from college bandmates to full-time independent artists. They explore the ups and downs of DIY success, the shift from physical albums to streaming, and how their lullaby project became a thriving cornerstone of their business. The conversation also touches on viral growth through social media, the role of AI in music, and what it truly means to “make it” in today’s ever-evolving music industry. 04:12 Ari introduces Dave and JJ Heller and sets up their story. 06:27 How they got started as a college band and grew into full-time musicians. 14:42 Their DIY strategy, self-releasing music, and staying independent. 24:57 Shifting from physical sales to finding success in streaming. 34:12 How their lullaby albums took off and became a cornerstone of their business. 44:32 Navigating viral moments and the unpredictability of social media. 54:22 Their thoughts on AI’s impact on music and the value of human connection. 01:04:12 Reflecting on what it really means to “make it” in today’s music industry. Edited and mixed by Peter Schrupp 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 [https://book.aristake.com] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

This week on the New Music Business podcast, Ari sits down with Rick Farman. Farman is an experienced entrepreneur, co-founder, and executive at Superfly, the event production company behind Bonnaroo and San Francisco’s Outside Lands Music & Arts Festival. With roots dating back to Superfly’s founding in 1996, Farman has overseen event operations, business development, and strategic partnerships that have shaped some of the country’s most iconic festivals . As a key architect of Outside Lands since its launch in 2008, he helped build the festival’s signature blend of music, sustainability, and Bay Area culture, emphasizing local food, art, and ecological responsibility. A holder of a BA in anthropology from Tulane University, Farman splits his time between overseeing Superfly’s expanding portfolio and investing in emerging companies across wellness, tech, and entertainment. Ari and Rick delve into the intricacies of festival creation, exploring everything from the art of booking talent to designing immersive, multidimensional experiences that go far beyond the music. Rick shares valuable insights into the business side of running large-scale events, including sponsorship, logistics, and long-term brand building. He also emphasizes the importance of fostering community, highlighting how festivals can serve as cultural touchstones. Throughout the conversation, Rick reflects on how the festival landscape has evolved over the years, shaped by shifts in technology, audience expectations, and the growing demand for authenticity and purpose-driven programming. 00:00 Introduction – Ari introduces Rick Farman and his festival background. 02:15 Origins of Outside Lands – Rick shares how the festival began and its San Francisco roots. 10:30 Booking Artists – How lineups are built and talent is curated. 20:45 Festival Business – The economics of festivals and artist compensation. 30:00 Immersive Experiences – Rick on designing interactive festival environments. 40:15 Bonnaroo’s Evolution – The rise of Bonnaroo and its industry impact 50:00 Music & Community – Why building community is essential in music today. 55:30 Conclusion – Final thoughts on success in the modern music business. https://sfoutsidelands.com/ [https://sfoutsidelands.com/] Edited and mixed by Peter Schrupp 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 [https://book.aristake.com] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

This week on the New Music Business podcast, Ari sits down with Jess Furman—a creative executive, Emmy-nominated composer, and music industry leader whose work spans TV, film, Web3, and beyond. Named one of Billboard’s Top 40 Industry-Shaping Executives, Jess blends creative vision with business savvy. She founded Sound Revolver (now part of Big Noise Music Group), where she led award-winning music campaigns and earned Tellys, Clios, and RIAA Gold certifications. Her credits include Moonlight, Westworld, My Little Pony: Pony Life, Littlest Pet Shop, and campaigns for brands like Ralph Lauren. As a singer-songwriter and multi-instrumentalist, Jess’s music has been featured on Sesame Street, MTV, Drop Dead Diva, Sundance, and SXSW. In this episode, we follow Jess’s journey from New York singer-songwriter to a leading force in the world of sync licensing in Los Angeles. She shares what it takes to write custom music for film, TV, and branded content—and breaks down the creative and business challenges that come with it. In the second half, things get lively as she and Ari debate the future of AI in music. Jess previews her next project: an AI-generated artist built to test a blockchain-driven brand model. The music is created by AI, refined by humans, and designed to support real artists through tech. Jess sees promise in it. Ari isn’t so sure—and questions the ethics and long-term effects of AI-generated content on platforms already flooded with music. https://www.instagram.com/jessfurmanmuse [https://www.instagram.com/jessfurmanmuse] 05:45 Introduction and History 11:16 Journey to Sync Licensing 21:31 Founding Sound Revolver 31:06 Custom Music for TV and Film 45:56 AI in Music Creation 1:01:16 Debating The Future of the Music Industry 1:15:46 Final Thoughts and Making It in Music Edited and mixed by Peter Schrupp 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 [https://book.aristake.com] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.