How Neoni got 2 Billion Views & Streams as DIY Artists
06/19/24 • 63 min
1 Listener
Order THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com
This week, Ari is joined by sisters Caitlin & Sid Powell, the artists behind the hit group Neoni, to discuss the shift in the industry towards video content, and how they were able to capitalize on their own TikTok virality. Additionally they explain why they chose to stay independent despite being approached by numerous labels, and how staying DIY has helped their career. They also discuss their release strategy and how they go about maximizing attention on various platforms despite not yet touring. To wrap up the interview, they provide insight into how other artists can find success while remaining independent.
Caitlin and Sid blend Alternative Pop with electronic music, creating a unique sound as Neoni. Since 2020, they have steadily built a substantial catalog, releasing their breakout debut album, Wars in a Wonderland, in the fall of 2021, followed by All My Favorite Monsters in 2022. With two viral TikTok hits, "Darkside" and "Royalty," amassing over 2 billion views, and a rapidly growing social media presence, Neoni continues to gain organic traction with each new release.
Chapters
00:00 Intro
04:35 New project releases, live shows, and YouTube covers
09:22 Neoni’s journey and evolution
16:33 How DJs influenced their sound
21:03 From 20k to 250k streams a day
28:42 What taking meetings with major labels is like
36:02 How they convert listeners into fans
43:27 Leaning into social media for promotion
49:36 Why they still release horizontal videos
56:06 On live performing and touring
Subscribe to The New Music Business: https://aristake.com/new-music-business-podcast/
Ari's Take Academy: https://aristakeacademy.com
Watch more discussions like this: https://bit.ly/3LavMpa
Connect with Ari’s Take:
Website: https://aristake.com
Instagram: https://www.instagram.com/aristake_
TikTok: https://www.tiktok.com/@aris.take
X: https://twitter.com/ArisTake
Threads: https://www.threads.net/@aristake_
YouTube: https://www.youtube.com/user/aristake1
Connect with Ari Herstand:
Website: https://ariherstand.com
Instagram: https://instagram.com/ariherstand
X: https://twitter.com/ariherstand
YouTube: https://youtube.com/ariherstand
Connect with Neoni:
Spotify: https://open.spotify.com/artist/38wxcfNEqMwuPniHvplin5?si=NYWsV7e1TdCSFD9bqdu_yw
Instagram: https://www.instagram.com/weareneoni/
TikTok: https://www.tiktok.com/@weareneoni
Website: https://weareneoni.com/
Edited and mixed by Ari Davids
Music by Brassroots District
Produced by the team at Ari’s Take
Hosted on Acast. See acast.com/privacy for more information.
Order THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com
This week, Ari is joined by sisters Caitlin & Sid Powell, the artists behind the hit group Neoni, to discuss the shift in the industry towards video content, and how they were able to capitalize on their own TikTok virality. Additionally they explain why they chose to stay independent despite being approached by numerous labels, and how staying DIY has helped their career. They also discuss their release strategy and how they go about maximizing attention on various platforms despite not yet touring. To wrap up the interview, they provide insight into how other artists can find success while remaining independent.
Caitlin and Sid blend Alternative Pop with electronic music, creating a unique sound as Neoni. Since 2020, they have steadily built a substantial catalog, releasing their breakout debut album, Wars in a Wonderland, in the fall of 2021, followed by All My Favorite Monsters in 2022. With two viral TikTok hits, "Darkside" and "Royalty," amassing over 2 billion views, and a rapidly growing social media presence, Neoni continues to gain organic traction with each new release.
Chapters
00:00 Intro
04:35 New project releases, live shows, and YouTube covers
09:22 Neoni’s journey and evolution
16:33 How DJs influenced their sound
21:03 From 20k to 250k streams a day
28:42 What taking meetings with major labels is like
36:02 How they convert listeners into fans
43:27 Leaning into social media for promotion
49:36 Why they still release horizontal videos
56:06 On live performing and touring
Subscribe to The New Music Business: https://aristake.com/new-music-business-podcast/
Ari's Take Academy: https://aristakeacademy.com
Watch more discussions like this: https://bit.ly/3LavMpa
Connect with Ari’s Take:
Website: https://aristake.com
Instagram: https://www.instagram.com/aristake_
TikTok: https://www.tiktok.com/@aris.take
X: https://twitter.com/ArisTake
Threads: https://www.threads.net/@aristake_
YouTube: https://www.youtube.com/user/aristake1
Connect with Ari Herstand:
Website: https://ariherstand.com
Instagram: https://instagram.com/ariherstand
X: https://twitter.com/ariherstand
YouTube: https://youtube.com/ariherstand
Connect with Neoni:
Spotify: https://open.spotify.com/artist/38wxcfNEqMwuPniHvplin5?si=NYWsV7e1TdCSFD9bqdu_yw
Instagram: https://www.instagram.com/weareneoni/
TikTok: https://www.tiktok.com/@weareneoni
Website: https://weareneoni.com/
Edited and mixed by Ari Davids
Music by Brassroots District
Produced by the team at Ari’s Take
Hosted on Acast. See acast.com/privacy for more information.
Previous Episode
Haley Joelle on Staying DIY With TikTok Fame and Spotify Love
Order THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com
Haley Joelle is a 24-year-old songwriter and artist from outside of Portland, OR, currently based in LA. Haley is known for her unique and specific approach to storytelling in her songs that have resonated with millions of people around the world. Her lyrics touch on family dynamics, the complications of growing up, grief, and heartbreak - all lending themselves to help her listeners feel less alone.
Haley’s songs have been discovered on popular playlists including Spotify’s Chilled Hits, Chill Pop, Fresh & Chill, Sad Hour, Sad Songs, Today’s Singer-Songwriters, Morning Commute, Mellow Evening, and Apple Music’s Breaking Pop, In My Room, Acoustic Chill, Today’s Acoustic, Acoustic Memories, and New Music Daily. Her songs have been streamed more than 100 million times, and featured in Amazon Prime Video’s #1 most watched non-English language original movie, ‘Culpa Mía’ as well as the popular TV shows ‘Love Island USA’ and ‘Love Island Games.’
After a couple tour support slots, and with 450k+ engaged fans around the world, she embarked on her first mini headline tour in December 2023 after the release of her album ‘Me And My Past.’ Haley’s next album is due September 2024.
00:00 - Intro
03:55 - Haley’s songwriting and album process
15:52 - Alternative music programs and networking
21:50 - How did Haley find other collaborators?
29:29 - Haley on music videos
34:07 - On staying independent and talking to labels
43:07 - Pitching for playlist inclusions
55:23 - Where does the money go?
Subscribe to The New Music Business: https://aristake.com/new-music-business-podcast/
Ari's Take Academy: https://aristakeacademy.com
Watch more discussions like this: https://bit.ly/3LavMpa
Connect with Ari’s Take:
Website: https://aristake.com
Instagram: https://www.instagram.com/aristake_
TikTok: https://www.tiktok.com/@aris.take
X: https://twitter.com/ArisTake
Threads: https://www.threads.net/@aristake_
YouTube: https://www.youtube.com/user/aristake1
Connect with Ari Herstand:
Website: https://ariherstand.com
Instagram: https://instagram.com/ariherstand
X: https://twitter.com/ariherstand
YouTube: https://youtube.com/ariherstand
Connect with Haley Joelle :
Website: https://haley-joelle-merch.myshopify.com/
Spotify: https://open.spotify.com/artist/4pZOG8ump4odtJJA4Cy7S8
Instagram: https://www.instagram.com/itshaleyjoelle/
X: https://x.com/itshaleyjoelle
Edited and mixed by Ari Davids
Music by Brassroots District
Produced by the team at Ari’s Take
Hosted on Acast. See acast.com/privacy for more information.
Next Episode
From Backyards to Coachella, How The Red Pears Built it The Old Fashioned Way
Order THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com
This week, Ari is joined by Henry Vargas and Jose Corona of the band “The Red Pears,” an indie band who has seen recent success particularly in the live performance scene, coming hot off the heels of their Coachella performance. They discuss their journey in the music industry, from playing backyard concerts to opening for bands like Interpol and performing at iconic venues like The Greek and The Forum. They share their insight on the importance of building relationships, treating people with respect, and staying true to themselves, attributing their success to their hard work, determination, and the support of their dedicated fan base.
The Red Pears also highlight the significance of live shows and the impact they have on their audience, sharing their experiences of connecting with fans and the importance of showing gratitude for their support.
Chapters
00:00 - Welcome
03:38 - From backyard concerts to Coachella
13:43 - On their recording process
24:45 - Balancing your career and booking shows
33:09 - How did they start touring?
38:25 - Building a fanbase from word of mouth
48:25 - Finding your booking and management team
1:01:27 - Meeting your idols
Subscribe to The New Music Business: https://aristake.com/new-music-business-podcast/
Ari's Take Academy: https://aristakeacademy.com
Watch more discussions like this: https://bit.ly/3LavMpa
Connect with Ari’s Take:
Website: https://aristake.com
Instagram: https://www.instagram.com/aristake_
TikTok: https://www.tiktok.com/@aris.take
X: https://twitter.com/ArisTake
Threads: https://www.threads.net/@aristake_
YouTube: https://www.youtube.com/user/aristake1
Connect with Ari Herstand:
Website: https://ariherstand.com
Instagram: https://instagram.com/ariherstand
X: https://twitter.com/ariherstand
YouTube: https://youtube.com/ariherstand
Connect with The Red Pears:
Website: https://theredpears.com/
Spotify: https://open.spotify.com/artist/3FRYBFCNEBWMjk6kvwjHQT
Instagram: https://www.instagram.com/theredpears/
TikTok: https://www.tiktok.com/@theredpears_626
X: https://x.com/TheRedPears
Edited and mixed by Ari Davids
Music by Brassroots District
Produced by the team at Ari’s Take
Hosted on Acast. See acast.com/privacy for more information.
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