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

The New Music Business with Ari Herstand

Order THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

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 Collection

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 Ni/Co:

Website: https://nicomusicofficial.com/

Instagram: https://www.instagram.com/ni.co_official

TikTok: https://www.tiktok.com/@ni.co_official

Spotify: https://open.spotify.com/artist/2IR0GSCHsTo7gSw8HHLBnr

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.