144: Ari Herstand

When Ari Herstand first came on the Third Story Podcast in 2016, he was still in the process of becoming. He struggled with the what he saw as a “duality” between being a musician / performing artist and a business person. Would success in one realm undermine success in the other? “I got to the point where I have accepted that I am equally both,” he tells me now. 

“Success is very personal and nobody can really define success for you,” he says. And Ari has spent much of the last decade examining many of the biggest successes in the independent music business, analyzing them, and then teaching them, first through is blog Ari’s Take, and then in his book How To Make It In The New Music Business. The Second Edition was published in November of 2019. It remains at the top of the Amazon charts and has been widely adopted by music business schools worldwide.

In fact, because of the success of both the book and the blog, he eventually started Ari’s Take Academy, an online music business school that he hopes will eventually compete as an alternative to “the traditional brick and mortar music colleges.” 

“Collectively we are smarter and more active than any other group or even professional marketing person out there,” he says of his Academy. “Because we have so many people working on this stuff and sharing their results with one another.”

Ari lives in Los Angeles, but was in New York recently developing the “1973 immersive experience” around his band, “Brassroots District” with some of the team that developed the critically acclaimed immersive show  “Sleep No More”.  

To start out the new year, this conversation covers a lot of ground around the state of the independent music business today. “How can a project be bigger than just the music. What is the story? What is the difference between transparency and authenticity. How does one play to the strengths and limitations of social media platforms? Is the internet a real community? Spotify. Instagram. Tik Tok. It’s all here.

There was no way I was going to let Ari off the hook without having him give me a little free advice about my own career and social media game. Last time we talked, he hooked up my website - he pimped my page. And this time I was ready with a specific ask: is it time after five years of doing this podcast - to create Instagram and Twitter accounts for the Third Story. Ari told me unquestionably that it was time. So starting today, you can follow the Third Story Podcast on Instagram, Twitter, and Facebook, all of them @thirdstorypod.

http://www.third-story.com/ http://patreon.com/thirdstorypodcast https://ariherstand.com/ https://aristake.com/