How to Make It in the New Music Business: Practical Tips on Building a Loyal Following and Making a Living As a Musician by Ari Herstand Summary

1. Ari Herstand’s 50/50 Split balances artistry with business strategy
2. Build fan loyalty through authentic storytelling beats algorithm chasing
3. Independent artists need seven income streams minimum for stability
4. Sync licensing generates passive revenue when placements match fan demographics
5. Book your own tours using venue relationship-building templates
6. Merch sales profit margins outweigh streaming royalties for most artists
7. Release music consistently across platforms to maximize streaming revenue
8. Playlist pitching requires targeted outreach not bulk submissions
9. Email lists convert better than social media for ticket sales
10. Crowdfunding succeeds when offering experiential rewards over physical goods
11. YouTube Content ID claims recover lost royalties from unauthorized uploads
12. Artist brand development should precede major marketing campaigns

About the Author

Ari Herstand is the bestselling author of How To Make It in the New Music Business and a leading authority on independent music career development, hailed by Forbes as “the poster child of DIY music.” Blending practical guidance with industry insights, Herstand’s book serves as a comprehensive manual for musicians navigating the evolving landscape of streaming, touring, and self-promotion.

His expertise stems from over a decade of firsthand experience as a touring artist with 1,000+ shows, coupled with his influential blog Ari’s Take and Webby Award–winning podcast The New Music Business, where he interviews industry leaders like Sub Pop Records executives and Vulfpeck’s Theo Katzman.

A trusted educator, Herstand founded Ari’s Take Academy, an online school with 6,000+ students, and has contributed to Variety, American Songwriter, and major music conferences. His book, now in its third edition, is a #1 Amazon best-seller adopted by over 300 universities worldwide and translated into multiple languages.

FAQs About This Book

What is How To Make It in the New Music Business about?

How To Make It in the New Music Business by Ari Herstand is a comprehensive guide for independent musicians navigating today’s industry, offering actionable strategies for building sustainable careers. It covers topics like self-promotion, touring, digital marketing, royalties, and diversifying income streams, with real-world examples and updated insights for the streaming era. The third edition includes modern tools like TikTok and Patreon, making it a roadmap for artists avoiding traditional label reliance.

Who should read How To Make It in the New Music Business?

This book is ideal for independent musicians, music students, and industry professionals seeking to thrive without major-label support. It’s also valuable for managers, producers, and educators teaching career-building strategies in the digital age. Herstand’s practical advice resonates with anyone aiming to monetize their craft, navigate streaming platforms, or understand evolving revenue models.

Is How To Make It in the New Music Business worth reading?

Yes—it’s a #1 Amazon bestseller adopted by 300+ universities and praised for its no-nonsense, research-backed approach. With a 4.7/5 rating, reviewers highlight its relevance for 2025’s music landscape, including updated chapters on social media algorithms, NFT opportunities, and fan-engagement tools. It balances motivational guidance with tactical steps for long-term success.

What is the “50/50 Split” concept in How To Make It in the New Music Business?

Herstand’s “50/50 Split” advises artists to divide time equally between music creation and career management. Early-stage musicians might focus 70% on craft and 30% on business, but as careers grow, this shifts to 50/50. The framework ensures artists maintain creative output while effectively promoting work, booking gigs, and negotiating contracts.

How does How To Make It in the New Music Business recommend building a fanbase?

The book emphasizes authentic engagement through its “Pyramid of Investment” model: casual listeners (base), paying fans (middle), and superfans (top). Strategies include personalized social media interactions, exclusive content (e.g., behind-the-scenes videos), and leveraging platforms like Bandcamp for direct-to-fan sales. Herstand stresses consistency over virality.

What are the key revenue streams highlighted in How To Make It in the New Music Business?

Herstand identifies seven core income sources: streaming royalties, live performances, sync licensing, merch sales, crowdfunding, teaching, and direct fan subscriptions (e.g., Patreon). He provides templates for negotiating fair pay and diversifying earnings to reduce reliance on any single stream.

How does How To Make It in the New Music Business address self-promotion?

The book dispels the “starving artist” myth, urging musicians to embrace self-promotion as ethically vital. Herstand outlines email marketing tactics, SEO for musician websites, and collaborative networking. He argues that proactive branding—not talent alone—drives careers in the attention economy.

What critiques exist about How To Make It in the New Music Business?

Some note the book focuses heavily on DIY routes, offering less guidance for artists pursuing label deals. Others suggest its breadth (600+ pages) can overwhelm newcomers. However, its modular structure allows readers to skip to relevant sections, and frequent updates address industry shifts.

How does How To Make It in the New Music Business adapt to 2025’s music industry trends?

The third edition covers AI-generated music ethics, TikTok’s algorithm updates, and Web3 opportunities like decentralized platforms. Herstand also explores hybrid touring models, mental health resources for artists, and tools to combat streaming fraud—ensuring relevance in a rapidly evolving landscape.

What quotes from How To Make It in the New Music Business are most impactful?

• “Your music is your business. Treat it like one.” Highlights the necessity of entrepreneurial mindset.
• “Superfans don’t find you—you cultivate them.” Underscores intentional fan relationship-building.
• “Streaming is a discovery tool, not a retirement plan.” Advocates for diversified income beyond platforms like Spotify.

How does Ari Herstand’s background inform How To Make It in the New Music Business?

Herstand draws from 1,000+ live shows, four album releases, and acting roles (Transparent, Mad Men). His blend of artistic and business experience—plus founding the Ari’s Take Academy—lends credibility. The book reflects his mission to democratize industry knowledge, avoiding gatekept strategies.

What makes How To Make It in the New Music Business different from other music industry guides?

Unlike anecdotal memoirs, Herstand’s guide offers structured frameworks (e.g., the 50/50 Split), updated case studies, and actionable checklists. It avoids vague advice, instead providing templates for press kits, royalty tracking, and contract clauses—positioning it as a hands-on manual rather than theoretical commentary.