How to Make It in the New Music Business

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.

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.

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.

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.

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.

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.

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.

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.

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.

• “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.

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.

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.