How Neoni got 2 Billion Views & Streams as DIY Artists

The New Music Business with Ari Herstand

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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

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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

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