1 Billion Streams of Children's Music Completely DIY

This week on the New Music Business podcast, Ari sits down with Dave and JJ Heller to discuss building a completely independent music business for a niche audience of moms. JJ Heller is a Nashville-based Christian folk-pop singer-songwriter known for her gentle voice, heartfelt lyrics, and monthly single releases that have earned her over a billion streams. Rising to prominence with the 2008 hit “Your Hands,” Heller has since built a devoted fanbase through her lullaby-themed I Dream of You album series and relatable songs about faith, family, and mental health. Alongside her husband and creative partner Dave Heller, she continues to blend sincerity with soothing melodies, making her a comforting presence for listeners of all ages.

In this episode, Ari, JJ, and Dave dive into the Hellers’ journey from college bandmates to full-time independent artists. They explore the ups and downs of DIY success, the shift from physical albums to streaming, and how their lullaby project became a thriving cornerstone of their business. The conversation also touches on viral growth through social media, the role of AI in music, and what it truly means to “make it” in today’s ever-evolving music industry.

04:12 Ari introduces Dave and JJ Heller and sets up their story.

06:27 How they got started as a college band and grew into full-time musicians.

14:42 Their DIY strategy, self-releasing music, and staying independent.

24:57 Shifting from physical sales to finding success in streaming.

34:12 How their lullaby albums took off and became a cornerstone of their business.

44:32 Navigating viral moments and the unpredictability of social media.

54:22 Their thoughts on AI’s impact on music and the value of human connection.

01:04:12 Reflecting on what it really means to “make it” in today’s music industry.

Edited and mixed by Peter Schrupp

Music by Brassroots District

Produced by the team at Ari’s Take

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