The New Music Business with Ari Herstand

How Neoni got 2 Billion Views & Streams as DIY Artists

Jun 19, 2024

Sisters Caitlin & Sid Powell of Neoni discuss viral TikTok success, staying independent despite major label offers, release strategy, and maximizing attention on platforms. They share insights for artists on finding success while remaining DIY in the music industry.

01:03:43

Creator website

Episode guests

Caitlin & Sid Powell

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Staying independent boosted Neoni's success with viral hits and album streams.

TikTok campaign sparked major label interest, but Neoni chose indie path for control.

Neoni emphasized fan conversion through engaging TikTok content and personal visuals.

Deep dives

Navigating the Path to Independence

After reevaluating their deals and realizing the lack of alignment with their vision, the artists decided to remain independent. Their album saw a significant boost in streams, particularly from the success of their song Dark Side, even a year after its release, showcasing the power of staying true to their artistic vision.

Intro

2min

Inside the Journey of DIY Artists with Over 2 Billion Views & Streams

4min

Evolution and Independence in Music Creation

24min

Navigating Major Label Meetings and Making Decisions

5min

Navigating the Music Industry: From Signing Deals to Building a Fan Base

25min

Overcoming Live Performance Fears and Planning DIY Shows

4min

Cultural Differences in Music Appreciation and Artist Work Ethic

4min

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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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