Going Viral In The Right Way Allowed Him To Turn Down Record Deals and Sell Out Venues Around The World

This week on the New Music Business podcast, Ari sits down with Red Leather, the anonymous artist who turned viral TikTok videos into sold-out tours around the world. Known for his signature red hat, Red Leather first started his career by busking on Hollywood Boulevard before exploding online with viral covers and original songs like “The Only Time It Rains in Hollywood.” 

In this episode, Red Leather breaks down how he used social media to grow his audience from scratch, why he posted 5 videos a day for 100 straight days, how smashing guitars outside Capitol Records landed him a record deal (that he turned down), and why ticket sales matter more than streams or viral moments. He also opens up about sobriety, surviving addiction, touring independently, and eventually partnering with Empire after years of doing everything DIY.

Follow Red Leather:

Instagram: https://www.instagram.com/redleather/

TikTok: https://www.tiktok.com/@redleather

Check out Ari’s Take:

https://aristake.com

00:04:02 - Intro

00:04:36 - The Origin of Red Leather

00:06:39 - Sobriety, Addiction & Artistic Vulnerability

00:10:11 - Posting 5 Videos a Day for 100 Days

00:14:11 - The Viral TikTok That Changed Everything

00:20:00 - Smashing Guitars Outside Capitol Records

00:25:12 - Why He Turned Down Major Label Deals

00:33:28 - Booking Tours Through Instagram DMs

00:47:23 - Virality vs Real Fans & Ticket Sales

01:01:58 - What “Making It” Means Today

Edited and mixed by Ruben Zarate

Music by Brassroots District

Produced by the team at Ari’s Take

Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

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