This Singing Couple is Making It by Diversifying their Business and Writing Great Songs

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This week, Ari sits down with Ni/Co, the musical duo of LA-based couple Dani Brillhart and Colton Jones. Their most recent song “On Purpose” has taken the internet by storm with over 6.2 million streams on Spotify and YouTube. Ni/Co built their early career by releasing covers on YouTube and placing their songs in sync. They have garnered over 75 million views on YouTube and have landed 6-figure sync deals with their music. However, as their covers became more popular and they wrote under various monikers for sync, Dani and Colton had to make a decision: did they want to prioritize these paths or re-center their career around original music? This conversation dives into the details of publishing and label deals, Ni/Co’s journey through sync, their experience going viral on TikTok, and how they clarified their artist identity to stay true to their vision along the way.

00:00 - Introduction and Background

10:39 - The On Purpose Journey and Release

15:47 - Meeting and Starting as a Couple

26:23 - Signing a Publishing Deal and Sync Placements

30:11 - Separating Covers and Originals

42:52 - The Success of 'On Purpose'

49:05 - Influencer Campaigns, Viral Songs, and the Importance of Diversifying Revenue Streams

1:13:20 - Challenges and Scams in Revenue Collection

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