How Neoni got 2 Billion Views & Streams as DIY Artists

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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: open.spotify.com/artist/38wxcfNEqMwuPniHvplin5…
Instagram: instagram.com/weareneoni
TikTok: tiktok.com/@weareneoni
Website: weareneoni.com

Edited and mixed by Ari Davids
Music by Brassroots District
Produced by the team at Ari’s Take
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