The 3 things that Make or Break a New Artist
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What changes have revolutionized the music industry in 2024?
2024 revolutionized the music industry, from breakthrough new artists who had been crafting and practicing for 10 years to some of the biggest in the industry who have had record-breaking sales. I mean, we even saw our new emerging artists who had had a number one song breaking records on Billboard charts. It seems like there's more new artists than ever, and it has never been more exciting to be a part of the music industry, which got me thinking, why? Why do we have more artists now than we ever have in the past? I think there's a lot of reasons for this with the innovations of technology and streaming, democratizing the way people discover and consume music, this decentralization of the label structure. And more than anything, I think it's just more possible for an artist to succeed on their own. Simply having social media and these tools for discovery has made it so you can be an artist from your bedroom.
And time and time again, especially I feel like in the pandemic, we saw people How that happened and people were able to build entire careers without these teams around them, especially in the beginning. So how do you do that? How do you grow as an artist in 2025? Well, that is exactly the question we set out to solve here today. Welcome back to Nikki and I. I'm your host, Nikki Verda, and we have our very first guest. I'm so excited and honored to be here. Kalisha Midlani, my very, very good friend who has worked in music. And I mean, I've known her for a while, but Kalisha, just introduce yourself, dude.
Hi, everyone. My name is Kalisha. I've been working in the music business for basically my entire life. I got my start being extremely online, running a One Direction fan account, and now I have experience working at various record labels like Epic Records and Interscope Records, leading digital strategies for some of your favorite artists. I need to breathe.
No, that's great. That was pretty good, though. That was great. I love that you came from One Direction Twitter. It is truly beautiful how much One Direction Twitter has like influenced the music industry.
Yeah.
Like it's crazy how many people have had lifelong careers in music because of Stan Twitter and something super, super interesting. So like if you are allowed to share, is there any like artist projects or anything that you've worked on that you were really excited about?
Yeah, I mean, day one of my first time or first day working in the music business, I got thrown into a Travis Scott project, which was insane. So my first day on the job, I was thrown into Jack Boys. We were going to release in like a couple of weeks and we did a really cool activation for that. I spent the last year working on Lana Del Rey's Ocean Boulevard, which was we met or actually went through John. Batiste who is also another artist that I got to work on world music radio was awesome and yeah those are probably like top three great I didn't mention this in my intro but I'm now leading artist partnerships at SoundCloud so yeah it's fun getting to work at the intersection of music and tech not to sound like that guy but you know
No, it is. And also SoundCloud, another great thing we can talk about too. I mean, I think you think like Billy was like the SoundCloud kid. And that whole era of music was super, super fascinating. So that is so awesome. And diving into the presentation.
Let's go.
For context with audiences, this is actually a presentation I gave at a label recently. So I'm interested also to see what you guys think of it. And maybe a bit of insight into what it's like if you hire Nikki Breda. And please, my email's open. But with that. build a great artist, I kind of place it into three categories. Number one, obviously, is music. If you're listening to this podcast, you like music. We all know music is important. It is what you create, it is what you output. With that, though, I think the ethos is most important. So it is not just about what you do, how you do it, or why you do it. Like, what is your creative purpose? What is what makes you and your story different from anyone else out there in the world listening?
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