Ari Herstand

Ari Herstand grew up in both Madison, Wisconsin and Shorewood, Wisconsin. He is self-taught on the piano and began playing guitar at 14. He picked up the trumpet in 5th grade.[3]

Herstand briefly studied music education at the University of Minnesota - Twin Cities. In 2004, he transferred to McNally Smith College of Music (MusicTech at the time) in St. Paul, MN and began his career as a singer-songwriter. While a student, he played coffee shops and club shows extensively at and around the University of Minnesota usually with cellist Lucas Shogren. Through grass roots promotion and a buzz generated from live performances on the UMN campus Herstand gained local popularity.

Herstand's music gained wider acclaim in 2006 when his songs were played on The Real World.[14] He performed at the South by Southwest Music festival in Austin, Texas in 2006 and 2007 and was a speaker 2015 – 2019.[15] He performed Summerfest in Milwaukee, Wisconsin and helped book and run the Chipotle Rhythm Kitchen and Tiki Hut stages from 2006 to 2010.[16]

In 2008, Ari Herstand showcased at the NACA (National Association for Campus Activities) Northern Plains region, where he booked over 50 shows for the 2008–2009 school year. He showcased at NACA Northern Plains region again in 2013[17] and Nationals in 2014[18] along with showcasing at various APCA conferences.[19]

Herstand has played the majority of his shows solo. He spent the beginning of 2012 in Minnesota recording his new album with producer Paul Marino, drummer Dave King, bassist Jim Anton, guitarist Jake Hanson, keyboardist Joey Kantor and vocalists Alicia Wiley and Tonia Hughes. He funded this album primarily through his successful Kickstarter Campaign.[19] The album was mastered by Bernie Grundman Mastering in September 2012. The album entitled, Brave Enough, was released at the Hotel Cafe on March 29, 2014 with an 8 piece band.

He released the book, How To Make It in the New Music Business: Practical Tips on Building a Loyal Following and Making a Living as a Musician on December 20, 2016.[20]

Forbes Magazine called Ari Herstand "The poster child of DIY music."[21]

In 2018, Herstand launched the funk/soul band, Brassroots District, with Nina Storey. Their first show was at the Teragram Ballroom supporting Lawrence in Los Angeles. Herstand currently fronts the band (under the alias "Copper Jones"). Brassroots District puts on immersive, 1973 concert experiences around Los Angeles.[22]

In Spring 2012, Herstand started the music business blog Ari's Take[23] to help independent musicians build careers without the help of a record label. The blog is based on Herstand's experience as a touring musician (with 600+ shows) as well as his work as an artist manager. Ari's Take articles have been featured on, CD Baby, Music Connection, TuneCore, Digital Music News, Roland, American Songwriter, and Hypebot.[24][25][26][27]

Herstand was a staff writer for Digital Music News from December 2013 through August 2018.[28]

Herstand is the author of How To Make It in the New Music Business: Practical Tips on Building a Loyal Following and Making a Living as a Musician.[29] The foreword was written by Derek Sivers.[20] The book was released on December 20, 2016 with Liveright Publishing. Music Connection Magazine reviewed the book and wrote "How to Make It in the New Music Business might well be the best “how to" book of its kind."[30] Andy Grammer said "There is a great divide between what the young musician thinks being a rock star is and what actually working as a musician entails. Ari fills in the blanks with his light hearted yet blunt demeanor. He's the informed older brother most of us never got in this crazy, confusing industry."[31] Derek Sivers said "This is the single best book on the current music business. An absolute must read for every musician."[20] Jack Conte said "Ari is at the front of the front. He gets it. I've read a hundred how-to-make-it-in-the-music-biz books, and this one is today's definitive, comprehensive manual."[20] Peter Hollens said "Ari understands this space. He gives a tremendous amount of information. Anyone wanting to make music for a living should read this, period."[20]

Beginning in November 2019, Herstand worked to "save his industry from detrimental changes" that would be brought about by California bill AB5.[32] AB5 "reclassifies musicians from independent contractors to employees… to hire a musician for a recording session… [a recording artist would have to] become their employer… get worker's comp insurance, unemployment insurance, set up a payroll company."[32] Herstand wrote a blog post that went viral, founded Independent Music Professionals United, gathered 185,000 signatures on a petition, and met with Assemblywoman Lorena Gonzalez and Senate Majority leader Robert Hertzberg.[33] On April 17, a compromise measure was announced to exempt the vast majority of musicians from most provisions of AB5.[34] The bill, AB2257, which Herstand helped write, was signed into law by Governor Gavin Newsom on September 4th, 2020 [35]

When the Coronavirus shut down the live music industry, Herstand, along with friends Andrew Leib and Ashley Maietta launched UnCancelled Music Festival. All shows were livestreamed from artists' homes on the platform Stageit where fans had to purchase tickets to attend the performances and could tip the artists during the show. The festival engaged music venues to book talent and curate stages so they could participate in the revenue generated to help keep the businesses afloat during the crisis. Part of the proceeds were donated to the Recording Academy's Emergency Financial Assistance fund MusiCares. The festival featured over 350 artists from around the globe including Colbie Caillat, Betty Who, Josh Radnor, Waxahatchee, Beach Bunny and Snail Mail. The festival organizers look to keep the festival active until live music returns to music venues.[36][37]

• Official Ari Herstand Site
• Ari's Take