We caught up with the brilliant and insightful Ari Meyerowitz a few weeks ago and have shared our conversation below.
Ari, looking forward to hearing all of your stories today. Are you able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen?
Creating income from creative services is daunting and took me some time to understand. Approaching the industry with the mindset that your work appeals to every person is a roadmap destined for failure. Ultimately, all art forms are subjective, and will resonate with some more than others. Without a foundational understanding of that, you cannot expect to earn a full-time living from your creative work.
Let’s assume you have the foundation down, you have honed into your target market, and you are producing work that speaks to them. You must identify the avenues that will become steady income streams for you. Reliance on one source can be risky, especially in an ever-changing industry.
The formation of my personal brand was a key component for me. With that newfound identity, you can assess your industry and formulate deliverables that would appeal to your audience. Think outside of the box, model others in your industry and add a unique spin to your offerings. It is also critical to value your work appropriately. The undervaluing of one’s own skills is not just damaging to your personal brand, but to the industry as a whole. Before entering the market, do research on market rates, learn the foundations of negotiation and be comfortable saying “No”.
Let’s use my platform as an example. I am an 18-year-old undergraduate student at the University of Florida, have been posting music-related content on social media platforms for over two years now, and have an audience of around 150,000 people across all platforms. It took me over 6 months to earn a single dollar for the 30 hours of work I was putting in a week. To this date, my income is only comfortable for someone with minimal expenses. I identified businesses in my industry that allowed me to focus on my specializations and continue cultivating my personal platform.
The following are my current streams of income: °1824 Social Media Representative, Playlist Curator for Playlist Push, TikTok Advertisements/Brand Campaigns, Personalized Artist Promotion on Social Media.
The freelance market is vast, and constantly demanding workers for your specialties. Take steps to become the best at your niche, market yourself and watch the offers start to come in. I developed a catalog of my offerings that has changed through every stage of my career and send it to all those who are interested in collaborating with me. Do not expect satisfaction in your rates or services every time – that is unrealistic. All it takes it the right set of eyes to be impressed by your work and the opportunities will continue to flow off one another.
A vital lesson I have learned is how invaluable investing in yourself is. It is unlikely that you will excel in your industry without sacrifice. Setting yourself up with the best equipment, resources and opportunities will go a long way in the development of your monetized career. As funds began flowing in through my platform, I strategically reinvested in my craft, acquiring a professional video camera and microphone setup. This investment not only set me apart from fellow creators but also directly contributed to my recruitment as a Social Media Representative at °1824.
Briefly, growing income streams is a gradual process that involves the specialization of your creative ability and a keen understanding of the business perspective. Success relies on the finding of your niche, experimenting different income methods, and finding avenues that work for you. Don’t be discouraged if you begin slow, as the gratification of earning a living off of work that you love doing will make all of the struggle worth it.
Ari, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Through my dynamic playlist curation and devotion to promoting artists through content creation, I bring a unique blend of business acumen and musical passion to my work. Currently studying at the University of Florida, my passion for the music industry aligns perfectly with the music-specialized business administration track I am on.
As a Social Media Representative for 1824, a subdivision of Universal Music Group, I produce engaging content on social platforms, elevating brand presence and supporting emerging artists. My knack for content creation extends further as I continue to regularly upload on my own platform, addressing music-related trends, subjects and cultures. With an audience of over 150,000 committed supporters, my generation of high-quality content resonates with music enthusiasts around the globe.
My multi-domain brand presence centered on music-related subjects engages an audience of over 150,000 dedicated fans across all platforms. This dynamic hub skillfully incorporates trending topics to maximize brand interaction and connect with local communities. With a guarantee of producing high-quality content, my content not only entertains but informs about the latest developments in music culture.
To ensure the community platform’s steady growth, the creation of visually engaging yet informative playlists, videos and graphics is prioritized. Freelance promotional campaigns and advertisements are offered as well, leveraging personalized content to drive interaction and engagement for artists and companies.
Dedicated to the art of playlist making, my role revolves around promoting artists and facilitating their journey to greater recognition. Spanning my array of digital platforms, I offer promotional support to artists that enhances their media exposure and streaming opportunities. Carefully sorting through dozens of songs a day, I custom curate over a hundred public playlists with high organic interaction rates that serve as ideal forums for artist growth.
Despite adversity, such as the constant battle against social media algorithms and a surplus of negative interactions, I’ve persevered and created a space where music enthusiasts can connect and discover new artists. I prioritize engagement with my community by responding to comments, answering DMs, and going live, fostering a close relationship with my followers.
Looking ahead, I plan to continue creating content and offering services to artists and companies. I’ll pursue business and music-related studies at the University of Florida to enhance my skillset and continue to capitalize on the opportunities that my University and working experience at º1824 offer me. I aim to use my platform to promote artists and contribute to the music industry in a personalized way, taking my brand to the next level in Gainesville’s rising creative scene.
How did you put together the initial capital you needed to start your business?
Self-investment was a concept I have employed from the get-go. The first couple of years were particularly challenging, as I dedicated my time to building a substantial following in my niche. Most weeks I would spend north of 30 hours a week building my platform without any return in followers – let alone money. Revenue was scarce, and any income would be reinvested into the growth of my platform.
That was until my first brand deal, an up-and-coming music application Discz offered me a modest $50 collaboration. This was the beginning of my monetization journey and a model to recognize my skills, value and offerings. I steadily increased my value, and over the course of a couple years secured collaborations with industry giants such as Samsung, Amazon Music, and Billboard, and worked with renowned artists such as Trippie Redd, Nas, Lil Durk, among others.
Assessing my industry, I recognized another stream of income through playlist curation. I began with an introductory site, Submithub, then moved to a more modest SoundCampaign, and present day am working for the most prestigious, Playlist Push. With each upgrade, alongside the progression of my platform, my payment has increased. Rather than relying on a single source of money, I diversified and provided myself with increased financial stability.
As a teenager, I had few other personal expenses, so I strategically reinvested my first $1,500 into my craft. The money was used for equipment I believed would lay the foundation for my professional career. A high-quality video camera, a professional microphone setup and the rest of the workings. No surprise, these investments significantly enhanced the quality of my content, positioning me for more lucrative opportunities.
Being mindful of my spending decisions was crucial. Every expense contributed directly to my success and I found a great balance to still enjoy treating myself from time in my personal life. A key principle, handed down from my dad, is to focus spending on items that appreciate in value and serve immediate purpose. A good example of this was using purchases as incentives for progress. Each purchase I made, I was unfamiliar with the technology, but had the intention of learning and incorporating them into my craft. It expanded my skill, allowed for constant innovation and was vital in setting me apart from competition.
What’s been the most effective strategy for growing your clientele?
Building clientele through a community-oriented approach has been the most productive strategy for growth. As a creator, the goal is to make your audience feel connected and understood by your content. I use similar overarching strategies with slight variations for growing my general fanbase and my potential clients. To gain and retain followers, I have offered live videos, mental health check in posts, and attempt to respond to all the relevant comments and private messages I receive. As far as clients go, I keep artists in the loop of any available promotional opportunities that I have available. Aside from this communication, I personally handle all of my emails and business inquiries on a case-by-case basis, personally catering my deliverables unique to their requests. At the end of the day, you can gain all the followers in the world, but they will remain as numbers if you do not properly leverage your relationships with them. Despite having a significantly smaller following than some other creators in my niche, I am able to capitalize on some incredible campaigns because of the grasp I have on my audience. This community approach that relies on personability, reachability, and relatability is the key to growing your clientele.
Contact Info:
- Website: https://beacons.ai/arimeyer
- Instagram: https://www.instagram.com/ari.meyerrr/
- Linkedin: https://www.linkedin.com/in/ari-meyerowitz-786716286/
- Other: TikTok: https://www.tiktok.com/@arimeyerrr