How Gamers Helped NEFFEX Get 4 Billion Streams Without a Label

In this week’s episode, I spoke with artist NEFFEX (Bryce Savage) and his manager Ryan Sullivan of ATG Group (Against The Grain). We breakdown NEFFEX’s impression release strategy in which he successfully released one copyright free song a week (yes, you read that right!) to eventually surpassing 4 billion DSP streams all independently. We also dive into his previous record deal with 12Tone Music, embracing TikTok’s open verse challenges as well as how he expanded his role as a songwriter and producer. 2:20 Welcome 3:45 NEFFEX’S backstory 6:56 Where NEFFEX’s songs were streaming 8:54 Royalty free beats and unauthorized remixes 10:17 Driving forces behind promoting a song a week 12:10 NEFFEX’s pricing model 13:06 To credit or not to credit… 14:00 The process behind releasing a song a week 15:33 What attributed to the growing streams 17:37 What followed after this release strategy 19:38 How Ryan began managing NEFFEX 26:21 Getting attention from different distributors and labels 28:14 Breakin down NEFFEX’s record deal with 12Tone Music 35:52 The harsh reality signing with a label 43:04 How NEFFEX’s model evolved by embracing TikTok 47:07 TikTok’s open verse challenges 48:54 TikTok followers translating to NEFFEX’s own music 53:58 Remastering and re-releasing old catalog 58:51 Designing artwork with a quick turnaround 1:00:36 Why spending money on music videos is a waste 1:03:05 Engaging with fans and what’s on the horizon for NEFFEX 1:12:05 Final question Subscribe to The New Music Business: Ari’s Take Academy (use code NMB for 10% off): Watch more discussions like this: Connect with Ari’s Take: Website: Academy: Instagram: TikTok: @ Twitter: YouTube: Connect with Ari Herstand: Website: Instagram: Twitter: YouTube: Connect with Brandon Horth: NEFFEX Website: Instagram: Twitter: Spotify: YouTube: Connect with Ryan Sullivan: LinkedIn: Instagram: Edited and mixed by Maxton Hunter Music by Brassroots District Produced by the team at Ari’s Take