Over the years, I’ve used hundreds of tools and spent thousands of dollars trying to grow my music career. Some helped. Others taught me what to avoid. But a few people have consistently made the business easier to understand and navigate. Their work has helped me book shows, promote songs, and collect money I otherwise would have missed. Today, I want to give them their credit.
Disclosure: SubmitHub and Mogul support my channel. Signing up through my referral links also helps support the videos and resources I create.
Ari Herstand: Helping me understand the business
Ari Herstand is the founder of Ari’s Take, a music business education and artist advocacy company. He’s also the author of How to Make It in the New Music Business, host of The New Music Business podcast, and frontman of Brassroots District. His book has been adopted by more than 300 universities.[1] I first met Ari about 10 years ago. At the time, I was using his website to answer questions that felt pretty urgent: How do I book shows? And once I book them, how do I get people into the room? His blog helped me understand how to approach both. I still use those lessons today. When the first edition of his book came out, I put up flyers for his Seattle appearance. His work had already helped me, and I wanted other musicians to find it.
Later, I learned how to run Facebook ads through Ari’s Take Academy. Years later, I’m still using those techniques to promote my songs. I’ve also helped other musicians apply what I learned. Ari has shared advice with me directly, including which platforms to avoid. That matters when you’re working with a limited budget. Knowing where to spend your money is helpful. Knowing where to keep it is helpful too.
Jason Grishkoff: Helping my music find its audience
Jason Grishkoff founded Indie Shuffle and SubmitHub.[2] I remember emailing him with questions when SubmitHub was new. I tried the platform, but I didn’t stick with it. Years later, I came back. Now it’s part of how I promote my music. I use SubmitHub’s tools to track Meta ad conversions and submit songs to playlist curators. Those submissions have helped me find listeners for songs like Thirsty. I also use the information available through the platform to evaluate what’s working.
That’s what I appreciate about Jason’s approach. He keeps building tools that help me make decisions about my music business. In my experience, he’s also approachable. When I have questions, I feel like someone is listening on the other end. A platform can have plenty of features. The people behind it still matter.
Jeff Ponchick and Joey Mason: Helping me collect what I earn
Okay, I said three founders. This last one is a team. Jeff Ponchick and Joey Mason co-founded Mogul, a service that helps musicians identify royalty gaps and address missing registrations. Jeff previously co-founded Repost Network, which SoundCloud acquired in 2019.[3] Mogul has made a difference in my music revenue. Since joining, I’ve seen my publishing income grow from small amounts into regular quarterly checks. That’s my experience with my catalog, but it’s a meaningful change for me.
I also appreciate paying a flat annual subscription for the registration service instead of giving up a percentage of my earnings. Mogul currently offers subscription plans without taking a royalty commission.[4] I haven’t met Joey yet, but Jeff and I have spoken. He regularly replies when I email an idea, and his team has been generous with their time. When you’re sorting out registrations and royalties, having someone respond makes the work feel manageable.
Give helpful people their credit
Trust takes time. These people earned my trust through useful information, tools I continue to use, and conversations that helped me move forward.
Ari helped me understand the business. Jason helped me find ways to reach listeners. Jeff, Joey, and the Mogul team helped me address the money side. If their work sounds useful for where you are, explore the resources linked below. You can also find my SubmitHub and Mogul referral links below.
► Audit and Register Your Royalties with Mogul - https://www.usemogul.com/?ref=wptj
► 10% off SubmitHub https://www.submithub.com/coupon/wordplaytjay
Who has helped you make sense of the music business? Give them some credit in the comments.
Sources and credits
[1] Ari Herstand, “Bio,” and Ari’s Take, “About.” Background, book, podcast, academy, and musical projects.
[2] Jason Grishkoff, “Official Website.” Founder of Indie Shuffle and SubmitHub.
[3] Murray Stassen, “Former SoundCloud for Artists Lead Jeff Ponchick Raises $1.9m for Royalties Startup, Mogul,” Music Business Worldwide, February 7, 2024. Mogul’s founders and Jeff Ponchick’s Repost background.
[4] Mogul, “Pricing and Membership Plans.” Current registration services and subscription model. Personal experiences and income results described above are my own.
