Are Music Videos the Future

Why It Matters

Investing in music videos now directly translates to faster audience growth and higher revenue streams, reshaping how rock and metal labels compete in the streaming era.

Key Takeaways

• Music videos are becoming primary revenue and discovery tool for rock/metal.
• Labels shifting from booking agencies to creative content production for growth.
• Nashville emerges as new hub for independent labels beyond traditional hubs.
• Handshake 50/50 deals empower niche artists in streaming era.
• Faster breakout cycles: bands sell out arenas within days via digital platforms.

Summary

The episode explores whether music videos represent the next frontier for rock and metal, featuring Ashson, founder and CEO of Samarian Records. Host Arian frames the conversation around the label’s evolution from a hybrid booking‑agency model to a content‑first operation, highlighting the strategic relocation to Nashville as a sign of shifting industry geography.

Key insights include Samarian’s aggressive video output—more than most independent labels—and its belief that visual media now drives streaming numbers, ticket sales, and brand loyalty. Ashson recounts the label’s early handshake 50/50 agreements, the decline of physical sales in 2006, and how the rise of MySpace and later platforms accelerated artist discovery, allowing niche acts to break faster than ever.

Notable quotes underscore the vision: “Music videos could be the future of how fans experience heavy music,” and “Nashville is the number three creative hub in the U.S., not just for country.” He also emphasizes the community ethos of the hardcore scene, noting that dedicated fan bases amplify video reach organically.

The implications are clear: independent labels must prioritize high‑quality video production to stay competitive, while artists can achieve arena‑level success within days through digital amplification. Nashville’s growing appeal offers a cost‑effective base for such operations, reshaping the geography of the modern music business.

Original Description

This week on the New Music Business podcast, Ari sits down with Ash Avildsen, founder of Sumerian Records. Ash shares the story of building one of the most influential independent labels in modern rock and metal, from booking DIY tours in the MySpace era to helping artists break into arenas.

During this episode, Ari and Ash dive into artist development, the evolution of touring, music video economics, social media virality, the ethics of tour buy-ons, and why building an artist brand matters more than ever. Ash also opens up about expanding Sumerian into film, the future of entertainment brands, and why he believes music videos deserve a better business model.

Instagram: https://www.instagram.com/sumerianrecords/

TikTok: https://www.tiktok.com/@sumerianrecords

Check out Ari’s Take:

https://aristake.com

04:21 - Ash’s Journey from Touring Musician to Founding Sumerian Records

08:04 - Why Ash Left Booking to Focus Fully on the Label

12:00 - MySpace, TikTok, and How Artists Break Today

17:30 - Scenes, Community, and the Evolution of Heavy Music

22:16 - Artist Development and Getting Bands to Their First 500 Tickets

25:22 - The Ethics and Reality of Tour Buy-Ons

31:49 - Discovering Artists in the Streaming Era

35:15 - Why Music Videos Still Matter

49:00 - Building Sumerian Beyond Music Into Film and Media

56:00 - Ticketing, Industry Frustrations, and What It Means to “Make It”

Edited and mixed by Ruben Zarate

Music by Brassroots District

Produced by the team at Ari’s Take

Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com