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Our Mission

Founded in 2018 by Ari Herstand, author of the best-selling book How To Make It in the New Music Business, ATA looks to change the music business education status quo - offering immediately applicable tools and strategies with direct pathways to success.

ATA courses are taught by working professionals in the music business. 

Managers, agents, A&R, promoters, talent buyers, musicians and other successful players in the industry pop in for interviews, guest lectures, Q&As and listening sessions to share their wisdom and assist students with their growth and career.

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Courses

 
 

How To Become A Successful Touring Artist

A step-by-step guide to building a live fan base, booking and promoting a full tour and making money on the road with Ari Herstand.

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How To Make Crazy Money Playing Colleges

A hands on training on breaking into the college entertainment market and landing a booking agent with Ari Herstand.

Streaming & InstagraM Growth

A step-by-step guide to creating real fans online. Featuring guest instructor & independent Hip-Hop artist: Lucidious.


Impact

 
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ANDY GRAMMER

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.

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Gospel Lee

Wisdom is priceless & Ari has a lot of wisdom. I made a small investment, but now I'm looking at being able to make several times that. It was absolutely worth every penny. The greatest investment you can ever make is in yourself. Nobody is going to invest in your career more than you.

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STEVE DAVIT (TOURING MEMBER OF MARIAN HILL)

This course was astounding! Ari brings so much practical knowledge about how the music industry actually works today, it'll probably make your head spin. But once it's back on straight, you'll start taking bits of his advice and seeing real results with your music.

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BECK PETE

I always felt like if I could just get in front of people that they would connect with my artistry. Ari and Lucidious’ course confirmed this for me. This is about putting what you are already doing in front of people who wouldn’t have found it otherwise, and when you find the audience that resonates, you will see results. Period.

Christina Sharma   Maecenas non leo laoreet, condimentum lorem nec, vulputate massa. Mauris egestas at nibh nec finibus. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae. Nulla eu pretium massa. Aliquam bibendum, turpis eu mattis iaculis, ex lorem mollis sem, ut sollicitudin risus orci quis tellus.

JØUR

I can't speak highly enough to the effectiveness of this course. After feeling like I had failed over and over to reach an audience, I now feel empowered and motivated to press ahead with my career because I see a future for my music in the hands of listeners around the world who WANT to be my fans.

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CASEY WICKSTROM

This course was a total game changer. It opened up doors that I never knew existed, and gave me so many tools to improve my music as a business. I put my trust (and money) in Ari Herstand when I signed up, and I'm so damn glad that I did.

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Andria Piperni

To have someone who is so experienced, knowledgable and well-connected in the industry share such detailed information and insight (from big-picture to nitty-gritty), and be so present (showing up sometimes for hours at a time to chat online!) was truly an invaluable experience. I am still constantly referring back to notes I made throughout the course and finding helpful answers!

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J-Wright

It's been around 2 1/2 month since I've implemented Ari and Lucidious's marketing course and I've seen a huge difference with the amount of followers and streams I've gained. Even if you only have a small budget I highly recommend this course. It has taught me important techniques I can use not only on my current music but for upcoming releases, merch and music videos.

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Vōx

This course really lays it out and walks you through each step, highlighting the most important tools within the Facebook Ads Manager system. And the growth has been incredible! My engagement skyrocketed on posts and within stories. The new followers I gained have been commenting and messaging and tagging me, so I know they're going to be easy to convert into lifelong fans over time.

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Kevin Daniel

This course was an easy-to-follow guide to entering the college booking market. I signed up to learn more about the industry, and ended up signing with a college booking agent!

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Tiphanie Doucet

I would totally recommend the [College] course. Three agents wanted to sign me, choosing was not easy but Ari was here to help too. Ari and Emily were there every step of the way, thank you both!!

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Bronwyn W. Higgins

Talk about someone with a passion for information, tips, tricks, data, and experience. He’s got it. Not only is he prolific in his knowledge, he's just a great, down to earth guy who will help you out no matter what your situation. Overall, just having access to Ari has been helpful. 5 Stars.