Nikki Boon of Neon Coast on the Path of the Indie Artist

In the business of 'no plan B'

Nikki is a music industry professional with experience in artist development, touring and management. She is currently an artist manager at Neon Coast, a progressive music and entertainment company headquartered in Nashville. Nikki’s roster includes genre-crossing Kane Brown, who has scored 12 No.1s on the Billboard Country Airplay Charts, 55+ RIAA certifications and diamond status for his single “Heaven.”

In 2021, Nikki signed alt-pop band Nightly. Under her leadership, the group has played Lollapalooza, Hangout Fest and the Super Bowl Music Fest, among others. They are one of only seven U.S. artists on WeVerse, the global fandom platform based in South Korea.

We spent two minutes with Nikki to learn more about her background, her creative inspirations and recent work she’s admired. 

Nikki, tell us …

Where you grew up, and where you live now.

I grew up in Grand Rapids, Mich. and now live in Nashville.

Your earliest musical memory.

Starting a band with my two next-door neighbors and putting on a concert. My backyard was filled. There was a cookout and even an opening act. 

Your favorite bands/musicians today.

John Mayer, Sabrina Carpenter, Taylor Swift, Coldplay, Justin Bieber, Billie Eilish, Tyler The Creator, Harry Styles, SZA, Ariana Grande, Holly Humberstone, Bad Bunny—and of course, the artists I am lucky enough to work with every day, Kane Brown, Nightly and Jonny Boy.

One of your favorite projects you’ve ever worked on.

It has been an honor to work with Kane Brown, to watch him approach the industry on his own terms and open doors for so many artists to be accepted in country music.

A recent project you’re proud of.

I’ve loved getting to work with Nightly. On their last headline tour, it was incredible to see their fans digging into the album world of the band. Audiences dressed as characters from the music videos, painted the Nightly “<3” logo on their clothing—and some even displayed it as a tattoo.

Someone else’s work, in music or beyond, that you admired lately.

Tyler the Creator’s Chromakopia. Every sound on that album feels like it was meticulously crafted with purpose and care. When you listen, it’s clear how much thought and love went into every detail. Each time I listen, I discover something new.

A book, movie, TV show or podcast you recently found inspiring.

Podcast: I absolutely love The Squeeze by Tay and Taylor Lautner. It’s so powerful to hear people from all walks of life share their stories. Also, the You Should Know podcast will make you laugh if you’re looking for something light to brighten your day.

An artist you admire outside the world of music

Alex Alvga, Kane Brown’s creative director, moved to the U.S. from Barcelona in 2017, and we’ve had the privilege of working with him ever since. One of the first videos he directed for Kane went on to become one of the most-viewed in country music history. Since then, Alex has been a driving force behind videos and live TV performances—such as Kane’s halftime show at the Dallas Cowboys’ Thanksgiving Game.

Play

Your favorite fictional character.

Mulan

Someone worth following on social media.

The Detroit Lions. If you ever want to feel inspired, go watch any of Dan Campbell’s post-game speeches. 

Your main strength as a marketer/creative.

I start from a place of “anything is possible” and “why not try it?” You never know what you can do unless you really go for it. 

Your biggest weakness.

Dark chocolate.

Something people would find surprising about you.

I moved to Nashville after winning the Dr Pepper tuition challenge during the SEC championship football game.

What you’d be doing if you weren’t in the music business.

We’re in the business of no plan B, but … definitely working with rescue dogs. Specifically, Wags and Walks in Nashville.