For a duo playing a genre of music considered underground just a few years ago, NERVO has hit not only prime time but network TV – really.
The Australian-born twins were featured up close and personal during a Cover Girl ad that ran during the Grammy telecast on CBS. It was a one-minute Q&A-style interview that, even before mentioning any beauty products, told the story of NERVO to millions. “It was a big moment for EDM,” manager Matt Colon told Pollstar.
The twins, Mim and Liv, started by writing songs for the likes of Ke$ha and Kylie Minogue. David Guetta liked what he heard and collaborated with them on what would become a Grammy-winning single, “When Love Takes Over.” It quickly became apparent that NERVO was ready to go solo.
“From there, people realized that, as goes for a lot of songwriters these days, the songwriters were as good as the artist,” said Colon of Deckstar Management. “They have the voices, the look, the know-how and can write the hits for themselves.” In 2011 they opened for Britney Spears' arena tour.
“The interesting thing with the girls is that even before they really had any major releases or hits, because they're unique and lovable and so talented coming from behind the stage, we were able to secure really strategic positioning and platforms for them,” WME's Jonas Schumann told Pollstar. “They have really developed over the past three years globally like a traditional indie or rock band would.”
That development includes high-profile residencies and beach gigs from Las Vegas to Ibiza and main-stage festival performances including Ultra in Miami and Belgium's Tommorrowland, where they also hosted the YouTube broadcast and will do the same in August for Creamfields in the UK.
With the logistics being simpler for an EDM crew, NERVO can get on a plane, do four or five club shows in a weekend and head back home.
NERVO has a residency at Hakkasan Las Vegas, where they will do 15 shows throughout the year as the only female residents, Schumann said. A fall U.S. tour – their first headlining tour – is in the works for 1,000- to 2,000-capacity clubs.
“The girls are just kind of exploding and having a moment,” Colon said. “So you want to do your best to capitalize on that without overexposing or overreaching.”