#301 - Andrew Southworth: Cracking the Code on Spotify Growth for Indie Artists

Andrew Southworth is the founder of Genera Studios, a marketing expert, music educator, and entrepreneur known for helping indie artists scale their streaming numbers and build loyal fanbases. With a background in engineering and a passion for music, Andrew has merged data-driven strategies with creative artistry to empower musicians in today’s digital landscape. Through YouTube tutorials, consulting, and advertising services, he has helped thousands of artists generate real results—often hitting millions of streams—while maintaining artistic independence and building sustainable careers.In this episode, Andrew Southworth breaks down the core marketing strategies that actually move the needle for indie artists in today’s streaming economy.Key Takeaways:How to use advertising to generate predictable Spotify growthWhy understanding streaming data is essential for long-term successActionable tips to build real fan relationships and monetize music authentically---→ Discover more about Andrew’s work at Genera Studios.Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Dan Melnick is the General Manager of Bandcamp, a platform empowering artists to sell their music and connect directly with fans. Before joining Bandcamp, Dan co-founded Reverb, the leading online marketplace for musical instruments. A lifelong musician and entrepreneur, Dan is deeply passionate about artist empowerment, music technology, and community-building in the evolving landscape of the music industry.In this episode, Dan shares how artists can build sustainable careers by connecting directly with their fans and embracing the tools of the modern music industry.Key Takeaways:Learn how to cultivate genuine fan relationships that drive long-term success.Discover how Bandcamp’s artist-first model helps musicians thrive in today’s landscape.Gain insight into music marketing strategies that actually work—from merchandise to messaging.---→ Explore Dan’s work and Bandcamp’s artist tools at https://bandcamp.comBook an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Tom Rogers is the Co-founder and CEO of MusicGurus, an innovative online music education platform that partners with world-class musicians to deliver interactive lessons to learners worldwide. With a background in economics from the University of Oxford and experience in strategy and management consulting, Tom has fused his passion for music and technology to make high-quality music education accessible to everyone. Under his leadership, MusicGurus has become a trusted destination for musicians looking to grow their skills and connect through engaging and effective learning experiences. In this episode, Tom shares how MusicGurus is transforming online music education through interactive technology, personalized learning, and new opportunities for artists.Key Takeaways:How MusicGurus uses AI and interactive tools to create personalized learning paths for musiciansWhy artists should leverage educational content to connect more deeply with their audienceThe surprising role of sheet music and community in modern music learning habits---→ Explore MusicGurus and connect with Tom at www.musicgurus.comBook an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Adam Stark is the Managing Director and Head of Technology at MiMU Gloves, the groundbreaking wearable tech company he co-founded with Grammy-winning artist Imogen Heap. With a background as a computer scientist, researcher, and musician, Adam's work focuses on bridging human movement and digital sound, enabling artists to control music and visuals using expressive hand gestures. MiMU Gloves have been used by performers around the world—from global pop stars to avant-garde creators—revolutionizing the way music is performed and experienced.In this episode, Adam shares how wearable gesture-controlled tech is reshaping musical performance and expression.Key Takeaways:Discover how MiMU Gloves turn physical gestures into precise musical and visual control.Learn why transparency and expressiveness in tech-driven performances matter more than ever.Explore the exciting potential of neural interfaces, AR/VR, and the future of immersive music creation. ---→ Learn more about Adam Stark and MiMU Gloves at mimugloves.com.Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Brianna DeMayo is an artist development and music marketing expert with over a decade of experience helping independent artists build sustainable careers. As the founder of Taste Creators, she empowers artists to take ownership of their platforms, deepen fan engagement, and treat their careers like businesses. Brianna's hands-on approach includes branding, community building, and data-driven strategies that put artists in control of their growth and income. Her mission is to guide artists beyond short-term hype and into long-term success through smart, foundational planning.In this episode, Brianna DeMayo shares why genuine fan relationships, brand clarity, and owning your audience are the pillars of a sustainable music career.Key Takeaways:Discover why most artists misunderstand what they really need to grow—and how to fix it.Learn the essential elements of a fan funnel that leads to lasting income and deeper engagement.Understand why branding and data ownership aren't optional—they're foundational for long-term success.---→ Learn more about Brianna and Taste Creators at tastecreators.com.Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Mark Meharry is the founder and CEO of Music Glue, a global direct-to-fan e-commerce platform empowering artists to sell music, merch, and tickets while maintaining full control over their brand, data, and revenue. With over two decades of experience at the intersection of music and tech—and a background as a musician himself—Mark has helped thousands of artists, including Metallica, Idles, and Lauv, build sustainable, independent careers by connecting directly with their fans.In this episode, Mark breaks down how artists can future-proof their careers by owning their fan relationships.Key Takeaways:Why owning your fan data is essential to building a thriving, independent music career How direct-to-fan platforms like Music Glue create freedom and control for artists The irreplaceable value of human connection in an increasingly AI-driven music industry---→ Learn more about Mark and MusicGlue at www.musicglue.com.Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Darren Hemmings is a respected music marketing strategist and the founder of Motive Unknown, a leading agency serving over 60 top-tier music clients including independent labels, global pop acts, and music production brands. Since launching the company in 2011, he’s built a team of 30 and become a trusted voice in the industry through his widely read newsletter, Network Notes. Darren’s mission is to help artists and brands connect authentically with their audiences through emotionally resonant, value-driven marketing.In this episode, Darren shares how artists can thrive by focusing on connection over promotion in a tech-driven music landscape.Key Takeaways:Why authentic, value-first marketing creates deeper and longer-lasting fan relationshipsHow building local music scenes can be a catalyst for broader successWhere AI fits into music marketing—and where human connection still reigns supreme---→ Learn more about Darren and Motive Unknown at https://www.motiveunknown.com.Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Jazmine Valencia is the founder of JV Agency, an artist-first marketing powerhouse behind the success of major artists like The Killers, Fall Out Boy, Avicii, American Authors, Max Frost, and Shawn Mendes. Known for blending cultural storytelling with strategic innovation, Jazmine helps artists bridge the gap between creativity and connection. Her motivational leadership style and forward-thinking use of technology drive real impact across the global music scene. With a mission to unify creators and audiences, Jazmine is redefining what it means to market music in the digital age.In this episode, Jazmine Valencia shares how today’s artists can leverage content, community, and cutting-edge tech to grow their brand and monetize authentically.Key Takeaways:How documenting your daily creative process can make content creation easier and more impactful.Ways to monetize as an indie artist—through exclusivity, connection, and control.Why embracing AI and new technologies can empower artists rather than replace them.---→ Explore more about Jazmine and JV Agency at www.jvagency.co.Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Paul Wiltshire is an award-winning music and tech entrepreneur with over 30 years of experience across the entertainment industry. After producing more than 15 million record sales—including twelve #1 singles and albums—Paul founded Songtradr, a global music licensing and rights management platform. His mission is to democratize the music industry by giving independent artists the tools, access, and opportunities to succeed in a rapidly changing digital landscape.In this episode, Paul shares how technology is reshaping music licensing, rights, and opportunities for independent creators.Key Takeaways:How Paul went from producing chart-topping hits to building one of the most impactful music tech companies in the worldThe role of AI and technology in transforming music creation, distribution, and monetization Why understanding music rights and licensing is essential for every independent artist's success---→ Learn more about Paul and Songtradr at https://www.songtradr.com.Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Andrew Apanov is the founder of Dotted Music, host of the Music Growth Talks podcast, and a veteran digital marketing strategist with over 20 years in the music industry. From his days as editor-in-chief at Ultimate Guitar to mentoring artists and managing campaigns for global music brands, Andrew blends deep industry insight with practical growth strategies that empower musicians to thrive in a saturated market. In this episode, Andrew shares the real mindset and marketing strategies today’s artists need to stand out and build thriving communities around their music.Key Takeaways:How to market your music with a mindset of experimentation and learningWhy community engagement and short-form content are critical for artist growth The importance of collaboration and building the right support team to succeed---→ Learn more about Andrew at https://dottedmusic.com.Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast