Modern Musician Podcast #328 – Libby Kallins: How Authenticity Cuts Through the Noise Online
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Dec 10, 2025 Libby Kallins, a music marketing strategist from 444 Sounds, shares her wisdom on helping independent artists thrive. She discusses the importance of authentic storytelling and how to build a loyal community through meaningful engagement. Libby emphasizes trial-and-error in choosing the right digital platforms and suggests using email and SMS lists for direct communication. She also highlights the value of including fans in the creative process and shares creative ideas like hand-delivered merch to strengthen artist-fan connections.
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Grow Independently First
- Build as much as you can independently before seeking label support so you retain control and clarity.
- Focus on one place to grow roots first, like local shows or a single platform, then expand.
Test Platforms Rapidly
- Use trial and error to test platforms and A/B what actually grows your fanbase.
- Lean into the platforms where your fans already connect and where you naturally spend time.
Authenticity Outperforms Perfection
- Authentic, imperfect content often cuts through the noise more than ultra-polished posts.
- Over-polishing can remove the authenticity that makes music and creators compelling.