Modern Musician Podcast #292 - Andrew Apanov: Mastering Short-Form Content for Artist Discovery
Jun 13, 2025
Andrew Apanov, founder of Dotted Music and host of Music Growth Talks, shares his extensive knowledge as a digital marketing strategist with over 20 years in the music scene. He emphasizes the importance of experimentation in music marketing and building a supportive community. Apanov discusses leveraging short-form content for artist visibility and the need for genuine engagement with fans. He also covers vital strategies for collaboration, adaptability in a saturated market, and how artists can utilize new tools for direct audience connection.
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Core Challenge: Building Audience
- The core challenge for musicians today is breaking through market saturation to find and build the right audience.
- Despite platform changes, building a loyal fan base remains the key problem as it was decades ago.
Build Team and Experiment
- Build a team to help you manage music marketing, as it's impossible to do everything alone.
- Adopt a mindset of experimentation, consistency, and openness to learning from failures like learning an instrument.
Leverage Short-Form & CRM Tools
- Repurpose live show content into short-form videos for platforms like Instagram Reels and TikTok to reach new audiences.
- Use text captions without voiceovers for broader reach and experiment with fan CRM tools to capture contact info and build your fan funnel.