Andrew Southworth Talks Ad Tactics, Artist Growth, and Data-Driven Success for Indies on the One More Time Podcast

Andrew Southworth didn’t plan to become one of the most trusted resources for independent artists navigating the digital music space—but that’s exactly where he landed. With a background in software engineering, he built his early foundation in analytics and problem-solving. That technical mindset translated directly into his passion for music marketing, where he began applying data-driven strategies to promote his own music. Over time, his experiments evolved into a full-fledged education brand, offering insights for indie artists who wanted more control over their growth.

What separates Southworth from many self-proclaimed experts is his ability to test, iterate, and explain things clearly. On the One More Time Podcast, he detailed how he used YouTube and Facebook ads not just to gain streams but to understand listener behavior. “I was spending money on Facebook ads to promote songs,” he said, “and I realized I liked the process of figuring it out almost more than making the music.” That transparency and experimentation are what earned him trust from a growing fanbase of artists tired of vague advice. Southworth doesn’t just talk theory—he tests everything, documents the results, and shares the wins and losses.

Why Ads Matter More Than Ever

One of the biggest takeaways from Southworth’s interview is how essential paid advertising has become for emerging artists—particularly those without a label or built-in audience. He emphasized that while organic growth is ideal, it’s often too slow to compete in today’s algorithm-driven landscape. “If you're just uploading to Spotify and hoping something happens, you're probably going to be disappointed,” he warned. Ads, when used strategically, offer a way to reach cold audiences and turn them into listeners, followers, and eventually, superfans.

But it’s not just about throwing money at the problem. Southworth dives deep into the mechanics of targeting, creative testing, and conversion tracking. “Most people run ads wrong,” he said. “They don’t know how to structure the campaign or measure what’s actually working.” He breaks down how to use platforms like Facebook Ads Manager to create funnels that send traffic to Spotify, YouTube, or an artist’s own website. His strategy focuses on micro-budget optimization—showing that even with $5 to $10 a day, an artist can see measurable results if they test smart and adjust regularly. For him, ads aren’t just a tool—they’re the fastest way to validate if your music connects.

YouTube and Spotify: The Twin Engines

A major theme in the conversation was the synergy between YouTube and Spotify—two of the most powerful platforms for music discovery today. According to Southworth, YouTube serves as a testing ground. “You can see what songs people are watching, clicking on, liking. You get immediate feedback,” he said. The comments, likes, and retention metrics give artists a real-time window into how their content is landing, something Spotify doesn’t offer in quite the same way. Once a song proves itself on YouTube, it’s much easier to scale promotion on other platforms.

That’s not to say Spotify doesn’t matter—it’s arguably more important for long-term audience building. Southworth explains how Spotify’s algorithm rewards consistent engagement and saves. “Spotify’s algorithm is like a momentum engine,” he said. “Once it sees people listening and saving your track, it starts testing it with similar users.” The key, he emphasized, is to drive high-intent traffic from YouTube or Facebook—people who actually want to hear your music, not just passive scrollers. By syncing the strengths of each platform, Southworth has helped artists maximize exposure without needing massive budgets or label backing.

What the Algorithm Really Wants

For all the noise about hacking algorithms, Southworth brings a grounded perspective rooted in actual experience. “At the end of the day, the algorithm wants people to stay on the platform,” he explained. That means content that engages, retains, and sparks action—whether that’s a playlist add, a comment, or a share. The mistake many artists make is focusing on vanity metrics like views or follower counts. While those numbers feel good, they don’t always lead to real growth or revenue. Southworth challenges artists to dig deeper into the numbers that matter.

He breaks this down with practical examples. A music video with 10,000 views but a 10% watch rate isn’t as strong as a video with 1,000 views and 70% retention. “You have to think like a platform,” he said. “If your content makes people leave, the algorithm stops pushing it.” That same logic applies to Spotify. Getting people to listen to a track for 30 seconds isn’t enough. What matters is if they come back, save it, or follow the artist afterward. Southworth’s approach is all about playing the long game—understanding that quality engagement always outpaces quantity in the eyes of the algorithm.

Diversify Your Fan Funnel

One of the most valuable parts of Southworth’s interview was his breakdown of what he calls the “fan funnel.” It’s not just about sending someone to Spotify and hoping they stick. Artists need to build a layered ecosystem where fans can engage across multiple platforms and touchpoints. “If you only live on one platform, you’re at the mercy of that platform,” he said. That’s why he recommends artists spread their content across Spotify, YouTube, Instagram, and even email lists—where they control the connection.

Southworth also emphasized owning data through tools like email collection, Bandcamp, or direct-to-fan merch. These channels provide independence from ever-changing platform algorithms. “At some point, these platforms will change. Your reach will drop. Ads might get more expensive,” he said. “But if you own your fan list, you’re insulated from a lot of that.” His advice for indie artists is simple: Build a system, not just a song release. Think of every new listener as the top of a funnel that eventually leads to engagement, support, and sustainability.

The Rise of AI and What It Means for Musicians

Given his tech background, Southworth also weighed in on the growing impact of AI in music creation and marketing. Far from being alarmist, he sees AI as a tool—one that, when used correctly, can actually empower independent artists. “I’m not worried about AI replacing artists,” he said. “I’m more excited about how it can help people get better faster.” From lyric generation tools to mixing assistants and ad copywriters, AI is leveling the playing field for artists who don’t have access to big teams or budgets.

That said, he’s also realistic about the risks. AI-generated music is already saturating platforms, making discoverability harder. “There’s going to be a lot more noise,” he admitted. “Which means artists have to be even more intentional with what they put out and how they market it.” Still, Southworth believes that authenticity and human storytelling will always win. “No one connects with an algorithm. They connect with a story,” he said. His advice: use AI as a supplement, not a replacement. Let it help speed up the process, but don’t let it strip your music of soul.

Final Advice for Indie Artists

In the closing minutes of the podcast, Southworth distilled his journey and strategies into clear, actionable advice for independent artists at any stage. First and foremost: test everything. “If you’re not testing, you’re guessing,” he said. Whether it’s a thumbnail, a beat drop, or a call-to-action in an ad, Southworth stresses the value of iteration. The data will tell you what’s working—but only if you’re paying attention. Second: stay consistent. One campaign isn’t enough. One viral moment doesn’t build a career. The artists who grow are the ones who keep showing up, learning, and adjusting.

Perhaps most importantly, he encouraged artists to find joy in the process. “It’s easy to get obsessed with numbers,” he said. “But if you’re not enjoying what you’re doing, the audience will feel that.” In a space filled with gatekeepers, gimmicks, and hype, Andrew Southworth offers a refreshing take grounded in logic, humility, and actual results. He’s not promising overnight fame—but he is offering the roadmap for sustainable, real growth. For indie artists who are serious about building a career, that’s exactly the kind of guidance that matters.