CEO Andrea Gleeson Explains How TuneCore Helps Artists Find Their Audience

Andrea Gleeson, the CEO of TuneCore, brought a clear voice to the Trapital Summit with a focus on independence and artist empowerment. In a conversation that blended her personal journey with the evolution of TuneCore, she laid out the ways the platform helps creators find and grow their audiences. The discussion moved between the challenges of building a career without major label backing and the new opportunities presented by streaming and emerging technology. With years of experience guiding one of the leading distribution platforms, Gleeson gave attendees both practical advice and a vision of what independence means in today’s music industry.

TuneCore’s Growth and Mission

Gleeson began by highlighting TuneCore’s growth and its role in the independent music landscape. "We started with a simple mission: to get artists’ music everywhere," she said. Over the years, the platform has become one of the largest distributors for independent artists worldwide. Gleeson emphasized that the company’s reach is not just about numbers but about making sure artists of any size can reach fans on equal footing. "Whether you’re in New York, Lagos or Mumbai, you can upload a song and it will be live everywhere in 24 hours," she said.

She noted that this global reach is especially important for artists outside traditional music hubs. TuneCore provides tools that allow them to distribute music, track data, and earn revenue without giving up rights. Gleeson explained that the goal is to create a level playing field for all artists. "Independence doesn’t mean isolation. It means access to the same opportunities as anyone else," she said. That idea of empowerment came up repeatedly throughout her talk.

Gleeson also shared how TuneCore has scaled in response to the explosion of new music being released every day. She pointed out that the company’s infrastructure has been designed to handle millions of tracks while maintaining transparency for artists. "We don’t take a cut of ownership. We exist so artists can stay independent," she said. The applause in the room reflected how deeply that mission resonated.

Independent Artists Finding Their Audience

Much of the conversation centered on how TuneCore helps artists connect with fans in a crowded marketplace. Gleeson stressed that distribution is only the first step. "Getting your music on Spotify or Apple Music is just the beginning. The bigger question is how do you find your audience," she said. She explained how TuneCore provides marketing support, playlist pitching, and data insights that allow artists to understand where their music is resonating.

She gave examples of artists who started with no fanbase but found global listeners after identifying unexpected markets through data. "Sometimes your biggest audience isn’t where you live," she said. "We’ve seen artists in the U.S. suddenly take off in Brazil or Turkey because of how music travels now." For Gleeson, this reflects both the opportunity and responsibility of platforms like TuneCore. Helping artists navigate these new patterns is central to its mission.

Gleeson also emphasized the human side of finding fans. She said that beyond algorithms, building community matters. "Fans want connection. They don’t just want to stream a track, they want to know the artist behind it," she said. She pointed to tools like fan engagement analytics and direct communication features as essential for today’s independent careers. By blending technology with personal connection, TuneCore aims to give artists more than just access, it gives them insight.

Challenges in a Fragmented Market

The conversation also touched on the challenges artists face in today’s music economy. With thousands of songs uploaded every hour, cutting through the noise can be overwhelming. "We live in a world of abundance. That’s both a blessing and a curse for artists," Gleeson said. She explained that TuneCore’s role is not just to make distribution easy but to guide artists in making strategic choices. "It’s about being smart with your releases, understanding your data, and building a sustainable plan," she said.

She also spoke about the financial realities for independent artists. While streaming has created new pathways, it has also lowered per-stream payouts. "You can’t rely on one income stream anymore. Artists today are entrepreneurs," Gleeson said. She highlighted the importance of diversification through merch, sync deals, and direct-to-fan platforms. According to her, TuneCore’s job is to provide the foundation that allows artists to pursue these avenues while staying independent.

The issue of visibility also came up. Gleeson noted that while algorithms can amplify, they can also bury. "If you don’t control your story, the platforms will define it for you," she said. For her, independence means owning both the narrative and the music. She urged artists to lean into authenticity as a way to stand out in a saturated field.

Superfans and Connection

Looking toward the future, Gleeson emphasized the growing importance of superfans. "Every artist doesn’t need millions of fans. You need the right fans who will show up for you," she said. She described how TuneCore is building tools that help artists identify and nurture these relationships. "If ten thousand people really care about you, that can sustain a career," she said.

She also discussed how direct engagement allows artists to deepen loyalty. Features like fan messaging, live sessions, and exclusive content are ways to build beyond the stream. "Streaming is a starting point, not the finish line," Gleeson said. She positioned TuneCore as a partner in helping artists turn casual listeners into lifelong supporters.

Gleeson pointed out that this shift also changes how success is measured. "It’s not just about charts. It’s about connection and community," she said. By giving artists the tools to measure more than streams, TuneCore hopes to redefine what growth looks like for independent music. That perspective resonated strongly with an audience of entrepreneurs and creatives alike.

Looking Ahead: Technology and Independence

The session closed with a look at where technology is taking music. Gleeson acknowledged both the excitement and the fear around artificial intelligence. "AI is a tool. It can help artists, but it can’t replace them," she said. She stressed that TuneCore’s role is to make sure artists have control over how their work is used. "Artists need to know that their rights are protected as technology evolves," she said.

She also pointed to new opportunities for global collaboration. With technology making it easier than ever to create across borders, she sees TuneCore as a bridge for international exchange. "Music is borderless, and our platforms should reflect that," she said. She closed by returning to the core mission of independence. "Our job is to empower. The future of music belongs to the artists," she said.