In the digital age, social media virality can skyrocket an artist’s career overnight, but does it truly lead to long-term success? While a viral hit can bring massive exposure, it often fades as quickly as it arrives. On the other hand, building a loyal fanbase takes time, but it creates a sustainable foundation where listeners actively support an artist’s journey - streaming new releases, attending shows, and spreading the word. The real challenge for artists today is finding the right balance: leveraging viral moments to gain visibility while nurturing deeper connections that turn casual listeners into lifelong fans. But which approach holds more weight in the long run? And how can artists use digital tools to achieve both?
Speakers:
- Herman Winther Henriksen, Creative Director and Head of Marketing at Toothfairy
- Elise Milani, Head of Music Marketing at Monstercat
- Kaarel Sein, artist manager / nublu
- Reelika Lelle, Head of Marketing at Sony Music Baltics
Moderator:
- Anett Kulbin, Singer and songwriter