What Is A Superfan & How Can they Help?
I love how Music Business Worldwide showcases a “Stat Of The Week” for their readers. There are so many caveats when it comes to any metric in any industry, but especially in entertainment (specifically the music industry), there are so many numbers creatives use to gauge how their mission translates to their fanbase.
One of the conversations is “Do you have followers?” or “Do you have fans?” The way I’ve always thought of it is, who’s willing to spend their hard-earned money on you or your product? Who’s willing to spend “more” than the average fan? Not only more money, but more time in their favorite artist’s ecosystem.
15% of the General Population in the United States is defined as “superfans” with some people even gauging that percentile as high as 30%. With labels focusing more on these “artist centric” business models, the world has opened up for artists of any level. Anybody can have superfans and anybody can utilize a piece of their marketing plan to cater to these superfans. How can this benefit the smaller, up-and-coming artists? I’d actually argue, how can it not be beneficial. One of the biggest goals I’ve heard from the variety of artists is “How can I support myself off my music?”
At the end of Q1 2023, UMG’s Chairman/CEO Lucian Grainge said, “Our strong start to the year demonstrates our consistency in developing great artists and introducing their music to fans around the world.”
The opportunities are endless. You just have to build the foundation.
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