top of page

The Value of Superfans

Based on an article by Murray Stassen in Music Business Worldwide, July 19, 2023

A recent study has unveiled a game-changing revelation within the music industry – 15% of the US population are "Superfans." These dedicated music enthusiasts possess the potential to reshape the business landscape as we know it.

Superfans go beyond being avid listeners; they actively invest in artists by purchasing albums, exclusive merchandise, and attending live shows. Their unwavering support extends to promoting artists through word-of-mouth, creating a significant impact on an artist's success.

Back in 2008, Kevin Kelly, former editor of Wired, wrote the 1,000 True Fans essay, which suggested that a creator on the internet only needs 1,000 superfans to earn a living from their art. In 2020, Li Jin, co-founder of Variant Fund, proposed that a creator only needs 100 true fans to make a living from their work.

Understanding and catering to Superfans has become crucial for artists and labels alike. By nurturing these devoted communities, artists can forge deeper connections with their audience, while labels can refine marketing strategies and artist development efforts for maximum impact.

This influential group also presents unparalleled opportunities for music marketers. Tailoring targeted campaigns that resonate deeply with Superfans can generate organic buzz and ensure a substantial return on investment.

The emergence of Superfans signals a shift in music industry dynamics. Embracing their power could redefine music promotion and engagement, shaping the future of the business.

For a comprehensive analysis of Superfans' impact and potential, visit the original website to gain insights that can revolutionize the way we approach music marketing and artist development. The key to success lies in embracing these passionate advocates and harnessing their influence.

Read more about the analysis of Luminate's yearly report in the original article in Music Business Worldwide, where it was originally published


Summary by ChatGPT


bottom of page