Industry news & advice blog

The music industry is currently obsessed with superfans - and there's the data to justify this obsession. According to a Luminate study, 15 percent of the US population over 13 can be described as superfans. From a financial standpoint, superfans spend 80 percent more money on music than the average American listener. So what are superfans exactly? And why should they be every musician's priority in 2024 and beyond?


What are superfans?

The term "superfans" refers to a subset of fans who are extremely enthusiastic and dedicated not only to an artist's music, but also to the artist themselves. They engage with the artist and their music in a variety of ways - from streaming to buying billboards to promote the artist's latest release.

It's important to note that superfans go over and above what the average fan would do. First off, they usually feel connected to the artist on a personal level. They also adopt the artist and their music as a key part of their identity, and express themselves through the artist's music and merchandise.

In addition, they're keen music lovers and are typically the first among their friends to discover new artists and music. Last but not least, superfans are also linked to the artist's community - which not only gives fans a space to share their favourite lyrics and tracks, but also a sense of camaraderie and belonging.


Why are superfans important for artists?

Loyalty and longevity
Superfans are not just casual listeners - they're extremely dedicated to their favourite artist and go beyond what an average fan does. Therefore, prioritising them and their engagement fosters a sense of belonging and loyalty that transcends short-term trends. As a result, you have a dedicated, long-term fan base - something that's important in an industry as fickle as the music industry.

Word-of-mouth marketing
As businessman Stephen Covey once said, "People are social beings and want interaction, and social learning is the primary form of learning, just as word of mouth advertising is the highest form of advertising." Superfans are your advocates and brand ambassadors. Their enthusiasm for your act has the power to turn casual listeners into hardcore fans, which is obviously invaluable to building a loyal fan base.

Revenue from merch
Superfans are willing to invest in your career. Whether it's a limited edition tee, a concert ticket or a vinyl colour variant, they're dedicated enough to spend their hard-earned money on you. Therefore, prioritising these fans pays off, as they can help you build a stable financial foundation that can sustain your music career.

Online presence
Superfans' social media activity can help you amplify your reach. They contribute to hashtags, viral challenges and trending topics, which in turn attracts the attention of your potential audience. Make sure you pay attention to fan-generated content, as this can be key to understanding what works and what doesn't work, and can help you plan your next steps.

Community building
Superfans play an important role in creating a sense of community around the artist. By engaging with other superfans, they build a space where they’re free to share their thoughts about the artist and their music, and support their every endeavour.

Feedback and insights
Superfans are extremely invested in the artist's work and world. As a result, these fans can offer valuable insights not only on your music, but also on merch, brands that you may choose to endorse, upcoming tour dates and cities, and many other aspects related to your career. The significance of this information cannot be understated, as it has the potential to greatly influence your creative, marketing, and live strategies.


Final notes

In an increasingly cut-throat industry, a superfan strategy is crucial to survive and thrive. It goes beyond immediate financial gains; it lays the groundwork for a long and sustainable career. As the music industry continues to evolve, superfans will become even more necessary for independent artists to stand out from the crowd in this oversaturated landscape, and ultimately, carve out a successful niche for themselves.


This is a guest post from Amplify, an all-in-one platform that helps artists market their music, connect to their superfans, and supercharge their career. Join the 100,000 plus artists already using Amplify to start promoting your music, engaging with your superfans, and earning a sustainable income today.