I've been guilty of falling into this narrative trap recently.
I'm seeing more and more focus shifting dramatically toward catering to superfans – those dedicated individuals who go to great lengths to support their favorite artists. Major labels like Warner Music, Sony, and Universal Music Group have recognized the value of these superfans, with research showing they can make up a significant portion of music streaming subscribers. At fault here is the chasing of the Taylor Swift halo effect. She's an otherwordly anomaly - stop chasing that car!
While it's essential to appreciate the enthusiasm and spending power of superfans, it's equally crucial for marketers to maintain a balanced approach. Prioritizing superfans at the expense of other fan tiers can lead to an unhealthy dynamic and potential backlash. The long-term sustainability of the music business, and more importantly for me, Discogs, depends on nurturing all types of fans and collectors and building loyalty across the board.
In pursuing profit, we must maintain sight of the bigger picture.
Continuously squeezing superfans will lead to diminishing returns and damage our relationship with these loyal fans. A more inclusive marketing strategy can help everyone achieve sustainable growth and foster goodwill among all music fans, regardless of their passion for an artist.
Rethink our approach, striking a balance, and ensuring that our industry thrives by nurturing superfans without alienating the broader audience. It's time to harmonize our strategies for a healthier and more prosperous perspective.
Founder & CEO at EarthKind | Author | Speaker
5moI think it’s love 💚 vs friendship 🤗