Will Superfans Save Artists in the Digital Era?
In the first session of my “Future of the Music Streaming Economy” class this semester, my professor opened with a sentiment that completely shifted my perspective of the common listener's music consumption. He explained, “Many of you are part of a select few that don’t just like music, you love it. It is more than just a casual pastime, it influences and permeates multiple aspects of your lives. You are the superfans.” When our professor dives into the intricacies of the music industry and its audience, he often touches on this community of "superfans." Major labels use this term to categorize what they consider a highly monetizable audience.
I realized that my weekends and finances are indeed organized around concerts, major moments in my life are associated with songs and albums, and I always follow the creative ventures of my favorite artists, whether it pertains to their music or something new. I began to wonder where the people around me fall on this spectrum of music consumption. The reality is not everyone is willing to stay up until midnight to be the first to stream a new album, or camp in line for multiple hours to purchase box office concert tickets. What do superfans mean to the industry and artists?
The word “fan” is derived from the Latin word “fanaticus,” meaning “of or belonging to the temple, a temple servant, a devotee.” Fans have existed for decades and have pledged their devotion to artists, royal families, sports teams, film directors, and anything else that they form a connection with. In the music business, successful artists proclaim that without their fans, they would have no career, no music. Despite this symbiotic relationship, superfans have carried quite negative associations historically.
The phenomenon of this evolved form of fandom can be traced back to the early 1960s —and a particular British boy band. From the moment they burst forth onto the cultural scene, The Beatles captivated audiences around the world with their fresh sound and undeniable charisma. Beatlemania swept across nations as hordes of fans screamed, cried, and clamored for a glimpse of their idols. These intense displays of adoration were often portrayed in the media as irrational. This was not the first time that emotional fervor from female groups has been reduced to hysteria, and it is not the last. Nonetheless, the Beatles’ fan base was far from a passive audience—they were a uniquely enthusiastic community. Throguh them, the concept of collecting merchandise and memorabilia was established as a tangible expression of appreciation, extending beyond mere commodities but rather extensions of identity. In other words, Beatles fans were deeply engaged in every aspect of the band's career and can arguably be accredited with the band's rise to their legendary status.
If we fast forward to our present day, we can meet one of the Beatles’ contemporary boy band parallels: BTS. What BTS’s fanbase, ARMYs, have access to today that The Beatles’ fans did not is the absolutely sensational power of social media. With the internet, anyone around the world can watch all kinds of performances, music videos, vlogs, and live streams that give ARMYs endless opportunities to be entertained by their favorite idols, to see more of what goes on behind the scenes, and to learn more about their personalities beyond their music. BTS has mastered the art of nurturing a relationship with millions of their superfans through social media. They can rely on their fans to support their ventures— whether it’s a documentary series on YouTube covering their tour, paid fan memberships for exclusive pre-sales, or the solo careers of each member. The tremendous success of artists like BTS show us exactly why superfans are now more important than ever.
Accordingly, labels are beginning to push their artists to focus on creating and strengthening relationships with their top-tier listeners: those who are likely to buy concert tickets, merchandise, exclusive content, etc. This strategy is effective, and often enjoyable for both the artist and fan. Maggie Rogers is an artist that has pioneered these strategies since the start of her career. She has a special way of connecting with supporters through personally authored emails, planned pop-up events for fans to gather in different cities and venues, and even physically manning ticket booths outside her shows to ensure her fans avoid resale bots and high fees. On Saturday, April 13th, 2024, I stood outside of Irving Plaza for around four hours to buy a ticket from Rogers herself for a price of only $25 dollars—she even came out to greet everyone in line and thank us for our support.
While The Beatles and BTS represent more mainstream examples of superfandom, countless indie artists and underground sensations have cultivated devoted fan bases that are equally valuable. In fact, one can argue that these smaller, niche communities bring the true essence of fandom: unwavering support before fame and fortune.
Streaming platforms are the go-to destination for music consumption today, but behind the convenience lies a harsh reality for artists: meager earnings. Artists earn a fraction of a cent per stream on platforms like Spotify, with estimates hovering around $0.00318 per stream on average. This means that an artist would need tens of thousands, if not hundreds of thousands, of streams to earn a modest income. My professor often frames streaming models by comparing it to the price of a coffee: a student-subscription to Spotify where we can access all the music in the world for a whole month is comparable in price to an iced latte. It’s stunning to see how music has become so undervalued in a streaming-world, considering how much time and money is still required to produce just a single song. So, how can fans ensure their favorite artists receive the support they deserve?
We can take tangible actions beyond streaming to directly contribute to our favorite artists’ success. Attending live shows is one of the most impactful ways to support them financially. Concert ticket sales not only provide artists with a decent source of income but also allow fans to experience the magic of live music in its purest form. Purchasing merchandise directly from artists is another way to show support. Whether it's a t-shirt, vinyl record, or CD, there's something special about owning a physical copy of an album—a tangible piece of art that can be cherished and shared for years to come. If the internet were to vanish one day, and streaming as we know it collapsed, these products would become priceless.
It’s easy today to lose the personal touch that once defined our connection to music. Although it seems excessive at first for superfans to invest such time and money into music, when it could be basically free, we must remember that artists are not compensated in the way that they used to be. If you care about music, and it enhances your life in any way, I urge you to shift your perspective on its monetary value. Although superfans risk being ridiculed for going against the grain of modern music consumption, the reality is that it is unsustainable for many artists.
