Why Nurturing A Fanbase Matters Most For Independent Artistes
Nurturing a fanbase is as important as reaching new fans. Maybe more important for emerging artistes.
Nurturing a fanbase is as important as reaching new fans. Maybe more important for emerging artists. Here’s some stats for context.
“Super Listeners(Fans) make up 2% of Artists’ monthly listeners on Spotify but account for over 18% of monthly streams”
- Spotify
Super Listeners/fans, according to Spotify, are those who “are die-hard, listen-on-repeat, buy-up-all-your-merch fans”. Spotify also indicates that super listeners make “an XL number” of merch purchases. They account for “more than half” of merch purchases
I'd recommend that every artiste take a two-pronged approach when creating a marketing plan for their music and careers. One part focused on creating brand awareness and getting more ears to listen to them. The other part dedicated to engaging and nurturing a devoted
Hacking Fan Base Growth For Artistes - Growth Hacking Funnel
The Growth Hacking Funnel is a key concept in Growth Marketing. The funnel consists of 5 stages -
A - Acquisition
A - Activation
R - Retention
R - Referral
R - Revenue.
For Artistes,
Acquisition is attracting new fans through social media, live performances, DSPs, and even collaborations
Activation, the listener’s first meaningful interaction with your music. A track, music video or concert
Retention - Keep the fans engaged and coming back for more (through an active social media presence, creating a community - fan pages, newsletters etc)
Referral - Encourage fans to share your music.
Revenue - Monetize your most-engaged fans through concerts, merch, crowdfunding etc.
The 2As (Acquisition and Activation) aim to draw in new fans, while the 3Rs (Retention, Referral, and Revenue) are about cultivating a loyal fanbase.
Artists’ marketing strategies should seamlessly integrate this funnel, combining the 2As and 3Rs for success.