Spotify, Apple Music and Amazon along with UMG, WMG and Sony are all aggressively exploring how to serve and monetize superfans. But what is a music superfan and why do they matter so much?
What is a music superfan?
Way back in 2008, Kevin Kelly wrote about the value of 1000 True Fans: “To be a successful creator, you don’t need millions…. you need only thousands of true fans,”each willing to spend $100 on your tickets, merch, Patreon, etc.
In 2025 a music superfan is someone who is deeply passionate about a particular artist, band, or genre. They go beyond just enjoying the music to actively engage with it in various ways:
- Attending multiple concerts, sometimes even traveling for shows
- Buying merchandise, vinyl, and collectibles
- Following the artist on social media and engaging with content
- Streaming or purchasing multiple albums and singles
- Joining fan clubs, forums, and online communities
- Defending the artist passionately in discussions
- Creating or sharing fan art, edits, or covers
Why do superfans matter so much?
According to Goldman Sachs‘ Music in the Air Report, superfans, who collectively spend 80% more on music per month compared to casual listeners, are now a “$4.2 billion opportunity.”
“Followers may ‘like’ an Instagram post. Customers may buy a product. But “Superfans” will be your biggest supporters,” wrote Patrick Flynn in Superfans: The Easy Way to Stand Out, Grow Your Tribe, and Build a Successful Business. “They will promote you and your products because they know you have made a difference in their lives. They will tell their friends. They will send you encouraging emails.”
Most studies classify 18 – 20% of an artist’s fans as superfans, and according to a Luminate Music Report, on average, they spend:
- 68% more money than most fans each month on music
- 126% more on artist merch
- 76% more on physical music
Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, a Berklee College Of Music professor and founder of the Skyline Artists Agency
