Over recent years, the industry has started to nudge people towards becoming superfans again, or at least spending like them. Whether that be indie fans on Bandcamp, or Swifties being convinced to \u2018help Taylor\u2019 by buying yet another re-recorded album. The problem is that this behavior is at the fringes of consumer behavior. We have had 15 years (i.e., almost a generation\u2019s worth of time) of educating consumers that music does not need to cost more than $9.99\u2026.ok\u2026.$10.99. Superfans have been un-supered.<\/p>\n

None of this is to say that there is not a massive superfan opportunity to be had, but it will take work. Much of the latent superfan spend has dissipated due to fading habits and the wallet share shift to live. Consumers will need re-educating, re-familiarizing. But there is more to it than that. When consumers spend money on a live concert, they get a unique, in the moment experience. When they used to buy five albums a month, they got hours of new music that they would not have had otherwise. Buying a special edition of an album is simply another version of something that fans already have on streaming.<\/p>\n

So, to Make Fans Super Again\u2122, there has to be a genuine value exchange. Fans need new things to persuade them to spend, new things that actually build and deepen their fandom rather than simply a new opportunity to fleece them for another dollar.<\/p>\n","protected":false},"excerpt":{"rendered":"

(Hypebot) — The music industry mantra is that superfans are the key to success, and while there\u2019s still truth in that statement, the value of a superfan is not what it used to be, writes MIDiA\u2019s Mark Mulligan. By\u00a0Mark Mulligan\u00a0of MIDiA and the\u00a0Music Industry Blog There has been a lot of talk recently of music<\/p>\n","protected":false},"author":37,"featured_media":138841,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stc_notifier_status":"sent","_stc_notifier_sent_time":"2023-08-11 13:32:47","_stc_notifier_request":false,"_stc_notifier_prevent":false,"_stc_subscriber_keywords":"","_stc_subscriber_search_areas":"","footnotes":""},"categories":[51,22,108],"tags":[14155,4502],"class_list":["post-138840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-breaking-news","category-industry_news","category-opinion-news","tag-fandom","tag-midia"],"acf":[],"yoast_head":"\n