Everyone’s talking about “super-serving superfans” but no one’s asking what’s the actual plan? Strategy isn’t slapping “digital” in front of a campaign—it’s understanding what your artist means to fans, and where they’re going long-term. If you’re still throwing spaghetti at TikTok and calling it a strategy, it’s time to read this.
A decade ago, we predicted how streaming would reshape music — and we were half-right. The industry embraced track-based strategy but ignored the need to build enduring artist brands. Now, labels lean on catalogue, artist development has stalled, and WHY data is more essential than ever. Time to rethink. #superfans
Everyone’s obsessed with charging superfans more. But if you treat them like ATMs, don’t be surprised when the whole system crashes. Superfans aren’t cows to milk—they’re cultural nitro-glycerine. Handle with care and they’ll ignite everything. Keep squeezing, and they’ll walk. This isn’t a pricing challenge. It’s a strategy fail.
Of course, that would mean doing something innovative… not just something easy.
Superfans aren’t just high spenders. They’re amplifiers. Influencers. Cultural accelerants. Handled right, they don’t just buy more, they bring more people with them. That’s the real multiplier effect.
“...the job isn’t to monetise harder. It’s to weaponise fandom... ”
So the job isn’t to monetise harder. It’s to weaponise fandom to turn emotional connection into broader reach, cultural relevance, and long-term, sustainable growth.
This isn’t a pricing problem. It’s a strategy problem. And the industry doesn’t need another monetisation model, it needs a translation layer. One that understands fandom, not just spending habits.
We’re happy to help anyone who doesn’t speak fluent “superfan.”
A can of Coke doesn’t change its mind mid-campaign, shave its head, and move to a yurt in Muckle Flugga. But your artist might. That’s why music marketing isn’t about control, it’s about understanding. If you're still relying on TikTok trends and surface stats, you're not reading the map, you’re just chasing the weather.
This great piece by Mark Mulligan stirred thoughts about supremium - The fundamental concept of “supremium” risks being a cynical cash grab - squeezing more out of “superfans” already spending “70% more” than the rest. It’s strategically lazy just milking them rather than cultivating growth among casual & latent fans with potential but are yet to be fully engaged. The reality, its driven by the limited rights that record companies have control over, but risks negative affect on the artists brand and what happens across their wider career outside those limited rights.
Truly serving the fanatical isn't about relying on “supremium” tiers or 'exclusive' content for a small group. It’s about deepening the artist-fan connection across the board, through diverse revenue streams beyond streaming. Superfans want more than just early access or exclusive merch—they want a meaningful relationships.
Artist gotta take back control! At Sound Effects we focus on diversifying revenue streams - using attitudinal insights to help artists tap into incremental opportunities that go beyond the “supremium” model—building stronger, sustainable relationships with all fans.
Superfans may want something extra - shouldn't come at the expense of alienating the broader audience or leaving artists at the mercy of intermediaries.
You wouldn’t let the tyre supplier run your F1 race strategy—so why let the label own your fan insight? If they only profit from one part of your career, don’t let them drive the whole car. This isn’t about rebellion, it’s about ROI. Want to grow superfans, revenue and brand power? Then take the wheel. We’ll help with the map.
Hunter Giles breakdown of Spotify’s payouts is a real eye-opener, and highlights why revenue diversification is so crucial to rightsholders.
At Sound Effects, we take a strategic approach to help artists and rights holders identify those incremental revenue opportunities. By using attitudinal insight, we pinpoint areas where artists can unlock new revenue streams beyond streaming. We look at fan behaviour and preferences to inform how to best monetize across different sectors—whether it's physical sales, merch, licensing, or publishing.
What sets us apart is that we develop tailored strategies for each artist or catalogue. We don’t just throw a bunch of ideas at the wall and hope something sticks. We create a comprehensive plan that’s built around diversifying income and boosting resilience across multiple revenue streams. Our goal is to empower artists and rights holders to take control of their financial future, reducing dependency on platforms that aren’t delivering long-term value.
It’s about creating a holistic fan ecosystem where success doesn’t rely solely on one channel, but on a multifaceted approach that builds sustainable growth.
“She’s beautiful and has an incredible voice” is not a positioning strategy, it’s a press release cliché. If you’re still targeting “14 - 25-year-old females” or “Gen Z TikTok fans,” you don’t have a plan, you have a hope. This piece breaks down why proper targeting and positioning are the difference between fans and flops.
Everyone’s talking about “super-serving superfans” but no one’s asking what’s the actual plan? Strategy isn’t slapping “digital” in front of a campaign—it’s understanding what your artist means to fans, and where they’re going long-term. If you’re still throwing spaghetti at TikTok and calling it a strategy, it’s time to read this.
