So, as a dyslexic with mild ADHD, I’ve always tried to circumvent the written word in any way I could. So why with that in mind am I starting this Newsletter? I really do question my sanity, but it’s probably the only way I’m going to stop ex-colleagues, artist managers and industry friends from bugging me to get involved again.
Get involved in what?
Well, I suppose the ‘what’ all started with the Goldman Sachs report into the music industry. Within that report the phrase ‘Super-serving the Superfan’ was coined. Or was it Lucian Grainge's letter to the industry? Oh, I can’t remember, but essentially that's the ‘what’ that people wanted me to get involved in.
It's a term that has been bandied about the industry for a while now. As I've travelled for work (and a little fun) in the UK, US and Europe, the term would invariably come up in a variety of statements like “Everyone’s talking about the superfan, but no one knows what it means” or “we have no idea how to respond, or what to do”. Perhaps that's the real catalyst.
Lots of, let’s say ‘well-meaning’ friends started pressuring me to get involved. As one eloquently said “Buddy, you’ve had a career that’s included artists strategy, fan insight, international markets, experiential & immersive theatre, brand strategy, physical product and you were a really, really bad band manager. If anyone knows what 'Super serving the Superfan' is, it’s you”.
Look, despite what’s been said, I don't have the answer, but I suppose my experience does give me a unique alternate view on the opportunity, because it is a huge opportunity. Now that I’m no longer working within a major record company, I’ve got no axe to grind, no shareholders to satisfy, and an objective, personal view.
So, bowing to the pressure or perhaps just believed the hype, I’ve started this little, humble newsletter. In it, I hope to share insights into what fandom is, unpick Superfandom, explore what 'super serving' could actually mean, but also share interesting innovation, new ideas and great work. Together we’ll cover live, content, experiential, web3, commercial partnership, gamification, immersive, product and much, much more.
Just prepare yourself for some truly shocking spelling as I mangle the English language in an attempt to share interesting ideas, innovations and insight. Oh, and not be boring. Trust me, this newsletter will be anything but boring.
Best Philip