“They got a name for the winners the world...”
In a world with music dropping daily like confetti at a festival, standing out has become an Olympic sport. Yet many in the music business still rely more on luck than strategy, missing the clear, quantifiable benefits of a strategic approach.
When marketing is anchored in a deep understanding of precisely why fans connect, artists not only stand out, but they also consistently outperform competitors, attract fans more efficiently, and achieve measurable returns on investment.
Does yours go up to 11?
If your marketing currently feels more like guesswork than groundwork, it's definitely time to embrace strategic insights.
“...slapping the word “strategy” after the word “digital” doesn’t magically make it marketing strategy.”
Let’s be honest, how often is artist ‘marketing’ actually thinking in long-term, career-building, fan-deepening, strategically meaningful ways? Almost never, and this is not to blame anyone, as too often teams are too busy tweaking artwork, updating the socials, scheduling TikToks, and chasing playlist placement like it’s the only measure of success. And yes, digital marketing is important. The people doing it are smart, creative, essential, but they’re only a single marketing channel. They’re not the strategy and as we have said before, slapping the word “strategy” after the word “digital” doesn’t magically make it marketing strategy.
"What’s missing is the big picture"...because she's taken a...
What’s missing is the big picture: the real audience development, the deeper emotional connection, the reason why “someone should give a fuck”, not just this week, but next year, and on. That question gets ignored because it doesn’t spike streams by Friday. And that’s the problem.
“...it’s one of the huge contributing factors to why so few new artists are breaking, because we’re not building careers, we’re building campaign calendars.”
The result? A narrow focus on short-term wins over long-term growth. A whole industry mistaking noise for momentum. And it’s one of the huge contributing factors to why so few new artists are breaking, because we’re not building careers, we’re building campaign calendars. It’s all activity, no direction. But as we covered in previous editions of The Superfan Formula, it shouldn’t be up to the record label to instigates insight and develop the strategy.
“Higher ROI per dollar/pound/euro/wonga you spend, baby!”
Enter strategic WHY insights. This isn't some fluffy consultant-speak, it's the foundational understanding of what genuinely drives fan connection. It's knowing precisely why someone would tattoo an artist’s lyric on their arm or queue overnight in the pissing rain for a vinyl drop. Without this, you're not marketing; you're just burning budget.
Quantifying this isn't rocket science, it's better. It’s bottom-line clarity:
1. Faster Fan Acquisition: Insight-led campaigns generate 30-40% higher fan engagement rates* compared to generic "spray and pray" marketing. Fans understand clearly what your artist stands for, so they convert quicker, follow deeper, and stick longer.
2. Higher ROI per Dollar/Pound/Euro/Wonga Spent: Brands that are using strategic insights typically experience a 20-25%** improvement in marketing efficiency. Because when you know exactly why your fans care, you're not wasting cash blasting vague "new music out now" ads into the void. Every penny counts double.
3. Reduced Artist Identity Crisis: Strategic insight isn't just smart, it's therapy. Clearly defined "WHY" strategies reduce internal confusion by up to 60% ***, meaning your marketing, A&R, and promo teams aren't pulling the artist in six directions simultaneously.
4. Competitive Edge: Every artist is fighting for the same playlist, the same algorithm, the same Instagram roulette wheel. But when your "WHY" is nailed, your artist is instantly recognizable, unforgettable, and easy to champion internally and externally. You stand out, clearly and measurably ¥.
Music isn’t soap powder, and it sure as hell shouldn't be marketed like it is. Strategic WHY insights move marketing from "expense" to "essential," with returns measurable enough to silence even the most stoney-faced CFO.
Tell next time, Peace
Philip
* Nielsen's Music 360 Report and Spotify’s internal analytics - Fan Study reports
** McKinsey & Company report on marketing effectiveness and IPA (Institute of Practitioners in Advertising) Effectiveness Awards data
*** Harvard Business Review
¥ Ehrenberg-Bass Institute for Marketing Science, plus Billboard and Music Week