Last week, I asked whether we were talking about superfans or super wallets.
With Amsterdam Dance Event opening today, I want to take that a step further. What are we prepared to invest in the people who care? My worry is that “superfan” still too easily becomes shorthand for someone we can sell more expensive shit to.
Fan-Centric & Superfan Revenue Models is an important conversation. Artists need sustainable businesses. But a plan built around asking the same people to spend more has limits.
A fanbase is an asset to invest in. Not a resource to be bleed dry for short-term gain, with the risk of destroying the very thing you’re hoping to grow.
Fans bring ideas, knowledge and connections. Someone who welcomes newcomers or introduces friends to your music can contribute enormously, even if they cannot afford another premium package.
From First Time Visitors to Lifetime Fans explores how those lasting relationships develop. For me, that starts with understanding what made the experience matter. Did someone feel they belonged? Did the music connect with something in their life? Did they find people who understood them?
Follower counts, likes and purchases can’t answer those questions on their own. Even repeat attendance only tells us they came back. Understanding why means talking to people about what they feel, value and believe. That understanding helps us see what fans might enjoy contributing, and identify other people likely to connect for similar reasons.
Then there’s Becoming the Fans First Choice in an Agentic World. In plain English, that includes AI helping people decide what to do. My question is what makes someone care enough to seek you out or recommend you to a friend.
Even after all the artists we’ve worked with, across different genres and far-flung corners of the world, we go into each project without preconceived ideas. The best innovations and opportunities come from the fans themselves. They’re hardly going to say, “Oh, what we really want is a Superfan App.” But listen properly, watch what they do, and those unspoken needs start to reveal themselves. That’s where the opportunities are.
Before planning the next premium offer, invite fans into a conversation about something they would love to help create. Understand why it matters, support a useful idea and show them what happened because they contributed.
Those conversations can also reveal worthwhile new offers: experiences people actually want, or partnerships that fit their interests. That gives revenue growth a foundation in what matters to fans.
That takes time, attention and resources between releases and events. It gives fans a reason to stay involved when there is nothing new to buy.
What could your fans help build if you invested in them?