Philip Burrows
A Billion-Dollar Miss, Because They Didn’t ...

Goldman Sachs. Citigroup. Barclays, all confidently modelled the future of music…and all completely wrong. Meanwhile, fans quietly built a billion-dollar resurgence right under their noses. A story proving that if you don’t understand fans…you won’t see what’s coming next. New edition of the Superfan Formula

Philip Burrows
“MEET FANS WHERE THEY ARE!" BUT THEN WHAT?

The phrase “meet fans where they are” is thrown around a lot in the music industry, but rarely understood. This edition of The Superfan Formula explores what it really means, why tiered monetisation misses the point, and how to use attitudinal insight to scale emotional connection and build a fanbase that lasts.

“MEET FANS WHERE THEY ARE!" BUT THEN WHAT?
Philip Burrows
PUTTING THE WORD ‘STRATEGY’ AFTER THE WORD ...

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.

PUTTING THE WORD ‘STRATEGY’ AFTER THE WORD ‘DIGITAL’ DON’T MAKE IT STRATEGY, MATE!
Philip Burrows
WE SAW THE FUTURE…APPARENTLY SOME DID’NT LISTEN

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

WE SAW THE FUTURE…APPARENTLY SOME DID’NT LISTEN

Universal Music Group

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SFF56: YOUR LABEL HAS A BUSINESS PLAN. DO YOU?

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More investment in music. But what, precisely, is being funded?

Buying established rights and backing an artist through years of uncertainty are different investments. One does not prove commitment to the other. Managers need to look beyond the language and establish what is actually committed to their artist: people, expertise, budget and time.

In SFF56, I explore what changing label priorities mean for artist teams—and the opportunity to build a clearer plan around the artist and their fans.

What can managers still reasonably expect their label to deliver?