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

fan Insight

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SFF45: YOU KEEP USING THE WORD “INSIGHT”…

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I’m sorry to be the bearer of bad news, but the slide in your presentation labelled “Insights” probably doesn’t contain any.

Streams increased by 14%. Frequent match attendees buy more replica shirts. Vinyl buyers spend more on concert tickets.

These may be useful observations, patterns or correlations. But they do not necessarily explain why anything happened. And without the human explanation, we may be measuring activity while completely misunderstanding the person.

This atricle: why data, evidence and insight are not interchangeable and why knowing what fans did yesterday is not enough to create growth tomorrow.

You Keep Using the Word “Insight”…