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

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SUPERFANS. OR SUPER WALLETS?

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A superfan who brings new people into your world can contribute to growth in ways a premium purchase won’t capture. That matters to artists, festivals and sports clubs.

Understanding why people care helps us find more people predisposed to connect. Engaging and mobilising existing fans gives those people another route in, through enthusiasm they know and trust.

Ahead of Amsterdam Dance Event, I’ve written a short edition of The Superfan Formula about broadening the ambition beyond superfan spending.

Read SUPERFANS. OR SUPER WALLETS?

EMOTIONAL INFRASTRUCTURE: The Real Asset Beneath Music and Sport Fandom

The next phase of growth in music and sport will not be built by organisations that simply collect more data, launch more apps or create more premium packages. It will be built by those who understand the emotional infrastructure already sitting beneath their audience: identity, memory, ritual, belonging and advocacy.

This article explores why fandom is not built on platforms, but on meaning.