What is a music superfan and Why do they matter so much?
Spotify, Apple Music and Amazon along with UMG, WMG and Sony are all aggressively exploring how to serve and monetize superfans. But what is a music superfan and why do they matter so much?
What is a music superfan?
Way back in 2008, Kevin Kelly wrote about the value of 1000 True Fans: “To be a successful creator, you don’t need millions…. you need only thousands of true fans,”each willing to spend $100 on your tickets, merch, Patreon, etc.
In 2025 a music superfan is someone who is deeply passionate about a particular artist, band, or genre. They go beyond just enjoying the music to actively engage with it in various ways:
- Attending multiple concerts, sometimes even traveling for shows
- Buying merchandise, vinyl, and collectibles
- Following the artist on social media and engaging with content
- Streaming or purchasing multiple albums and singles
- Joining fan clubs, forums, and online communities
- Defending the artist passionately in discussions
- Creating or sharing fan art, edits, or covers
Why do superfans matter so much?
According to Goldman Sachs‘ Music in the Air Report, superfans, who collectively spend 80% more on music per month compared to casual listeners, are now a “$4.2 billion opportunity.”
“Followers may ‘like’ an Instagram post. Customers may buy a product. But “Superfans” will be your biggest supporters,” wrote Patrick Flynn in Superfans: The Easy Way to Stand Out, Grow Your Tribe, and Build a Successful Business. “They will promote you and your products because they know you have made a difference in their lives. They will tell their friends. They will send you encouraging emails.”
Most studies classify 18 – 20% of an artist’s fans as superfans, and according to a Luminate Music Report, on average, they spend:
- 68% more money than most fans each month on music
- 126% more on artist merch
- 76% more on physical music
Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, a Berklee College Of Music professor and founder of the Skyline Artists Agency
