How to grow an Engaged Fanbase using Identity Resonance
Do you want to grow an engaged fanbase that truly connects with your music? Olivia Jones from MIDiA Research shares how identity resonance turns listeners into superfans who stream more, buy more, and often become fans for life.
How to grow an Engaged Fanbase using Identity Resonance
by Olivia Jones from MIDiA Research
As entertainment consumption fragments, superstars dominate less, with fans gravitating towards ever-multiplying niches. This trend, alongside the maturation of streaming subscription growth, is driving record labels’ renewed focus on nurturing – and monetising – core bases of superfans. However, capturing superfans’ attention requires a strategic approach to find and build upon what resonates with them.
What is identity resonance and why is it important?
Identifying with one’s favourite artist, beyond the music, is the link that turns fans into superfans.
MIDiA’s new report, ‘The superfans of music superstars | Identity and cut-through’, defines “identity resonance” as whether a fan or superfan feels that their artist fandom is a reflection of their identity. MIDiA surveyed over 2,000 US consumers about their attitudes toward, and behaviours surrounding, a dozen music superstars, including Taylor Swift, Coldplay, and Beyoncé. Rather than social media engagement, identity resonance emerged as the new north star for fandom – and the stronger driver of streams, live, and merchandise sales. For example, just under one-third of fans who engage with their favourite artist on social media have purchased merch, CDs, or vinyl for that artist (averaged across all artists in the survey). Conversely, just over half of fans who feel that their artist fandom is reflective of their identity have done the same.
Identity resonance elevates an audience to a fanbase – the stronger the identity resonance, the more likely listeners are to convert to fans, and fans to superfans. However, focusing on identity resonance is not a one-size-fits-all solution, and there are trade-offs to consider.
How to build a strong superfanbase
There are three main approaches to building superstar superfandom, based on whether the priority is creating a strong artist brand, a high number of streams, or the hardest – both.
Discover three powerful strategies to turn listeners into loyal superfans—download our guide now and learn how to start building a fanbase that lasts!
Download MIDiA’s free guide.
There is no one way to develop a fanbase, but having an identity with which fans can resonate translates to a higher percentage of superfans within the fanbase — and higher likelihood of them spending time and money on that artist. To learn more about how superfans interact with the superstars they are fans of, download our new report, “The superfans of superstars | identity and cut-through”, here.
