Music

4 Content Playbooks to Drive Superfans to Your Own Artist Platform

4 Content Playbooks to Drive Superfans to Your Own Artist Platform

Go beyond streaming to create exclusive experiences that convert casual fans into die-hard supporters

Streaming platforms like Spotify are essential for artist discovery, but to cultivate lasting superfans, you must extend beyond streaming. Superfans crave exclusive content, unique experiences, and genuine connections with their favorite artists.

Read on to learn proven strategies for converting casual streaming listeners into die-hard superfans who engage with and support you for life!

   

Streaming Drives Discovery, But Fans Want More

While platforms like Spotify and Pandora aid in discovery, superfans crave more.

Research indicates that 66% of fans find artists on Instagram and TikTok — not streaming. These passionate fans want exclusive experiences, behind-the-scenes access, and real artist connections.

That means streaming is just the starting point. It introduces potential superfans, but additional content is needed to fully engage them.

      

Funnel Fans Into Your Ecosystem With Content

The key lies in guiding fans from widespread streaming and social platforms into your artist-owned ecosystem.

Take Grant Gelt's advice - leverage each platform's strengths to engage fans and gather valuable data:

  1. Use social media to cast a wide net and capture attention.
  2. Create special content and digital experiences to attract superfans.
  3. Guide them to your artist-owned platform, where you control the fan relationship.

This content funnel approach provides artists three core benefits:

  • Capture fan data and direct relationships
  • Drive sales of merchandise, access, memberships and more
  • Own and personalize the end-to-end fan experience

   

4 Content Playbooks to Find Your Superfans

Here are proven content strategies to help you identify and convert casual fans into lifelong superfans, reaching them directly:

      

1. Tease Videos on YouTube, Convert Fans on Shopify

Upload teasers on YouTube, then convert viewers into customers on your Shopify store. Offer the full experience exclusively on your owned platform to capture emails and sales. 

Home Free used this strategy beautifully by streaming a live concert on YouTube, then guiding fans to their store mid-way through for the full, ticketed experience.

   

2. Host Intimate Livestreams

Give superfans sneak peeks at new merch by debuting items during an intimate livestream. Let fans chat and engage directly with you to make it an interactive experience.

Beauty School Dropout did this for their latest merch drop, boosting engagement and sales. Plus, fans loved the direct access to the band in the chat.

   

3. Give Early Access Like Conan Gray’s Video Premiere

Identify real superfans by giving them exclusive early access to new content like Conan Gray did with his music video premiere.

We get it - content is expensive to create. This is a way to reward  your VIPs or reel new ones at no cost to you, just by premiering content a little earlier for those who want to tap in.

   

4. Share 100% Exclusive Content for Your Superfan Club

Offer special perks like exclusive behind-the-scenes content to superfans that join your paid fan club. Doing this routinely not only rewards loyal supporters, but encourages more fans to signup as paid members!

Burn The Jukebox does this, reserving exclusive live content and special community access for fan club members only. Fans happily pay for this special treatment.

 

Ready to Create Superfans with Your Content?

Get step-by-step instructions for setting up some evergreen, exclusive fan content – it's quick and easy. 😏

Or feel free to book a 1:1 session with our team - we offer white glove and strategy support for those that need it. 

Book a 1:1 Strategy Session

Leave a comment

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.