Looking to set up a fan membership? Here's a rundown of how successful artists are using various models to monetize engagement and build closer relationships with their fans.
Keith Urban
Keith Urban nails the basics but also offers compelling reasons for fans to upgrade.
- Free Tier: Basic email updates
- $29.99 Annually:
- Ticket pre sales
- Storewide discounts + birthday discounts
- Exclusive products
- Access to meet and greets
- Member only Facebook group
Takeaway: Even if you're starting with a free tier, make the paid benefits compelling enough to encourage fans to level up.
Jason Aldean
Jason Aldean's club has three tiers:
- $19 Annually: Online Only
- Meet & Greet Opportunities
- Ticket Presale Opportunities
- Fan Club Message Boards
- Fan Club Contests
- Exclusive Discounts
- $29 Annually: Aldean Army
- Everything above plus a hat
- $69.99 Annually: Aldean Army Deluxe
- Everything above + a t-shirt and keychain
Takeaway: Aldean went with the simple merch-factor approach... keep the same perks at each tier, but offer products with the more expensive tiers.
Dashboard Confessional
This band offers a rich, community-based experience with two pricing options.
- $5 Monthly or $55 Annually: Sailors
- Presale ticket access to live & virtual events
- First to hear new music
- First to get latest news
- Eligible to attend exclusive events
- Access to online community
- Featured fan of the month
- Exclusive access to the "vault" of dc content
- Tour art archive
- $15 Monthly or $175 Annually: Saints
- Everything above plus...
- Chances to win vip experiences
- Birthday message from dc
- Live streams, chats, and other fun interviews with DC
- 10% year-long discount in online store events
Takeaway: Monthly subscriptions can be an attractive option for fans who aren't ready to commit for an entire year.
Dustin Lynch
Dustin Lynch’s fan club smartly packages perks into two annual tiers.
- $20 Annually: Small Town Level
- First access to purchase VIP upgrades
- Notifications on new albums and album pre-sales
- Exclusive contests and giveaways
- Exclusive Stay Country Club merchandise
- Access to Stay Country Club Fan Forum
- $40 Annually: Stayin' Country Level
- Access to ticket pre-sales
- Welcome Membership Package with a letter from Dustin
- Stay Country Club Laminate
Takeaway: Sometimes, adding just one or two compelling benefits can make a higher-priced tier more appealing.
Rod Stewart
Rod Stewart keeps it simple, offering an annual package that covers the basics.
- $30 Annually:
- Pre-sale tickets
- Exclusive content
Takeaway: Don’t underestimate the power of simplicity. One well-crafted tier can sometimes do the trick. If you've got a plethora of content (like Stewart) then a Fan Club experience can be as simple as opening the vault.
Metallica
Metallica offers a free tier with an array of benefits, making it a no-brainer for fans to join.
- Free:
- Ticket presales
- Exclusive content
- Discounted merch
- Exclusive merch
- Free downloads
- Contests
- Fan Forum access
Takeaway: A free tier can act as a ‘teaser’ to engage fans and give them revved up about upcoming promotions, merch, tours, and more.
Tom Petty
Tom Petty Nation focuses on building community with a free membership tier.
- Free:
- Message boards
- Exclusive content
- Giveaways
Takeaway: Community-building elements like message boards can help turn casual fans into die-hard supporters.
Lainey Wilson
Lainey Wilson's membership offers are simple but tailored around her merch and tours.
- $20 Digital Membership:
- First Access to Ticket Presales when Lainey goes on tour
- First Access to VIP package offers where applicable
- Access to Exclusive Fast Lainers Content
- Automatic 5% Discount in the Online Store
- Community Wall
- Contests
- $40 Premium Membership:
- Everything above plus...
- Higher store discounts (10% vs 5%)
- Free merchandise item
Takeaway: Merchandise can add tangible value to a membership, making the premium tier more enticing.
In Summary
Artists are leveraging fan memberships in diverse and creative ways. Whether it's tiered pricing, monthly subscriptions, or community-building features, there's a strategy for everyone. As you think about setting up your own fan club, consider what would resonate most with your audience and don't be afraid to innovate. After all, fan memberships are not just about revenue; they're a powerful way to deepen the relationship with your most dedicated listeners.
Feeling Inspired?
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*The examples above are purely illustrative and are not necessarily clients of Single.
