We've all chased that elusive viral moment, but real longevity comes from nurturing your biggest supporters. Here's how top artists are building long-lasting, direct fan connections.
We've all been there - the constant grind of trying to move the needle with reels, TikTok promo, playlist pitching, you name it. As artists, the pressure to create that viral, buzzworthy moment can feel never-ending.
But let's cut to the chase:
Viral moments might grab attention, but they don't guarantee the loyalty of those die-hard superfans that are the lifeblood of a sustainable career.
Real staying power comes from making your biggest supporters feel part of your inner circle - an exclusive community that gets unparalleled access into your world. The top artists know this, and they invest just as much into nurturing those direct fan relationships as they do posting online. From exclusive fan clubs to VIP experiences, they're giving fans some real skin in the game.
You can go deep with the post below, or get the video breakdown here:
Eric Church Mints Fan Loyalty with Digital Deeds
Case in point: Eric Church's recent game-changing move for his fan club members. The country star just dropped a series of digital collectibles called "Founder's Bricks" that come with "deeds" to actual bricks in his new bar concept, Chief's.
It's not just a standard collector's item or nod to his day-ones either. Church is using the Single app to go all-in to keep his biggest fans engaged with:
- Unheard demos and unreleased music
- Behind-the-scenes footage
- Priority entry at Chief's bar
- Fan club-only vinyl releases
By offering his inner circle unprecedented access and minting their fandom into a tangible asset, Church is solidifying those unbreakable fan bonds that transcend any viral moment.
Burn The Jukebox Nurtures Their Viral TikTok Success
And it's not just the stadium-selling superstars like Church getting it right when it comes to purposeful fan nurturing. Rising stars are catching on too. Take Burn The Jukebox for example.
After their live shows started blowing up on TikTok, racking up millions of views, they didn't just ride that wave of virality. Instead, they channeled that energy into their official Shopify store and fan club, powered by Single.
Now, they host regular livestreamed shows exclusively for their biggest supporters. By taking that viral momentum and actively nurturing it into an engaged community, they've solidified a loyal fanbase that will follow them for the long haul.
The examples make it clear: big momentary marketing splashes don't equate to real, lasting fans. Ultimately, it's how you nurture superfans that provide the real fuel for a sustainable career.
How to Lock In Your Biggest Supporters
So how can you start cultivating real fandom? Here are some tactics:
Give Your Diehards Exclusive VIP Access
Whether it's an actual fan club with membership tiers or just an exclusive Discord group for your biggest supporters, create a space where your diehards get special perks and access. Some ideas:
- Early access to new music, merch, and pre-sales
- Direct inbox communication channels
- Ticket pre-sales and preferred seating
- Private virtual hangouts, concerts, or Q&As
- Custom gift packages and unique memorabilia
The more you exemplify that insider's club mentality, the more your fans will feel special and want to double down on supporting you.
Create Dedicated Fan Communities
Beyond just a paid fan club, create digital hubs and hangouts for your fans to connect over their shared love of your music. Some options:
- Open a Discord server with special channels
- Launch a free Membership on your Shopify store
- Start a fan-run Twitter or Instagram account you regularly interact with
- Build an interactive fan website with exclusive content
Give your followers a place to geek out, share memes and experiences, support each other, and keep the hype train going between releases. Lay some light groundwork like posting convo starters or unearthing old photos/videos to fuel their excitement.
Actively Listen and Respond
One of the most powerful things you can do as an artist? Simply show up and engage with your fans directly. A few easy ways to do this:
- Run polls and surveys to solicit feedback
- Hop in your fan communities and join conversations
- Save fan DMs, emails, and comments with feedback
- Respond to fans who share artwork, covers, etc.
- Bring fans into your creative process for input on new projects
And don't hesitate to get creative and dream up different ways to engage with your community authentically! For example, rapper Jelly Roll celebrated 4/20 by getting high on camera while showing off his new merch and interacting with fans. Singer-songwriter Cuco connected with supporters by teaching them how to roast coffee when he dropped a new line of beans collaborating with a brand he loves. Thinking outside the box like this and finding new ways to connect adds serious longevity to fandom.
At the end of the day, whether you're an up-and-comer or a household name, superfans hold the keys to long-term success. While scoring viral smashes or spending big on ads can drive initial boosts, consistently nurturing your diehard supporters is what separates the one-hit wonders from the longevity legends.
Feeling Inspired?
Get started on your own:
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Thinking big?
Want to start your own Fan Club or do a Live Shopping Stream? Our professional services team frequently partners with clients to help brainstorm ideas, build websites and more.
