Artist Fandom The Artist Marketing Playbook Needs Rewriting
The 20,000 Foot View: The whole essence of fandom is being turned upside down. An emerging crop of streaming native artists is finding its audience in a much more targeted and efficient way than via traditional music marketing. Instead of blowing a huge budget on carpet bombing TV, radio, and print, online artists and their teams are finding their exact audiences by focusing on relevance and engagement rather than reach and scale. In doing so, the traditional metrics for measuring success are becoming progressively less relevant. Being a household name might have been a mark of success in years gone by, but now can just as easily represent wasted, poorly targeted marketing spend.
- Between 2016 2019 radio listening fell from streaming rose from to and music viewing was up from
- Artist success measuring across a diverse range metrics including awareness, fandom, overall and streaming
- Traditional, album-focused who had their brands built the traditional music marketing playbook the highest awareness
- Queen is most listened-to artist illustrating how Rhapsody reinvigorated interest in an enduring band
- Lady Gaga the highest artist awareness narrowly the Beatles into second
- Post Malone the biggest streaming audience rate by DJ Snake
- Overall listening are slower moving than streaming, closely reflecting overall levels of and awareness
- Awareness peaks than consumption – Lady Gaga awareness but is in streaming
- The top audience artists are not in top most well-known rankings, indicating stage and ‘under the radar’
- Lady Gaga Queen both have fanbases with to half of them aged
- Post Malone a much younger fanbase with aged and aged under
Companies and brands mentioned in this report: A Star is Born, Beyonce, Billie Eilish, Bohemian Rhapsody, Bruno Mars, Camila Cabello, Celine Dion, the Chainsmokers, Coldplay, Daddy Yankee, Daft Punk, David Guetta, DJ Snake, Ed Sheeran, Elton John, H.E.R., Justin Bieber, Justin Timberlake, the Killers, Kobalt, Lady Gaga, Lauv, Luis Fonsi, Martin Garrix, Miley Cyrus, P!nk, Post Malone, Queen, Rex Orange Country, Spotify, Taylor Swift, The Beatles, The Chainsmokers, The Rolling Stones, TikTok, YouTube
This report previews top-level trends from MIDiA Research’s 2019 Artist Brand Tracker.