Artist Fandom | The Artist Marketing Playbook Needs Rewriting
Added on 22nd July, 2019 by Mark Mulligan
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 Q4 2016 and Q1 2019 radio listening fell from X% to X%, streaming rose from X% to X%, and YouTube music viewing was up from X% to X%
- Artist success needs measuring across a diverse range of metrics including X, X, X and X
- Traditional, album-focused artists who had their brands built using the traditional music marketing playbook have X
- X is the most listened-to artist (X%), illustrating how X reinvigorated interest in an already enduring band
- X has the highest artist awareness (X%), narrowly pushing X into second (X%)
- X has the biggest streaming audience rate (X%) followed by X (X%)
- X are slower moving than streaming, more closely reflecting overall levels of fandom and awareness
- Awareness peaks later than X – X tops awareness but is Xnd in streaming rankings
- The top 10 X artists are not in the top 50 X rankings, indicating X and ‘X’ artists
- X and X both have fanbases with close to half of them aged X
- X has a much younger fanbase with just X% aged X and X% aged under X
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, Maroon5, 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 Q1 2019 Artist Brand Tracker.
Includes Synopsis, PDF, Slides and Dataset