Artist Fandom The Artist Marketing Playbook Needs Rewriting
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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.
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.