Reports Music

Artist subscriptions are the superfan opportunity

Report by Mark Mulligan, Kriss Thakrar and Tatiana Cirisano
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Key insights: 

  • Artist subscriptions            a pragmatic scalable solution to            growing problems, delivering value to            creators, and rightsholders
  • When asked            would persuade them to pay            an artist subscription, early access            music was top            by early            to tickets           
  • Demand is            among music subscribers            for early            to music) but peaks in            subgroups, with music creators top           
  • The global            market for artist subscriptions ranges                       billion (one subscription per consumer)to            (three subscriptions)
  • Artist subscriptions            to be seen as high-effort            propositions, but today’s consumers want            access to more than exclusive