Fan engagement playbooks Building an artist universe
Get full access to this report
Request access to the full report and assets.
This report lays out fresh strategies for music marketing and fan engagement in a fast-evolving music ecosystem. Building on the fan archetypes first introduced in MIDiA’s Defining entertainment superfans report, it leverages new data and adapts these archetypes to identify the four core music fan personas emerging today. Through the lens of these fan archetypes, the report explores how artists and labels can reach key audiences, drive engagement and ultimately build sustainable fanbases.
Key data and insights in this report:
- Most popular music discovery sources among all consumers
- Deep-dive into and comparison of fan archetypes, including penetration, average monthly spend on music products, and top ways of engaging with artists
Data from:
- MIDiA Research Consumer Survey Q4 2025, US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil, n = 9,084
- MIDiA Research Consumer Survey Q2 2026, US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil, n = 9,000
Companies and brands mentioned in this report:
YouTube, TikTok, Lola Young, Laufey, Bon Iver, Fred again.., Discord, Patreon, Weverse
Already a MIDiA client? Login here
Get full access to this report and assets
If this report caught your interest, get in touch with us today. Our reports are available for purchase and we provide subscription access to our full report library across this and all coverage areas.
Our client subscriptions include:
- Full access to our extensive report catalogue
- Best in class insights and data
- Direct analyst guidance