Reports Music

Next Generation Music Products Monetising Super Fans With Interactive Artist Subscriptions

Report by Mark Mulligan
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XXX 20,000 Foot XXX XXX XXX is a growing disconnect between fan engagement and fan monetisation.  Facebook and YouTube took artist-fan engagement to the masses, but music spending is still falling.  Aficionados, the super fans that drive most revenue, are both being taken for granted and reducing their spend, trading down from multiple albums a month to XXX subscriptions.  A new generation of music products are needed, built around interactivity, multimedia and artist subscriptions. Products that will be radically different from their predecessors, and that will, crucially, be artist-specific, not store or service specific.  Rights’ owners will have to overcome some major licensing and commercial issues, but the stakes are high enough to warrant the effort.  At risk is the entire future of premium music products and of safe guarding the spending of the super fans, without which record music revenues will dwindle into XXX XXX XXX XXX Aficionados are the besting heart of the music industry, accounting for just XXX of consumers but XXX of revenue
  • XXX of these Aficionado super fans are decreasing their spend with nearly a fifth having stopped buying more than an album a month
  • XXX is a disconnect between growing fan engagement and shrinking spend
  • XXX want more from their favourite artists: XXX of Aficionados think music is more than just the song, that it is also the artist’s story.  XXX would pay for an interactive artist app with video, photos and other types of content
  • XXX new generation of XXX products built around artist subscriptions is needed to harness the growing demands of Aficionados and must be Dynamic, Interactive, Social and Curated (DISC)
  • XXX and crowd funding are the two key monetisation tools for XXX music products
  • XXX services are key, and artist subscriptions within them can both drive Aficionado spend and monetise the revenue non-man’s land between ad supported and full subscriptions
  • XXX are the Aficionado elite but are under monetised.  XXX would buy tickets and merchandise from artists in streaming services while XXX would pledge to get an interactive album app ahead of general release
  • XXX is priming fans for artist subscriptions: XXX of consumers subscribe to artist YouTube channels and the top five of those have XXX million cumulative subscribers  
  • XXX mentioned in this report: PledgeMusic, Kickstarter, Bandpage, Paetron, Disciple Media, YouTube, Facebook, Instagram, Wikipedia

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