The rise of super fans in the US music market is marking an evolving shift in how artists build careers and generate revenue. This presents key lessons to African artists on how they can harness their power to elevate their careers.
With their numbers growing – from 18% of the US music listeners in 2023 to 20% in 2024, according to Luminate’s 2024 Year-End Music Report – these dedicated listeners are not passive consumers but instead are early adopters who shape trends, form identities through their favourite artists, and thrive within tight-knit fan communities.
This growth underscores a crucial shift: fandom is no longer just about consumption but also about participation. Super fans drive engagement by actively discussing their favourite artists (81% do so with friends and family), attending events at higher rates, and shaping digital and physical music economies.
Last week at the South by Southwest (SXSW) festival in Austin, Texas, Jaime Marconette, Luminate’s VP of music insights & industry relations, moderated a panel featuring experts who know the subject well: Joon Choi (president of the super-fan digital platform Weverse), Mitra Darab (president, HYBExGeffen, the joint venture behind super-fan sensations like Katseye), and Sarah Janiszewski (director of industry relations for streaming service Tidal).
And oftentimes, a solid engagement strategy involves artists and their teams listening to these fans as well. “I love when the team listens to the fans, and fans, they love it back,” said Darab.
“Then because of that, when they feel seen and heard, they want to be part of that discussion so much more… and getting them in that early is so, so important.”
Super fans are also fuelling other verticals in the music industry as well: they spend an average of $113 per month on live music events – 55% more than the average US listener. And their deep connection to artists extends beyond streaming, with 73% purchasing physical merchandise, compared to just 26% of general music listeners.
Today, 20% of US music listeners are considered super fans, but this group has grown from 18% in 2023, with live music attendance benefiting substantially. Super fans report that they spend $113 a month on live music events (+66% more than the average music listener who spendsa month). Super fans also report that they spend on physical purchases (+105% more than the average music listener who spendsa month).
For artists and the industry at large, this means increased opportunity in direct-to-fan engagement and live event innovation.
“I do think artists’ appetite to participate is different than it used to be,” said Janiszewski. “There used to be a little bit more gating happening. Maybe you could get a meet and greet, but at a show, that was really it. Now artists are realizing that they have to create whole experiences for their fans to establish a deeper connection.”
The growing number of super fans in the US illustrates that more fans are engaging with artists in more ways. And platforms like Weverse help bridge the gap; the need to build it, according to Choi, arose from having to blend together the many different product features that could only be obtained from visiting a diverse range of platforms ranging from TikTok to Twitch.
“Making full use of those different tools together is not just beneficial – it’s crucial,” said Choi. “It’s a must for all the artists and labels.”
As super fans become an even larger force in the future, African artists stand to benefit by catering to their desire for community and exclusive experiences, providing the key to sustained success in the evolving music landscape.
Listen to the SXSW Featured Session: The Future of Music: Building a Superfan-Centric Business.
