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The Specific Approach

At Super Specific, we believe modern artist management is about focusing on the 2% of fans that drive revenue – known as superfans. According to Spotify, this group accounts for 50% of ticket sales[1].



But why focus on superfans at all? There are two key reasons:

 

  1. From the 2%, we can learn who to target to grow the overall pie
  2. Focusing on revenue first allows for sustainable, long-term growth

 

So how to grow the pie? Here’s our specific approach:

 
  • Identify your core superfans and map what earns attention
  • Align a content plan to those interests to attract more fans like them
  • Time direct offers and outreach when interest peaks, then double-down on what works

 

Super Specific helps you understand who your superfans are, what they care about, and how to turn that connection into momentum and sales.

Why does Super Specific exist?

 

We believe in equity and sustainability in the music industry. Our mission is to help independent artists grow without sacrificing their artistic integrity. By focusing on an entrepreneurial, data-driven approach, we ensure growth comes from sustained, scalable success, not fleeting viral moments.

What drives your work with artists?

  • Entrepreneurial Thinking: Balancing creativity with business acumen to focus on real opportunities, not vanity metrics.

  • Embracing Technology: Using tools like AI and advanced marketing to amplify creativity and connections.

  • Creating Fan Experiences: Building genuine fan relationships through experimentation, feedback, and tailored engagement.

How do you help artists?

 

  • Audience Growth: Cross-platform strategies to expand your reach.

  • Profile Building: Networking and collaborations to grow your visibility.

  • Fan Experience Optimisation: Research-driven insights to create experiences fans truly value.

What makes Super Specific different?

 

  • Access to business knowledge tailored to creatives.

  • Understanding the complexities of the music industry.

  • Using technology to foster lasting fan relationships.

What's your vision for independent artists?

 

  • Sustainable careers without compromising integrity.

  • Genuine connections with fans.

  • Diverse revenue streams for creative freedom.

  • Scalable impact while maintaining artistic control.

Superfan management club

Giving independent artists access to the systems, insight, and support once reserved for major teams. By invite only.

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Founder: Daniel Scott

Based in London, Daniel bridges the gap between creativity and business for independent artists in the music industry.

As the former Head of Artist Development for a prominent artist services company, he has a track record working with top industry professionals in the UK and the US.

Daniel is a member of the Music Managers Forum (MMF) and UK & European Guild of Music Supervisors (GMS).