The dominance of streaming platforms has fundamentally changed how artists connect with fans, challenging traditional local-focused strategies.
As editorial playlists wield enormous influence and fan bases become increasingly scattered globally, artists need new strategies to build sustainable careers and meaningful connections with their audience.
Global Fan Dispersion: Streaming platforms have created widely spread fan bases, making it harder for artists to bring people together physically.
Playlist Power: Editorial playlists exert disproportionate influence over music discovery and success.
Personalization Push: Streaming services are investing in personalization, offering new opportunities for targeted reach.
Local vs. Global Strategies: Artists must choose between focusing on local communities or embracing digital, global approaches.
The shift to streaming has dramatically altered the music landscape. While it has made music more accessible, it has also created challenges for artists, particularly in connecting with and monetising their fan base.
Streaming platforms have replaced physical record stores as the primary point of music discovery and consumption. This change has globalised fan bases, making it difficult for artists to bring fans together for live events or other physical experiences. The power of editorial playlists on these platforms has also created a new gatekeeper system, where a small number of curators have significant influence over an artist's success.
However, the increasing focus on personalisation by streaming services presents an opportunity. Artists can potentially reach highly targeted audiences, but they must navigate the challenge of connecting with fans scattered across the globe.
To thrive in this new landscape, artists should consider two main strategies:
Focus on the local area:
Make live events your primary goal.
Use social media and digital spaces to nurture fans, then direct them to streaming services.
This approach gives you more control over bringing fans together physically.
Focus internationally:
Engage fans through platforms like Patreon or Discord.
Offer exclusive early access to music for superfans.
Pursue publishing and writing opportunities for briefs.
Cross-promote live events to build a global business.
The key is to have a clear strategy that understands where your fans are and how they want to interact with your music.
Success in the current music industry requires rethinking traditional approaches. Whether focusing locally or globally, artists need to be strategic about how they connect with and bring together their fan base. By understanding these trends and adapting your approach, you can build a more sustainable career in the evolving music landscape.
At Super Specific, our mission is to help artists find opportunities by unlocking access to knowledge. Let's work together to identify your unique challenges, develop tailored strategies, and uncover growth opportunities. Contact us to find out more.