From Beatlemania To Beliebers: The Business Of Fan Clubs In The Superfan Era

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The business of fan clubs in the superfan era: How online fandoms and artists’ followers are affecting release dates, tours, merch and more in the music business.

Jamie McCarthy/Getty Images; Jason Kempin/Getty Images; Mike Rosenthal/Getty Images; Ethan Miller/Getty Images; Courtesy of Big Hit EntertainmentFandoms are no longer about stickers and promotional photos. Artists are using their most enthusiastic followers to help make key decisions about release dates, tour launches and merch, to spread the word about key developments and to generate revenue through membership fees.

“Time and time again, people underestimate us as a fandom,” says Ibarra, “and time and time again, we prove them wrong.” Working with artists’ managers, labels and other official reps, fandoms can get the word out quickly about new releases and merch: Justin Bieber spent two months hyping his February 2020 album,, to Beliebers on social media and was rewarded with his seventh No. 1 album.

In exchange, superfans provide information both directly or indirectly . Using social media posts, as well as streaming numbers and ticket and merch sales metrics, managers and labels can view information about fans such as age, gender and when they’re online. “A lot of that obviously has to do with privacy and data and information that’s not meant to be shared,” says Augustus. “But we try to piece together what we can.

Fandoms that can sustain acts aren’t new, as generations of Deadheads, Parrotheads and members of the Ten Club can attest. And artists like Taylor Swift realized early on how recognizing and communicating directly with superfans could boost her audience. In this spirit, Church delivered vinyl copies of his 2015 album,, to fan club members through the mail, cementing their loyalty forever.

 

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