Thomas Glassman’s Post

2024 is the year of the superfan. Why? Because there’s just so much out there, that everyone’s a fan of everything. Traditionally, the music business has looked for the next big thing. Everyone always hoped to capitalize on the next wave or trend that would be appealing to as many people as possible. Having a radio hit meant having access to pretty much the entire population. But we live in an era with nearly infinite different genres and subcultures within the mainstream. Yes, huge artists can capture massive audiences (see Taylor Swift or Beyonce) but for 99% of artists, it’s extremely difficult to get everyone’s attention. Instead, growing and independent artists need to focus on building on the fans they have - engaging and collaborating with them so they become superfans. 1. Find your niche. 2. Establish your brand. 3. Build long lasting relationships. If you’re not in the 1% of artists, how you communicate and interact with your audience is the secret to long lasting success. The mainstream is out. Trying to please everyone won’t get you very far. Concentrate on the people that matter! #music #independentartist #superfan

Check out our recent THINK BREAK: "Vital Brands" Thanks to those who participated. We learned a lot from you! Next up: "Favorite Holidays" - survey link, coming soon. Music: Bloomer by EnjoyMusic, https://enjoymusic.ai #insights #consumerinsights #marketingresearch

Did you know? Superfans spend 80% more on music than the average American listener and 42% of U.S. Gen Z agree that they "wish artists provided more merchandise options so that I can show my support for them and their work." Imagine if there was a method to capture these superfans through merchandise alone? Enter ZATAP: seamlessly connecting physical products with the digital world. By digitizing merchandise, music brands can identify and engage their superfans better, offering exclusive content, rewards, and experiences with just one tap.

Virtual artists, like Noonoouri, are reshaping the music and digital landscapes. With her 400,000-strong Instagram following and a debut backed by Warner Music Central Europe, it's clear there's an appetite for this new breed of entertainer. But what's particularly intriguing is the level of control the industry has over these virtual sensations. Virtual artists can be meticulously crafted offering a pristine and consistent brand image. We've seen the magnetic pull of interactive platforms, be it the world-conquering wave of Pokémon GO or the dedicated followings of video game characters. Similarly, the music industry's dive into virtual sensations, from Universal Music Group's Zero Pain to Sony Music Entertainment's Apoki, isn't just about music—it's about crafting shared experiences that resonate on both an auditory and visual level. By merging real-world songwriting with AI-driven personas, the music industry taps into the age-old community-building strategy: Give people something fresh and exciting to rally around. https://lnkd.in/efUpmJxg #VirtualArtists #MusicInnovation #DigitalEvolution #CommunityBuilding #AIinMusic #Noonoouri #WarnerMusic #BrandingStrategy #DigitalPersona #FutureOfEntertainment

Check out this catchy song about research I'm involved in! Together with GEMA (the German music rights collecting society), we'll run #fieldexperiments on the effects of #instoremusic involving dozens of #retailers and #restaurateurs. We're trying to understand even better how music influences shoppers, diners, and employees. Running field experiments on a large scale is inherently difficult, and this will be the first study on instore music that enables us to compare results across many different categories. To learn more about the #musicimpactstudy: https://lnkd.in/db_aw6aS #music #backgroundmusic #impact #retailing #marketing #experiment #fieldexperiment #analytics #GEMA #consumerpsychology

In 2024, all eyes are on “Superfans” and rightfully so. This devoted segment is more than twice as likely to spend on your artist’s physical and digital music, concert tickets and merchandise. This means these fans can potentially make or break an artist’s entire career. And the behemoths of our industry have taken notice. Sir Lucian Grainge, CEO of Universal Music Group, mentioned during their last quarterly report that UMG’s next focus is to strengthen artist-fan relationships through super fan experiences and products. 🤔 But how do you: 1️⃣ Identify who your Superfans are 2️⃣ Nurture Artist – Superfan relationships 3️⃣ Transform regular fans into Superfans 4️⃣ Super serve your Superfans We have put together a comprehensive guide answering all those questions and so much more. Check it out: https://hubs.ly/Q02q8tK50

How well do you know your superfans? Superfans spend 80% more on music than the average American listener and 42% of U.S. Gen Z agree that they "wish artists provided more merchandise options so that I can show my support for them and their work." Now, imagine the possibilities of engaging your superfans with phygital merchandise. By digitizing merchandise, music brands can better identify and engage their superfans, offering exclusive content, rewards, and experiences with just one tap. Unlock the untapped potential of your superfans with ZATAP by collectID.

https://lnkd.in/g_xRVGgD I'd like to delve into a topic that marries two of my favorite interests: music and data analytics. As we navigate the complexities of an ever-evolving digital landscape, it's fascinating to see how data can transform our understanding and appreciation of music. From algorithms that predict musical trends to analytics that help artists reach their audience more effectively, data is reshaping the music industry in profound ways. This fusion not only enhances the way we experience our favorite tunes but also empowers musicians to innovate and connect with fans across the globe. Let's continue to support the blend of technology and creativity, ensuring music remains a vibrant part of our cultural dialogue. What are your thoughts on how data is influencing the music industry? #MusicIndustry #DataAnalytics #Innovation ---

Swiftication, it's not just music; it's a gamified experience. 🎮💖 "Taylor Swift is the Music Industry" you know it, I know it, news channels declared it, and Swifties have been claiming it for a long time. But Today, let's understand what made her "The Music Industry" and How she has created a community of fans that love her to the sun and moon. The answer is really simple but most of the brands face difficulty in implementing these, i.e., STORYTELLING X GAMIFICATION Let's Explore Taylor Swift's Strategic Gamified Approach in this Case Study! 🕹️🎤 Variety I Billboard I Bloomberg I The Times Of India I CNN I Forbes I LiveMint #Snipe #Gamification #Swiftification #Userexperience #Customerexperience