Fan engagement: revenue for the industry and the artists

Superfans: a small percentage that can change everything

The definition of a superfan varies depending on who you ask, but there is a consensus on certain key indicators. Base For Music has developed a sophisticated system for classifying fans by level of engagement, based on various metrics and the types of content they consume. This scoring system helps identify the most engaged fans, who are sometimes rewarded for their loyalty with exclusive perks, such as early access to new tracks.

For Billy, purchasing behaviour is a key indicator that is closely monitored. Robin Champseix points out that superfans are the quickest to make purchases, particularly within the first 72 hours following an announcement (tickets, merchandise, albums). Furthermore, 22 per cent of consumers buy more than just tickets in the run-up to events, generating approximately 20 per cent in additional revenue for record labels and producers.

Maxence Bazin, CEO of Base for Music

One of the main challenges, however, remains access to relevant data. As Maxence Bazin explains: “The logic in marketing is that you reach audiences on social media, redirect them to streaming platforms, and after that it’s a black box. ” This lack of transparency makes it considerably more difficult to assess the effectiveness of campaigns and to identify superfans accurately. It is for this reason that Base for Music has developed partnerships with Spotify, Deezer and Apple Music in order to obtain more detailed information about this type of listener.

When passion becomes a driver of value creation

The transformation of an ordinary fan into a superfan willing to invest themselves fully in their passion represents considerable economic potential for the various players in the industry. The South Korean model, and more specifically the group BTS, is undoubtedly the most obvious illustration of this, as Didier Borg points out. Structured as a genuine ecosystem, BTS relies on its ‘Army’, which, as well as being a community of extremely enthusiastic fans, is also a major economic driver. This strategy takes the form of selling collections of concert merchandise, developing online and physical shops, and creating exclusive experiences.

As Didier Borg points out, the economic landscape of the music industry has historically evolved by seeking to increasingly satisfy its most dedicated fans by offering them concerts, magazines, merchandise and… experiences. Experience is now central to the strategy of creating value.

The COVID-19 pandemic has, in fact, accelerated innovation in this area, prompting industry players to find solutions to continue engaging with fans remotely and to monetise the time and attention devoted to artists. The group BTS, in particular, managed to sell over 750,000 tickets for an event streamed live online!

For his part, Robin Champseix explains Billy’s approach: offering bundles that incorporate merchandise into the ticket-purchasing process. This system not only increases the average basket value but also provides a better understanding of the fanbase’s expectations thanks to the data collected.

From ‘likes’ to loyalty: building a lasting relationship

In practical terms, how can we grow and nurture this valuable group of fans? Base For Music has developed tools to track engagement and turn ordinary listeners into ‘extraordinary’ ones. These solutions enable artists to grow and monitor their audience. This is achieved through features designed to facilitate the listener’s transformation via the use of smartlinks, which automatically redirect users based on specific contextual criteria. This is a particularly effective method, as the conversion rate can reach 70 to 80 per cent depending on the quality of the activation, as Maxence Bazin explains.

Robin Champseix, CEO of Billy

For its part, Billy offers a collaboration tool designed for producers, record labels and commercial partners, enabling the sharing of data relating to buyers and participants (with their consent). Rather than opting for a traditional CRM, Robin Champseix and his team chose to use a tagging system that allows them to precisely define the identifying characteristics of superfans, such as a spend threshold of €80 per order, for example.

Hey Live, a project initiated by Didier Borg during the pandemic, aimed to “put live performances back at the heart of the relationship and give artists back the power over social media” by offering tools for interaction and event creation. Inspired by the South Korean platform Weverse, which has placed gamification at the heart of the fan-artist relationship – with points to be earned to purchase merchandise, amongst other things – this service aimed to create a comprehensive ecosystem centred around the artist.

A locked-down market and strong resistance

Hey Live did not survive, due to a lack of support from the industry. “The artist is far away, there are numerous contracts, and the data is locked away,” laments Didier Borg. In this highly complex industry, innovation often has to navigate the interests of all parties involved. In this context, support from the major labels appears to be a key factor for success. As Didier Borg explains: “Without the market’s approval, there’s nothing.” He cites the example of Spotify, which had to wait for the market to give its approval, in return for conditions dictated by the major labels.

Didier Borg, general manager of narae
Maxence Bazin confirms this: “When you’re dealing with large organisations, such as Universal or Sony, data protection takes precedence over usage. ’ Faced with this situation, Base For Music had to adapt its strategy by offering its technology and interface as a white-label solution. This allows the major labels to retain ownership of their data.

Robin Champseix explains how Billy was forced to pivot twice: first by transforming its solution into a white-labelled offering, integrated into the sales process, and then by simplifying the process to win over the major labels. It was only after securing the support of the three major labels (Universal, Sony and Warner) that Billy was finally able to establish its solution with record labels. A process which, however, required at least 15 months of gruelling discussions!

Plenty of opportunities, even for emerging artists

Despite the many hurdles to overcome, the superfans market offers considerable opportunities. But contrary to popular belief, these models aren’t necessarily reserved for the industry’s biggest names. A significant proportion of Base For Music’s services are, in fact, aimed at emerging artists. Certain musical genres, such as jazz, do, however, have their own particular characteristics. According to Maxence Bazin, the challenge lies in reaching the right people, who make up very specific audiences. On the other hand, these are “audiences that respond well and generate a high level of engagement”.

In a market constantly seeking to create value, strategies for monetising superfans are giving rise to various projects. For example, industry leader Spotify is considering a Superfan scheme, Universal Music Group is seeking specialists in the field, and Warner Music is developing a dedicated app. These various initiatives reflect a growing interest in the subject, even if no clear dominant model seems to have emerged yet.

It is hard to deny: the superfan is no longer a bonus; they are a true pillar of the industry. In an industry undergoing change, value is now built more on the quality of the relationship than on the quantity of streams. Identifying, nurturing and engaging these deeply committed fans means investing in a driver of sustainable growth!

The PIX Festival brings together the creative industries ecosystem

Didier Borg, Maxence Bazin and Robin Champseix were invited in April 2025 to take part in the PIX festival organised by Plaine Images. PIX was born out of a desire to showcase the key players in the cultural and creative industries of the Hauts-de-France region.

As well as providing a forum for networking amongst stakeholders in the creative industries sector, PIX also serves as a source of inspiration for professionals from ‘elsewhere’ seeking to draw on the good ideas, methodologies, creativity and innovations generated within the cultural and creative industries.

Find out more on the festival’s website.

The full recording of our talk is available here:

And to watch more talks, visit our YouTube channel.

How can the music industry make the most of superfan strategies?