Four industries that beat artists at fan growth
Gamers, athletes, and adult stars show artists the way
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Four industries that beat artists at fan growth
Other entertainment industries are pioneering innovative ways to engage audiences and generate revenue.
Why it matters
The battle for audience attention extends beyond social media and DSPs. Every minute someone spends watching YouTube, playing games, or watching sports, they're not discovering new music.
Artists should recognise that their competitors aren't just other musicians—they're competing with the entire entertainment industry. Understanding how other sectors succeed offers fresh perspectives on growth.
How it works
Four examples of learnings from other entertainment industries:
Gaming (Streamers): Content production quality
Top Twitch streamers invest heavily in their audio-visual setups.
They invest in professional lighting, cameras, and microphones.
Visually striking overlays and smooth scene transitions keep viewers engaged.
Streamers maintain consistent broadcasting schedules, treating content creation as a commitment.
Adult entertainment: Revenue innovation
This industry has been pioneering ways to get paid for content since the beginning of the internet.
They were the first to implement innovative payment models such as subscriptions and micropayments successfully.
Like gaming streamers, they developed effective direct-to-fan monetisation strategies, including receiving donations and tips while streaming live.
Sports: Community building
This industry mastered transforming passive viewers into passionate and participating fans.
They create tangible symbols of belonging, nurturing fans into active promoters, wearing team colours and celebrating victories.
Most teams - not individual athletes - own and nurture fan data, reducing dependency on social platforms.
Combat sports: Story-driven marketing
Every fight tells a compelling narrative.
Campaigns create multiple content moments: announcements, press conferences, and weigh-ins.
Fan excitement builds naturally through these storytelling touchpoints, creating new stories for fans to share.
Popularity directly influences matchmaking decisions. The story sells the pay-per-view.
Yes, but..
Each industry works differently. Not every tactic translates directly to music.
But that's true for music, too - what works for one artist might fail for another.
Smart adaptation beats blind copying.
Take action now
Artists can start exploring cross-industry inspiration by consuming content from other industries:
Explore the worlds of Fortnite and Minecraft.
Follow an athlete on social media.
Explore the business models of, for example, running influencers.
Share your cross-industry insights in the comments below.
Your thoughts
Further reading
Influencers vs. Athletes: The Bubble Has Burst. What’s Next? (A Matter of Brand)
Blaming algorithms is not the answer (The Fanbase Builder)
Can superfan and community strategies coexist? (The Fanbase Builder)
Market value is the music industry’s hidden currency (The Fanbase Builder)
Improve storytelling by evoking suspense, curiosity, or surprise (The Fanbase Builder)