Growth phases help artists build sustainable careers
Artists navigate four distinct phases guiding their focus from brand to superfans
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Let’s dive into today’s topic:
Growth phases help artists build sustainable careers
Why it matters
The music industry's recent pivot toward "superfans" reflects an ongoing search for new ways to monetise fan relationships. However, as
argues in a recent article, this approach often puts the cart before the horse.Superfans result from a successful artistic journey, not its starting point. Understanding the natural progression through different career phases helps artists build sustainable careers without rushing to monetise too early.
How it works
The article outlines four essential phases in an artist's career development. I highly recommend reading it first.
The four-phased framework resonates strongly with many themes explored in previous editions of The Fanbase Builder.
Phase 1: Brand development
Artists focus on developing their creative voice and artistic identity.
Time is spent honing skills, experimenting with styles, and crafting their story.
The emphasis is on building a distinctive creative vision before seeking broad exposure.
Phase 2: Cultural connection
Artists find and engage with their niche or scene.
Focus shifts to building relationships with other artists and creators.
Community participation becomes central to growth.
Phase 3: Fan engagement
Artists begin actively connecting with their growing audience.
Content creation becomes more strategic and consistent.
Focus on meaningful interactions rather than just metrics.
Phase 4: Superfan development
Artists deepen relationships with their most devoted followers.
Focus on creating memorable experiences and exclusive content.
Monetisation becomes more natural as fan relationships mature.
Yes, but..
These phases often overlap and don't necessarily follow a strictly linear progression. Artists must revisit earlier phases as their career evolves continuously.
While the framework provides valuable guidance, each artist's journey remains unique. The key is understanding where to focus limited time and energy for maximum impact at each stage.
Take action now
Artists can begin by reading the MUSICX article, which also details case studies focusing on the role of culture. Then, they can evaluate which phase best represents their current situation and strategise actions aimed at phase-appropriate activities.
Your thoughts
Further reading
2025: The Year of Culture (and Why You Should Care) (MUSICX)
Can superfan and community strategies coexist? (The Fanbase Builder)
Why artists should stop trying to please everyone (The Fanbase Builder)
Building The Perfect Artist Brand in 2025 (The Fanbase Builder)
New fans come from the actions of current fans (The Fanbase Builder)
Why artists should focus on what they can control (The Fanbase Builder)
Artists should work with creative people, instead of hiring marketing gurus (The Fanbase Builder)