Inside-out and outside-in strategies for artists
Too much focus on authenticity might limit commercial success
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Let’s dive into today’s topic:
Inside-out and outside-in strategies for artists
What’s more important for artists: Their artistic vision or their audience?
Why it matters
Two ruling business paradigms are perfectly applicable to fanbase growth: building from the inside-out by focusing on artistic vision and authenticity or the outside-in by adapting to market demands.
Understanding both strategies helps artists resonate with audiences while preserving artistic integrity.
How it works
Inside-out strategies start with the artist's core vision (their “why”) and gradually expand outward:
Begin with personal experiences and authentic storytelling.
Develop a distinctive sound that naturally evolves.
Build a community around shared values and artistic vision.
Audience growth happens organically through word-of-mouth.
Outside-in strategies analyse market trends and audience preferences first:
Study successful artists in similar genres.
Identify gaps in the market.
Adapt sound and image to meet audience expectations.
Scale through strategic partnerships.
Since we’re discussing business strategy, here’s a famous example to explain both approaches: Apple has an inside-out approach, and Dell has an outside-in perspective.
Yes, but..
Too much focus on authenticity might limit commercial success, while excessive market adaptation risks losing artistic credibility. Additionally, artists may struggle with:
Fear of selling out and being perceived as too commercial when adopting market-driven strategies.
Difficulty maintaining authenticity while growing their audience.
Pressure to follow viral trends that might not align with their artistic vision.
The most successful (artist) brands often blend both approaches, using market insights to inform their authentic expression without compromising their artistic vision.
Take action now
Artists could audit their current approach: Is it primarily inside-out or outside-in?
Now, explore strategies that follow the other perspective. For example:
“Inside-out artists” could learn more about their best fans.
“Outside-in artists” could stop trying to please everyone.
Your thoughts
Further reading
Business Strategy: Are You Inside-Out or Outside-In? (Insead Knowledge)
Inside-out versus outside-in strategy: Which is better for your business? (The Hype Innovation Blog)
Learn What Inside-Out and Outside-In Strategies Are and How Automation Can Help Them (Sydle)
New fans come from the actions of current fans (The Fanbase Builder)
How artists can learn more about their best fans (The Fanbase Builder)
Why artists should stop trying to please everyone (The Fanbase Builder)
Why artists should comment on other artists’ posts (The Fanbase Builder)