New fans come from the actions of current fans
Current fans are the best marketing tool artists have.
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Let’s dive into today’s topic:
New fans come from the actions of current fans
The psychology that makes music fans create more fans.
Why it matters
When strategising campaigns, many artists begin by outlining tactics to reach a wider audience, such as through streaming and radio playlists.
While attracting new fans is important, these artists overlook their most valuable asset: Their existing fanbase.
Relying solely on strategies to increase reach is misleading. The psychological factors influencing how people discover music and connect with artist brands show that current fans are crucial in attracting new ones.
How it works
Cognitive dissonance (Festinger, 1957) is a well-established psychological concept. It occurs when people experience conflicting thoughts or beliefs, creating a psychological tension they're motivated to resolve.
Here's how this plays out in music fandom, using cognitive dissonance theory:
When fans deeply connect with an artist, they experience cognitive dissonance if their friends don't share their enthusiasm.
To resolve this mental tension, fans are naturally motivated to promote the artist in their social circle, becoming natural advocates.
New fans experience cognitive dissonance when they see their friends passionate about an artist. This naturally motivates them to explore the artist's work to resolve that tension.
By focusing their promotional efforts on current fans first, artists tap into natural psychological mechanisms that turn those fans into motivated advocates.
This makes them far more effective at attracting new fans than direct marketing to strangers.
Yes, but..
Music taste is inherently personal, and people might feel less pressure to align their preferences with others than more fundamental beliefs.
However, music is also best experienced with friends, such as at summer festivals. Music's role in social bonding and cultural identity makes it a powerful force for connection.
Take action now
Artists can leverage this psychology when strategising their campaigns by coming up with answers to:
How to get other people to tell your story and market you?
How can current fans be rewarded for their loyalty?
How can suspense in storytelling be created over time?
Your thoughts
Further reading
Cognitive Dissonance (Psychology Today)
Festinger, L. (1957). A theory of cognitive dissonance.
Why artists should stop trying to please everyone (The Fanbase Builder)
Why artists should stop mentioning their genre (The Fanbase Builder)
Improve storytelling by evoking suspense, curiosity, or surprise (The Fanbase Builder)