Analysis Of A Superfan

[MTJ]

I recently had to write an analysis on a marketing subculture. While we were discussing examples of subcultures in class, I immediately thought of the fans on the forum and the interactions we have with Celine's management and Sony.

 

I'd love for you to read what I wrote and discuss which parts you think are accurate, and those that may be a little fuzzy.

 

You’ve Probably Heard of Them:

A Consumer Analysis on Superfans in The Music Industry.

 

I. Demographics And Psychographics of Superfans

 

Would you change your middle name to Celine Dion? Would you ever iron a photo of Justin Bieber onto your pillowcase? What about Lady Gaga – would you get a tattoo of her on your forearm? You may or may not consider yourself the type of person who would do these things, but you must agree that there are definitely fans out there that would.

Who are these superfans? One might guess that Celine Dion’s superfans would be women in their mid fifties; that Justin Bieber’s superfans would be tween girls; and that Lady Gaga’s superfans are LGBTQ youth. However, the truth is that there is no science in determining the demographics of superfans. For every straight, tween boy who loves Celine Dion, there is an older, white woman who loves Lil Wayne. Superfandom usually occurs over time, and it begins with the resonance of an artist’s sound, image, or message within someone’s consciousness.

Until recently, the availability of an artist’s music was limited to the areas in which it was released. Internet access and social media have aided in creating new superfans in international cultures. In “Celine: Through The Eyes Of The World,” a documentary that follows Celine Dion’s 2008-09 world tour, a Muslim woman from Dubai speaks in Arabic about her love for Celine Dion’s voice and values. Another scene in the film shows a South African choir singing her praises. Superfans are emerging in areas where they may not even be able to purchase the artist’s work.

The Internet and social media have also aided marketers and music executives in their search for superfans. Once elusive, superfans could only be tracked by their membership to artist fan clubs. Now online forums, fan clubs, and websites have made the search for superfans as easy as a Google search for “Miley Cyrus.” The globalization occurring in our economy is certainly expanding the breadth of new, and the intensity of existing, superfans.

 

II. The Importance of Superfans

 

Because the Internet and social media have made superfans much easier to find and track, music executives, the managers of artists, and the artists, themselves, can have more productive communication with the fans. On many online forums, the artists’ managers have usernames, and they can post topics or questions for the fans’ responses. Sony Music used the Celine Dion Forum to gather superfans to listen to a preview of her 2007 album. Singles were released in response to the fans’ opinions. Because the superfan group of any artist will be diverse, executives can also use a sample of superfans to predict single sales, album sales, and chart successes.

In terms of marketing, superfans play a crucial role in maintaining a buzz. Fans that stay updated on the artist’s activities will alert the media to any breaking news or gossip. Having an artist trend on Twitter is a huge marketing feat that can only be accomplished via superfans. Of course word of mouth sales are attributed to superfans, as well.

 

III. The Influence of Superfans on The Marketing Industry And Consumerism

 

One characteristic of superfans is that many will purchase almost anything endorsed by their artist. As the fan base of an artist grows, that artist evolves the capability to sell not only albums, but also merchandise. This is visible at shows, where vendors sell tee shirts and posters, and also in bookstores, where there are entire sections devoted to musical biographies. At CVS there is a wall filled with celebrity perfumes, and at Target there is not only a celebrity line of clothes, but also of dishware. Instead of going to a movie, fans are going to the theater to watch “The Jonas Brothers 3D Concert Experience” (which, by the way, grossed over $20,000,000). As the public has continued to embrace celebrity culture over the past ten years, much of the support has come from superfans.

Trends over the past twenty years in the music industry have been primarily based on creating superfans. In the 1990s, many labels would sign ten year, ten album contracts with aspiring artists. Keeping a constant flow of singles on the charts for such a long period of time naturally created fans. A new trend in the industry is to have a strong artistic image. Performers like Lady Gaga, Sasha Fierce, Nicki Minaj, and Ke$ha are creating large numbers of superfans in very little time by appealing to a more emotional side of the audience. Whether their demographics are LGBTQ youth or young women who want to feel more empowered, by creating an alter ego onstage, these performers are able to find loyal fans, quickly.

 

IV. Marketing To Superfans

 

In some cases, superfans are the target of this merchandise and entertainment marketing. The task of Legacy Records (under the Sony umbrella) is to gather hits that were produced under Sony’s different labels and release them as an artist’s “essential” album. The Essential Series includes compilations recorded by dozens of artists. Many believe it is a “filler” campaign, intended to maintain peace from superfans while an artist is on hiatus.

As more artists realize the importance of superfans, many begin to release more entertainment to the public. The documentaries mentioned, “Celine: Through The Eyes Of The World” and “The Jonas Brothers 3D Concert Experience” are two of many released in theaters and DVD. This direct, all access approach to the public is not intended for the casual viewer. One would argue that only a superfan could sit through three hours of Celine Dion as she tours through five continents. In addition, 2009 releases of an English DVD of her Boston concert, a French DVD of her Montreal concert, as well as corresponding CDs for both languages, was not intended to create fans, but rather to please superfans.

 

V. How Superfans Will Continue To Influence Our Industry

 

As more people around the world gain Internet access, and as celebrity culture expands, it can be expected that more superfans will be created and connected. These fans will create a stronger demand for endorsed products such as the make-up, Perfume, and clothing lines already on the market. Innovation can be expected in these future campaigns. Because superfandom is backed so much by social media, evolutions in the way we communicate with each other will play a large role in the effect superfans have on our industry.