Music Marketing in 2025: From Swifties to Vaporwave and Biophilic beats, The Diversity of Superfans

The music industry is buzzing as major labels and streaming services zero in on “superfans” as a critical revenue driver for the future. With Goldman Sachs projecting the superfan monetization market to grow to $4.5 billion by 2024, it’s no surprise that industry leaders like UMG CEO Lucian Grainge and Warner Music CEO Robert Kyncl are prioritizing strategies to engage and monetize these highly invested listeners. 

But the concept of the “superfan” is evolving. Today’s music audiences are more diverse, fragmented, and dynamic than ever before. Superfans aren’t just the loud, extra-devoted followers attending every concert—they’re the playlist curators, the niche community leaders, and even the casual listeners who quietly drive streams from their favorite playlists. Understanding these nuanced fan behaviors is key to unlocking their potential.

At Music Tomorrow, we aim to support music professionals in uncovering new ways to understand and engage with today’s diverse audiences. By uncovering niche communities, providing detailed insights into emerging subcultures, and offering tools to effectively reach these listeners, we empower artists and labels to craft meaningful marketing campaigns and connections with their fans. We’re starting with basics here: a good marketing strategy starts with understanding the target audience.

In this piece, I’ll explore how the concept of the superfan is changing, why catering to niche audiences is essential, and how recommendation algorithms are reshaping music discovery. Along the way, I’ll share how work at Music Tomorrow reveals the breadth of subcultures and artistic communities, and offer case studies for inspiration about how to connect with these fans in a way that feels authentic, intentional, and built to last.

Back to definitions: Why the term superfan is somehow misleading

The concept of the “superfan” boils down to this: Some people are simply more engaged and invested in the music they love than others. 

For music companies, “superfans” are a convenient label for audiences that drive revenue. Spotify reports that, across all artist sizes, “super listeners” represent just 2% of an artist’s monthly listeners but account for over 18% of monthly streams. Similarly, Luminate found that 19% of U.S. music listeners can be categorized as superfans. Their ability to drive substantial engagement, boost visibility, and generate significant revenue makes them invaluable to artists.

But let’s pause for a moment: I find the term “superfan” misleading. In our collective imagination, a superfan is often portrayed as a teenager, walls covered in posters, attending shows in band merch—today’s Swifties, for example. While this archetype exists, it doesn’t fully capture what being a superfan looks like today.

In reality, people who fit the “superfan” listening engagement criteria can look quite different—and they’re often not “extra” at all. That's why I prefer the term “super listeners” that Spotify is using. Those super listeners / superfans might look like the elite playlist curator who’s everyone’s go-to for music recommendations, or your dad who’s suddenly obsessed with a folk singer and has them on repeat, or your niece who swears by the Scorpions and classic rock bands.

Superfans don’t always pledge allegiance to just one artist or band, either. They’re just as likely to align with an entire aesthetic or community. For instance, think of fans immersed in the vaporwave scene, connecting not just to a single musician but to a whole world of visuals, sounds, and subcultural identity. If you’d like to deep dive on this superfan fallacy, I warmly recommend Water & Music’s recap on superfans.

Beyond the Artist: The Expanding Music Ecosystem

The music ecosystem today is more varied and diverse than ever, extending far beyond the traditional artist-centric model. Wellness enthusiasts, for example, can be deeply engaged with music while practicing yoga or meditating, often spending hours immersed in carefully curated playlists. These listeners might not attend concerts or buy merchandise, but their connection to the music is no less meaningful. Similarly, gamers frequently blast music for motivation or immerse themselves in their favorite game soundtracks while playing. They may never set foot in a live venue, but the lore and background stories tied to gaming have propelled major hits—just think of League of Legends and its Arcane soundtrack, which brought artists like Imagine Dragons and Bea Miller to entirely new audiences.

Social media adds another layer to this ever-expanding music world, creating spaces where niche communities and subcultures can thrive. Platforms like TikTok, Instagram, and Discord make it easier than ever for listeners to find and connect with people who share their specific tastes. A single trending sound on TikTok can transform an underground track into a global hit, while fan-led Discord servers act as vibrant hubs for sharing playlists, recommendations, and memes that strengthen these micro-communities. On Instagram, fan accounts and aesthetic-driven posts have turned certain genres or vibes into entire movements—like K-indie, retrowave, hyperpop, cottagecore-folk, and many more. What’s called “functional music” also doesn’t exist as some coherent monolith—it’s an intricate web of genres, subgenres, and use cases. Whether it’s a wellness playlist, a gaming soundtrack, or a viral TikTok hit, audiences are as wide and varied as the music they consume.

Recognizing this shift and embracing how people engage with music—whether it’s through mindfulness, gameplay, social media or any other way—is essential. These fans might not look like the stereotypical “superfan,” but their contributions are reshaping the industry and expanding what it means to truly love music. 

Algorithms: The Secret Allies of Subcultures

In the CD era, many of the subcultures we’ve discussed might never have reached mainstream awareness. Today, streaming platforms and their recommendation algorithms have completely reshaped how music finds its audience, allowing genres and artists from the “middle tail” to thrive. Out of the 11M creators available on Spotify, 2M artists have more than 1,000 monthly listeners. 

Thanks to recommendation algorithms, listeners now discover and explore diverse playlists, flowing seamlessly from one artist to another, or diving into personalized recommendations that guide them through the ever-expanding musical landscape. The flip side of this coin is that streaming users listen to hundreds of artists per year. Among those, they might remember and be able to name a dozen, from which they might be willing to follow only a handful. A hard truth about the attention economy, as Hannah Kahlert from Midia Research sums up very correctly in this must read piece: Why don’t fan first platforms work.

An individual artist might not wield immense power on their own, but as part of a community, their influence grows exponentially. Take the vaporwave genre as an example:

• 320K saves of the Vaporwave editorial playlist on Spotify
• Around 700K monthly listeners on Spotify (see the “Addressable Audience” column on the Music Tomorrow screenshot below)
• An aesthetic movement and community that extends far beyond music, into visual arts and culture, with 952K members on the Vaporwave Aesthetic subreddit

Here are a few Instagram pages showcasing the genre's distinct visual identity:

• Onion Wave
• Vapor Wave Art
• Chromatic Artifacts

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At Music Tomorrow, we track more than 15,000 artist communities, as well as Spotify’s genre database, which includes over 6,000 distinct genres. (Be honest—how many could you name off the top of your head? 😆) These genres and their associated artist communities often have a reach that exceeds expectations, showing just how deeply niche subcultures can resonate with listeners across the globe. 

The era of algorithms and personalization has blurred the lines between hits and niches, allowing artist communities to fuel global success without mainstream recognition. 

Super listeners & fans need easy ways to support their favorite artists

Listeners and fans need accessible, meaningful, and tailored ways to support their favorite artists. Music professionals are skilled at marketing and catering to the super “extra” fans—the ones who thrive on exclusive merch drops, fan clubs, and VIP experiences. But what about the many other fans? The niche subcultures, the communities that form around genres or aesthetics, and those who simply consume music differently? Not all super listeners want to belong to a fan club, buy bundles, or participate in exclusive VIP programs. 

It’s no secret that music has been undermonetized over the past two decades. Back in the 90s, supporting your favorite artist was as simple as buying an album or a single. Streaming upended this model, and while live experiences remain one of the most reliable income sources, they aren’t accessible to everyone. Whether it’s due to geography, finances, or accessibility, not all engaged listeners can participate in live events. And the truth is, not every super listener wants to belong to a fan club or tip artists on a platform.

The industry’s biggest challenge—and opportunity—is to stop treating fans as a monolith. Subcultures and niche communities need specific, thoughtful ways to engage and support their favorite artists. The solutions lie in understanding these fans on their terms, creating experiences and products that feel authentic and meaningful within their context.

Engaging listeners and fans means moving away from one-size-fits-all solutions and embracing tailored approaches that resonate with specific subcultures and communities. Instead of generic merch or tipping models, savvy music professionals offer products and experiences that align with the identity and ethos of these audiences. For example, vaporwave fans might gravitate toward minimalist, nostalgic designs, while hyperpop listeners might prefer bold, playful items. Events and experiences also reflect the culture of the audience—whether it’s intimate on-site experiences for cottagecore fans, interactive hyperpop showcases, or game-themed music drops for gamers. 

Connecting with fans: case studies

Case Study: Saint Pepsi / Skyler Spence – At the Heart of Vaporwave’s Aesthetic

Saint Pepsi, now known as Skylar Spence, embodies vaporwave, capturing its essence of nostalgia, consumer culture critique, and the dreamy surrealism of a digital past. Through their music and visuals, they’ve shown how artists can connect with audiences in ways that feel personal, intentional, and deeply aligned with their creative values.

When Saint Pepsi released "Late Night Delight" it wasn’t just an album—it was a fully realized artistic statement. The tracks’ dreamy, slowed-down sound was perfectly paired with visuals that echoed the heart of vaporwave: retro-futuristic graphics, Japanese text, and a neon glow that transported fans into a world of collective nostalgia. For those who encountered it, it wasn’t just music; it was an invitation to step into a cohesive and immersive universe.

The drop didn’t stop at the music—they extended their vision into physical forms that fans could touch, collect, and cherish. Their releases on vinyl and cassette tapes, for instance, weren’t just about format; they were carefully designed artifacts that became treasured pieces of the vaporwave aesthetic. These physical items became keepsakes, connecting fans more deeply to the music and its meaning.

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But there’s more to this kind of connection than just physical formats. Think of zines filled with vaporwave-inspired visuals and personal notes or limited-edition art prints of album covers. Each piece feels like a gift from the artist, a way of saying, “Here’s something just for you, something that reflects the world we’re building together.” Even immersive visuals for live shows or online experiences add another layer to the relationship, making fans feel like part of the story. 

What makes this approach so powerful is its authenticity. It’s not about slapping a logo on a t-shirt and calling it a day—it’s about creating meaningful touchpoints that feel like natural extensions of the artist’s world. Saint Pepsi’s work reminds us that fandom doesn’t have to be loud to be meaningful. Even subtle, personal connections can be powerful enough to support an artist’s career and keep their work thriving.

Case Study: Flume’s “Go”: A Soundtrack for Environmental Reflection

In 2023, the Australian producer, known for his hypnotic electronic compositions, created a track inspired by the rich flora and fauna of a coastal town in New South Wales. Incorporating field recordings of local birds, the song highlighted the urgency of protecting these creatures from extinction and habitat loss. The lyrics, “No wasting time, if you love me you’ll answer,” invited listeners to reflect on their role in preserving the planet.

What made this approach stand out was its genuine, seamless alignment with audience values. Flume didn’t just create a track; he wove it into a broader narrative. The accompanying visuals celebrated the beauty of the region while subtly reinforcing its fragility, creating a holistic experience that extended far beyond the music itself.

This wasn’t about catering to a generic audience or checking a box—it was about understanding the deeper connections fans have to the world and the causes they care about. Again, Flume’s marketing campaign demonstrates how aligning artistry with shared values can create genuine engagement. It’s not about one-size-fits-all solutions but about meeting listeners where they are, offering them an experience that feels personal, meaningful, and true to their identity.

Want more case studies? Check out Musically’s guide to the best music marketing campaigns of the year 

Our statement for 2025 and beyond

At Music Tomorrow, we believe that not all listeners are the same—and they shouldn’t be treated as such. Engaging today’s diverse audiences means moving beyond generic approaches to craft strategies that reflect the unique needs, values, and identities of fan communities. Artists and labels now have access to tools that make this possible: insights into niche audiences, social media for targeted outreach, and platforms like ours that uncover the nuances of subcultures and provide actionable ways to reach them.

Our vision for 2025 and beyond is to empower music professionals with unique insights into niche audiences and artist communities, providing them with the tools to effectively target and engage their fans—so they can focus on what they do best: crafting compelling creative and narrative work that truly resonates. (Yes, we’re building connectors to build marketing campaigns and curate audiences on Meta and Youtube). 

Crafting a well-thought-out creative campaign demands significant time, effort, and resources—that’s why we're here to simplify the process and take the research workload off your plate. Thoughtful, intentional drops don’t just engage superfans—they leave a lasting cultural imprint, creating moments that sail through time. As Yancey Strickler and Metalabel put it, the future of creativity isn’t about producing more; it’s about creating work that feels complete, meaningful, and worth celebrating. 

With the right insights, tools, and creative focus, you could be just one click or stream—and one thoughtfully crafted release—away from building long-lasting fan connections. Together, we can build a music ecosystem that thrives on creativity, connection, and community—one fan at a time.

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