In a groundbreaking 2024 memo, Lucian Grainge emphasised the importance of superfans, highlighting Universal Music Group’s strategy to strengthen artist-fan relationships. Warner Music Group’s Robert Kyncl echoed this sentiment, unveiling plans for an app to connect artists directly with their most dedicated followers. These moves underscore a growing industry focus on superfans—those who engage with artists across multiple platforms and activities. Luminate’s 2023 report defines a superfan a...