The rise of the ‘superfan’ club?

Featured Image: Alexander Shatov on Unsplash

Spotify has seemingly confirmed that it is aiming to improve the artist-fan relationship with ‘superfan clubs’.

The idea was highlighted in a blog post hailing the incoming improvements made to the European Union’s Digital Markets Act (DMA). These changes centre around technology ‘gatekeepers’ and were made last year. 

Companies – such as Apple – have until March to come into compliance with the new changes. 

The streaming platform explained that under the previous rules imposed by technology giant Apple, Spotify was unable to communicate to iPhone users on its app about the pricing of products, or where and how to purchase them. 

Now, thanks to the DMA changes on ‘gatekeeping’, fans will be able to view deals, promotions and better-value payment options as Apple will no longer be able to impose these rules. 

This also means that artists, authors and creators can look to build their audiences including listeners, concert-goers and those that love an audiobook. 

Spotify will be able to communicate clearly with users about new products for sale, promotional campaigns, ‘superfan’ clubs and upcoming events. The additional DMA regulations will also make it easier for users to purchase and upgrade subscriptions in the app.

At the recent Music Ally Connect conference, Universal Music Group executive vice-president and chief digital officer, Michael Nash, discussed what ‘superfan’ experiences could be. 

He said: “Everything from early access to forms of premium content, to digital collectibles to fan badging and gamification modification of the fan experience. Access to artists. Some platforms are in a position to deliver a physical product in association with a digital subscription…”

Not only will the legislation benefit listeners, but artists will also have a much easier time using Spotify. 

The blog post added: “Thanks to the DMA we’re looking forward to a future of ‘superfan’ clubs, alternative app stores, and giving creators the ability to safely download Spotify for Artists or Spotify for Podcasters directly from our site—and that’s just the start.”

Earlier this month, TheTicketingBusiness exclusively revealed that the Stockholm-based company’s future in direct ticketing was in serious doubts, following a number of redundancies. 

Spotify had previously announced in December that it was cutting its workforce by approximately 17%, affecting more than 1,500 employees. One former staff member said that the majority of the cuts affected those that were responsible for the streaming platform’s presence in the direct ticketing space.