Quality, not quantity | Why you should nurture your audience
Artists may want to grow their audience as much as possible and as fast as possible. But, here’s why you should slow down.
Building an audience is one of the foremost focuses for independent artists, but it’s important to focus on quality over quantity. You may dream of performing to giant crowds, but wouldn’t it be better to a smaller crowd of enthusiastic fans, than a sea of indifferent faces?
This focus on quality over quantity is important for more than just how comfortable or enjoyable a gig is for you. In today’s music industry, connecting with a niche audience and cultivating meaningful relationships with fans often yields more sustainable success than aiming for the broadest possible reach. It’s important to realise, as pointed out by an industry analyst, that “Niche does not inherently mean small, and its potential is huge.”
Why are niches so valuable?
Niche audiences have become increasingly significant as the mainstream becomes more fragmented. As platforms like YouTube, TikTok, and Instagram facilitate micro-communities, artists no longer need mass appeal to thrive. In fact, independent musicians who deeply resonate with a specific fanbase can build careers on loyal and engaged audiences. This niche focus allows for stronger connections, which can lead to higher engagement, increased fan support, and a more consistent revenue stream. According to research by MIDiA, mainstream culture is gradually shifting toward niche interests, making it a perfect time for independent artists to hone in on smaller, dedicated audiences.
Fostering a niche also allows artists to stay true to their artistic vision. Rather than constantly chasing trends to appeal to mass audiences, artists can maintain authenticity and attract listeners who truly value their work. This authentic version of themselves may become a trend, just like Charli XCX’s BRAT, but the core audience remain. This connection with like-minded fans often results in a more loyal fanbase, as niche listeners are more likely to support the artist’s journey for the long term.
Meaningful connections matter
With social media being so prevalent throughout the music industry and music world, it’s easier than ever for independent musicians to create meaningful interactions with their fans. Artists can directly engage with their audience through live streams, Q&A sessions, and comments, cultivating personal relationships that were once pretty much impossible. Social media platforms provide valuable tools for artists to not only communicate with fans but also understand them better by tracking engagement and preferences.
For example, personal updates, behind-the-scenes content, and fan shoutouts can foster a sense of community. Regular interaction makes fans feel valued, and when artists take the time to respond to comments or repost fan content, it strengthens the bond. On the other side of it, fans are able to share their thoughts with artists, and show their appreciation by creating their own content, i.e. remixes of tracks, dances to songs, or video reviews of releases.
Building these connections can pay off in the long run, as engaged fans are more likely to attend concerts, buy merchandise, and share an artist’s music with their own networks.
Why prioritise quality over quantity?
Chasing follower numbers or superficial metrics like likes and shares can feel like the easiest way to gauge success, but true fan engagement matters more. A smaller, dedicated fanbase that buys tickets, streams regularly (and at least for 30 seconds), and supports an artist’s merchandise can be more valuable than a larger audience that doesn’t engage as deeply. MIDiA’s analysis on niche cultures highlights how fan loyalty translates to financial and career sustainability for independent musicians.
In fact, having a large but disengaged audience can harm an artist’s career. For instance, algorithms on platforms like Instagram and TikTok reward engagement. If an artist has a significant number of inactive followers, their posts might not reach the most dedicated part of their audience. In contrast, a smaller, highly engaged fanbase boosts engagement rates, helping the artist’s content reach even more like-minded people. This is why it is a smarter career move to nurture your existing audience, rather than blindly trying to grow it.
All this isn’t to say that growth is bad. It’s organic and meaningful growth that should be the goal. We realise that “meaningful” seems like a bit of an empty buzzword. What is a meaningful connection anyway. In this case, we’re talking about connections or growth that come from true interest, dedication, passion even, and where. for both parties, the connection actually means something.
How to build a strong fan relationship
We’ve talked about it, now how do you execute it? Building strong fan and audience relationships, we mean. There are a few things you can do on social media (meaning it’s free – win) to forge connections with your fans.
- Consistency in Content: Regularly posting content that reflects your personality and creative process is key to keeping fans engaged. Don’t overthink it – sometimes even a simple update or casual interaction can strengthen connections. If you’re struggling for ideas, or are short on time, check out this article for easy content ideas.
- Personal Interactions: Taking the time to engage directly with fans, whether by replying to comments or hosting a live stream, makes a significant impact. Fans value the personal touch and are more likely to stick around when they feel a real connection.
- Exclusive Content and Rewards: Offering your loyal fans something special, like early access to music, exclusive merchandise, or intimate Q&A sessions, can deepen their commitment. It’s a way to thank them for their support and keep them invested in your journey.
- Stay Authentic: Authenticity is the cornerstone of building a loyal fanbase. People want to follow artists who are genuine, relatable, and real. Sticking to your niche and staying true to your artistic vision will attract fans who connect with your unique story.
Ultimately, independent musicians should focus on fostering deep connections with their fans through authenticity, consistency, and meaningful interactions. Building a quality fanbase may take time, but it results in a more loyal, supportive, and engaged audience that can sustain an artist’s career for the long haul. In today’s fragmented music industry, focusing on niches and building lasting relationships with listeners is not only more achievable but often more rewarding than trying to appeal to everyone.