Superfans vs AI: How to build a die-hard fanbase
How do two of the biggest topics in music – AI and superfans – play into each other, and how can you use them to boost your fanbase?
There are two major topics on the lips of the music industry in 2025. On the one hand, you have superfans. They’re the heart and soul of the modern artist’s community. They don’t just stream your new single; they pre-save it, share it with friends, buy merch, and show up to gigs.
On the other hand, you have AI. It’s the new frontier, a technology built on making everything faster, easier, and more passive. AI can generate playlists, suggest songs, and create new content in seconds. It’s the peak of convenience.
So, there lies a conflict: Do you chase the ease that might bring in lots of new casual listeners, or do you build the deeper connections that create lifelong fans?
Are you building fans or just attracting listeners?
For the last twenty years, much of the innovation in music has been about making things easier and opening up opportunities for artists. Streaming platforms serve up algorithmic playlists that present an endless stream of new music, while social media feeds us new content to consume.
Ease is great for getting your music in front of more people. A spot on a popular playlist can send your sterams soaring. But does that convenience build a real, lasting connection? Does it turn a passive listener into an active fan?
Think about it like binge-watching a show on Netflix. It was exciting at first to get a whole season at once. but how many of those shows do you really remember? How many did you talk about for weeks after?
The constant stream of content can be overwhelming, and it rarely creates the cultural moments that weekly releases used to. Passive consumption might boost your numbers and reach new fans, but it doesn’t build a community. It doesn’t create the kind of fan who will support you through thick and thin.
The Power of the Chase: Make scarcity your superpower
Bear with us for a moment here: What if making things a little harder for your audience is actually a good thing?
Value is driven by scarcity. In the digital world, where music is infinitely available, you have to get creative and manufacture that scarcity. This isn’t about expensive paywalls or exclusionary tactics. It’s about creating natural friction that rewards the most dedicated listeners for their effort.
It’s the reason hidden underground raves become legendary – you have to be ‘in the know’ to find them. It’s why DJs spend hours digging for rare tracks; the hunt itself is part of the experience. It’s why the metal scene, which has famously resisted mainstream trends, has one of the most dedicated fanbases on the planet, collecting gig patches like badges of honour.
When fans have to invest their time and energy, they become more than just consumers. They become part of a culture.
How to create ‘easter eggs’ for your fans
So, how can you create this sense of discovery and reward for your own fans? You become an architect of your own little universe by hiding ‘easter eggs’.
An easter egg is a hidden gem, an inside joke, or a secret clue that you leave for your most dedicated fans to find. Taylor Swift is the undisputed master of this, sending her Swifties on detective quests with every new album, lyric, and music video.
You don’t need a Taylor-sized budget to do this. Here are some ideas for independent artists:
- Lyrical Mysteries: Weave interconnected stories or hidden meanings throughout your songs across an EP or album.
- Artwork Secrets: Hide symbols, dates, or messages in your single or album art.
- Exclusive Content: Share demo snippets, alternate lyrics, or behind-the-scenes footage exclusively with your newsletter subscribers or in a private Discord server.
- Unlisted Videos: Upload a special acoustic performance or a personal message to an unlisted YouTube video and hide the link somewhere for fans to find.
These little secrets don’t demand anything from the casual listener, but they give your most engaged fans a reason to dive deeper, to talk to each other, and to feel like they’re part of an exclusive club. It encourages replay, sparks conversation on Reddit and social media, and transforms listening into an interactive game.
Finding the Balance in the Age of AI
This isn’t to say that convenience and AI are the enemy. AI tools can be incredibly useful for speeding up your workflow, and getting your music onto algorithmic playlists is a key part of any modern release strategy.
But there’s a difference between using AI as a tool and letting the ethos of AI – total ease and passive consumption – define your relationship with your audience. A strategy focused on mass-producing content for algorithms can feel hollow. It risks turning passionate artists into content creators and enthusiastic fans into doomscrolling consumers.
Art makes us feel something. The chase, the mystery, and the time spent waiting for the next song or clue is what makes us truly care.
Ultimately, you need both strategies. Use the tools of convenience to reach a wide audience. But save your best energy for cultivating your superfans. They are the ones who will buy your vinyl, fund your next project, and stick with you for your entire career. To build that kind of loyalty, you need to give them a reason to care, a mystery to solve, and a journey to join you on.