Drowned in Sound How Can Artists Build A Community? The Five Super Fans Theory
Jun 29, 2025
Nikki Camilleri, a music strategist and Forbes 30 Under 30 honoree, shares her insights on building impactful communities in the music world. She emphasizes that nurturing just five super fans can be more valuable than chasing massive followings. The discussion dives into overcoming geographic disadvantages, the need for industry transparency, and the broken nature of social media advice for artists. Nikki envisions a future where genuine connections matter more than algorithms, urging artists to focus on quality interactions over quantity.
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Internet Isn't Equalizer Alone
- The internet alone doesn't level the playing field for artists worldwide.
- Geographic disadvantages remain because opportunity and exposure vary by location.
Personalized Emails Trump Mass Mails
- Personalized outreach researching key individuals is far more effective than mass emailing.
- Focus effort on real influencers closely connected to your scene or genre.
Target Your Five Super Fans
- Focus your efforts on five key supporters instead of chasing large numbers.
- Well-researched and personalized connections beat mass generic outreach every time.