Chasing Creators
A new style of creator-fan relationship has emerged based not on one-way admiration, but on mutual kinship.
Through Discord, subreddits, and more, Gen Z audio fans are forming online communities where they gather and encourage each other to chase down every scrap of information they can find about their favorite artists. We’re not just talking fan culture here; we’re talking stan culture.
While 39% of Zs globally said they would definitely call themselves a fan, 20% admit, “I’m more than a fan.” These standoms aren’t just for big stars. Emerging Gen Z creators are encouraging their ride-or-dies by building entire digital worlds for them to dig into — and forming tight-knit fan bases in the process.
68% of Zs in Indonesia said they have sought out bonus and behind-the-scenes content, such as interviews and articles, to learn more about the creative process of a creator they like.
Create a digital community.
Give Gen Zs the bridge to connect with the people (and artists!) they feel inspired by or can relate to. K-pop’s vibrant fan community, for example, is constantly seeking opportunities to connect — no matter where they are. Sponsor Spotify’s flagship K-Pop Daebak playlist, which connects K-pop artists with fans around the globe.
Go local.
You don’t have to be based in a big city (or have a big budget) to amplify up-and-coming artists and reach Gen Zs. Partner with artists, venues, and other players in your local music scene to reach Zs in your area with location targeting on Ad Studio Singapore, Spotify’s self-serve advertising platform.