Analysis: Fandom Power: A Blueprint for Sustainable Growth in Music, Luxury, and Clienteling

Dear Everyone,

During the weekend I was lucky to read a very interesting essay by Sean Adams, the music industry faces a new reality: social media content often generates higher returns for artists than traditional streaming platforms.

Recently, Lily Allen highlighted this by noting that she makes more money from content on OnlyFans than from millions of Spotify streams. It’s no wonder so many young people gravitate toward content creation, where the returns may be faster and more predictable. Yet, while social media may offer quick revenue, it lacks the enduring impact and brand-building power of a well-crafted music piece.

What's impressive—and instructive—about K-pop fandoms is their strategic understanding of the music industry and their role within it. These fans know that their favorite artists only make a profit when streaming numbers are high, so they coordinate and mobilize with precision, often outmatching the support networks of most indie music fans. This insight has valuable lessons not only for musicians but also for industries like luxury and clienteling, where fandom-driven engagement could transform revenue models.

1. The Music Business Dimension: Building Sustainable Revenue Streams

To thrive financially, musicians need to invest strategically in building and engaging their fanbases. K-pop fans have shown us that quick returns alone aren’t enough. While social media content offers temporary spikes in income, it’s the long-term commitment of fans that sustains a music career. For artists like Lily Allen, engaging deeply with her fanbase could mean greater income stability over time. Instead of gimmicky tactics, a consistent strategy that prioritises fan engagement—through exclusive releases, personalised interactions, and even community events, surfing on their journey with their fans, like BTS fans can remember an event, where RM, the leader, broke something and it became an inside joke between the fans and the group, or V being SLOW, in all his daily activities —can drive sustainable earnings.

Lily has proven she can attract a dedicated following on platforms like OnlyFans, where her fans support her financially. Yet, to truly leverage this fanbase, she could communicate with them more meaningfully, building a relationship that extends beyond quick content like “feet pics.”

By offering fans a deeper link, like a CONCEPT, that they share; BTS famously is concerned on Mental Health, Jin's last single "I'll be there", is a sweet reminder that he is back and looking forward to engage with his fandom, and creating ongoing interactions; could transform Lily's supporters into a loyal community that champions her.

Lesson for Musicians: Artists need to shift their focus from short-term trends to building a lasting, loyal community. Creating exclusive FANDOM merchandise (Biffy Clyro is a musicians' rock group and famously sold a sweat band to wipe the forehead of fellow musicians who perform), or offering members-only content (pop up), and engaging in continuous, two-way communication with fans can foster the kind of loyalty that translates to steady revenue. Like K-pop artists, musicians who direct their resources into cultivating a true fanbase will find themselves better supported financially and creatively in the long run.

2. The Luxury Business Dimension: Fandom as Lifestyle and Legacy

The luxury industry has long relied on exclusivity and brand heritage, but today’s audiences want a more interactive and personal experience. K-pop’s influence in luxury has shown that fandoms are powerful and willing to support their BIAS—they buy the lifestyle or their community. Just as fans support their idols by streaming, attending events, and buying exclusive merchandise, luxury consumers want brands to offer them an experience that feels participatory. By building their own “fandoms,” luxury brands can create a sense of belonging that encourages loyalty.

By accompanying clients on their personal journeys and being there for meaningful moments, brands can cultivate a true sense of loyalty. For K-POP stans, they could offer "listening parties", for their "Brand Ambassadors", to cultivate a real link between a brand, it's ambassador and the true fans. Or even more, cultivate the link between to offer curated CSR for their Ambassador, by launching a special product linked to a cause in which the Ambassador believes (Louis Vuitton could launch a limited edition item to gain money for UNICEF for FELIX from Stray Kids)

Lesson for Luxury: Luxury brands can take a page from K-pop by investing in a sense of community. Not only Limited-edition drops, behind-the-scenes content, offer products that represent their clients' lifestyles (special products for gamers and not just skins). This approach turns luxury purchases from a one-time transaction into a continuous experience, fostering long-term loyalty grounded in shared identity. Just as K-pop fandoms fuel an artist’s growth, loyal luxury consumers can fuel a brand’s enduring legacy.

3. The Clienteling Business Dimension: Transforming Transactions into Relationships

Clienteling has traditionally been a transactional field, with brands often treating each purchase as a separate event. However, clients today seek relationships, not just transactions. K-pop fandoms demonstrate that meaningful connections drive loyalty; fans see themselves as essential contributors to an artist’s success, not merely consumers. Similarly, clienteling should evolve to make clients feel like valued, integral parts of a brand’s journey.

The K-pop model of fan engagement can teach clienteling how to transform each interaction into a SPECIAL experience. K-pop idols frequently interact, themselves, with fans through social media, virtual events, and exclusive content, creating a community that feels deeply involved in the artist’s journey. Similarly, clienteling can move beyond traditional sales techniques by personalising each interaction, maintaining a continuous conversation, and making clients feel recognised and appreciated. AI could be leveraged to replicate a SA tone of voice to be there when a client needs help, or even a discussion for example.

Lesson for Clienteling: By treating clients as part of a greater community, brands can turn transactions into relationships. Using data to help HYPER PERSONALISATION, creating exclusive product launches, and offering memorable interactions can turn clients into brand advocates. Just as K-pop fans stream for their idols’ success, clients who feel genuinely valued are more likely to promote and support their favourite brands, creating a sustainable revenue stream built on trust and connection.

Conclusion: Strategic Investment and the Power of Community

What we learn from K-pop fandoms is that genuine loyalty requires more than a transactional approach; it requires a community-centred strategy. Platforms like Bandcamp offered indie musicians a chance to earn directly from fans, yet it lacked the tools to foster long-term engagement. The true strength of K-pop lies in the intentional, ongoing investment in fan relationships—something any industry can replicate by building a community of loyal supporters.

As Lily Allen’s experience shows, social media and short-term tactics may bring quick gains, but strategic investment in fan engagement offers sustainable success. Whether in music, luxury, or clienteling, those who prioritise long-term relationships over short-term revenue will build not just a customer base but a community of advocates dedicated to their growth.

Lily, should you need help developing your fandom further, i'm available for a consultation. You could launch a limited edition vinyl in the shape of a feet or with ltd edition pictures, create products that are specific with a feet concept. Get sandals made by a brand, or your own NAILPOLISH colour that would only be available at your concerts.

The Art of Jeong,

#lilyallen #fandom #bts