The Challenge
Music in India isn’t just entertainment, it’s a way of life. But what does it mean to be a fan in today’s digital, genre-blending world? How do Indian fans engage with their favourite artists and communities? And most importantly, what experiences are they willing to pay for?
Our mission was clear: explore the ever-evolving world of Indian music fandom, decode fan behaviour across genres, and uncover ways to create truly delightful and monetizable fan experiences.
The Journey
Phase 1: Living the Fandom
We didn’t just study fans, we immersed ourselves in their world.
Digital Diaries – Fandom in Real Time
Over four days, fans opened their hearts and homes through digital diaries, documenting everything from their favourite artist interactions to how they invested their time, energy, and hard-earned money.
In-Depth Interviews – Peeling Back the Layers
Interviews revealed the rituals, emotional highs, and untapped needs of fandom life. We explored what they value most and what they’d pay for, one fascinating story at a time.
Phase 2: Co-Creating the Future
Armed with insights, we shifted gears to innovation mode, inviting fans and artists to co-create engagement solutions.
Workshops – Fan-Powered Ideas
Fans collaborated in immersive sessions, reacting to stimuli from Phase 1 and brainstorming ways to deepen their connection with artists.
Fan-Artist Brainstorms – Magic in the Room
When you put super fans and artist teams together, sparks fly! These hour-long interactions led to ideas that could take their relationships to the next level.
Community Leader Insights – Tapping into the Tribe
Leaders of fan communities shared their expertise, revealing hidden opportunities to build loyalty and engagement within tight-knit groups.
The Big Reveal
The study unearthed a treasure trove of insights, giving the client the tools to connect with fans like never before:
Genre-Driven Differences: Fans of different genres don’t just love differently- they engage, spend, and build communities differently too.
Willingness to Pay: From exclusive content to live experiences, fans revealed exactly what they’d open their wallets for.
Principles for Delight: We uncovered the secret sauce for creating fan experiences that not only excite, but also endure
A Roadmap for Engagement: Armed with insights, the client developed new product features and a marketing strategy that resonated with fans across the spectrum.
Why It Matters
This wasn’t just about fandom- it was about understanding the soul of Indian music culture. By connecting the dots between fans, artists, and communities, this project paved the way for meaningful, lasting engagement in a fast-changing industry.
The result? Experiences fans love, artists cherish, and brands can build on. Because in the end, being a fan is about more than music- it’s about connection.
