We often work with these two concepts, and I think this post will help many to understand the social functioning of music. It really is very simple, and surely we have already heard these words separately in different settings.
Simplifying: Hype means growth and Engage loyalty.
A faithful listener is one who really feels identified with the art of the musician who listens, while an artist who is having Hype is one who has gone viral for a promo campaign, for a complete success of their music or for any another reason.
And why are these two concepts so important? Because they help us to identify what is happening with the artists in aspects that are directly related to the sale of tickets for our event.
Let’s go to the practical: Rosalía had 20 million listeners and 1.6 million followers on Spotify on September 22, 2019. In this case, the listeners clearly represent the Hype of Rosalía, since each of them had heard by his music at least once in the previous 28 days.
On the other hand, we observe that practically all artists who have that number of listeners have at least 8 million followers on Spotify. What does this mean? That Rosalía was having a great Hype but does not promise a high Engagement, so if they cut off the promotion and their collaborations with other artists much bigger than her, it is possible that her fame began to decline until stabilizing at a point represented by the true followers of the artist, the most loyal fans.
January 9, 2020. Rosalía has 16 million listeners on Spotify. It has decreased nearly 25% in monthly listeners in just 3 months. She now has 2.2 million followers. Its fan base grows little by little.
It is important to always keep these concepts in mind, because during the Hype an artist will sell many tickets, since a large number of people will attend the event for various reasons related to the artist’s novelty, but not for their loyalty to it.
Even more useful is this information for artists you consider great but who haven’t known anything for a long time. An artist may have had Hype a long time ago but had little Engage. With graphs you can analyze this. We explain how in this post.
Rosalía or C. Tangana are good examples to work on these aspects, since they are artists that Sony Music has launched to fame based on large investments in promotion, tracing a very typical trajectory in the music industry. Apart from her talent, of course. I personally value both artists very much.