These days, many in the music business are trying to harness the power of the “superfan” — the highly engaged segment of an artist’s audience that regularly shows up to concerts, buys t-shirts, orders physical albums and obsesses over the artist online. In the digital marketing space, that has meant agencies are increasingly turning their attention to fan pages, hoping to capture the attention of that top tier of listeners online. “The TikTok influencer campaign has been front and center for marketing songs for a while,” says Ethan Curtis, founder of PushPlay, a digital marketing agency that has promoted songs like
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