the TrueFans AMP— Issue 103

"When you're surrounded by thousands of people who love what you do, who  encourage you, support you, and help spread the word— you don't need anything  else." 
— Derek Sivers

In This Issue... 18 pages (about 27ish minutes to read) You'll Get...  

• Recommends— OpenMics all across the U.S., Canada, Europe, Australia, and  New Zealand.  

• Your BIZ— Luminate 2025 MidYear Music Report: What Music Artists Need to  Know 

• The Greatest Songwriters of All Time— Alan & Marilyn Bergman Lyricists of the  Heart 

• in partnership with Luminate 

• Feature Article— TrueFans: True or False? by John Fogg 

• PS from PS— a ReRecommendation 

Here’s the playlist

• Recommends— OpenMics all across the U.S., Canada, Europe, Australia, and  New Zealand.  

Your Worldwide Open Mic Locator & Live Performance Resource Looking to take your music live— or just want to step up on stage? OpenMic.US is your ideal companion, offering a comprehensive, curated database of open mic nights across the U.S., Canada, Europe, Australia, and New Zealand (openmic.us). 

Why We Recommend It: 

• Global coverage— Discover thriving open mics from New York to Berlin, London to Auckland. 

• Performer-friendly info— Detailed venue listings include signup times, genres,  equipment availability, and age restrictions. 

• Built by musicians— Developed by David Craver and the OpenMic.US  Founder's Host Club, the platform reflects a deep understanding of performer needs (openmicbayarea.com). 

• Perfect for every Music Artist— Whether you're a Singer Songwriter with an  acoustic set or an electronic producer testing out synths, there's a stage waiting. 

• Local community connector— From casual nightly events to monthly  showcases, you'll build fans, confidence— and your local presence. 

Artist Tip: 

• Use OpenMic.US to plan regular local appearances, connect with other  performers, and refine your stagecraft. 

• Filter by genre, venue type, and signup protocol— so you show up prepared  and with purpose. 

Music Artists! Want to play more live gigs? 

Find open mics near you (and around the world) with OpenMic.US the go-to map for performers. 

• Real venues 
• Signup info 
• Gear & genre details 
• USA, UK, EU, AUS and more... 

Build fans. Get stage time. Perform often. 

Ready to get on stage and grow your fan base? 

Explore and bookmark events near you at OpenMic.US 

• Your BIZ— Luminate 2025 MidYear Music Report: What Music Artists Need to  Know 

Streaming's growth is slowing, but the music ecosystem is more complex, global, and  opportunity-rich than ever. From AI breakthroughs to fandom metrics and format  shifts, the 2025 Luminate MidYear Music Report reveals where things stand— and  where they're headed. 

TL/DR— Too Long / Didn't Read 

So if that's you, here the quickie: 

Music is still booming— just not how it used to. 

Growth is slowing in the U.S., but rising globally. Vinyl is hot. AI is here.  Gaming and short video are reshaping discovery. And "Super Fans"  [TrueFans to us] are becoming the music industry's new north star. 

Now, the report is 73 pages, so... Here's the AMP's summary: 

Streaming Still Rules— but the Growth Is Cooling 

In early 2025, streaming accounted for 92% of U.S. music consumption, but growth  slowed: 

This chart is a powerful reminder: Music is global— and growing. Artists focused only on U.S. listeners are missing huge potential elsewhere. 

• U.S. audio streaming: up just +5% (vs. +8% in 2024) 
• Global streaming: up +10% (vs. +15% in 2024) 

Still, that means 2.5 trillion songs streamed globally in just 6 months. 

Artists like Kendrick Lamar, SZA, Lady Gaga, and Bruno Mars dominate charts with  billions of streams. But "catalog" content (older than 18 months) continues to surge,  especially in rock and pop. 

Vinyl Rises, Downloads Die (Again) 

Physical formats are a tale of two worlds: 

• Vinyl sales are up (Kendrick, Taylor, Sabrina Carpenter lead the charge) • CDs and digital downloads are falling fast 

Overall digital album sales dropped -17.7%, while cassette tapes (yes, really) are still  spinning— Chappell Roan sold 8,000 in H1.  

Global Music Is Growing— and Splintering 
Luminate's Export Power Rankings spotlight how music crosses borders:

• U.S., UK, Canada, and South Korea top the global export list. 
• But emerging markets are fascinating: 

• Nigeria: 61% of music streamed is local 
• Brazil: 75% local 
• Ghana & Bolivia: huge importers from their regions 
• UAE: 92% of streams come from outside the region 

Genre preferences vary wildly across borders. 
Example: Bollywood over-indexes in Portugal, K-pop dominates Discord, and Christian  music thrives on WhatsApp. 

Genre Watch: Rock & Gospel Resurge 

In the U.S.: 

• Rock saw the biggest sharepoint growth (+0.35) 
• Christian/Gospel passed World Music to rank 7th in on-demand streaming

Subgenres on the rise include: 

• Alt Rock 
• Regional Mexican 
• Christian 
• Hard Rock 

Meanwhile, R&B/Hip-Hop declined -9.2% in "current" streaming (newer than 18  months)— a wake-up call. 

Gaming + Music = Discovery Engine 
Luminate officially began tracking in-game music activity this year, launching with Epic Games. Interactive on-demand audio streams from games reached 196.7M in Q2. Gamers— especially in Canada, Germany, the UK and U.S.— are: 

• 30–50% more likely to be music discoverers 
• Huge consumers of EDM, K-pop, Afrobeats, and soundtrack music 

Super Fans Are the New Business Model 
The music industry is shifting its sights from mass reach to SuperFans. Only 18% of  listeners qualify as Super Fans (engaging across 5+ channels), but they: 

• Spend more money 
• Attend more shows 
• Buy more merch 
• Are more likely to support artists directly 

Genres with highest Super Fan concentration: 

• K-pop 
• J-pop 
• Electronic/Dance 
• Afrobeats 

These fans over-index on Discord, Reddit, Twitch, and WhatsApp— offering clear  direction for DIY artists. 

Transmedia Is Real— and It Moves Streams 
Becoming Led Zeppelin (Netflix) drove a 23% increase in Zep's streams, while Thai pop star LISA's starring role in HBO's White Lotus helped boost her album launch. 

This cross-platform synergy proves: 

• TV & film are potent music marketing tools 
• Narrative = discovery 

AI: Tool or Threat? 
The report doesn't shy away from AI. It calls this moment a "pivotal and inherently  controversial shift" in music history. 

Key data: 

• 1 in 3 U.S. listeners are comfortable with AI-created instrumentals
• Only 56% of Gen Z rock fans say they're opposed to AI voices 

Newcomers like Aventhis and The Velvet Sundown— who disclose their use of AI— are blurring the lines between artist and algorithm. 

The takeaway? 

This isn't hypothetical anymore— it's happening. Now. 

The Artist Spectrum: Who's Rising 
Luminate introduces the Luminate Index, a composite metric tracking streaming, social footprint, public perception, and more. 

Key segments: 

• Superstars (Index 80–100): Bruno Mars, Lady Gaga, Morgan Wallen
• Rising Stars (60–79 + new music): Teddy Swims, Doechii, Chappell Roan, Tems
• Emerging Artists (under 60 + new): aespa, Lizzy McAlpine 
• Legacy (older catalog + mid-index): Calvin Harris, Foreigners, Migos 

This matters for indie artists aiming to move up the ladder and build a brand with  staying power. 

Future Trends: Where It's All Going 
Three major forces to watch: 

1. Super Fans drive strategy. Labels and DSPs are building premium tiers and  direct-to-fan monetization tools (especially around merch, experiences, and  exclusives). 

2. Festivals are in flux. Ticket prices are hitting resistance. Millennials are backing  off, but Gen Z in Europe is still eager. 

3. Generative AI is here to stay. Expect rapid evolution, deeper integrations, and  battles over authenticity, royalties, and rights. 

Top Chart Notes (H1 2025) 

• Top U.S. Album: I'm the Problem— Morgan Wallen 
• Top Global Song: Die With a Smile— Lady Gaga & Bruno Mars (1.92B streams)
• Top Vinyl Album: GNX— Kendrick Lamar 
• Top Digital Song Sales: Luther— Kendrick Lamar & SZA (3.9M units) Final Takeaway for Music Artists 

The landscape is shifting fast. 

Growth is plateauing in the West. Formats are splintering. AI is changing the game. But  fans are more reachable— and loyal— than ever. 

To Thrive You Must: 

• Know your audience 
• Speak to Super Fans 
• Think globally 
• Embrace new platforms 
• And be ready for a future where tech and creativity co-author the music of  tomorrow. 

__________  

Want the Whole Report? 

Get the full PDF: Luminate 2025 Midyear Music Industry Report (Free Download) 

And to learn more about Luminate scroll down to gold the in partnership box.

• The Greatest Songwriters of All Time— Alan & Marilyn Bergman Lyricists of the Heart 

"In Alan and Marilyn Bergman, lyric meets soul— two voices that painted the  human heart in words, and built a songbook that stands among the all-time  greats." 

Alan and Marilyn Bergman were more than just masterful Songwriters— they were  musical alchemists. For over six decades, this married duo transformed melody into  memory, crafting lyrics that captured the depth of love, loss, longing, and everything in  between. Their songs weren't just hits; they were emotional time capsules that helped  generations of listeners make sense of their inner lives. 

"On anyone's list of the greatest lyricists of all time." 
—John Williams 

Alan Bergman passed away on July 17, 2025, at the age of 99, just three years after  Marilyn's death in 2022. Together, they leave behind a body of work that stands among  the greatest in American music history. For Music Artists, especially those in the Singer  Songwriter tradition, their legacy is a masterclass in lyrical depth, artistic integrity, and  timeless craft.

A Marriage in Melody 
Alan and Marilyn met in Los Angeles in the 1950s and married in 1958. From the start,  their creative and romantic chemistry was undeniable. Marilyn, originally a pianist  whose performance dreams were sidelined by childhood illness, turned to writing. Alan,  already composing lyrics for television and film, found in Marilyn an artistic equal and  lifelong collaborator. 

They began writing together professionally in the early 1960s. The dynamic was simple, as Alan once put it: "It's like pitching and catching. One is the creator and the other is  the editor— and those roles switch from moment to moment." Marilyn added that the  song always starts with the music:  

"If it's a really good melody, it wants to sing. We never write lyrics without the music— it tells us what to say." 

That devotion to serving the melody— never overpowering it— became their trademark. Their words were lean and evocative, designed to glide effortlessly with the tune and stir something deeper than intellect: feeling. 

Songs That Made Us Feel 
You may not know how many of the Bergmans' songs you already love. They wrote The Way We Were— that heart-wrenching reflection on memory and lost love, made  immortal by Barbra Streisand. The song topped the charts in 1974, won an Oscar and a  Grammy, and remains a standard for emotional storytelling in song. They also gave us  The Windmills of Your Mind, a swirling, poetic masterpiece composed by Michel  Legrand that won them their first Academy Award in 1969. 

"Their words unpack what it means to be human, to love and remember."
— Barbra Streisand 

Other unforgettable titles include What Are You Doing the Rest of Your Life?, You Don't Bring Me Flowers (a platinum #1 duet between Streisand and Neil Diamond), It Might  Be You (Stephen Bishop), How Do You Keep the Music Playing?, and Where Do You  Start? Their work is everywhere— film, television, Broadway, even jazz and pop  albums— and yet it always sounds intimate, like a letter written just for you. 

They collaborated with the greatest composers of the 20th century: Legrand, Marvin  Hamlisch, Johnny Mandel, Dave Grusin, Quincy Jones, John Williams, Henry Mancini.  Their words gave voice to the notes of giants. 

Awards, Achievements, and Impact 
Alan and Marilyn Bergman were inducted into the Songwriters Hall of Fame in 1980.  They won three Academy Awards (with a staggering 16 nominations), four Emmys, two Grammys, and were honored with the National Academy of Songwriters Lifetime  Achievement Award. 

They were the lyricists of choice for Streisand— who recorded more than 60 of their  songs and dedicated her 2011 album What Matters Most entirely to their work. Sinatra,  Bennett, Sting, Céline Dion, Diana Krall, and Michael Jackson also performed their  lyrics. 

"I think he's poetic, original and disciplined… he thinks in terms of stories that  have beginnings, middles and ends." 
—Marilyn Bergman on Alan 

And their reach extended far beyond recording studios. Their theme songs shaped the  soundscape of 1970s and '80s television— Maude, Good Times, Alice— and their  Broadway musicals (Ballroom, Something More!) revealed their theatrical chops. 

But perhaps the Bergmans' greatest achievement was how deeply they influenced  generations of Songwriters. Their work taught that lyrics could be poetic without being  obscure, emotional without being sentimental, specific and universal at once. 

Life Beyond the Spotlight 
Married for 64 years, the Bergmans were creative partners and champions for artists'  rights. Marilyn served as president and chairman of the board of ASCAP from 1994 to  2009— the first woman to do so— and also headed the global authors' rights group  CISAC. She was a trailblazer, not just in music, but in advocacy. 

"I loved Marilyn. She was an inspiration… she put her time, effort and money  behind the good fight." 
—Quincy Jones 

Alan served on the boards of the Academy of Motion Picture Arts and Sciences, the  Johnny Mercer Foundation, and The Artists' Rights Foundation. Both were passionate  about protecting the rights and livelihoods of creators. 

Socially and politically engaged, the Bergmans quietly supported causes they believed  in. 

"They were kind, talented and principled artists who lived from a place called  Love." 
—Michael Feinstein 

Their love story, which began with a shared respect for craft and blossomed into a  lifetime of collaboration, is one of music's great romances. 

Their Legacy for Artists Today 
For artists in today's fast, algorithm-driven music world, the Bergmans offer a profound  reminder: music that lasts is music that's lived. Their songs didn't chase trends— they  chased truth. Their lyrics weren't decoration— they were revelation. 

Studying their work is a masterclass in emotional intelligence, in musical restraint, and  in the courage to write something real. 

As Alan said in one interview...  

"When a song is right, it's like a movie in three minutes."  

Their best songs didn't just tell stories— they told your story. 

So whether you're a beat-maker in your bedroom, a lyricist with a notebook full of  verses, or a seasoned performer looking for the perfect closing number, spend a little  time with the Bergmans. You'll come away better— not just as a songwriter, but as a  human being.

• in partnership with Luminate

• Feature Article— TrueFans: True or False? by John Fogg 

Is the "1,000 True Fans" idea gospel, gimmick, or just a good story?
Let's dig into what's real— and why it matters now more than ever. AND... just in case  you question if the guy who creates and curates the TrueFans AMP™ can be  objective... I can.  

__________  

Back in 2008, tech thought-leader Kevin Kelly proposed something radical: that any  independent creator could make a sustainable living with just 1,000 "true fans." Not  casual listeners. Not random scrollers. TrueFans. The kind of people who'll buy your  

album without hearing it. Show up to your shows. Buy the hoodie and the vinyl. Support you on Patreon. Tell their friends. Stay with you for years. 

It was visionary. It was romantic. It was… maybe a little oversimplified? 

But now, nearly two decades later, here comes the 2025 Luminate MidYear Report— and what's sitting dead-center in the crosshairs of the music industry? 

Super Fans. 
Defined as the 18% of listeners who engage with an artist across five or  more platforms— these are the lifeblood of modern music business strategy. 

What Kelly intuited, Luminate has now quantified. And it's not just real— it's  measurable, moneytizable, and absolutely essential. 

Why This Matters (Especially for You, Dear Music Artist) 
We live in a time of infinite content and fractured attention. Algorithms rule discovery. Trends expire in 24 hours. And for every genre, platform, or subculture, there are niche  communities that go deep— while the mainstream becomes more into the sha-ha, sha hallow now. 

Here's the kicker from Luminate: 

Only 18% of music listeners qualify as Super Fans. But they generate the  majority of merch sales, direct support, and long-term engagement. 

Let that sink in. 

You don't need millions of followers. You need true believers. And that's not theory—  it's the data talking. 

The SuperFan Profile (According to Luminate) 
Luminate identifies Super Fans by behavior, not just vibes: 

• They follow you on multiple platforms 
• They stream and share and purchase 
• They interact with your content (comments, DMs, fan art) 
• They attend your shows, virtual or IRL 
• They're your street team without needing to be asked 

They're not just a fan base. They're a business model. 

They over-index on platforms like: 

• Discord 
• Reddit 
• Twitch 
• WhatsApp (for regional/global scenes) 

Genres where Super Fans are strongest? 

• K-pop 
• J-pop 
• Afrobeats 
• Electronic 
• Indie Rock 

This isn't just about geography— it's about depth of connection. 

And it flips the old radio model upside down. 

So… TrueFans. True or False? 
Let's be real. Not every artist wants (or needs) to be Beyoncé. And not every listener  needs to be a "Stan." But what we're seeing now— confirmed by both data and industry  strategy— is a fundamental shift: 

The smartest artists aren't chasing mass appeal. 

They're building fan funnels, experience layers, and repeatable direct  relationships. 

The old rules said: 

Get a label. Get on radio. Tour relentlessly. Hope to catch fire. 

The new rules say: 

Earn trust. Feed curiosity. Show up with value. Serve your TrueFans first. And we at the TrueFans AMP™ say this loud and clear: 

Fewer fans. Deeper relationships. Longer impact. Greater revenue. That's the TrueFans playbook. And it works. 

But Is It Really That Simple? 
Not at all. Here's where it gets real: 

You can't buy True Fans 
You can buy impressions, streams, maybe even followers. But TrueFans are earned,  not bought. They don't show up because you're trendy. They show up because you're  you. 

You can't fake consistency 
Fans sniff out inauthenticity faster than you can say "drop date." Building this kind of  audience takes ongoing creativity, personal connection, and a lot of listening. 

You can't ignore the platform game 
Even if you hate social media (a lot of artists do), you still need to be somewhere they can find and engage with you. TrueFans can't exist in a vacuum. They need touchpoints. But… when you get it right? 

When you show up consistently, honestly, and creatively? The impact is exponential. 

You don't just make money. 
You make meaning. 

The TrueFans Mindset 
What separates artists who build a movement from those chasing virality? Here's the  short list: 

• Authenticity over image 
• Conversation over broadcast 
• Community over audience 
• Direct connection over platform dependency 
• Long game over quick hit 

The artists thriving today aren't necessarily the flashiest. They're the ones who: 

• Run private Discords 
• Drop unreleased demos to Super Fans / TrueFans 
• Show up in comments 
• Livestream from their bedrooms 
• Sell behind-the-scenes access, not just music 

This is the era of relationship-driven creativity. And TrueFans are the foundation of that. 

Final Thought: Kevin Kelly Wasn't Hallucinating 
Was Kelly's original essay perfect? No. He didn't account for inflation, audience churn,  or digital platform chaos. But his core idea? 

Still golden. 

You don't need everyone. You need the right ones. 
You don't need millions. You need a thousand who care deeply. 

Luminate's latest report doesn't just validate this— it points to it as the next frontier for artists and labels alike. The future of music isn't about blasting your brand. It's about  cultivating a garden of TrueFans who grow with you, root for you, and help you thrive. 

So, True or False? 

TrueFans are not a myth. 
They're not a trend. 
They're the point. 

And if you're an artist looking to make music that matters— they're your future. Let's go build it. Together. We'll help you. 

• PS from PS— a ReRecommendation 

I can't recommend OpenMic.US enough, it's been a game-changer for many Music  Artist's careers! David Carver who created OpenMic.US is a performing singer himself  so he knows the challenges and struggles you face from day to day and night to night. 

Performing at an OpenMic nights can give you the low-pressure stage needed to build  confidence and polish your performances. You can test new songs. Get real-time  feedback from audiences. And fine-tune your sound in ways you simply never  can alone. 

The supportive vibe at these events will help you to shake off stage fright and grow into  a strong performer. Through OpenMic.US, you'll connect with other amazing musicians, hosts, and even industry folks who can open doors to collaborations and gigs that  you wouldn't have found otherwise. 

Their platform makes it easy to find local events, create a profile, share demos, and  network with artists who have the same passion for music. You can build a loyal  TrueFan base. Make lifelong friends in the music community. Even land a few (or more) paid gigs— all thanks to the exposure and connections you'll gain. 

OpenMike.US is grass roots growth at it's best! 

Whether you're just starting out or looking to level up, OpenMic.US is a great way to  perform, grow, and make your mark. And NOT just is the states. Don't let that US bit  fool you. OpenMic is active across the U.S., Canada, Europe, Australia, and  New Zealand.  

Until we speak again...

Thanks for reading. Give us your feedback.

And PLEASE, if you've got any Singer Songwriter friends, pass the AMP on, because... It’s Time... for a Change. Big Time. Past Time...