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Katy Perry comes top in The Battle of the Fans

KatyCats shell out the equivalent of a round-the-world flight in pursuit of fandom

Thu Jul 07 19:01:00 EDT 2016

  • Katy Perry fans spend fifty per cent more than the average music fan on their idol
  • One in five would forfeit access to the internet to see Katy Perry live 
  • One Direction fans pipped to third place by fans of American artists, Katy Perry and Kanye West

As Barclaycard presents British Summer Time Hyde Park gears up for a second weekend of live music, new research today reveals the true price of music fandom, with Katy Perry topping the charts for having the most dedicated fans – who each spend £1,627 a year on average following the American songstress.

In Barclaycard’s ‘Battle of the Fans’ research, devotees of some of the world’s biggest groups and artists are pitted against each other to reveal the emotional and financial investment of British music fans. 

Kanye West comes in second place with fans spending an annual £1,563 on average, with the ‘Directioners’ in third, shelling out £1,239 on their favourite foursome.  The ‘RihannaNavy’ and the ‘Beyhive’ come fourth and fifth, with fans spending an average annual sum of £1,110 and £1,087 respectively.

Other key findings from the research include.

Artist

Total annual spend on this artist

Annual spend on live music events to see
this artist including
food and travel

Annual spend on this artist’s merchandise 

Annual spend
on this artist’s music

1. Katy Perry

£1626.60

£311.16

£1144.30

£171.09

2. Kanye West

£1563.40

£287.23

£1142.40

£133.82

3. One Direction

£1238.60

£241.61

£878.22

£118.78

4. Rihanna

£1110.10

£232.61

£761.24

£116.27
5. Beyoncé £1086.52

£230.53

£725.38

£130.61

Double as much is also now spent by die-hard music fans on live music experiences than buying their icons’ singles and albums.  This is due not only to the low cost of purchasing digital music and streaming services, but to the rapid rise in attendance at live music events over the last three years -  and in particular, summer music festivals.   

Leading the festival charge this month is Barclaycard presents British Summer Time Hyde Park, which hosted The Rolling Stones in 2013 – the band with the fans most willing to pay high prices to see them live in concert.  Fans of The Stones happily shell out £155 a year on live gig tickets.

When it comes to social media – both following and talking about their idol - ‘KatyCats’ are once again the most prolific.  The average Katy Perry superfan posts about her twice a week on each of the three major social media platforms (Facebook, Twitter and Instagram), posts to Katy directly two times every week across each of these platforms and shares Katy’s own social posts a couple of times a week, more than twice as much as the average music superfan.  Katy also counts the greatest number of Twitter followers – a huge 89.8 million.

Katy Perry fans are also more than twice as likely to write fan letters to their musical heroine than Beyoncé’s Beyhive, Taylor’s Swifties and Lady Gaga’s Little Monsters.

Despite the popularity of digital music, music super fans are still investing in physical formats, spending an average £67 annually on CDs and vinyls of their idol’s music.

Super fandom covers all musical genres which is why Barclaycard is launching its ‘Great British Music Showdown’ campaign to discover the musical DNA of the nation.  In partnership with BuzzFeed, Barclaycard will carry out the biggest ever search of its kind.  Music fans can take part at www.musicshowdown.co.uk  and will also receive a unique and personalised animated avatar – or “DanceBot” – representing their own musical DNA.  The results will be revealed at the end of July.

Katherine Whitton, Chief Marketing Officer at Barclaycard, said:

“As a brand with a special association with music – having helped the nation buy the music and musical experiences they love over the last 50 years - we wanted to find out which artist has the most dedicated fans. So we compared fans of some of the world’s biggest bands and artists – those that started when we did in the 60s and those who have more recently risen to fame.  What the findings have shown above all else is that the nation’s love affair with music, and especially live music, is very much alive and well…whether you’re a KatyCat, Directioner, Swifty or Little Monster!

“On our 50th birthday we’re also on the search to discover which genres of music make up the nation’s DNA.   Music fans who would like to take part should head to www.musicshowdown.co.uk.”

Barclaycard presents British Summer Time Hyde Park, now in its fourth year, takes place between the 1st-10th July – an event that no music super fan should miss.  Headline acts playing this weekend are Stevie Wonder, Take That and Mumford and Sons.