A small sampling of 7digital-powered platforms (Photo: 7digital/Songtradr)
The following comes from Samantha Sawyer, the General Manager of Licensing and Technology Solutions at 7digital parent Songtradr, a company DMN is thrilled to be partnering with.
As the industry shifts its focus from scale to superfans, 7digital’s multi-product, cross-category, and global expertise positions it to help fuel the next phase of higher-value, higher-engagement music experiences.
With streaming growth plateauing and casual listening on autopilot, the push toward deeper fan relationships is gaining urgency. So what does Superfan 2.0 actually look like, and how can platforms get there faster?
Suddenly, the music industry is rethinking the one-size-fits-all streaming model, shifting its focus to deeper, more meaningful engagement with devoted fans. The momentum is real: Universal Music Group is already channeling hundreds of millions into superfan-first platforms and experiences. But despite the headlines, this movement is still in its early days.
So where will the next wave of superfan growth come from? It’s likely to emerge through bold experimentation, and 7digital is well-positioned to help lead the charge. As the engine behind a diverse array of music experiences across categories and markets, 7digital has the flexibility, global reach, and product depth to support the emerging needs of a superfan-driven economy.
The company has been powering a wide range of music platforms and experiences for years, but remains a behind-the-scenes player, and that’s by design. Now operating under parent company Songtradr, 7digital continues to expand its B2B footprint.
We’ve spent over two decades helping businesses navigate the complexities associated with music technology infrastructure and music licensing, ensuring they can deliver incredible music experiences while staying fully compliant. Throughout these implementations, grabbing the spotlight has never been our focus.
As the engine behind many of today’s music experiences, 7digital provides fully licensed commercial music while navigating the complexities of rights management and ensuring proper compensation for rightsholders. It’s a notoriously tangled space, one that demands a backend partner with deep technical and legal expertise.
Once integrated, 7digital’s infrastructure supports a wide range of front-end experiences: from streaming and downloads to gaming integrations, background music, user-generated content, and more. It’s also built to flex — enabling platforms designed for niche communities, power users, and high-ARPU audiences alike.
The list of quietly-powered clients includes platforms like Canva and Connyct, fitness apps such as ApexRides, and wellness platforms including Grandpad, MedRhythms, and Resparke. Other platforms, like Triller and Pinterest, previously tapped 7digital’s backend to get their music offerings going.
Beyond that, 7digital also powers background music services for global retail and hospitality brands such as Moodmedia, Nightlife, Audalize, Qsic, and services offering in-flight entertainment to global airlines.
With a catalog of around 150 million tracks, 7digital ingests an impressive 750,000 tracks per week, with three new independent suppliers joining monthly. This expansive catalog is a key asset in attracting clients who need access to comprehensive independent collections or those focused on specific genre niches.
As the industry continues its shift towards superfan-driven models, 7digital’s catalog depth could play a pivotal role in supporting the experimentation and innovation required to build this new landscape. Universal Music Group, for example, is already pouring significant resources into artist web pages designed to foster direct fan engagement and monetization. Meanwhile, Warner Music Group is experimenting with a Weverse-style fan platform, with Ed Sheeran at the helm.
7digital has already begun to support some fan-focused initiatives with its client Stationhead, a service which allows for collective licensing and engagement around album launches and artist-hosted, artist-led livestreams, with 7digital serving chart eligible download sales of the featured artist recordings.
As the industry evolves, many are now viewing platforms like TikTok through a different lens; not as opportunities to engage superfans, but as lower-ARPU challenges, fraught with licensing hurdles. This shift has led to a noticeable trend: a growing demand for compliant music solutions in user-generated content (UGC) platforms and emerging digital spaces.
The risks are real. The number of companies facing lawsuits for unlicensed social media content is on the rise, with major brands like Chili’s, Crumbl, Johnson & Johnson, and even the University of Southern California (USC) embroiled in legal battles over alleged licensing violations. Navigating this complex landscape requires expertise, and for the unprepared, the consequences can be severe, and they’re only escalating.
Many companies underestimate the intricacies of music licensing and the legal risks associated with using music without proper clearance. 7digital’s solutions provide platforms with a way to navigate those challenges by offering fully licensed music catalogs and handling the often-overlooked reporting obligations that ensure compliance with copyright laws.
While these solutions are essential for the general music ecosystem, they’re especially critical for platforms that aren’t necessarily focused on superfan engagement. For platforms experimenting with niche audiences and higher-ARPU opportunities, 7digital’s flexible infrastructure and expertise in music licensing create a foundation for rapid experimentation and innovation.
That said, Superfan 2.0 presents its own set of complexities. While 7digital doesn’t hold the rights to every artist drawing a cult following, its capabilities can still support platforms built around superfans, particularly those already focused on fan-first models.
Take Bandcamp, for instance. Now part of the broader Songtradr ecosystem, it stands as a compelling example of where 7digital’s licensing and technology could amplify an already superfan-centric approach.
As the industry shifts and grows, the need for seamless, compliant solutions will only intensify. The way companies integrate music is evolving rapidly, and the demand for scalable, compliant solutions to power the next generation of music-driven platforms and superfan engagement has never been greater.
In the evolving landscape of music engagement, 7digital is quietly leading the charge; supporting the infrastructure that enables more meaningful, innovative, and legally sound music experiences.
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