Goldman Sachs’ 2026 Music in the Air report puts greater emphasis on direct-to-consumer opportunities alongside streaming and AI. A Music Business Worldwide analysis on October 30 explored why digital superfan products are attracting attention.
Background and verified details
Digital purchases, subscriptions and fan communities can create relationships not fully captured by plays on DSPs. However, a market forecast is not a guaranteed outcome for any artist.
Implications
Labels need to compare direct-to-fan acquisition costs, customer consent and repeat purchase behavior with their royalty strategies. The source includes commentary from a platform executive, whose optimism should be distinguished from independent forecasts.
Source
Illustrative stock photo, not official artwork.