YouTube Unveils New Tools to Help Artists Connect With Superfans

YouTube has announced new features aimed at helping musicians strengthen ties with their most dedicated fans.

The updates, revealed at the company’s Made on YouTube event, include album pre-saves and countdowns on YouTube Music, exclusive video content for top fans, and the ability to sell merchandise during key release moments.

Lyor Cohen, YouTube’s Global Head of Music, said: “When we talk about passion, there’s no community more powerful than music.”

Artists will be able to build anticipation for albums with countdowns and pre-save options on YouTube Music. Fans who pre-save will be notified on release day, and early supporters will receive badges to display on their profiles.

“You users can see exactly when it’s going to be there,” explained T. Jay Fowler, YouTube’s Senior Director of Product Management for Music and Podcasts.

YouTube is trialling “just-for-fans” video drops, allowing artists to send exclusive clips or messages to their most loyal followers. It is also piloting merchandise drops during live events such as premieres or afterparties.

“The shared moment of being together and listening to something for the first time is something that’s been missing for quite a while,” Fowler said.

The company is still testing how to define “top fans” in a way that works for both emerging acts and global stars.

Competing for superfans

The launch comes as the music industry focuses increasingly on monetising superfans, seen as vital for new revenue beyond standard streaming subscriptions. Rival platforms like Spotify are also developing fan-focused features.

Fowler argued YouTube’s strength lies in its wider ecosystem: “We are bringing YouTube’s vast investment in creator-to-fan, and fan-to-creator tools and experiences to music artists.”

YouTube said it has paid out more than $100bn (£81bn) to creators, artists and media companies over the past four years.

The merchandise pilot will launch first in the US, expanding to other English-speaking markets and globally next year. Pre-saves and countdowns will arrive on YouTube Music in the coming weeks, with exclusive fan video drops due in early 2025.