Soca artists' digital growth analyzed
The consumer journey in music is a lengthy process when it comes to developing superfans. It begins with Music Discovery—where listeners encounter a song on platforms like Spotify, Apple Music, SoundCloud, YouTube, TikTok, or BandCamp. Ideally, this journey continues with the listener enjoying the full song, researching the artist, streaming more of their music, becoming a fan, spreading the word, and eventually purchasing merchandise and concert tickets.
Music Discovery is crucial for helping artists reach new fans, expand their fan base, and find audiences in unexpected places. Recent data on the top sources of Music Discovery reveals interesting insights into the Soca music genre.
Globally, Machel Montano remains the undisputed King of Soca. His Spotify metrics—listeners, followers, and listener-to-follower ratio—demonstrate his strong presence, with over 35% of his Spotify Monthly Listeners also following him. With over 200,000 Spotify followers and more than 500,000 monthly listeners, Montano has successfully converted a significant portion of his listeners into followers at a large scale. He also leads in YouTube subscribers and SoundCloud followers among Soca artists, reinforcing his status as a genre titan.
-
- Nadia Batson
-
- GBM Nutron
In terms of conversion efficiency—the ability to turn Spotify listeners into followers—Nadia Batson and GBM Nutron are leading the Soca pack. They achieve a conversion rate of 50%, meaning that for every two people who listen to their music on Spotify, one becomes a follower. Although their current follower counts are relatively modest (less than 50,000), their impressive conversion rates suggest a robust and growing fan base. Nadia Batson also boasts a substantial YouTube following with over 37,000 subscribers and a remarkable 100,000 TikTok fans. If she continues to expand her digital presence, she seems well-positioned to attract and engage superfans.
Kes, another rising Soca star, has seen explosive growth recently. His Spotify followers have surged to the second highest in Soca, trailing only Machel Montano, while he leads in Monthly Listeners, having exceeded 800,000 in recent months. Despite a current Spotify listener-to-follower conversion rate of around 15%, this is due to his rapid increase in Monthly Listeners, which grew by over 250,000 in a few months. Kes also ranks second in YouTube Subscribers and SoundCloud Followers within the Soca genre and is among the top ten Soca artists on TikTok. His strategy of achieving broad digital saturation across various platforms is likely to help cultivate superfans.
Patrice Roberts stands out as she ranks in the top ten across all major digital platforms tested. Her Spotify listener-to-follower ratio exceeds 30%, with over 100,000 followers. She also has over 130,000 YouTube subscribers and more than 60,000 TikTok followers, demonstrating a well-rounded digital presence.
Bunji Garlin, another established name in Soca, maintains a strong Spotify listener-to-follower ratio of over 25%, indicating that one in every four listeners on Spotify follows him. He also boasts a considerable TikTok following with over 37,000 fans, further solidifying his digital footprint.
-
- Claudette Peters
-
- Lyrikal
-
- Tian Winter
Artists such as Claudette Peters, Lyrikal, and Tian Winter, with Spotify listener-to-follower ratios above 35%, are well-positioned to gain more exposure and grow their listener base on Spotify. As they increase their monthly listeners, their follower counts are likely to grow as well.
Father Philis has emerged as a Soca standout on TikTok, amassing over 300,000 followers—nearly three times that of the second-highest Soca artist on TikTok, Nailah Blackman, who has over 117,000 followers. This TikTok success has translated into growth on Spotify, where Father Philis has over 55,000 monthly listeners and converts 15% of them into Spotify followers. This strategy of leveraging TikTok to drive traffic to Spotify illustrates a savvy use of different platforms to move fans across the music ecosystem.
The landscape of Soca music discovery highlights the importance of a strong digital presence and effective fan conversion strategies. Artists who excel in these areas are more likely to develop a loyal and expansive fan base, paving the way for sustained success in the music industry. By mastering the art of digital engagement and fan conversion, Soca artists can ensure their music resonates more widely and endures over time. Embracing these strategies allows them not only to enhance their reach but also to build lasting connections with their audiences, fostering a vibrant and dedicated community of superfans. As the digital landscape continues to evolve, Soca artists who adapt and innovate will be best positioned to thrive and influence the global music scene.
listen to your favorite Soca tunes here:
