The new Luminate Midyear Music Report shows clearly that superfans are the backbone of today’s music business.
Streaming grew another 10.3% in the first half of 2025, but more than chasing raw numbers, it is now important to understand who is listening and how deeply.
According to the report, superfans are almost twice as likely to buy subscriptions, pick up merch, and show up to events. In other words, fandom itself has become the business model, and few artists have a more passionate, long-lasting fanbase than Eminem. From dissecting verses to collecting every piece of merch, Stans fit the Luminate definition perfectly.
That is why the release of Stans, the new documentary, feels like more than just a film. It could signal a shift in how Eminem’s camp treats his fandom, not as background noise, but as a powerful asset that drives real value in streaming, sales, and cultural relevance.
If Luminate is right, the next big move for artists will not be about streaming growth or viral singles. It will be about recognising the superfans who keep the catalogue alive year after year. And in that game, Eminem is already holding one of the strongest cards in music.
Now, the managerial team only needs to listen to the fandom and treat it with respect.
