Marketers in sheep’s clothing…
Here’s a nice article, not about the music business, specifically, but still very applicable. It’s about the differences between “audience” and “community”.
They are not the same, at all. One you can buy, one you have to build. An audience can be purchased, and doesn’t require “substance”- community, on the other hand, requires some meat in the bun.
You can not buy a community. Creating a community of people who support your brand and its products takes time. Creating a community occurs when you tap into the passions of an audience and allow them to see your product or brand as part of their daily lives.