Last Sunday the entire country watched the Super Bowl halftime show. Did we watch the game? NOPE!
We were wandering an empty Costco like a pair of feral raccoon who'd found a warehouse full of bulk snacks.
Did we watch the halftime show? We watched the highlights. (Because we're metal fans at heart.)
But Bad Bunny did something absolutely genius in his show.
Think about it. The Super Bowl halftime show is one of the biggest stages on earth. Millions of eyes. One spotlight.
Most artists would be like: "This is MY moment! MY time to shine! Everyone else can SIT DOWN!"
But Bad Bunny?
He turned that stage into a party with surprise appearances from other Latinx musicians and actors. Even Lady Gaga showed up as an ally.
What could have been a solo exhibition became a community moment.
Bad Bunny wasn't worried for one second that these collaborators would outshine him.
He wasn't scared his fans would abandon him for someone else.
He understood that sharing the spotlight doesn't shrink your portion of it. It amplifies it!
Because now?
His fans love him MORE! They're not just fans of his music! They're fans of his generosity! His ability to curate a show full of incredible people and throw a party that made everyone get off their couch and dance.
That's not losing fans to collaborators. That's deepening the relationship with the ones you already have!
I know what you're thinking: "I'm not Bad Bunny! I don't have Pedro Pascal on speed dial!"
Fair.
But you have something equally powerful: A community of people who trust your taste.
When you recommend someone? Your fans take that seriously.
When you collaborate with a complementary business? You're not losing fans, you're adding value to their world.
Think about it like this:
If someone you trusted said, "Hey, this person is amazing. You should check them out!"
Would you think less of that person for the recommendation?
Or would you trust them more because they just made your life better?
First step: look at who else your audience follows.
Think about the businesses that complement yours without competing with them.
For my embroidery kit business? I'd hang out where fun soap makers sold their work!
Why? Because people who bought quirky colorful soaps also bought my quirky colorful kits! Different products, same fan.
More examples:
You're not sending fans away. You're becoming the person who knows everyone worth knowing. That's not a threat to your fan base. That's a superpower.
If the idea of a full collaboration feels like you're about to jump out of a plane without checking if you packed a parachute, start with a simple newsletter/blog roundup!
Boom! You just threw a tiny digital party at your casita!
Are you hoarding your audience or are you treating them like humans who deserve to know about incredible things?
Because Bad Bunny didn't build millions of fans by playing small. He built them by showing up generously. By saying, "Come to my party. I want to introduce you to everyone!"
That's how super fans are made!
Not by gatekeeping but by celebrating.
Your homework this week:
Write down three complementary businesses your audience would genuinely love.
Then reach out to one of them. Not to pitch a massive collaboration. Just to say, "Hey, I think my audience would love what you do! Want to be featured in my newsletter?"
Start small! Throw tiny parties!
Stay curious!