One way to learn more about your artists is to find out what causes they care most about. In today's heavily politicized world, even silence is a statement – how are you aligning your artists?
It's a tricky business – latching onto a cause will both alienate current fans as well as galvanize new ones. But the most important thing is authenticity. If your artist doesn't actually care about the issue they're speaking about, the fans can smell it from a mile off.