"Transmedia storytelling has become individualized". I really appreciated this sentence. I think the term you are talking about is absolutely present and relevant. Communities have become, perhaps also due to recent problems and scandals involving influencers and public figures, increasingly attentive and demanding towards the people they follow. At the same time, however, they have transformed into superfans whose returns are significantly higher for people and brands than in the case of "normal fans". I totally agree and I think it's a theme I would like to see in other issues!
Big fan of this newsletter & what an insightful piece! The topic of the superfan seems to be increasingly relevant these days especially in music, and it's also helpful to consider the crossover of many of the tactics currently experimented with by Western labels from J-pop (and K-pop even) which has been fostering and capitalizing on superfan culture for ages. Loved this conversation between Tamar Herman and Patrick St. Michel which touched on it as well. https://notesonkpop.com/everything-is-akb-2/
Thank you! Good rec- I almost mentioned AKB48 because of their "election" process, which very much encourages over-spending and benefits from individual attachments.
"Transmedia storytelling has become individualized". I really appreciated this sentence. I think the term you are talking about is absolutely present and relevant. Communities have become, perhaps also due to recent problems and scandals involving influencers and public figures, increasingly attentive and demanding towards the people they follow. At the same time, however, they have transformed into superfans whose returns are significantly higher for people and brands than in the case of "normal fans". I totally agree and I think it's a theme I would like to see in other issues!
Thank you! It will definitely come up again, there’s much more to be said.
Big fan of this newsletter & what an insightful piece! The topic of the superfan seems to be increasingly relevant these days especially in music, and it's also helpful to consider the crossover of many of the tactics currently experimented with by Western labels from J-pop (and K-pop even) which has been fostering and capitalizing on superfan culture for ages. Loved this conversation between Tamar Herman and Patrick St. Michel which touched on it as well. https://notesonkpop.com/everything-is-akb-2/
Thank you! Good rec- I almost mentioned AKB48 because of their "election" process, which very much encourages over-spending and benefits from individual attachments.
You've hit on something, for sure. The superfan market is also something the consultancies are selling, or ar least Kearney is. The episodes are humanizing, but obviously the takeaway is how to make them spend more: https://www.kearney.com/industry/consumer-retail/inside-the-mind-podcast/past-seasons
(I used to work with the agency that produced the podcast, fwiw)
Thank you, and thanks for the rec, I'll definitely check it out!