Mentor/s
Professor Jennifer McLaughlin and Professor Mary Ignagni
Participation Type
Paper Talk
Abstract
The concept of fan culture in the music industry is not new to American culture. Fan groups have been around for a while, which can be referred to devoted fans showing their love and going to greater length to express their admiration of their favorite artists more than the average person. Actions of fan groups to show their adoration included buying concert tickets and merchandise to creating fan art and starting fan clubs, all to convey the emotional connection they have developed with certain music or musicians. These behaviors are still very much prevalent today, however, with the rise of social media platforms and other forms of digital media, fan culture is even more influential than it was in the past. Considering the psychology behind the different levels of fandom in the music industry and how it contributes to the investment and engagement fans have with their idols, fan culture has a positive impact on the music industry’s marketing and brand awareness through social media by offering easier ways to reach audiences online, promoting with shared media on different platforms, and being more engaged and loyal to buy into an artist’s brand.
College and Major available
Communication Studies BS
Location
Session 7: Digital Commons & Martire Room 217
Start Day/Time
4-26-2023 3:30 PM
End Day/Time
4-26-2023 4:45 PM
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.
An Analysis of the Psychology Surrounding Fan Culture in the Music Industry and Its Effects on Marketing on Social Media
Session 7: Digital Commons & Martire Room 217
The concept of fan culture in the music industry is not new to American culture. Fan groups have been around for a while, which can be referred to devoted fans showing their love and going to greater length to express their admiration of their favorite artists more than the average person. Actions of fan groups to show their adoration included buying concert tickets and merchandise to creating fan art and starting fan clubs, all to convey the emotional connection they have developed with certain music or musicians. These behaviors are still very much prevalent today, however, with the rise of social media platforms and other forms of digital media, fan culture is even more influential than it was in the past. Considering the psychology behind the different levels of fandom in the music industry and how it contributes to the investment and engagement fans have with their idols, fan culture has a positive impact on the music industry’s marketing and brand awareness through social media by offering easier ways to reach audiences online, promoting with shared media on different platforms, and being more engaged and loyal to buy into an artist’s brand.
Students' Information
Taylor Barone, Strategic Communication, Advertising and PR major, Honors student, 2024 graduation