The future fan: Exploring the evolution of music fandom and what it means to brands and the media

This paper examines the world of fandom, its evolution, drivers and future direction, using Twitter as the baseline platform and outlining a social media usage strategy that can serve the music industry.

The future fan: Exploring the evolution of music fandom and what it means to brands and the media

Gemma Proctor and Andy CrysellTwitter and Crowd DNA

Introduction

Music fandom has always existed, but the way we connect with music has changed throughout time. Twitter partnered with Crowd DNA to produce a ground-breaking piece of anthropological research exploring the world of music fandom, its evolution over time and the implications for artists, labels and brands operating in the space. This paper explores the drivers of fandom, not only looking at its transformation over the ages but also projecting towards the...

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