In 2014, One Direction was the biggest boy band on the planet and its breakout star, Harry Styles, was adored the world over – so much so that when he threw up on a California freeway, fans turned the spot into a shrine. Such fan passion, Toby Boon, Powered by Nine’s director of strategy, insight and effectiveness noted, translates into an industry worth A$4.3bn in Australia, with the average fan spending more than A$900 every year.
Fandom isn’t a solo activity; it is an energy created by sharing what you love. To better understand and decode this cultural landscape, Powered...