<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Active and co-creative audiences are sought, used, tracked and taken for granted in the quest for strong music brands. Fan communities are co-opted to build value for brands and used to foster communication in transmedia marketing campaigns. However, when focusing on audiences and fans’ digital media activities, digital traces and numbers, important questions of motivations, expectations, experiences, morals and power structures are often overlooked. Drawing on a digital ethnographic study and an interdisciplinary perspective, we investigate a fan community of the Swedish artist Robyn, both online and offline. The article contributes to the concepts of fandom and brandom and the notion of value. It also adds to the knowledge about the perspective of fans and fans’ motivations for taking part and co-creating value in a highly commercialised and strategised music market.</p>
</abstract>

Active and co-creative audiences are sought, used, tracked and taken for granted in the quest for strong music brands. Fan communities are co-opted to build value for brands and used to foster communication in transmedia marketing campaigns. However, when focusing on audiences and fans’ digital media activities, digital traces and numbers, important questions of motivations, expectations, experiences, morals and power structures are often overlooked. Drawing on a digital ethnographic study and an interdisciplinary perspective, we investigate a fan community of the Swedish artist Robyn, both online and offline. The article contributes to the concepts of fandom and brandom and the notion of value. It also adds to the knowledge about the perspective of fans and fans’ motivations for taking part and co-creating value in a highly commercialised and strategised music market.

Hang with Me—Exploring Fandom, Brandom, and the Experiences and Motivations for Value Co-Creation in a Music Fan Community

International Journal of Music Business Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Active and co-creative audiences are sought, used, tracked and taken for granted in the quest for strong music brands. Fan communities are co-opted to build...

Hang with Me—Exploring Fandom, Brandom, and the Experiences and Motivations for Value Co-Creation in a Music Fan Community

Article Category: Research Article

Published Online: May 22, 2021

Page range: 17 - 31

Received: Aug 27, 2020

Accepted: Oct 19, 2020

DOI: https://doi.org/10.2478/ijmbr-2021-0003

Keywords
fandom, brand community, brandom, value co-creation, music industry

© 2021 Jessica Edlom et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Hang with Me—Exploring Fandom, Brandom, and the Experiences and Motivations for Value Co-Creation in a Music Fan Community

Article Category: Research Article

Published Online: May 22, 2021

Page range: 17 - 31

Received: Aug 27, 2020

Accepted: Oct 19, 2020

DOI: https://doi.org/10.2478/ijmbr-2021-0003

Keywordsfandom, brand community, brandom, value co-creation, music industry

© 2021 Jessica Edlom et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
fandom, brand community, brandom, value co-creation, music industry