Embrace the Fandemonium for Your Audio Strategy

Fans have long held the power to boost the success of music artists, movies, and brands, but in the last few years, fandemonium has grown more than ever. Fandemonium is, yep, you guessed it—the combination of “fan” and “pandemonium.” A whopping 84% of our listeners deem themselves fans of something, with 72% of them being fans of music artists. With the volume of content, creators, and artists available at our fingertips (and to our ears) today, it’s hard not to find something to be a fan of. From Swifties, to the Beyhive, to BTS Army, to the Barbz, fans often use fandom names as self-identifiers, forming communities and communicating their identities to the world.

Today, the fan experience goes deep, making fandom a lifestyle. Whether aiming to achieve the “brat” aesthetic inspired by Charlie XCX’s new album, or dedicating their entire TikTok profile to edits of Chappell Roan’s performances, one in five of our listeners aren’t just fans—they’re superfans. For fans, stans, and superfans alike, the connection to artists and celebrities goes beyond listening, permeating into many aspects of daily life from leisure, to travel, to finances. For brands looking to capture the hearts of listeners, leaning into the fandemonium creates alignment with consumers like never before. 

It’s Not Just a Craze, It’s a Lifestyle

The listening experience is sacred to fans. Almost 50% of our listeners say that music is a part of who they are, and it’s evident that the music and artists they love is shaping their identities and showing up in the way they live their everyday lives.

Let’s unpack the Hotties, Megan Thee Stallion’s fans, a growing group that not only love Meg and her music but are dedicated to body positivity. In 2019, the term “hot girl summer” took over the internet after Meg’s viral track of the same name. And in 2023, Megan took fans along her fitness journey on Instagram, posting workout videos while also securing a spicy brand deal with Flamin’ Hot Cheetos. Fans have coined her the “hot girl coach,” following her workouts while still enjoying the food they love. These fans took inspiration from their favorite artist to not only improve their lifestyle but embrace every part of their identity. As an advertiser, understanding that music isn’t just a hobby but a daily lifestyle for fans will only deepen your connection with your audience. 

Audio Fan Love is Always On  

When it comes to fans and superfans, they rarely press pause on the audio they love. About 83% of fans say they listen to any audio relating to the artists and celebrities they enjoy, whether that audio is old, new, or even just mentions their favorite celebrity.  

This loyalty in listening shows up across streaming platforms, and Taylor Swift’s success is a prime example of this. Swifties have dutifully had a front-row seat to her music evolution and many eras, from country, to pop, to indie folk, to rock. Her fandom is especially known to unpack easter eggs, memorize lyrics by heart, and (swiftly) decipher which relationship she’s singing about. Audio is the perfect place to reach fans thanks to all the time they spend listening, no matter where they are or what they’re doing. 

Fans Put Their Money Where Their Hearts Are

One of the simplest ways music and pop culture fans show their support is by spending their hard-earned dollars on their favorite celebrity’s brands, whether it’s music or beyond. Today, artists are releasing more than just music and building diverse business empires. Whether they’re paying thousands of dollars for concert tickets or buying the latest makeup product from the artists they admire, 67% of fans make purchases relating to their fandom.   

Gen Z has proven themselves to be die-hard fans, being 45% more likely than the general audience to gain access to exclusive content from their favorite musicians. For instance, Gen Z skews the highest for K-pop listening on our platforms. And they know how to show up for their favorite idols. In 2023, BLACKPINK took the number one spot for highest-grossing K-pop tours, with over 700,000 tickets sold and recognition as the only AAPI artist in the all-genre top 10. And the fan support doesn’t stop with the music. Members of BLACKPINK have landed brand collaborations with Calvin Klein, Tiffany & Co., Puma, Samsung, and more, bringing fans products they’re eager to get their hands on. As brand and artist collaborations increase, it offers advertisers an opportunity to connect with audiences who show their passion through purchases. 

IRL Experiences Bring the Fandom to Life 

Crowd sizes are at an all-time high. From Anitta’s sold-out global shows to Chappell Roan’s record-breaking Lollapalooza audience, listeners aren’t just supporting the superstars they know and love, but also uplifting newer artists who are transcending the mainstream. This year, 62% of our listeners say they enjoy attending in-person live music events and concerts. This percentage is higher for Gen Z and millennials who were desperately awaiting future IRL experiences during the pandemic, amid a wave of canceled concerts and festivals.

Almost half of fans say they attend in-person events of their favorite artists. For superfans, however, attending their idols’ concerts aren’t just a weekend activity but a life-changing experience. Fans put on themed outfits, travel to other countries for cheaper tickets, or invest in seeing the same concert more than once. Think back to Beyoncé’s record-breaking Renaissance tour, which garnered hundreds of millions in revenue. The Beyhive brought the IRL energy and passion and even donned silver outfits in honor of Beyoncé’s September birthday tour dates. Between global world tours and SiriusXM and Pandora’s live events, fans have plentiful opportunities to watch their favorites perform live and celebrate with their fandom community. And wherever fans go, brands should pay attention.

Finding Community Through Fandom 

One of the most sacred elements of being a fan is the community within a fandom. Whether feeling a special connection to an artist over shared experiences or developing new friendships thanks to their fandom, fans take pride in knowing that they’re not alone. From sporting friendship bracelets and trading them with a fellow Swiftie at the grocery store or pulling up next to someone at a red light singing “Please Please Please” at the top of their lungs, fan communities can be found everywhere.

Gen Z especially embraces the power of community in fandom. As young adults are still solidifying their identities and chosen families, they’re 80% more likely to feel a strong connection to their fanbase community than the total audience. Fandoms, no matter how niche, are alive and thriving, proving that advertisers have no shortage of audiences to tap into. 

Don’t Fight It, Lean into the Fandemonium

Fandemonium is a clear example of the power of audio. Musical artists are the faces of fandoms—which are kept alive by the fans that love and support them. For brands looking to connect with consumers through audio, understanding the power of fan connections is crucial to resonating with these listeners. While it seems like fandoms are ever-evolving or a new one is blooming every day, one thing is clear: Fans are hungry and their appetites are insatiable. 

By embracing the fandemonium, you can create deeper and more personal connections with your audience and set your brand up for long-term success. Get further insights by downloading the 2024 Culture Trends Report. And if you’re ready to reach fans, stans, superfans, and everyone in between, let’s chat.

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