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 • 10(1) • 2021 DOI: 10.2478/ijmbr-2021-0003 International Journal of Music Business Research Hang with Me—Exploring Fandom, Brandom, and the Experiences and Motivations for Value Co-Creation in a Music Fan Community Research Article Jessica Edlom1,*, Jenny Karlsson2 1Geography, Media and Communication, Karlstad University, Sweden 2CTF – Service Research Centre, Karlstad Business School, Karlstad University, Sweden Received August 27, 2020; Accepted October 19, 2020 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. Keywords: fandom • brand community • brandom • value co-creation • music industry © De Gruyter Open Sp. z o.o. 1. Introduction The music industry is deeply dependent on the affordances provided by social media (Baym, 2012; Choi and Burnes, 2013). Active and co-creative music consumers and fans are sought, used, tracked and taken for granted in the quest for strong music brands (Artieri, 2012; Carpentier, 2011; Duffett, 2013; Jenkins, 2006).
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