What creates value for fans, and what does their experience look like in today's digital music community? This is what researchers Jenny Karlsson and Jessica Edlom have studied by following the fan community of the Swedish artist Robyn.
Engagement from fans is an important engine when promoting artists. Active and co-creative fans are sought after, used, tracked and taken for granted in the quest for strong music brands. Fans’ experiences, motivation and commitment are often overlooked in the focus on digital media activities and digital traces.
“Previous research often focuses on fan engagement and digital traces. Factors such as motivation, expectations, experiences and power structures are examples of overlooked areas that affect and create value for the fans and heir experiences. This is what we have focused on in this study,” says Jenny Karlsson, senior lecturer in business administration at CTF.
Together with Jessica Edlom, Jenny Karlsson has followed and studied fans of the music artist Robyn, both online and offline. The study contributes, among other things, to increased knowledge about fans' experiences, what motivates them to take part in and co-create value in a highly commercialized and strategic music market.
Read more about the study in the article "Hang with me - Exploring Fandom, Brandom, and the Experiences and Motivations for Value Co-Creation in a Music Fan Community" which is published in the International Journal of Music Business research.
