K-Pop Fandom and Fans Economy

How digital fans clubs become a revenue stream for many businesses

The Korean wave has spread out worldwide, resulting in mushrooming fandoms of numerous boybands and girlbands and the rise of the fans economy. I was a fan of Super Junior when they were very popular among teenagers from 2007 to 2015. I always kept myself updated about them from ELF fandom (fanbase of Super Junior) on Facebook and Twitter. I also spent so much money buying their albums, collecting merchandise, and joining their world tours twice.

A K-Pop fandom comprises fans who love the same idol and share the same interests and cultural tastes. K-Pop fandom may have sub fandoms to cater to smaller groups of fanbases, for instance, based on country. Their common activities are sharing and translating updates about the idols and discussing different interpretations to ensure that all K-Pop fans understand. Their creativity, dedication, and solidarity make K-Pop fandoms powerful.

Social Media and Fans Economy

In fandom culture, everything starts with interaction: between the fans and the idol and between fellow fans. This interaction mostly happens on social media, especially interactions in K-Pop fandoms. Social networks built by the fans and the strong connection among them are tools for the idols and label companies to promote the bands. For instance, BTS has a strong social media presence. They regularly share vlogs and selfies to promote their albums and interact with fans. ARMY (BTS fandom) ensures the bands' success in music charts and awards by encouraging and reminding their followers to support and vote for BTS on their social networks. "The more data-savvy and proactive your fans are, the more power they have to impact charts," said one of BTS on Billboard! Twitter account administrators on Forbes. On the other hand, BTS' label company, Hybe (formerly Big Hit Entertainment), sells BTS merchandise and other artists under the company to the global market through global stores, such as Weverse (a community app launched by Hybe), Amazon, etc.

It delineates the concept of fans economy. The relationship between fans and idols is the commodity to earn economic and social benefits. Hybe is not the only one that enjoys revenue growth from ARMY. Mcdonald's, Converse, CGV Cinema, and many other brands collaborate with BTS to promote the brands because BTS ARMY is one of the most active online communities and perhaps the world's most powerful fandom.

Do you that notice today more brands appoint Korean idols to endorse their products? Share it if you remember one or more! And do you think brands should target fandoms?