This article on fandom research in Variety (Building Brands by Relating to Fans) reflects some of the reasons I chose my blog name. Creativity is part of our shared cultural conscious and unconscious. It really is a two-way street.
Fandom is widespread and deeply woven into the fabric of everyday life. Fandom gives us something to look forward to day-in and day-out, in ways big (special events like concerts, conventions, and season premieres) and small (checking daily news, connecting with other fans online, or watching a weekly episode). Fandom shapes our physical environments though merchandise, collections, fan art, and other fandom-related objects. And fandom gives us something to talk about — whether we are furthering a conversation with existing fans or “efangelizing” to someone new.
What all of this means for the business of entertainment is that if a studio, network, or brand wants to reap the benefits of fandom — the loyalty, investment, advocacy, communal aggregation and mobilization — they need to be good partners in the relationship.