The Future of Fandoms

Talent will increasingly own their audience, with the rise of “channels of one” and community-as-a-service... Equivalents to Substack (where you build and monetize your own email list) will emerge in video, communities, branded products (like Borgo, still pre-launch) and other ways to build, manage, and monetize your audience. Some early breakouts ... See more

The social returns to prescient taste and committed fandom just went up dramatically. This dynamic will upend how cultural trends are born, financed, grow and die, change marketing and community building, and turbocharge the value of influence. It will also create a backlash to the financialization of every aspect of creativity, and leave us to gra... See more

The new formula for fandom is: community x autonomy x equity