Completed under the University of Southern California’s Annenberg School for Communication M.A. in Strategic Public Relations program, this white paper uses Frank Ocean’s Boys Don’t Cry pop-up as a case study to define fandom and examine its significance to the music industry, the growth of tech, and value of experiential marketing.
It features extensive research of the market, fandom, and commercial music technology, a content analysis, and interviews with Kevin Lyman, Founder and CEO of the Kevin Lyman Group and creator of the Vans Warped Tour. As well as Michael Kaminsky, founder and president of KMGMT, Inc., and Andrew Justice, head of the Music Library at the University of Southern California.
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OCean fandom
Music
Experiential
IRL & Live events
Tech
INDUSTRIES
FOCUS AREAS
Fandom
Community Engagement
Brand Partnerships
Qualitative & Quantitative Research
Scholarly Publication (white paper)
Examine current state of fandom & its industry relevancy
How to use tech, fandom & experiential for ROI & audience growth
Conduct practical research to identify useful insights
RESULTS
GOALS
Thorough insight of the history & current market
Actionable steps to execute ROI driven music initiatives
Qualitative/quantitative research with findings that offer practical solutions/insights
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