Fans Run the World
I grew up deep in stan culture: live-tweeting award shows, getting into fan wars to defend my favorite artist, and sharing hot takes. I wasn’t the only one spending my youth this way. Back then it was just online. Now, those same fan habits are driving some of today's PR moments.
There has been a rise in fans creating PR moments on their own without any management or media push. Take Taylor Swift's Eras Tour. Fans took inspiration from her lyrics and created the trend of making and trading friendship bracelets. At first, it was just a fan project, but as the tour progressed, it exploded into a cultural phenomenon, covered by the media and acknowledged by Swift herself. It became a staple of the tour, as many attendees looked forward to participating and showing off their bracelets on social media, especially on TikTok.
Beyoncé's Renaissance Tour showcased a powerful example of fan power in action. She encouraged fans to wear silver, turning her stage into an immersive performance. Scrolling through social media feeds at the time, it was hard to miss the “silver sea” as everyone brought their own twist to the outfits. Fans weren't just attending the concert, they were actively participating in a cultural moment.
K-pop fans take it up a notch with their fan power. BTS’s ARMY lives up to its name, dominating the Billboard charts. I remember streaming every new release. Fans created goals and made sure everyone knew about them. ARMY secured a five-year win streak for BTS for the Top Social Artist award at the Billboard Music Awards. Now, younger groups like TXT (TOMORROW X TOGETHER) have also received awards, such as Best Push Artist at the MTV EMA in 2022, thanks to their fandom, MOAs. It isn't the companies pulling the strings, but the love and dedication of fans who go above and beyond, from organizing streaming parties to rallying votes, eventually pushing their artists to new heights.
Stan culture is everywhere. Marvel fans dominate the internet every time a new trailer drops. Within hours, fans flood X and TikTok with analysis and theories. For months, fans speculated on the old Spider-Man cameos, keeping the movie trending long before the studio even confirmed anything. The same energy surrounds Wicked. The film had everyone excited for the premiere. From longtime lovers of the original musical, to newcomers caught up in the buzz, fans kept it trending long before its release. Their passion, excitement, and even the drama around the cast built anticipation that no press release could coordinate.
Who better to create and amplify trends than the fans themselves? Fans are the most authentic, immediate PR engines. The real power isn't just in the music or stage; it’s the fans.
Bio: Betsabe Flores is a senior at California State University, Northridge, pursuing a bachelor’s degree in public relations with a minor in marketing. She hopes to work in a studio public relations team within the animation industry.