Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans

The Internet has changed how music fans come together and the industry connects to communicates with fans. To understand incentives for becoming a fan why take part in an artist brand, this article considers diversity particular community, including its hierarchy roles. Fans have different levels of engagement, knowledge, status, both inside outside community. extend existing research on hierarchies into digital promotional culture, study focuses case Swedish Robyn her Facebook community Konichiwa Bitches. gain insights complex online arena, we use qualitative ethnographic approach offline contexts. provides understanding conceptualization hierarchies, focusing top hierarchy, superfans executive fans, their engagement. These high-level function as key connecting point between brand management thus taking fandom step further enhancing brand.