Fandom, Capitalism and Connectivity: Analysing Fan Marketing Strategies in K-pop and the Parasocial. A case study on Big Hit Music.
The research explores the relationship between K-pop, fan marketing strategies, and capitalist dynamics. It investigates how K-pop agencies utilize marketing techniques to create connections between artists and fans. The study examines the mechanisms through which fan interactions and loyalty are cultivated and monetised, analysing the ethical implications of these practices on the fan experience, artists and K-pop agencies. The study focuses on Big Hit Music (HYBE’s independent subsidiary) in particular, due to the large success of two K-pop groups signed to this agency – BTS and TXT. What is more, Big Hit Music and HYBE have been under fire in recent years. Fans continue to share their disappointment about management and promotional activities while the burden seems to fall on the fandoms and groups’ success is tied only to fans’ loyalty, making this an interesting topic to study.
MA Shows 2024
The annual Degree Show is a highly anticipated event amongst staff, students, external partners and friends of the School of Art – it provides a platform for the work that the students have spent so long conceiving and producing. The 2023 Degree Show has been realised through an ongoing testing of ideas in public arenas in which the discourse around art practice takes place. This process of realising practice which engages with audiences has over […]
