About me

Hi, my name is Olivia! I am a percussionist, music fan, and aspiring music industry professional based in New York City. I have a Bachelor of Music degree in Percussion Performance from Indiana University’s Jacobs School of Music, and recently graduated from New York University with a M.A. in Music Business.

For my master’s thesis project at NYU, I explored fandom marketing and the rise of the superfan in the music industry, with a specific focus on marketing strategies employed in the K-pop industry. Through a variety of case studies, my thesis analyzes different trends in K-pop fan culture and explores how these trends can be applied to the U.S. music industry.

Since I was young, I have considered myself a “fangirl.” While the fandom has changed, my enthusiasm never has. When I was 8, I loved the Jonas Brothers. Then it was One Direction at age 12. Then, when I was 16, I found K-pop. While I can’t pinpoint the exact moment I went down the K-pop rabbit hole, I remember the life-changing experience of watching BTS’s “Blood Sweat and Tears” music video for the first time and something just…clicking in my brain. I was hooked. While I now consider myself a fan of a variety of K-pop acts (especially SEVENTEEN, Apink, ATEEZ, and TWICE), BTS still has a special place in my heart in a way that a person’s first foray into a fandom always will.

This deep affection for K-pop and fangirl culture is what inspired my thesis project. My participation in online fan culture on platforms such as Weverse, Tumblr, Twitter/X, and Bubble has given me an insight into the inner workings of fandom, so I wanted to explore the strategies and history behind the experience. What makes these platforms successful? Can the success of popular fandoms be replicated? Why, amid all the toxicity and fanwars, are fans still here? I aim to answer these questions in my paper. Superfans are the next big thing in the music industry, but many companies are flying blind, trying every strategy and hoping one sticks. Based on my analysis, I provide recommendations that I hope can provide a way forward for anyone looking to capitalize on the “superfan gold rush.”