Who has had a crush on their favorite singer, group/band during their school days, even today? Plenty of legendary bands were at their peak in the ’90s until 2000, such as New Kids On The Block, Backstreet Boys, Westlife, and renowned rock bands such as Metallica, Bon Jovi, and Queen. In Indonesia, these icons consist of Kahitna, Dewa, or Sheila On 7. Today, cross-generational fans still adore these legendary groups, and each band has a dedicated “fandom,” each with a unique name as its identity.
The term fandom is quite familiar in Indonesian society. Fandoms are not just groups of fans, but vibrant communities united by their enthusiasm for a specific thing or phenomenon, especially among those active in popular culture, such as music, movies, television, books, comics, and other entertainment. Fandom is a form of ‘ideal society’ or ‘utopia’ where all members are equal. It’s a platform for fans to express themselves, interact freely regardless of age with fellow fans, and even always be loyal to idols in joy and sorrow. This sense of community and equality fosters a solid relationship without anyone being disadvantaged. Various positive activities are carried out to support and promote what they like. Unlike the fandom in the 90s, where internet access was limited, and there was no social media, today, all digital platforms and social media allow fans to connect.
Idol groups have proven to have a strong influence on their fans, encompassing various aspects of their lives and fans, from their sense of fashion to their eating habits, beliefs, and values. As a result, fandoms keep up to date with what they love, from buying merchandise to supporting and sharing information and even getting involved in social activities encouraged by their idols.
Currently, the type of fandom that is mushrooming around the world, including Indonesia, is the group of fans of idol groups from South Korea, also known as K-Pop-ers. ARMY (BTS) and Blink (Blackpink) are examples of K-Pop fandoms that significantly impact society. For example, when McDonald’s collaborated with BTS through the BTS Meal menu in 2021, communication experts argued that McDonald’s did not so much utilize BTS’ role as an endorser but rather ARMY’s role as a promoter due to ARMY’s massive global fan base. McDonald’s approach was in line with the marketing 4.0 strategy, which relies on the crowd or a group of consumers as the main force – not only as a user/buyer but also as a promoter.
In conclusion, positive impacts from fandoms on a brand’s communication strategy can be generated if each member does the following:
- Endorsement and loyalty: they actively purchase, use, and promote the related products to others
- Word-of-mouth marketing: enthusiastic fandoms always talk about campaigns or brands involving their idols to others, influencing others and triggering a domino effect.
- User-generated content: fandoms tend to create creative content to convey messages related to the campaign or brand; it can be used as part of a communication strategy
- Event and campaign support: fandoms can actively participate and contribute to event content
- Social media and online buzz: fandoms are very active on social media; brands can interact directly with fans while amplifying positive messages
- Helping brands reach target audiences: using relevant strategies to increase target audiences.
Fandom’s influence and power are powerful in spreading awareness related to brands or social issues that occur in society. Therefore, it is crucial for a brand to always maintain a good relationship with its fandom. This relationship should be built on genuine interaction, mutual respect for their interests and enthusiasm, and a shared understanding that it’s not just a way of capitalizing on their support but a way of fostering a meaningful connection.
Author: Deshinta Bunga (Associate) dan Mia Herlina (Intern)
Editor: DR Damayanti (Account Manager)