A new style of creator-fan relationship has emerged based not on one-way admiration, but on mutual kinship.
Through Discord, subreddits, and more, Gen Z audio fans are forming online communities where they gather and encourage each other to chase down every scrap of information they can find about their favourite artists. We’re not just talking fan culture here; we’re talking stan culture.
While 39% of Zs globally said they would definitely call themselves a fan, 20% admit, “I’m more than a fan.” These standoms aren’t just for big stars. Emerging Gen Z creators are encouraging their ride-or-dies by building entire digital worlds for them to dig into — and forming tight-knit fan bases in the process.
59% of Zs in the U.K. said they have sought out bonus and behind-the-scenes content, such as interviews and articles, to learn more about the creative process of a creator they like.
Pass the (hot) mic to creators.
Turn your podcast ad campaign into an audio series that features bonus content from the hosts, like unaired bloopers, candid conversations, or questions from the audience via Q&As and Polls.
Create a digital journey.
Transport Gen Zs to the places where it all started. For Pride, Target created an auditory queer space on Spotify where LGBTQIA+-identifying artists curated Sounds That Found Us playlists, composed of music that reminded them of moments when they felt affirmed.