Tag: Fandom

London – Spotify has launched a new global marketing campaign that pays tribute to the vibrant traditions and distinct cultures of music fandoms around the world, spotlighting the millions of passionate listeners who power the platform.

Brought to life through striking film photography, the campaign serves as a visual tribute to fan culture, spotlighting the spirit and identity of seven major global fandoms, including those of Chappell Roan, Doechii, Oasis, Olivia Rodrigo, ROSALÍA, SEVENTEEN, and Turnstile.

The initiative seeks to honour fans worldwide by highlighting the distinct symbols and traditions that define each community—from the pink cowboy hats of Chappell Roan supporters to the iconic recreation of Olivia Rodrigo’s debut album cover and the uniform mod haircuts embraced by Oasis enthusiasts. Through this campaign, Spotify casts a spotlight on the passion and loyalty that fuel these vibrant fan bases.

Marc Hazan, VP of partnerships and marketing at Spotify, explained, “At Spotify, connecting artists and fans is fundamental to what we do, and this campaign puts that into action. We’re fans too, so we understand the passion and unique identities that make these fandoms so special.”

“From the Pink Pony Club’s distinct energy to the iconic style of ’90s U.K. fashion, we wanted these visuals to really resonate. We want fans to see their communities reflected and feel that connection with the artists they love,” Hazan added. 

As part of the campaign, Spotify is rolling out a 360-degree activation across key UK cities, including London, Manchester, and Birmingham. The initiative features high-visibility out-of-home (OOH) placements, such as a takeover at 1 Quaker Street in Shoreditch beginning April 21, and advertising across the London Underground. Additional OOH installations will go live from April 14 at Albion Street East in Manchester City Centre and Lichfield Road near Aston Station in Birmingham.

Thailand – CP, Thailand-based food company, has launched a new metaverse campaign in March for its product Sausage. CP Sausage used to have a fandom strategy every year in order to reach a new generation of consumers, this time, metaverse is making an entry. 

According to CP, they didn’t open the free verse in the hope of gaining traffic and selling their products, but instead, they used the power of fandom to acquire fans in the verse by using their product as a ticket to attend a Metaverse event. They predicted that more than 10,000 people would attend their Metaverse event on the day. 

The company said Asian fans are passionately devoted to their idols, as seen by the group’s long history of success. Because of the exclusivity of their product or event, especially if it is a limited edition. With this campaign, CP is looking for fans not just from Thailand, but also from China, Korea, Japan, and other ASEAN countries.

This year’s plan was the same as last year’s. One of Thailand’s best-known male idols, with more than a million Facebook fans, Mew Suppasit, has been tapped as a presenter. Gather, the 2D Metaverse platform was used to create his Metaverse world. Because Gather is the most practical platform, with over 10 million users worldwide.

The company said, “Apart from choosing a presenter with a strong fan base, building relationship with them is also delicate.”

“It’s not about marketing or advertising, it’s about telling the details that fans want to know, helping to solve the problem, answering their questions clearly and listen to the needs of the fans. Because they are people who have most influenced in campaign success,” CP added. 

San Francisco, USA – Fandom, a global fan platform, has appointed Yamini Joshi as its newest managing director for sales in APAC. She is currently based in Singapore and will report to Ken Shapiro, chief revenue officer at Fandom.

Through his new role, Joshi will be responsible for growing Fandom’s business in the APAC region, including the development and execution of revenue growth and monetization strategies and creating scalable, client-centric category solutions that utilise the full power of Fandom’s portfolio.

She brings into Fandom 20 years of experience in the media and digital industry. She has a keen understanding of media platforms in Asia across broadcast, digital and print, having worked with corporations like Fox, RTB House and Financial Express.

Prior to joining Fandom, she was previously the SVP for sales for APAC and Middle East at Fox Networks, where she built a multi-million dollar business driven through key partnerships with clients like Unilever, P&G, Samsung, L’oreal, Toyota, Canon amongst others.

Speaking about Joshi’s appointment, Shapiro said, “Fandom is in a period of explosive growth and our advertising organisation has seen increased market demand internationally – and specifically in our APAC territory. I’m pleased to bring in a strong leader like Yamini to take Fandom’s brand to new levels.”

He added, “Her impressive tenure in the media and entertainment industry will allow us to grow opportunities with our ad partners and build out our international business across multiple verticals in TV, streaming, gaming and film.”