Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Fans enjoy wearing their heart on their sleeve – literally
  • Fans enjoy wearing their heart on their sleeve – literally
    Tamara Cralu, Creative Commons (2011) ©
CASE STUDY

TeeFury: bringing fan art mashup tees to the geeky masses

With a preference for authentic fan-made goods over officially licensed merchandise, thriving fan art markets like TeeFury are changing how young people support their fandoms. With over 520,000 followers and 750,000 monthly visitors, can TeeFury bring fan art into the mainstream?

Location Global

Scope
In 2013, sales of licensed character-related products rose for a third consecutive year, and accounted for $2.66 billion in royalty revenues and an estimated $51.44 billion in retail sales in both the US and Canada. [1] Although young consumers have a healthy appetite for officially licensed products, hardcore fans are increasingly looking to fan artists for their merchandise needs. Despite the questionable legality of selling fan art for profit, it’s still an integral and powerful part of the fandom community experience. The genuine and impassioned nature of these products holds a considerable allure for fans and ...

Canvas8

Related

  • Article image Why American teens are mad for all things British

    Britain exports more TV to the US than ever before, and 14% of all albums sold in America are by UK artists. Over 80% of young Americans see the UK’s world influence positively, compared to only 66% for their own country. But what's turned American teens into Britophiles?

  • Article image What does a cool kid look like?

    For today's youth, neo-tribalism is the new clique. Leaving blind conformity behind, these fast-moving, flexible cultures are a cocktail of affiliations and references, always shifting and reforming. But if everyone can be whoever they like, how do you know who’s in or out?

  • Article image Arrested Development: the viewer's cut

    Netflix's foray into original programming didn't just reinforce a trend of 'binge watching' – it's triggered viewers to come up with ways of rethinking and editing its content.

  • Article image Squeezing more from fans: One Direction's booming pop-ups

    Under pressure from digitisation, music labels are seeking alternative sources of revenue. One Direction has transformed merchandising into a multi-channel branding operation.

  • Article image Gaming TV: the rise of Machinima

    As the web reshapes content creation and distribution, Machinima – 'MTV for gaming' – has become one of YouTube's biggest success stories.

  • Article image Unfinished business: why the prosumer matters

    Creators who leave their products open for remixing and hacking are redefining pop culture and extending the longevity of their success. How can this creativity can be harnessed?

  • Article image True Blood: capitalising on fan culture

    Learning from the popular new True Blood makeup range, how can brands use fan culture to inspire new products and refresh tired markets?

  • Article image Pottermore

    How do you sustain excitement around the world's most famous wizard when he's officially never having any new adventures?