Tom Novak is a senior behavioral analyst at Canvas8. After completing his second master's degree in cultural sociology at LSE, he was drawn to cultural insight. Tom has conducted qualitative and ethnographic research from the plazas of Santiago to Coventry's suburbs. In his spare time, he can be seen rowing down the Thames or world-building around feminist science fiction.


Parasocial relationships are becoming increasingly common, and brands and personalities are embracing their power – from 

 rolling out a tool that brings music creators into direct interaction with their most loyal listeners to Twitch streamers like 

 connecting with the audience through humour, gaming, and political discussions. According to a Canvas8 survey from 2023, 50% of Americans consider themselves superfans of at least one brand or artist, and music platformers are taking the lead in facilitating parasocial bonds. 

 launched a merch capsule collection where every week, superfans of the likes of Peso Pluma, Daft Punk, and Rosalía can buy exclusive branded items such as hoodies, tees, and bandanas, while Apple Music's karaoke feature, 

, encourages participation among hardcore fans. According to writer 

, superfans are increasingly co-creating products with their favourite brands, with "Gen Z and Y superfans feel[ing] a true sense of ownership in the brands and content that they love. They feel like they are as much a part of it as it is a part of them."

Fans are actively looking to connect IRL and enjoy their fandom through collective experiences. In the 

, music fans are travelling overseas and bonding with their peers by going to themed events and sharing accommodation to 'look out for each other'. Fans of the Netflix hit 

 can now participate in exclusive, personalised, fandom-inspired experiences such as atelier visits, pastry classes, and behind-the-scenes tours of the show's filming locations in Paris. 

 are also taking their fandom on holiday in a truly excessive way via a Caribbean cruise, where they participate in onboard activities such as karaoke parties and themed trivia quizzes. While fans have always wanted to be close to their passion, "[g]enerative AI is [now] revolutionising fandom culture by empowering fans to actively contribute and engage as creators within their beloved communities," 

, the co-founder of the Institute of Digital Fashion.

 of Gen Zers globally seeing themselves as superfans of something, fandoms are now becoming a core driver for identity, community, and behaviour. To complement Sofia Coppola's 

 biopic, Half Magic Beauty joined forces with A24 to launch a make-up kit enabling filmgoers to replicate the mesmerising beauty looks featured in the movie. Similarly, 

 has partnered with fragrance house Fernanda to unveil a trio of exquisite perfumes inspired by the bucolic landscapes of 

 use platforms like the XFL app and XFL Fan Zone to keep tabs on their favourite players, interact with other fans, and gain exclusive access to promotional events with brand partners like Bud Light, Gatorade, and Nike. "Younger generations sometimes connect more with players than teams," says Dr. Rui Biscaia, a senior lecturer at the University of Bath and an expert on fan engagement. "But that's not the only thing. People connect with ideas, and younger generations want a purpose."

of people in fandoms worldwide say that their communities help them make sense of the world 

People are travelling differently post-pandemic – seeking out events and experiences – and the live music tourist is one type of traveller we’re beginning to see emerge. What is fuelling fans’ desire to cross states and continents to see their favourite music acts and how can brands get involved?

Why the travel industry is getting a superfan boost

Southeast Asian fandoms are independently organising events and activities to support their favourites. Still, brands could consider their significant desire for human connection by aligning with supporters' values and creating well-crafted narratives and collaborations with celebrities.

How are Southeast Asian fandoms growing and mobilising?

The highly anticipated Barbie movie showcases how the iconic doll is permeating popular culture once again, capturing the hearts of Gen Z and Y. What’s behind the growing acceptance and celebration of these ‘kidults’ and how is Barbie helping them stay young at heart?

How Barbiecore is fuelling the ‘kidulting’ obsession

Issa Rae has launched Ensemble, a company that aims to connect diverse and underrepresented creators with global brands. As the creator economy continues to grow, there's an opportunity to bridge the intention-action gap by financing and supporting a more diverse pool of creators.

Issa Rae helps companies champion diverse creators

The Rest is Politics has topped UK podcasting charts by shunning mainstream news formats for balanced, in-depth, and intimate debates. Hosted by political figures from both sides of the divide, it showcases the growing demand for long-form ‘edutainment’ hosted by authoritative voices.

How The Rest is Politics encourages agreeable disagreement

In a bid to boost engagement, LinkedIn is adding a selection of puzzle games to its platform – Pinpoint, Queens, and Crossclimb. While gamified engagement has proven successful for some brands, the strategy could frustrate people hoping to switch off and limit their screen time.

LinkedIn gamifies engagement for professional networkers

Whether it’s a phishing scam or an AI-generated image of the Pope, misinformation is running rife in the digital age. But why do intelligent people fall for (and spread) harmful fake news? Alex Edmans explains the pitfalls of the human mind, often driven by impulse biases and behavioural heuristics.

Alex Edmans on the truth about misinformation

Young activist Aditi Mayer is empowering a new generation of climate enthusiasts to lead lasting changes that leave no one behind. By recognising the interconnected nature of oppression and climate justice, Mayer inspires collective action by weaving narratives that span climate, craft, and culture.

How Aditi Mayer sees a better climate future with Gen Z

A renewed interest in theatres post-pandemic, Japanese box office dominance, cultural sentimentalities, and innovative storytelling marked Godzilla’s 70th anniversary. How did Godzilla Minus One comfort audiences globally during a time of permacrisis, and what does this say about moviegoers today?

How Godzilla Minus One helps people cope with permacrisis

The Eurovision Song Contest, a cultural juggernaut born in 1956, has grown into a global phenomenon, entertaining over 160 million viewers annually with its eclectic and unpredictable performances. It remains a cornerstone of the cultural landscape and celebration of nuanced national identity.

How Eurovision provides a platform for playful nationalism

Ladies and gentlemen, it’s Sho-Time! The Los Angeles Dodgers’ prodigious Japanese two-way player is stealing hearts faster than he can steal bases with his unmatched capabilities. Despite being mired in controversy, Shohei Ohtani maintains a rapidly growing popularity that brands can learn from.

How Shohei Ohtani scores a home run with sports fandoms

A US bar devoted to showcasing and celebrating women's sports has revealed its intentions to expand and franchise the establishment. While sports bars play a vital role in connecting fans, they frequently cater to men's sports, presenting an opportunity to explore avenues for inclusive sports viewing.

Oregon women's sports bar plans expansion

Apple TV's documentary Girls State delves into the experiences of ethnically and ideologically diverse teenage girls participating in a week-long immersive program in Missouri. Media brands have the opportunity to innovate with Gen Z girls' political, social, and emotional empowerment.

‘Girls State’ spotlights Gen Z girls’ political power

For TikToker Delaney Rowe, cringe is key. Adept at satirizing Hollywood tropes and the most annoying people you might know, Rowe creates content that has viewers squirming in their seats. With Gen Zers desiring palpable nostalgia, Rowe offers up a new genre of influencer authenticity.

How Delaney Rowe resonates with cringe-loving cinephiles

Video games are transforming from pure entertainment into potential tools for combating stress and loneliness. What’s at the root of this shift? And how can developers, publishers, and brands connect with gamers who are seeking both entertainment and wellbeing benefits?

How video games are giving players a wellbeing boost

Tapping into contemporary concerns about political polarisation, A24’s action film Civil War is sparking mixed reactions due to its apparent lack of a political stance. Brands can craft nuanced, provocative messaging that resonates with audiences for inclusive, anti-war themes.

Civil War’s subversion divides audiences

Portraying herself as the all-American E-girl next door, June Lapine aka Shoe is disrupting existing narratives about LeftTube, gender, pop culture, and expected progressive positions. What can brands learn from her idiosyncratic content to authentically engage younger audiences?

Why Shoe’s 'bimbo populism' engages diverse fan bases

The buzzy streaming adoption of Patricia Highsmith's classic novel The Talented Mr. Ripley centres on a sexually ambiguous protagonist and his crimes. As LGBTQ+ representation broadens, audiences are increasingly drawn to pop cultural narratives that explore class and sexual transgressions.

Ripley spotlights queer anti-hero narratives

Seventeen's global rise in K-pop defies norms, resonating deeply with fans through self-produced music and genuine connections. Despite K-pop's evolving landscape, their commitment to quality and authenticity sets them apart, bridging cultural gaps and inspiring loyalty worldwide.

How Seventeen charms fans with their perpetual authentic K-pop shine

Japan has long been a haven for music lovers and a bastion of nostalgia, particularly for fans of vinyl records. Recently, the country got a breath of fresh air from the unexpected but welcome crowd of Gen Z listeners. What’s fuelling the younger generation’s desire to connect with analogue music?

Why are Japanese Gen Zers obsessed with vinyl records again?

Australian broadcaster SBS announced on Earth Day that one of its cooking shows has become the first in the world to measure its carbon footprint actively. With the film and TV industry having a notable impact on emissions, it shows how other broadcasters can take a greener approach to production.

Australian TV show is the first to measure carbon footprint

Bluey, an Australian animated children’s television series, is a global sensation that follows the adventures of a Blue Heeler dog family in Brisbane. Purportedly a ‘kids’ show,’ it’s widely beloved for its essences of childhood imagination, authentic adult life, and minority representation.

Why Bluey is a kids’ show representing real Aussie life

J-pop singer Crystal Kay’s comeback rides a wave of 2000s nostalgia, ignited by the viral TikTok remix of her 2003 hit ‘Boyfriend (Part II).’ Kay’s enduring charm now bridges generations and showcases J-pop’s international allure as a testament to how timeless hits can find a new fan base.

How Crystal Kay brings back the charm of Y2K J-pop

As climate anxiety mounts and dystopian narratives dominate media, the solarpunk movement is gaining momentum. Envisioning a future where humanity thrives amid the challenges of climate change, solarpunk embraces a harmony of nature and technology. Can it reshape hopes for a sustainable future?

How is solarpunk reimagining a sustainable future?

The popularity of video game film adaptations is rising as desire for comic book inspired content decreases. Following an uptick in gaming post-pandemic, and continued engagement with longer, more immersive narratives, Hollywood is taking note and extending those worlds onto the big screen.

Video game adaptations become firm movie favourites

With Australian society having a hot-and-cold relationship with sexuality, The Hook Up podcast dares to discuss elements of modern romance and sex as it is truly experienced by Australian Gen Zers and the growing LGBTQ+ community in the country looking for a safe digital space.

Why The Hook Up unfilters sex talk for Aussie Gen Z

South Korea has produced some of the world’s most famous esports stars. But in the age of streaming, the nature of celebrity in the gaming world can vary, with content creators and fans joining the fray. What can competitive and non-competitive gamers teach about building a thriving fanbase?

How South Korea’s celebrity gamers build dedicated fandoms

Raye made history at the 2024 BRIT Awards by winning the most awards by any artist in a single year. Her old-school sound and authentic approach to artistry have captured the attention of fans and the music industry, catapulting her to star status in an overcrowded music landscape.

How Raye captures the attention of Gen Z music lovers

GagaOOLala, Asia’s pioneering LGBTQ+ streaming service, aims to spotlight queer stories in mainstream media. The platform mirrors a surge in demand for queer content and the progress of the community’s rights in Asia, catering to a group that had little to no media attention up until recently.

Why GagaOOLala uncensors the stories of queer Asians

With their formative years hindered by pandemic lockdowns, it’s no wonder why Gen Alphas found comfort in online communities. On the gaming platform Roblox, Southeast Asian Gen Alphas advocate for their beliefs – from politics to religion – in a way no other generation has before.

Why Roblox became Southeast Asian Gen Alphas’ social podium

As TikTok's fate in the US hangs in the balance, India's 2020 ban could be a cautionary tale. India's bold move disrupted its thriving creator scene, forcing a migration to new platforms. Now, the US weighs its options, urging a rethink of digital landscapes amid global tensions.

India banned TikTok. Can US TikTokers use this as a blueprint?

Responding to long-running fan demand, ABC firefighter drama 9-1-1 has introduced a bisexual storyline. Once hidden away in corners of the internet,  brands are increasingly inspired by the creativity of fan fiction to create bold, nuanced, and unapologetically queer narratives.

9-1-1 queer romance spotlights engaged fandom

Content creator Nara Smith has garnered a colossal TikTok following by posting romanticized from-scratch cooking videos. Her popularity stems from a desire for slow content, a need for relief from burnout, and aspirations for traditional lifestyles as viewed through the lens of social media.

How Nara Smith captured Gen Z’s homemaking aspirations

Boys’ Love media usually features fresh-faced male characters encountering slightly varied struggles. Heaven Official’s Blessing smartly subverts these tropes, placing a queer couple in a distinctly traditional Chinese context and putting their character development at the centre of the story.

Why Heaven Official’s Blessing rewrites Asian boys' romance

Political parties leveraged digital technology, social media influencers, and artificial intelligence (AI) to attract hundreds of millions of Indian voters in the 2024 general election like never before, raising concerns about the misuse of AI and exposure to misinformation and one-sided opinions.

How AI and deepfakes are changing how Indians vote

Social media can be a powerful tool for social change, but it's also a repository for many harmful ideas about what masculinity should look like. Danny Dyer’s How to Be a Man hosts conversations about changing notions of masculinity that social media has struggled to make space for.

Danny Dyer uses TV to advocate for modern masculinity

GameScent is introducing smell to the gaming world, aiming to offer gamers a truly immersive experience. With gaming continuing to be a core route to escapism through immersive play, AI-enabled activations can support immersive and realistic experiences that deepen world-building for players. 

GameScent uses smell to enhance gamer immersion

Generative AI (GenAI) has swept across all industries, including the Indian film world. However, GenAI usage must pass the test of transparency, ethics, and privacy. As people in India share that they trust all that comes with AI, the burden of authenticity lies heavy on the shoulders of creators.

How AI is rewriting Indian cinema

Maataso stands out from her fellow J-beauty influencers by downplaying her looks with refreshing hilarity, maintaining relatability even after undergoing trendy plastic surgery. Her fans' positive response says a lot about Japanese beauty ideals and her talents as an entertaining Mom YouTuber.

Why Maataso glamourises the ‘ugly’ parts of J-beauty

TikTok is launching a new photo-sharing app, TikTok Notes, to rival Instagram, reflecting the growing trend of personalized online experiences and the decentralization of information. However, TikTok's algorithm-driven approach has already received some pushback from users.



TikTok challenges Instagram with new 'Notes' photo app

Xydrobe has announced Harrods as the first retail partner for its multi-sensory VR cinema, providing a diverse program of tactile, immersive experiences. With audience expectations around experiential shopping increasing, digital integrations can enhance storytelling and community engagement.

Harrods to offer multisensory VR experience for shoppers

Billboard is launching an interactive mobile game that lets fans 'predict the hits' and be rewarded for their accuracy. Music is rapidly becoming a participatory and interactive experience, with brands offering new ways for fans to engage with and enjoy their favorite artists and songs.

Billboard Hot 100 game encourages fan participation

Billie Eilish has gained nearly seven million Instagram followers in two days after adding all followers to her Close Friends stories. Social media has evolved to become more exclusionary, and communications are shifting to favor more closed-door communities to create a sense of connection.

Billie Eilish Instagram stunt adds millions of followers

Brands are using paparazzi shots as marketing tools, blurring the line between authentic endorsement and calculated promo. This trend taps into our fascination with celeb culture and fits into a wider blurring of reality, from AI shaking up truth to curated 'authenticity' on social media.

Paparazzi shots as marketing blur reality and fiction

Funding, opportunities, and employment in arts and culture have long been concentrated in London. However, with government support and local initiatives, the country’s Northern cities are reshaping the cultural landscape, encouraging participation and fostering diverse pools of creative talent.

How Northern cities are reshaping UK culture

The ‘Patron Saint of Situationships’ returns! Following the success of her single, ‘B.A.D,’ Filipina R&B artist Denise Julia has released ‘Sugar n Spice,’ a feel-good track embracing same-gender attraction, which resonates deeply with listeners seeking representation and authenticity.

How Denise Julia revives Filipino R&B for global listeners

Acting as a home away from home, equipped with gaming consoles, board games, vinyl players, and film screens, a new breed of socialising spaces is encouraging visitors to connect and engage in person. These venues foster community and belonging in an increasingly isolated digital landscape.

Why Southeast Asian hobbyists are flocking to co-playing spaces

Naver, South Korea’s biggest search engine, has created interactive shopping experiences and a thriving online community. Through its combination of group-buying, live e-commerce, and AI-generated ads, it continues to make exciting improvements that keep it at the top of the game in South Korea.

How Naver decodes Korean shoppers’ online lifestyles

Come for explicit photos of celebrity crushes, stay for the community. From an Instagram page to organising physical exhibits, Y2K Kabaklaan’s intentions are simple – to usher in a safe space for pent-up gay desires and to document an unforgettable epoch in Filipino pop culture.

Why Y2K Kabaklaan archives Filipino queer desires

Music festivals in Australia are collapsing due to environmental stressors, post-pandemic fallout, and young consumers seemingly becoming less keen to sign up for multi-day fetes. What direction will the future of live music take, and how will it adapt to the new generation’s evolving preferences?

Is Australia over music festivals?

According to a new poll, Gen Zers and Yers believe that they’re spending too much money on streaming subscriptions. Mobile content is proliferating while young people are looking to cut costs, leading many to change their streaming behaviors and look for more affordable solutions.

Gen Zers look to cut back on streaming subscriptions

Praised as an edgy blend of Jack Ryan and Girls, spy dramedy Mr. and Mrs. Smith reinvents the aughts-era Angelina Jolie and Brad Pitt film by highlighting Gen Y relationship anxieties. Its success speaks to younger generations' hunger for bold and subversive storytelling.




Mr. and Mrs. Smith spotlights Gen Y malaise

Music is becoming increasingly globalised as listeners seek artists and genres across languages and cultures, resulting in more diverse line-ups at festivals and other live music events. How is the rise of globalised music changing mainstream festival culture and appealing to younger audiences?

How ‘borderless’ music is shaping festival culture

A 2024 study has shown that a majority of Americans believe the government is concealing information about UFOs. As distrust in American institutions grows, people are increasingly interested in conspiracy theories and other alternative explanations to make sense of the world.

Americans believe the government is hiding UFOs

Ayo Edebiri has become a cultural icon, resonating deeply with Gen Z thanks to her authenticity and humor. From comedy hustle to prominent roles in shows like The Bear and the Marvel Cinematic Universe, she’s highlighting people’s demand for more authentic voices and figures in culture.

Why Ayo Edebiri appeals to the Gen Z girlies

TikTok has launched a revised rewards programme for creators who drive higher audience engagement. As people increasingly rely on online creators for recommendations, how can brands ensure that people receive tailor-made content that feels authentic and driven by values?

TikTok updates its reward offerings for creators

Several approaches have been developed to teach young Southeast Asians money management. However, economic issues and hustle culture make lessons hard to remember. That’s why The Simple Sum keeps financial literacy simple through bite-sized comic strips about real-life budget experiences.

Why The Simple Sum strips money talk down to comic truths

The US Major League Baseball (MLB) is looking to achieve success beyond its home field. MLB’s decision to venture into South Korea is a strategic decision to engage the nation’s notable talents and its world-renowned fandom culture, which catapulted homegrown entertainment to the world stage.

How MLB scores global popularity from Korean sports fans

Prime Video has cut staff and stopped funding original content in Africa, highlighting the difficulty of expanding into new markets with Western-centric products. Meanwhile, ShowMax has emerged as the preferred choice among viewers due to its rich local content and market knowledge.

Prime Video cuts African content as Showmax wins viewers

A report released by streaming platform Tubi shows that 74% of Gen Z and millennials prefer original content – reflecting a broader demand for fresh, diverse storytelling over remakes. This signals a shift towards authentic, innovative experiences over nostalgia when consuming media.

Gen Z is tired of movie remakes

As trust in celebrities declines, a crop of young popular figures is emerging and tapping into authenticity to capture young audiences. What’s behind this new era of approachable celebs and how can brands hone in on fans’ desires to witness their favorite stars in relatable scenarios?

What’s behind the new era of relatable celebrities?

South African sensation Tyla made history by winning the inaugural Best African Music Performance award at the Grammys. Her rapid ascent to global fame, rooted in her genuine authenticity, ushers more spaces for global music in the mainstream, led by the likes of Afrobeats and Amapiano DJ remixes.

How Tyla bolstered the global appeal of African music

The French star has become the subject of a vitriolic, racism-fuelled backlash sparked by her rumoured performance at the Paris Olympics opening ceremony. As populations become increasingly polarised, brands have the opportunity to remain vocal and ensure that all identities are represented.

Aya Nakamura faces backlash over French heritage 

Climate change is a leading issue and the UK government has committed to a net zero emissions pledge by 2050. To reach it, voters must also take action and need political parties to support them. But in economically unstable times, how can political parties mobilise Gen Z voters?

How do UK voters feel about climate policy?

Skibidi Toilet disregards conventional storytelling. The eccentric animated cartoon about toilet wars has taken off on YouTube and is dominating Gen Alpha’s digital realities through fun, short-form content, blending nostalgia with innovation to capture audiences’ attention.

How Skibidi Toilet leverages nostalgia for Gen Alpha

Restless Dance Theatre is a contemporary dance troupe that works with artists of diverse abilities. Their inclusive approach to the performing arts has garnered acclaim, expanding the definition of creativity in a society working hard to provide more welcoming spaces to people with disabilities.

How Restless’ dancers with disabilities take centre stage

A survey has found that Americans want authentic depictions of work and family in TV shows and movies. Amid the rising inflation and cost of living, people are connecting with honest on-screen portrayals, creating an opportunity for brands to provide positive representations in mainstream media.

US adults want work-life balance depicted on screen

According to a new poll, Americans prefer to stream movies rather than watching them in theaters, despite recent box office successes pointing to a desire for spectacle and communal experience. Post-pandemic, Americans’ desire for communal experience and convenience appear to be at odds.

Americans prefer streaming movies over going to theaters

Media and Entertainment

People are joining and enjoying fandom culture as it increasingly spans sectors and generations

As people look for ways to escape a grim reality, comfy, cosy, and welcoming multimedia fandoms are becoming their safe haven. Gone are the days of exclusionary gatekeeping – instead, people are immersing themselves in and expressing their superfandom through active cultural participation that often bridges sectors.