Thanks to the reach provided by social media, fans can get closer to their idols than ever before. Canvas8 spoke to Dr. Fan Yang, an assistant professor of communication at the University at Albany, about the implications of the resulting parakin relationships for stars and brands.

Fans often lead the way in artist-fan dynamics, and they’re expecting returns on investment. STAN, the community-driven platform that connects artists and supporters, is catering to this with IRL event STAN-CON – celebrating the role of fans in creativity while working to build community offline.

Pharrell Williams has announced the launch of Joopiter, an auction platform to resell a 20-year legacy, embellished with his creative input. By offering a space for a meaningful retail experience, Joopiter draws on a desire for alternative communities and closer parasocial relationships.

E-commerce platform Taobao is a go-to for young Chinese shoppers. But following the release of the Chinese government’s five year plan to develop the ‘silver economy’, it’s modifying its approach to improve its accessibility and usability for the country’s growing elderly population.