Jill Stephenson

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Research Project

Live Music and Fandom: Participatory Media and its Impact on Community

Bio

My name is Jill Stephenson and I am a fourth-year Professional Communications student minoring in Event Management and Live Entertainment. My research interests include community engagement and content marketing within the live music industry. I am passionate about and involved with the events industry. Currently, I am on the events team at the Society of the Creative School, where I am starting my term as Vice President – Events in May 2024.

Research Summary

This research project examines the types of online content that fans consume and the relationships between viewing, liking, and sharing habits. Data was primarily gathered from TikTok as it is currently the most popular video-sharing platform, and is also the most relevant platform to the modern music industry in terms of artist discovery, fandom engagement, and organic growth. Findings show that live concert videos published on social media platforms have a greater reach and social impact than other fandom content. Additionally, the recording and sharing of live concert videos was found to be a key component of participation and inclusion within fandoms.

Research Poster

An infographic poster with a dark blue background. The title, 'Live Music and Fandom: Participatory Media Sharing and Its Impact on Community,' is presented on a blue ticket-like graphic with social media icons, attributed to Jill Stephenson, Signify 2024. An orange network icon is on the top right. The 'Overview' section describes research into fan content consumption on TikTok and Instagram, accompanied by an image of concert attendees holding phones. A prominent statistic states, 'Fandom posts that feature live concert videos are shared by fans 2.4x more often than fandom posts that do not feature concert videos.' A bar chart titled 'Concert Video Metrics' compares 'Concert Videos' (blue) to 'Other Videos' (orange): 'Shares per 10,000 likes' shows approximately 95 for concert videos versus 38 for other videos, and 'Shares per 10,000 views' shows about 28 for concert videos versus 10 for other videos. The 'Findings' highlight that live concert videos are highly popular and important, fan sharing has high social value, and they offer an opportunity for organic promotional growth. The bottom features a graphic of diverse stylized people with social media engagement bubbles.

Lightning Talk

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