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Kritika Kultura

Author ORCID Identifier

0009-0006-5753-1752; 0000-0002-4836-460X

Abstract

Fandom activities gained increasing visibility during the 1980s and 1990s, fueled by the growing prominence of popular culture. This visibility has been further amplified since the 2010s by the rapid advancement of digital technology and the evolving media landscape. Generally, fandom is regarded as a positive force in the global music industry, and the K-pop phenomenon is often cited as a prime example—its global expansion largely attributed to the fervent support of dedicated fans. It remains questionable though whether fandom activism has advanced the music industry without generating adverse effects. As fandoms have transitioned from passive consumers to active prosumers, there is a growing need to examine their influence through economic and industrial lenses. This paper addresses this concern by analyzing K-pop fandoms’ collective behaviors—particularly their efforts to manipulate album sales and music chart rankings in support of their favorite idol groups. It argues that such activities have evolved into a form of market distortion that threatens the long-term sustainability of the K-pop industry. Two central concerns emerge. First, a fundamental confusion between popularity and loyalty underlies much of this behavior, leading fandoms to unintentionally constrain their idols’ broader appeal. Second, excessive fandom-driven manipulation of market indicators distorts perceptions of music trends, undermining meaningful competition and innovation. These dynamics highlight the urgent need to foster healthier and more measured fan cultures. In this context, artists and entertainment agencies must engage collaboratively with fan communities to cultivate a more sustainable and balanced popular music ecosystem.

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