 more likely than Boomers to feel that they are better understood by online communities than by their friends, young fandom has become a stamp of identity and belonging. Taken from Eminem’s notorious song about a fan, stans are a new breed of superfan – set apart from regular fans not just in their levels of fandom but in how they express it, these groups develop collective monikers, like ‘Directioners’ or ‘Swifties’.

 of Gen Zers spend their time online expressing their creative side, online fandom has the power to shoot an artist to fame. After garnering a huge TikTok fanbase, 

 memeable hit ‘Old Town Road’ stayed at number one for a record-breaking 19 weeks. But it’s not just Instagram and TikTok that get fans (and stans) closer to their idols. SMS messaging apps – 

 and directly connecting celebrities and fans.

It’s clear that stan circles will go to great lengths to support the object of their obsession, from 

 fans’ charity donations. And brands are starting to capitalise on the tribal mentality of superfandom: the 

 collab plays to a nostalgic generation of 90s sit-com fans, while 

 listing engaged fans craving the inside scoop. And considering 

 consider recommendations from friends their most trusted source for learning about new brands, untapped opportunities abound.

Australians love reality TV, but with stress and anxiety levels on the rise across the nation, many people seeking nicer and less dramatic ways to unwind in their free time. The Nine Network’s Lego Masters provides one such outlet, serving up feel-good fun and lighthearted competition.

Lego Masters: reality TV to calm anxious Aussies

Gaming is becoming a popular career path, but where’s the line between fun and work in this space? Canvas8 spoke to Maria Törhönen, a scholar with the Gamification Group, to understand how people’s perceptions of their obligation towards content creation can influence their online success.

Win or lose? The science of playbour

The consequences of teen gambling addiction are being brought to life in a Korean short film. Once thought of as an adult crisis, easy access to online gambling platforms has led to addicts skewing younger, prompting conversations about whose responsibility it is to keep young people safe.

Ad campaign highlights Korea’s teen gambling epidemic

Netflix has announced its commitment to generative AI in game development, which can be used to produce concept art, 3D models, voice performances, or in-game dialogue. But fears around gen AI remain widespread in the industry, fuelling a movement that puts a premium on human creativity.

Netflix Games’ gen AI push stirs modern luddite fears

Fan podcasts are enabling people to fulfill their wildest fantasy: becoming part of the worlds they idolize. Centered on specific celebrities, artists, or TV series, they contribute to the surrounding lore, immerse listeners, and gain fans themselves. But can the fan podcast also build ‘brandom’?

How American fan culture is fuelling the podcast boom

Despite the controversy, the National Football League has announced its plans to extend its ongoing relationship with Roc Nation at the Super Bowl Halftime Show. The relationship between fans and artists is fragmenting, with the former demanding meaningful connection and shared values.

NFL extends Roc Nation deal amid fan-artist decline

Male action stars and superhero narratives are evolving, challenged by societal crises and shifting ideas of masculinity. How can directors and producers craft compelling stories for film and television about male heroes that appeal to audiences’ increasingly nuanced tastes?

How the superhero genre is subverting masculinity

Emerging technologies are reshaping creative processes, highlighting a tension between digital tools and a growing desire for authentic, human-driven output. Canvas8 spoke to cultural insider Sorrel Salb to explore the current trends and developments that are impacting the creative community.

Sorrel Salb on the impact of tech on the creative community

From Hanya Yanigihara on suit jackets to Virginia Woolf on evening bags, fashion brands are currently having a literature-inspired moment. But drawing design inspiration from authors is no new phenomenon in the world of style, so what’s driving this resurgence in 2024?

Decoding the fashion world’s literary renaissance

A new wave of Britpop is subverting the genre's aesthetics, challenging its laddish roots by blending pride with critique. Diverse, inclusive, and often disruptive, these musicians are remixing symbols like the Union Jack, reshaping what it means to be British in a fragmented cultural landscape.

How are the new Britpop stars redefining ‘Britishness’?

The art historical canon is being shaken up at Art Basel Paris 2024 with a section devoted to showcasing non-traditional artists and works. People continue to demand diverse and inclusive representation across sectors, but brands may risk a backlash if it's not done right.

Art Basel Paris spotlights inclusivity in new exhibition

The likes of Sabrina Carpenter and Chappell Roan have taken over pop with highly stylized aesthetics and theatrical performances. In this cultural shift toward bold self-expression, authenticity and fantasy are two sides of the same coin. Driving it? Gen Z’s embrace of nostalgia and inclusivity.

Welcome to the theatre kid renaissance

To celebrate the Indian Festival of Lights, Mattel has introduced its first-ever Barbie Diwali doll. The brand continues to fulfil an essential role in enhancing playtime for children by blending creative play with real-world education and cultural representation in each new toy release.

Diwali Barbie shows need for diverse representation

France is trialling a complete phone ban in 180 middle schools, potentially extending the scheme nationwide in 2025, aiming to foster a healthier learning enviornment. As screen time becomes a widespread concern, parents are seeking ways to keep their kids off smartphones as much as possible.

France bans devices from schools to limit screen time

Netflix's foray into gaming capitalizes on the demand for affordable escapism and social connection. By leveraging familiar IPs and nostalgia, the streaming giant is transforming passive viewers into active players – but can it create a truly social gaming experience for its massive subscriber base?

How Netflix elevates fandom through immersive gaming

In Japan, oshikatsu, or passionately supporting a fave celebrity or character, has evolved from a niche subculture into a multigenerational, mainstream phenomenon, driving significant spending and immersive fan experiences. What is fuelling this shift, and how are brands tapping into this trend to engage fans across age groups?

How Japanese superfans go all out for their heroes

Younger Australians overstimulated and burnt out by social media are turning to print magazines, fuelling a renaissance of the Aussie print industry that’s reviving major international titles.

Gen Z’s analogue desires are fuelling Australia’s print magazine renaissance

The stock of gaming platform Roblox has fallen in light of allegations that it has not done enough to protect children using it. With Gen Z and Gen Alpha spending more time per day on Roblox than any other platform, their safety hinges on how Roblox responds to these accusations.

Roblox stock falls amid safety lapse allegations

What are the new norms of fan-icon relationships? Is relatability more powerful than aspiration? How can the new codes of creative culture be leveraged to cut through and win audience trust? Download our Spotlight on culture's new icons.

Spotlight on: 2024's culture shapers 

Service provider Optus is doubling down on its commitment to the Australian small business community with its new campaign. As many owners struggle with the economic challenges of running a small business, the company shows an empathetic understanding and provides tangible support. 

Optus goes 'All In' on supporting Australian SMEs

The humble tomato was the star of the show at Make It Mutti, a pop-up dining experience held in London’s Saatchi Gallery to celebrate Mutti's heritage and values. People are keen to engage with immersive and unique brand experiences as they seek respite from digital fatigue.

Mutti invites London guests to immersive dining pop-up

Kamala Harris and Donald Trump are embracing alternative platforms to connect with younger voters. Harris's appearance on Call Her Daddy and Trump's podcast tour highlight the importance of digital spaces in political campaigns, reflecting evolving strategies to engage Gen Z in the election.

Harris and Trump turn to podcasts to target Gen Z voters

Netflix is giving London superfans the chance to purchase memorabilia from popular titles with a one-day-only pop-up store. Leveraging audience desires for more interactive forms of engagement, the move taps a growing interest in high-value collectables among young people.

Netflix pop up taps fandom-fuelled memorabilia hype

Luxury streetwear label Aries has partnered with Premier League club Arsenal on a 26-piece collection that pays homage to their shared birthplace of North London. Here, geography plays a key role in the credibility of the collaboration, but there are other ways to make co-branding appeal to shoppers.

Arsenal x Aries leans on the appeal of shared experience

Research from The Collective reveals that almost three-quarters of women globally identify as avid sports fans. Significantly sponsoring women’s sports is also an opportunity to enhance brand reputation amongst women’s sports fans. How can brands continue to support the growth of the industry?

Women’s sports fans want to see more brand support

Twitch streamer Ironmouse, known for her signature anime avatar, has broken the record for most subscribers. As trust in public figures declines, relationships with influencers are changing, and increasingly, people are seeking out emerging icons who break the mold, do good, and feel relatable.

Ironmouse becomes most subscribed-to streamer on Twitch

Renowned as a hotbed of stan culture, Brazil’s suspension of X has sparked a decline in fandom engagement online. As core accounts take their fandom to new spaces, the opportunity for brands to fill the void by offering fresh and authentic ways of connecting and expressing their passion is clear.

X ban in Brazil sparks decline in online fan engagement

Lights, camera, action! Indian cinema is undergoing a dramatic transformation as regional films step into the limelight, outshining Bollywood. With the dynamic rise of OTT platforms and a shift towards more diverse storytelling, filmmakers are having to push the envelope – both on and off the screen. As the industry deals with gender representation and navigates political narratives, how is it reinventing itself to stay ahead?

How Indian cinema’s makeover is winning over fans

In addition to impacting their viewing habits and loyalty to teams or players, Gen Z’s digital-first approach to sports fandom is transforming their relationship with gambling. How do they engage with betting apps, and how can brands in this space both appeal to and safeguard young adults?

How are Gen Zers approaching sports gambling?

Due to post-pandemic fitness rituals, the mainstreaming of weight loss drugs, and the ebb and flow of the trend cycle, thinness is back in the form of the "ballet body." People want brands to care for their mental and physical health and continue to represent all body types. 

'Ballet body' trend signals return to thinness ideals

Seoul is hosting its first global webtoon festival and awards ceremony in Seongsu-dong, a vibrant cultural hub in the city, providing a participatory cultural experience. As webtoons gain global popularity, the government is supporting initiatives to engage fans both locally and abroad.

Seoul hosts immersive webtoon festival for fans

The artist teamed up with Google Maps to spotlight sustainable transport and food options on her North American tour. As people want their favorite artists to reflect their values, there is an opportunity to appeal to eco-friendly habits by fostering discovery and community engagement.

Billie Eilish promotes eco-friendly actions on US tour

Millions of young people are blending reading and socializing on BookTok. Authors are becoming influencers, using DIY marketing and unconventional swag like custom perfumes to engage their micro-communities. What does the ‘lit-girls-as-it-girls’ trend tell us about how we’re reading in 2024?

The rise of the literary ‘it’ girls

The 2024/25 Generational Snapshot of Gen Z looks at this cohort’s yearning for nostalgia and tangible experiences, the shifting nature of wellness towards being a 24/7 pursuit, young people’s evolving demands from the working world, and attitudes towards politics in a polarised landscape.

2024/25 Generational Snapshot of Gen Z

The misrepresentation or outright exclusion of Boomers in advertising is contributing to negative stereotypes surrounding ageing. To counter this, AIC is working to promote more authentic and positive perspectives on ageing, encouraging people and brands to confront and rethink their own biases. 



AIC challenges ageist stereotypes in latest campaign   

giffgaff’s latest ad taps on the comeback of humour in advertising as a fairy in a flower field turns out to simply be an over-enthusiastic telco user. People are seeking lighthearted relief from stressful times, and comedy deployed effectively can help brands appeal to the desire for levity.

giffgaff ad embraces resurgence of humour in advertising

Founded by former Obama aides, Crooked Media is leveraging its podcast network to encourage political engagement and support for electoral races. With declining trust in government and political exhaustion rising among Americans, Crooked Media aims to reinvigorate democratic participation.

How Crooked Media reengages US voters through podcasts

After more than a decade, controversial hip-hop artist Ye has returned to China to perform. Chinese fans have enthusiastically received his appearance, signalling his resurgence in popularity in some segments and a potential increase in support for international acts in China.

Ye performs in China for the first time in 16 years

Infinity Song have found a niche within soft rock while exploring sounds from different musical genres as they blend the old with the new, carving out an identity beyond genre and time. What does their success say about winning over modern music fans with blended tastes?

How Infinity Song captivate modern music fans

MOVeLOT, a Tokyo-based robotics start-up, is giving fans of the 1988 mecha anime franchise the chance to climb into and operate a lifesize version of one of the film's robots. With a new series planned for 2024, immersive tech provides a way to engage new and old fans more deeply.

Immersive experience lets anime fans operate a robot

Actor Will Ferrell has joined forces with his transgender friend Harper Steele for a documentary centering on Steele’s experience as a trans woman in America. As trans rights continue to be called into question in the US and globally, education remains key to stopping growing prejudice in its tracks.

Will & Harper explores the trans American experience

Audible has partnered with sex therapist Chantelle Otten to create an immersive dining experience that encourages conversations around sexual wellness. As food-based aesthetics continue to dictate marketing cool, there’s an opportunity to unlock meaningful indulgence for experience-hungry Aussies.

Audible podcast brings sex therapy to the dining table

South Korean digital payments platform Naver Pay has launched a feature that allows users to raise a digital pet and earn points while doing so. As more Koreans embrace gamified e-commerce, brands are exploring more innovative mechanisms to keep people emotionally engaged.

Naver Pay levels up gamification with virtual pets

Katanning, a town of 4,000 people located 300 km from Perth, has seen a rise in Asian tourists following a viral video showcasing its vibrant Malaysian community. The videos’ popularity highlights the demand for diverse content to foster cultural connections and understanding.

YouTube video draws Asian tourists to rural Australian town

AI-powered creative app Verse facilitates fuss-free self-expression by allowing users to create scrollable, shareable, multi-modal mini-sites. While sensitivity remains around how AI will impact human creativity, Verse positions generative technology as an aide to everyday creative potential.

Verse app platforms Gen Z creativity with AI

At the 2024 VMAs, Tyla won the Best Afrobeats award for her amapiano hit 'Water' and used her speech to emphasise the diversity of African music beyond just afrobeats. With increased global appeal for local cultures, there’s a need to monitor how they are represented in international settings.

Tyla VMAs speech educates on diversity of African music

Meet Grok, the face of AI-powered toy company Curio. The rocket-shaped plushie, voiced by musician Grimes, is designed to have “endless conversations” with kids. But what does the toy tell us about celebrities as creators, American parental burnout, and the perceptions of AI in 2024?

How Curio tells us about AI, parenting, and celebrity marketing

A Leeds-based band have taken home this year’s Mercury Prize, citing regional funding as a key driver in their success. With the creative industries in flux, brands can forge authentic connections with local creative communities by helping fill the gap in material support.

Mercury Prize win highlights gap in creative funding

After AI-generated images of Taylor Swift supporting Donald Trump swirled the web, the singer officially announced her endorsement of Kamala Harris and condemned the spread of misinformation. As the political stakes get higher, people are increasingly expecting celebrities to do their part.

Taylor Swift declares support for Kamala Harris

Despite some Gen Zers wanting to cut back on non-essentials due to rising living costs and eco concerns, many are willing to concede on their budgeting for events. For brands, this represents an opportunity for IRL reach and impact during moments when people are most open to indulging.

Gen Z forego budget-conscious mindsets for live events

Are virtual idols the future of pop? Can AI benefit creative industries? Are established media titles regaining audience trust? What will streaming look like in the future? In this part of the 2025 Expert Outlook, we speak to three experts about how media and entertainment are changing worldwide.

2025 Expert Outlook on Media and Entertainment

Streaming platform SoundCloud empowers artists to build and grow their careers by providing progressive tools, services, and resources. With AI having a huge effect on the music industry, SoundCloud aims to bridge the gap through empowerment, AI assistive tools, and building music communities.

How SoundCloud tunes into British creativity

The Juggernaut is transforming media by focusing on South Asian narratives often overlooked by mainstream outlets. Despite challenges in funding, the platform's subscriber-supported content is striking a chord with young desis who are eager to invest in narratives that truly resonate with them.

Why The Juggernaut explores South Asian identity in US media

While virtual K-pop idols have yet to hit the global mainstream, groups like IITERNITI are finding a foothold in South Korea, where Gen Z and Alpha are more open to the possibilities of generative AI. How have they managed to create a solid fanbase while also maintaining a sense of humanity?

How IITERNITI uses tech to grow its AI-curious fanbase

Netflix Japan has collaborated with Suntory’s Horoyoi brand of ‘sours’ to release a limited-edition canned cocktail for some of its upcoming series. As alcohol consumption declines in the country, brands are offering NOLO options centred around evolving social moments and drinking occasions.




Netflix launching canned cocktails for Japanese fans

An exhibition set to open in London invites true crime fans to explore some of history's most famous serial killer cases. While people are seeking greater immersion in the content they consume, concerns are being raised over the ethics of real tragedies as entertainment.  

Serial killer exhibition to open for true-crime fans

Drake’s 100 gigs is a digital archive of unreleased music and behind-the-scenes moments from his career. The rapper faces backlash for failing to connect with audiences at a time when the artist-fan relationship is increasingly fragmented, and people expect less curated content.

Drake’s content dump exemplifies artist-fan expectations

Arsenal Football Club has released Black Arsenal, a book celebrating the club’s connection to Black British culture. As the world of sports reckons with polarisation and disparity, brands can actively engage with people by emphasising the value of community and championing diverse stories.

Black Arsenal celebrates football club’s diverse history

A New York-based film festival is screening a series of hyperlocal stories in a bid to burst the algorithm bubble. Amid rising concern about the cultural and political impact of personalized feeds, the event aims to combat digital division by platforming underrepresented perspectives.

Brooklyn film festival combats digital divisiveness

The charitable organization has commenced its annual Game to Change the World campaign aimed at Gen Alpha fundraisers. Gaming has become a pivotal tool in Gen Alpha’s sense-making practices, and young audiences will be expecting more than just immersion when it comes to virtual activations.

Comic Relief US nurtures Gen Alpha changemakers

Cetaphil has launched the Gentle Exfoliating collection, which addresses the specific needs of 'Gen Zalpha' who want to exfoliate but have sensitive skin. As interest in skincare grows, brands are catering to Gen Z and Alpha by providing age-appropriate products and greater education about safety.

Cetaphil launches skincare line catered for Gen Zalpha

Brazil has blocked access to social media platform X after Elon Musk failed to meet legal requirements, furthering debates over free speech and misinformation. While many users have migrated to alternatives like Threads and Bluesky, the ban has left Brazilians feeling disconnected.

Brazilians feel disconnected following X blockade

Down under, Australia is feeling the pinch of the cost of living crisis. While tightening their belts, they’re also manifesting their aspirations online through Pinterest – surpassing half a billion users in 2024. What does this exhibit about what Aussies are looking for in online platforms?

How Pinterest inspires Aussies through lifestyle curation

Instagram has released a new slate of text-based creative tools for users to apply across their content on the platform. The update is yet another step in Instagram’s active transformation into a more creator-centric platform, offering a variety of tools designed to appeal to content creators.

Instagram update courts desires for creative flexibility

Feeld, a dating app catering to the vastness of human experience and relationships, sponsored an off-Broadway play called Pretty Perfect Lives. As many grow tired of being bombarded with advertising content, sponsoring cultural production is a more organic, grassroots way of reaching audiences.

Feeld soothes ad fatigue with off-Broadway sponsorship

The CFDA has announced a streaming partnership with the Rockefeller Center to showcase collections from American designers at NYFW. This move speaks to a growing desire for brands to break down barriers to accessing luxury by reviving people’s interest in local fashion stories.

CFDA aims to boosts appeal of US fashion during NYFW

Multi-generational dance parties are growing in number on the streets of New York, offering a much-needed source of release for locals, young and old. As people navigate the myriad stressors of modern life, they’re yearning for small moments of collective joy to cut through the gloom.

New Yorkers find release in inclusive dance parties

Media and Entertainment

People are finding belonging through standom

In an age of socio-political division and with global trust on the decline, fan culture is increasingly becoming a way for people to communicate and find common ground. From sparking Twitter feuds to spearheading campaigns, as stan communities gain a greater sense of access and connection to their idols, they are becoming increasingly vocal and divisive online.

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