In an era of super-fandom, the question is not whether to stan or not to stan, but whom to stan, and for how long. The intensity of fan devotion in the digital age is creating new opportunities for brands to activate hyper engaged communities – just don’t get on their bad side.

With digital channels offering them increased access to their heroes, casual supporters and ‘stans’ alike are embracing novel ways of showing their devotion to celebs and sports teams. How are these passionate individuals forging new cultural tribes and changing expectations of fan interactions?

With the COVID-19 pandemic causing people to stay at home out of a sense of public responsibility, artists are having to cancel shows worldwide. How are live-streaming platforms filling the void, and could digital behaviours during the crisis create long-term changes in how people consume music?

With most live games cancelled and major international tournaments postponed, many sports fans sought out digital alternatives while COVID-19 kept them in their homes. As lockdown measures end and play resumes, which elements of virtual fandom are likely to stick around post-pandemic?