Fans impact economies.

We find ourselves in an era where individual identities are increasingly shaped by the brands we embrace, the music we enjoy, the movies we watch, and the games we play. Our consumption choices are integral to our sense of self, leading to a heightened willingness to invest in experiences and products that hold significant economic potential. Take "Swiftonomics," for example—cities and even countries, like Singapore, have recognized that passionate fan bases can dramatically boost local economies, with studies showing that such events can rival the economic impact of hosting a Super Bowl. Not to mention the impact on the brands both officially and unofficially affiliated with Taylor Swift - the NFL hit a new peak of viewership since she has been attending games. Meanwhile, exclusive experiences like the Wayne Enterprise Experiences cater to ultra-wealthy fans eager to immerse themselves in their favorite narratives, such as Batman and Bruce Wayne, often paying a premium to embody the essence of the character or lifestyle. This intense willingness to spend underscores the immense value in engaging with microtribes—those niche communities that not only share common interests but also wield the economic power to transform local markets (more on these microtribes later in our newsletter). We’ve waxed poetic on how certain IPs and licenses scratch that nostalgic or of-the-moment itch and have the power to generate cross-pollinated excitement, but the secret sauce lies within operational optimization (read: staying nimble and quick) and keeping a finger on the cultural pulse (luckily, we can help you with this one).

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