The future of fandoms

(This content was generated with AI)

The Future of Fandom: Ownership, Authenticity, and AI

At Web Summit Vancouver 2025, a panel discussed the evolving landscape of fandom, featuring insights from Ms. Toni Cowan-Brown, Founder of Sunday Fangirls, Mr. Jabari Young, Senior Writer and Editor, and Mr. Roham Gharegozlou, CEO of Dapper Labs. The conversation explored the multifaceted nature of fandom, its impact on businesses, and how emerging technologies are shaping its future.

Ms. Cowan-Brown highlighted the power of fandom, emphasizing its community aspect, the desire for belonging, and the potential for co-creation. She noted the shift from passive consumption to active participation, where fans hold brands and individuals accountable. Mr. Gharegozlou shared Dapper Labs’ experience with NBA Top Shot, emphasizing the importance of focusing on the fan and building sustainable communities. He discussed the evolution of digital collectibles, from niche products to a potential “currency of fandom.” He also highlighted the importance of utility, gameplay, and scarcity in digital collectibles, allowing fans to express their identity and connect with others.

The discussion also touched upon Formula One’s approach to fandom. Ms. Cowan-Brown noted F1’s success in building an ecosystem around the sport, extending engagement beyond race day. However, she also cautioned against over-commercialization and emphasized the need to embrace user-generated content and cater to the needs of diverse fan groups. Addressing the impact of generative AI, Mr. Gharegozlou expressed optimism about its potential to empower fans and create new forms of engagement. He acknowledged the potential for job displacement and economic shifts but emphasized the importance of human connection and the enduring need for entertainment. Ms. Cowan-Brown echoed this optimism, highlighting the role of AI in enhancing fan experiences, particularly in data-driven sports like Formula One.

The panelists offered advice for building and engaging with fandoms in the age of AI. They stressed the importance of authenticity, seizing control of narratives, and adapting to the changing playbook of fan engagement. They encouraged businesses to listen to their fans, facilitate co-creation, and embrace the opportunities presented by new technologies. The conversation concluded with a call to action for media companies and creators to incorporate “skin in the game” mechanics, allowing fans to have ownership and be rewarded for their contributions.