NBC News: How Superfans Took Over the World

What do people dressed up in Harry Potter costumes waiting for a book release have in common with the pilgrims to the annual Berkshire Hathaway meeting?

They’re all devoted superfans, and they’re the subject of the new book “Superfandom: How Our Obsessions Are Changing What We Buy and Who We Are.”

“Fandom is a topic that has a lot of baggage. We associate it with crying tweens at a Bieber concert, or elderly eccentrics collecting beanie babies,” says Zoe Fraade-Blanar, who wrote the book with Aaron Glazer.

These devoted fans — the renaissance fair attenders, Star Trek groupies and Beliebers of the world — have always intrigued and bewildered me, because I can’t relate. I don’t root for any sports team. I don’t wait for anyone’s surprise singles to drop. I like some authors and some movies and some TV shows, but the closest I’ve come to obsession is reading up on alternate “Mad Men” theories. [Read more]