KPCC: How zealous fans are creating a new type of business and marketing model

Defined as a community or subculture united by its obsession with some aspect of pop culture, fandom has also become a driving force for modern marketing.

In their new book “Superfandom: How Our Obsessions are Changing What We Buy and Who We Are,” co-authors Zoe Fraade-Blanar and Aaron Glazer explore how fandom bends the traditional separation between consumer and creator.