Fans evolve from consumers to creators in modern fandom culture

Fans are no longer just passive consumers; they actively share reviews, create fan art, and offer expert-like critiques, enhancing understanding of their favorite artists and content. This engagement fosters personal fulfillment, community bonds, and a close connection with the stars they admire. In turn, fandom has become an essential pillar for the entertainment industry, supporting a wide range of public figures and media.

YouTube has fueled this shift, giving rise to “fan-tube” channels. K-pop fans dedicate substantial time to these channels, which offer unique content like “fancam videos” and “merch unboxings.” According to YouTube’s 2024 Trend Report, 90% of respondents use YouTube at least weekly to engage with content about their favorite stars. Some fan communities go beyond simple support, offering in-depth analyses that deepen the appreciation for artists. For example, Taylor Swift’s “Swifties” analyze her music, storytelling, and marketing, which they share with fellow fans.

Popular fan-tube channels:

Your Korean Friend Angoo: From BTS fan to 1.39 million subscribers

Your Korean Friend Angoo (formerly 안구정화티비) is a BTS-focused fan channel known for its extensive BTS-related content, including “fan tours” of BTS locations in Korea. With unique videos such as DIY BTS-themed chocolates and concert tips, the channel has built a following of 1.39 million subscribers. The channel’s creator, Angoo, even adds English subtitles for international fans.

ohhaewon: NMIXX’s biggest fan channel

"ohhaewon" focuses primarily on NMIXX member Haewon, creating shorts that highlight her “comedy character” appeal. With 570,000 subscribers, the channel has played a key role in popularizing memorable moments and memes. The channel even received a shout-out from NMIXX on MMTG Civilization Express, showing the reciprocal bond between fans and artists.

Flow Music: reinventing K-pop with traditional Korean instruments

Flow Music reimagines K-pop hits with traditional Korean instruments, gaining attention with a 2018 video of BTS’s IDOL arranged in a Korean style. The channel has since covered aespa, LE SSERAFIM, and IVE. The use of traditional instruments like gayageum and janggu creates a unique ambiance, expanding interest in Korean music traditions.

Gamst: 20-year Manchester United fan and leading Korean streamer

Gamst, a prominent Korean streamer and avid soccer fan, began on AfreecaTV and now boasts 2.77 million YouTube subscribers. Known for his humor and love of soccer, he has expanded into broadcasting, even working as an MBC commentator for major events. Recently, Gamst visited Old Trafford, documenting the experience on his YouTube channel.

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