Lynn Bartsch of Fanlight on the Future of Active Fandom
Superfandom is increasingly characterized by active participation, extending beyond music consumption to include activities on platforms like TikTok, fan clubs, and concert attendance.
LED lightsticks have gained prominence in Asian concert markets as both collectibles and revenue-generating merchandise for artists. While adoption in North America has been slower, companies like Fanlight are anticipating increased demand for interactive concert experiences.
Lynn Bartsch, CEO, President, and General Counsel of Fanlight, stated, “Why does everyone want superfans? Is it because it feels good to be so loved? Sure it does, but that isn’t the whole picture.” She explained that superfans contribute more significantly to an artist’s revenue, making their cultivation crucial for financial sustainability. Thai Pop Music Demonstrates Significant Revenue Growth
Bartsch noted that offering collectible physical products, such as custom lightsticks or wristbands, strengthens the emotional connection fans have with an artist, increasing the likelihood of them becoming superfans. K-pop has pioneered this approach, and the behavior is broadly applicable.
“The concert experience or the big game is fleeting, but a custom designed lightstick or a custom wristband is forever,” Bartsch said. “And when combined with a system where they can be brought back to each event and work every time, they become much more than a memento. They become part of a lifestyle.”
She emphasized the importance of collectibility and reusability, stating that items must be special enough to be treasured to create a successful ecosystem. Fans actively organize around these items, displaying and bonding over them, which represents a powerful commercial force.
Bartsch observed that fan behavior is evolving rapidly, with audiences desiring active participation. Physical objects like branded lightsticks and wristbands provide a means for that participation.
“We’re watching a revenue model emerge where merchandise isn’t an afterthought, it’s the engine,” she stated. Spotify Report Details Independent Artist Revenue and Stream Growth
Bartsch further explained that lightsticks and wristbands are increasingly being embedded with NFC or RFID technology, transforming them into multipurpose fan assets capable of unlocking exclusive content, providing access, storing memories, or functioning as digital wallets.
“What excites me most about where this market is heading is that we’re just scratching the surface of what these physical objects can do,” Bartsch said. “A custom lightstick or designed wristband isn’t just a souvenir; it becomes a living part of the relationship between the artist, brand and the fans, which is capable of delivering new experiences long after the show ends.”
She concluded that the multipurpose utility of these items justifies premium price points and that the emotional and economic ecosystem of superfandom relies on collectibility, reusability, and meaning. Indie Artists May Soon Negotiate Directly with AI, Streamers
