Fandoms are not merely consumer groups; they are networks of strong social capital, actively shaping digital communities. While traditional social networks were built around family and local communities, modern relationships are increasingly formed around shared interests online.
Traditional Social Capital
Modern Social Capital
Community-based relationships (local ties, trust, intimacy)
Digital communities formed around shared interests (social media, streaming platforms, online communities)
Fandoms naturally emerge within digital ecosystems, utilizing platforms such as Twitter, YouTube, and Discord to form interest-driven social groups. Beyond passive consumption, fans engage in content creation, community activation, and organic marketing efforts.
Purchases of artist merchandise, albums, and concert tickets
Transactions involving NFTs and digital collectibles
Increased engagement in streaming and subscription services
Community-driven content creation and viral marketing
Fan-led voluntary contributions to artist promotion
Strengthening brand equity through online and offline engagement
In the traditional music industry, the immense value generated by fandoms has been absorbed primarily by platforms and record labels, with little direct benefit to the fans themselves. However, Web3 technology introduces mechanisms to quantify fandom’s social capital and convert it into tangible economic value.
Fandom Economy via Social Tokens
Fans can hold social tokens directly linked to artists and projects, enabling participation in governance and revenue sharing.
NFT-Based Community Memberships
NFTs provide fans with exclusive access to special content, voting rights, and profit-sharing mechanisms, thereby increasing their stake in the ecosystem.
Tokenization of Music and Concert Revenues via RWA
Traditional revenue streams from music royalties and concerts are tokenized, allowing fans to invest directly and receive proportional rewards.
Web3 technology elevates fandoms from passive consumers to key economic stakeholders in the music industry. Eternal Moon seeks to capitalize on fandoms’ social capital through Web3 mechanisms, thereby fundamentally reshaping the music industry’s economic structure.