"We believed that the fans would just eat this alive if we did it justice,"
"All of us were KPop fans so the whole time we were like, if this finds the KPop fans, it will blow up. But if it's buried and it's not marketed, then maybe no one will see it."
"recognizing what a thing has to say - what a movie, TV show, book is trying to articulate to its audience and articulating that through performance in a way that resonates with the people watching it,"
KPop Demon Hunters tapped KPop and anime fandom dynamics to create a highly engaged, participatory fan ecosystem. Fans produced TikTok edits, fancam-style character clips, lore breakdown threads and fan art that treated animated characters like real music groups. The film earned Oscar nominations for best animated feature and best original song and became Netflix’s most-watched film with over 518 million views in about six months. Marketing and discovery were crucial to reaching the target audience. From performance to promotion, aligning creative execution with fan culture and enabling shareable content drove rapid fandom growth and sustained engagement.
Read at Variety
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