About me

Hi, my name is Olivia! I am a New York-based Associate Music Analyst at MIDiA Research, specializing in the intersection of fandom and the music industry. I have a Bachelor of Music degree in Percussion Performance from Indiana University’s Jacobs School of Music, and graduated from New York University with a M.A. in Music Business.

Since I was young, I have considered myself a “fangirl.” While the fandom has changed, my enthusiasm never has. When I was 8, I loved the Jonas Brothers. Then it was One Direction at age 12. Then, when I was 16, I found K-pop. While I can’t pinpoint the exact moment I went down the K-pop rabbit hole, I remember the life-changing experience of watching BTS’s “Blood Sweat and Tears” music video for the first time and something just…clicking in my brain. I was hooked.

This deep passion for K-pop and fan perspective is something I bring to all my research. Superfans are the next big thing in the music industry, but many companies are flying blind, trying every strategy and hoping one sticks.

For my master’s thesis project “Powered by Fans”, I explored fandom marketing and the rise of the superfan in the music industry, with a specific focus on marketing strategies employed in the K-pop industry. Through a variety of case studies, my thesis analyzes different trends in K-pop fan culture and explores how these trends can be applied to the U.S. music industry. Based on my analysis, I provide recommendations that I hope can provide a way forward for anyone looking to capitalize on the “superfan gold rush.”