FAN-BAITING: Making Fans Mad for Money?!

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Fan-baiting or "FANTAGONISM" (thanks, Aaron Sparrow) is a phenomenon within entertainment companies--specifically within the USA in this case--where the strategy is to instigate controversy within the vocal fan communities to draw out free marketing exposure.

This is something people have theorized about for years but now it seems more obvious to the general fan and customer who is reacting with increasing levels of apathy.

In this commentary video, I talk about fan-baiting and how successful--or counterintuitive--it is for businesses trying to build or maintain brands.

Music by Karl Casey @White Bat Audio

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