Harry Potter and the Psychology of KPop Fans
In Harry Potter, people belong to one of two groups - Wizards (those who can perform magic) and Muggles (people who cannot perform magic). The need to belong to a group or tribe is not unique to the Hogwarts School of Witchcraft and Wizardry. In fact, Maslow's Hierarchy of Needs ranks the need for belonging higher than self-fulfillment needs. Whether conscious or subconscious, group affiliations impact our psychology and drive our consumer behavior to polar extremes—from love, all the way to hate. This phenomenon is often on display in groups of fans. Korean pop (KPop) music fans, in particular, show an impressive array of tribal psychology. Hyperactive tribes, aka fandoms, are pushing KPop to new heights. In 2018, Kpop ranked 6th in the worldwide music market, up 17.9% from the year before. In KPop, record sales belong to one of two groups - BTS (Beyond the Scene) and EXO. By the numbers, BTS is the most successful KPop artist, responsible for ~40% of all Kpop music sales. Not e...