Understand
Research what moves the fandom: conversations, behaviour and motivations.
(Fandom Intelligence Strategist)
Helping artists and brands understand, build, nurture, activate and scale fandoms.
Creator of the Fandom Cycle: a method to turn audiences into fandoms, and fandoms into results that last.
01 Understand
02 Build
03 Nurture
04 Activate
05 Scale
(Definition)
Fandom intelligence is the strategy of understanding why fans belong, love and buy, and using it to grow a fandom without burning it out.
The method is the Fandom Cycle: five phases in a loop, with measurement in every one.
(Method)
The Fandom Cycle
Build
How a fandom is born: identity, rituals, communities and superfans.
Nurture
Keep the bond alive: steady content, experiences, recognition and owned spaces.
Activate
Turn the fandom into results: campaigns, UGC, launches and brand partnerships.
Scale
Grow into new markets and platforms without losing the core.
Measure
The axis across every phase: the Fandom Health Score, from 0 to 100.
(Principle)
Nurture comes before Activate.
A fandom that is not nurtured burns out the moment you activate it. The Activation Traffic Light tells you when it is ready.
Green · activateYellow · activate smallRed · only nurture
(Services)
Start with a Fandom Audit.
Entry point · 2–3 weeks
Fandom Audit
A diagnosis with the Understand phase and your fandom's health metrics.
Core project · 4–6 weeks
Fandom Strategy
A full plan built on the Fandom Cycle, phase by phase.
Monthly retainer
Fandom Advisory
Ongoing guidance to keep the cycle healthy month after month.
Half day or full day
Talks & Workshops
Keynotes and hands-on sessions for teams and conferences.
(Fandom Teardown · monthly)
One fandom, taken apart with the cycle.
Every month, a real fandom read phase by phase: where it is, what it needs, what would break it.
All teardowns ↗Fandom Teardown
Read the latest teardown on Substack
One real fandom, read phase by phase. Once a month.
(About)
Hi, I'm Belén.
I read fandoms for a living: music artists, sports and brands, across markets. I created the Fandom Cycle to turn that reading into decisions.
(Free download)
Get the Fandom Cycle framework.
The full framework as a PDF, plus a Fandom Teardown in your inbox once a month.
Subscribe and the Fandom Cycle PDF lands in your inbox, plus my monthly Fandom Teardown. Unsubscribe anytime.