(About)

Hi, I'm Belén.

I'm a Fandom Intelligence Strategist. I help artists and brands understand, build, nurture, activate and scale fandoms.

I read fandoms for a living: music artists, sports and brands, across markets and languages. I combine conversation, behavior and consumption data, using different tools, to understand why people become fans and what keeps them close. Over the years I learned that data alone isn't enough: you also need a way to turn what fans say and do into decisions.

That's why I created the Fandom Cycle: five phases (Understand, Build, Nurture, Activate, Scale), with measurement running through all of them. Its core principle is simple: Nurture comes before Activate. A fandom that isn't cared for burns out the moment you ask something of it.