ABSTRACT
To obtain an insider perspective on contemporary industry/fan relationships, the chapter aims to brought together Ivan Askwith, Britta Lundin, and Aja Romano to discuss how their own identities as fans inform their work as media consultants, creators, and commentators. They discuss how industry/fan relationships are changing, and being shaped by shifting production practices and emergent technologies. The discourse around "entitlement" is very much a mode of deflecting legitimate fan criticism while expressing a lot of industry anxiety over fans as consumers and collective fan identity and fans' sense of their own power. Well and the one thing all the kinds of campaigns have in common is that they're headed by a single creator or group of creators who easily straddle the fan–creator divide by being fans of their own genre in a way that is really relatable for their fans.
