What are “fandom club nights"?

In recent years, so-called “fandom club nights” have become increasingly popular. These are themed events – organized in nightclubs – where only songs by a specific artist are played, including lesser-known tracks. This type of event has been popular in Anglo-Saxon countries for some time, but the phenomenon has recently reached Europe. In 2024 alone, there were over twenty such events in Italy, dedicated to Taylor Swift, Ariana Grande, Justin Bieber, or Harry Styles, among others. In some cases, these events have attracted thousands of people, especially when held in major cities. For many fans, attending a fandom club night is practically the only way to listen to their favorite artist's music surrounded by other fans: a much more engaging experience compared to listening to music alone with headphones.

Countries like Italy, moreover, are not always included in the main stops of major artists' tours. A prime example is Taylor Swift, who returned to perform in Italy in July 2024 after more than a decade away. There are also fandom club nights dedicated to groups that have since disbanded, such as the One Direction. Attending such an event often provides an experience similar to that of a real concert, even if the artist is not on stage. Individual songs are usually accompanied by their respective music videos, projected on a big screen, or by fan-created content. During the most beloved tracks, it’s not uncommon to see many phones raised with the flashlight on, just like at live shows. Fans often wear themed outfits inspired by the aesthetic of the artist the night is dedicated to. For example, at a fandom club night dedicated to Ariana Grande held in Milan in April 2024, many attendees showed up with her iconic ponytail or her typical oversized sweatshirts. These evenings generally also offer an opportunity to meet new people who share the same passions, all in a warm and safe environment: many participants, in fact, note a sense of safety that they rarely feel in traditional nightclubs.

Why fandom club nights work

Fandom club nights are part of a broader trend that has been affecting the entertainment industry for some years: the realization of how profitable it can be to organize fan-only events. In recent years, fan groups – or rather, so-called fandoms – have become quite influential and capable of generating significant revenue, influencing the economy of the cultural products they are built around. Examples include the fandoms of Harry Potter, Game of Thrones, Star Wars, Marvel films, or Korean pop groups like the BTS, among others. Most fan community activities take place online – mainly for convenience, as members often do not live in the same city or even the same country. However, fan gatherings, while a long-standing practice, have recently become an opportunity for companies to generate profits by focusing on community engagement. While a laissez-faire attitude dominated the sector for a long time, it is now increasingly common to monitor the activity of fan groups celebrating a certain cultural product or specific character, to organize live events dedicated to them.

Music fans are a particular segment of consumers that has proven to be especially willing to spend money on experiences related to their favorite artist. Those who belong to a fandom often actively participate in it: for this reason, such communities are now taken seriously by the entertainment industry. Netflix itself, within the cinematic and serial circuit, has extensively invested in and capitalized on this trend. In Italy, the company that organizes many of the fandom club nights is Kineticvibe, which has specialized in such events for years. For example, in 2025, numerous evenings are already planned across much of the country, dedicated to Taylor Swift or One Direction, among others: the former are known as “Disco Taylor” and will be held, for example, on February 21 in Turin or April 14 in Bari; the events dedicated to the former Anglo-Irish boy band led by Harry Styles are called “1D Night” and will take place in cities like Florence (April 26) or Milan (May 3), among many others. The latter event will be held at Fabrique, a renowned venue with a capacity of over 2,500 people – demonstrating the large audiences that fandom club nights can potentially attract.