Jenny Stiven: Digital Strategies for Entertainment
Welcome to a special encore presentation of the StageLync Podcast! In this episode, Anna and Ana chat with digital strategist Jenny Stiven, who shares her journey from traditional entertainment to pioneering fandom development. With insights on hybrid models, digital collectibles, and audience engagement, this episode explores the evolving relationship between creators and fans in the digital age. Stay tuned—the full episode will be released next Monday!
How did Jenny Stiven start her career as a digital strategist and consultant for entertainment?
Jenny’s career path in the entertainment industry was organic and unconventional. Initially starting in film and television, she experimented with various roles to find her passion. Her interest in technology and online platforms led her to work on early digital tools like Avid Technology and Video Toaster. A self-professed geek, Jenny was deeply involved in online fan groups such as Usenet forums for shows like The X-Files and Buffy the Vampire Slayer. Her career in digital content took off in 1993, and by 2000, she found herself handling digital marketing for sci-fi franchises at 20th Century Fox. Her focus on fandom development began in 2004 when she started her own consultancy, Clio Consulting, aiming to foster meaningful and sustained relationships with fandoms.
What is the importance of fandoms in entertainment, and how does Jenny develop them?
Jenny believes that fandoms are the lifeblood of entertainment properties. Developing them starts with identifying where the audience gathers and understanding their needs and desires. She outlines an “eight pieces of the fandom pie” approach, which emphasizes community building, events, and personal connection. Events like Comic-Con or smaller regional conventions are critical for engaging fans directly. Jenny also sees opportunities in providing digital and unique collectibles that cater to fans’ preferences, whether they are tech-savvy younger generations or older fans who appreciate minimalist options like digital assets.
How has the shift to digital collectibles and assets impacted fandoms?
The shift to digital collectibles aligns with the evolution of fandoms, especially among younger generations who are accustomed to gaming and online interactions. For these fans, owning digital items is as natural as collecting physical ones. Jenny notes that digital assets appeal broadly across age groups, offering convenience for older fans and affordability for younger ones. Unique, limited-edition digital items tied to franchises are an easy way to connect with fans and drive engagement. The challenge is ensuring these assets are integrated creatively into fan experiences, fostering loyalty and excitement.
Why is the live entertainment industry lagging in leveraging digital strategies, and how can it catch up?
Jenny acknowledges that the live entertainment industry, particularly theater, is behind in adopting digital strategies. The traditional mindset of theatrical organizations and their focus on preserving legacy approaches hinder progress. However, she suggests that the industry can emulate successful models from film and gaming by offering hybrid experiences. For example, streaming performances or creating virtual conventions can reach wider audiences. She highlights that Broadway and regional theaters should focus on cultivating theater enthusiasts as a community, akin to franchise fandoms, to ensure sustainability and growth.
What are Jenny’s views on toxicity in online fandoms, and how can it be addressed?
Jenny is deeply concerned about the toxicity prevalent in online fandoms, which contrasts starkly with the camaraderie found in in-person events. She observes that fans at conventions rarely exhibit the same hostility seen online. To mitigate this, Jenny advocates for fostering open, respectful conversations among fans and reminds them of their shared passion for the same franchises. She stresses the importance of creating safe spaces online where fans can celebrate their interests without fear of conflict, promoting a more inclusive and positive fandom culture.
Key Takeaways from the Podcast
- Fandoms Drive Engagement
Fandoms are essential for sustaining entertainment franchises, offering loyalty and community that drive long-term success. - Digital Collectibles Are the Future
Unique and affordable digital assets provide a modern way to engage fans across generations. - Live Entertainment Needs Hybrid Models
The live entertainment industry must adopt hybrid strategies, blending live and digital experiences to reach broader audiences. - Toxicity in Online Fandoms
Building a positive, inclusive online environment is crucial to fostering healthy fan communities. - Audience-Centric Marketing
Successful fandom development relies on listening to and adapting to audience needs and preferences.
Featured Image: Courtesy of Jenny Stiven
Editor's Note: At StageLync, an international platform for the performing arts, we celebrate the diversity of our writers' backgrounds. We recognize and support their choice to use either American or British English in their articles, respecting their individual preferences and origins. This policy allows us to embrace a wide range of linguistic expressions, enriching our content and reflecting the global nature of our community.
🎧 Join us on the StageLync Podcast for inspiring stories from the world of performing arts! Tune in to hear from the creative minds who bring magic to life, both onstage and behind the scenes. 🎙️ 👉 Listen now!
