In the world of showbiz, measuring popularity isn’t just about counting followers and engagement metrics. Here comes the fascinating “top spender” trend—a unique way to gauge an artist’s fame. In this captivating event, fan clubs compete to outshine one another by buying products from brands collaborating with their favorite artists. The goal? To become the ultimate big spender. With some events resulting in spending that ranges from thousands to even hundreds of thousands, this spectacle highlights not only the financial strength of the entertainment industry and its devoted fan base but also manages to stand strong despite economic ups and downs caused by pandemics.
As these top spender events first took the stage, they were met with a highly satisfying response. Subsequent editions featuring the same artists often experienced a resurgence of top spenders, and the reasons behind this are quite clear. This mutually beneficial interaction works wonders for brands, leading to a rapid surge in sales within a remarkably short time frame. Concurrently, it nurtures awareness about emerging products or partnerships—a sentiment perfectly echoed by Voice TV.
The mechanics of this phenomenon become most evident during repeat occurrences. Brands relish in a dual advantage: not only do sales skyrocket in the blink of an eye, but a halo effect also enhances the brand’s reputation. The elevated stature of these artists serves as inspiration for a dedicated following, eager to invest their earnings in exchange for exclusive privileges. This level of commitment often surpasses what’s offered to ordinary fans — imagine shared photoshoots, intimate meals, and cherished autographs, all set against the backdrop of undeniable star power.
Diverse perspectives on the top spender phenomenon Opinions on this trend vary significantly. Critics caution that these events might exploit fans’ enthusiasm, pushing them to overspend, while artists become entangled in paid commitments that overshadow authentic interactions. Some skeptics question whether emphasizing top spender events is essential for massive sales. They suggest brands can find alternative strategies that benefit everyone without burdening fans financially.
Seeking a balance, some suggest artists should focus on philanthropic CSR efforts, easing fans' financial burdens and bolstering their image as agents of positive change, fostering a lasting impact beyond profits. Conversely, skeptics scrutinize the "Top Spender" trend, perceiving it as a tactic by brands to boost revenue sans full-fledged artist endorsements—a strategic maneuver that curiously trims costs.
As the discussion rages on, the allure of the top spender narrative endures. With each unfolding top spender event, a spectrum of opinions arises—some embracing this trend, others voicing dissent, advocating for a more balanced and considerate artistic engagement. Ultimately, the lasting impact of these events hinges on finding the equilibrium between artistic admiration and the financial dynamics they bring to the forefront.
Some individuals who have previously held the title of top spender have shared their perspectives. “I’m still open to spending money to support the artist because I understand that their income and reputation rely on events like these. But if a brand that I’ve supported before doesn’t impress me with their upcoming event, I might take a break and support other events instead.”
A notable observation from these remarks is that they all refrain from criticizing the artists themselves. Instead, the focus is on expressing discontent with the management of the artists and the organizing brands. This perspective acknowledges that artists might not have the full authority to independently decide which events to participate in.
Mew Suppasit’s decision to decline top spender engagements
Amidst the fervor of various brands organizing top spender events and the differing opinions of fan clubs and the economic downturn at the end of 2020, artist/actor Suppasit “Mew” Jongcheveevat, who has garnered millions of devoted fans through events and various program votes, came forward in a live stream to announce that he won’t be accepting top spender engagements anymore. This decision stems from his desire to not burden everyone and to encourage more support for his work. He emphasized that in every album release, he ensures that those who participate already receive special privileges, eliminating concerns of not getting to meet him. This announcement sparked discussions, both within and beyond his fan base, in a positive light, and continues to be a topic of conversation.
“Top spender events won’t work in all sectors” While differing opinions from fan clubs have persisted for many years, top spender events have continued to thrive, and this year, they have even extended into the world of filmmaking. A recent case is the movie “SLR,”originally intended to bring novelty to the Thai film industry through a top spender event, allowing fans to exchange for exclusive privileges. However, this initiative faced criticism from fan clubs, accusing it of being “detrimental to the film industry with inappropriate activities” and asserting that “top spender events won’t work in all sectors.” This led to the emergence of the hashtag #majorหยุดเถอะ (“Major, please stop”), followed by a statement from the company, ultimately leading to the cancellation of the event.
Could this be the turning point? From the diverse opinions that have surfaced, including the recent events surrounding the film “SLR,” it seems that the once minor differences in fan club opinions from the past have evolved into a force that is driving a change in the entertainment industry. With this in mind, we took the opportunity to have a conversation with one of the event organizers in our local event industry.
Q: Will top spender events remain effective and profitable, given the current shift in fan club attitudes and potential impacts on new brands planning such events?
“These events will remain effective due to the continuous emergence of new actors and artists, with fan clubs still eager to spend and engage. Brands should complement this with sustained marketing efforts like maintaining product quality, in-store sales, post-sales care, and more. The key is ensuring long-term business success, not solely relying on isolated events. Brands should prioritize holistic development rather than a flurry of events that might not leave a lasting customer impression.”
In Conclusion These perspectives represent the varied viewpoints of people within the Thai artist fan club community regarding top spender events. In summary, fan clubs generally comprehend the artist’s professional endeavors, yet they also hope that the management understands the challenges they face. Simultaneously, they expect brands to approach marketing in a customer-friendly manner without overexploiting the situation, especially in today's challenging economic times. On the other hand, event organizers anticipate that these events will persist, but they emphasize that brands must not overlook the need to care for other aspects that ensure customer satisfaction. While such events generate momentum and revenue temporarily, they underscore the importance of the lasting relationship with the “customers,” which often stems from the artist’s fan club community.
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