NOTES

Page numbers listed correspond to the print edition of this book. You can use your device’s search function to locate particular terms in the text.

Preface

vii     On Facebook: All quotes from fans and team members on Facebook are from Squishable.com, Inc.’s Facebook fan page, https://www.facebook.com/squishabledotcom (10/29/2012–10/30/2012).

ix      Suddenly, angry comments filled our Kickstarter: This and all other Squishable Shiba Inu Kickstarter references and notes are from Squishable.com, Inc., Update #9, Goodness! It’s a Shiba Inu Squishable! https://www.kickstarter.com/projects/squishable/goodness-its-a-shiba-inu-squishable/posts/345203 (11/8/2012); and https://www.kickstarter.com/projects/squishable/goodness-its-a-shiba-inu-squishable/.

xi      internal chat client: All quotes by Squishable Team members on our internal chat client from Transcript, Squishable.com Corporate Chat Client at squishable.hipchat.com (10/29/2012-10/30/2012).

Introduction: Welcome to the Fandom Singularity

1       “I never tho’t I would do that!”: All quotations and details of Alice Drake’s tour from Alice Drake, Travel diary of Alice Drake (1896–1900). Handwritten ms. at Gilmore Music Library, Yale University. We originally found Drake’s story in Daniel Cavicchi, “Loving Music: Listeners, Entertainments, and the Origins of Music Fandom in Nineteenth-Century America,” In Fandom: Identities and Communities in a Mediated World, by Jonathan Gray, Cornel Sandvoss, and C. Lee Harrington (New York: New York University Press, 2007), 234–49. See Cavicchi’s article and his book, Listening and Longing: Music Lovers in the Age of Barnum (Middletown, CT: Wesleyan University Press, 2011) for a detailed overview of the compatriots of Alice Drake who made similar undertakings.

4       Musicomania, an excessive and uncontrollable love: Cavicchi, “Loving Music,” 234–49.

4       might have contented themselves: Interview with Daniel Cavicchi by Zoe Fraade-Blanar and Aaron Glazer (12/15/2014).

4       the growth of cities meant vast new concert halls: Daniel Cavicchi, “Fandom Before ‘Fan’: Shaping the History of Enthusiastic Audiences,” Reception: Texts, Readers, Audiences, History, vol. 6, no. 1 (2014): 52–72.

5       “well that’s great, but we want more”: Ibid.

5       forsook their gentlemen callers: Cavicchi, “Loving Music,” 234–49.

5       “The concert room was crowded” . . . “We saw bonnets torn off”: Cavicchi, “Loving Music,” 234–49.

6       unbridled emotions: James Kennaway, Bad Vibrations: The History of the Idea of Music as a Cause of Disease (Surrey, England: Ashgate, 2012).

7       Kii Peninsula of Japan is still crisscrossed: UNESCO World Heritage Center, “Sacred Sites and Pilgrimage Routes in the Kii Mountain Range,” http://whc.unesco.org/en/list/1142 (n.d., accessed 9/3/2016).

7       Margery Kempe is known today: Most of the information about Margery Kempe is from The Book of Margery Kemp (fifteenth century; New York: Penguin Classics, 2004); Gail McMurray Gibson, The Theater of Devotion: East Anglian Drama and Society in the Late Middle Ages (Chicago: University of Chicago Press, 1989).

7       novel-length tome: Kempe, The Book of Margery Kemp.

8       saturated with religious imagery: Gibson, The Theater of Devotion.

8       Franciscan nuns had tried it: Ibid.

8       “a reckless man” . . . “many enemies”: Kempe, The Book of Margery Kemp, 98, 158, 175.

8       “casual house arrest”: Gibson, The Theater of Devotion.

9       also prephonograph: Interview with Daniel Cavicchi by Zoe Fraade-Blanar and Aaron Glazer (12/15/2014).

9       throughout recorded history: Cavicchi, “Loving Music,” 234–49.

11     predictable buying habits: M. Hills, Fan Cultures (New York: Routledge, 2002), 29.

12     opened for Lady Gaga: Lady Gaga, Twitter post, https://twitter.com/ladygaga/status/456207861832380416 (4/15/2014).

12     commercials for Toyota: B. Ashcraft, “Whose Promoting Google Chrome in Japan? Why, a Virtual Idol,” Kotaku, http:// kotaku.com/5877099/whose-promoting-google-chrome-in-japan-why-a-virtual-idol (1/18/2012); B. Ashcraft, “A Truly Bizarre Domino’s Pizza Commercial,” Kotaku, http://kotaku.com/5989097/this-dominos-pizza-commercial-is-truly-bizarre (3/7/2013); Y. Koh, “Toy-ota’s New U.S. Saleswoman: Virtual Idol Hatsune Miku,” Wall Street Journal (5/10/2011), http://blogs.wsj.com/japanrealtime/2011/05/10/toyotas-new-u-s-saleswoman-virtual-idol-hatsune-miku/.

12     has long turquoise pigtails: Crypton Future Media, “Hatsune Miku and Piapro Characters,” Piapro.net, http://piapro.net/intl/en_character.html (n.d., accessed 9/5/2015).

12     mascot for a vocal synthesizer: James Verini, “How Virtual Pop Star Hatusne Miku Blew Up In Japan,” Wired, http://www.wired.com/2012/10/mf-japan-pop-star-hatsune-miku/ (10/19/2012).

13     “you make the music”: Interview with Ian Condry by Zoe Fraade-Blanar and Aaron Glazer (12/21/2014).

14     “surprised by the speed and scale”: Email interview with Guillaume Devigne (US/EU Marketing, Crypton Future Media) by Zoe Fraade-Blanar and Aaron Glazer (9/17/2014).

14     company adopted an unexpected policy: Ibid.

14     coincided with a crackdown on copyrighted videos: Interview with Ian Condry by Zoe Fraade-Blanar and Aaron Glazer (9/21/2014).

14     eleventh-most-visited website: http://www.alexa.com/topsites/countries/JP (9/25/2016).

14     a record label called KARENT: Email Interview with Guillaume Devigne by Zoe Fraade-Blanar and Aaron Glazer (7/26/2016).

15     36,000 of her most devoted fans: Crypton Future Media, “Hatsune Miku Expo 2016 North America Tour Report” (n.d.).

15     wave green light sticks: “Colors,” Unofficial Cheering Guide for Vocaloids, http://chant.mikumiku.org/doku.php?id=basics:colors (9/11/2014).

15     trappings of a concert: “Hatsune Miku Expo 2016 North America,” Journeys, concert at Hammerstein Ballroom, New York (5/28/2016).

15     “It was the vibe”: Kelly Faircloth, “I Went to a Hatsune Miku Concert and It Was Fucking Amazing,” Jezebel, http://jezebel.com/i-went-to-a-hatsune-miku-concert-and-it-was-fucking-ama-1648557083 (10/21/2014).

15     “very serious and deep issues”: Interview with Ian Condry by Zoe Fraade-Blanar and Aaron Glazer (12/21/2014).

16     “a close and familiar figure”: Email Interview with Guillaume Devigne by Zoe Fraade-Blanar and Aaron Glazer (12/17/2014).

16     “not going to turn into Miley Cyrus”: Verini, “How Virtual Pop Star Hatsune Miku Blew Up In Japan.”

16     “It’s like being on Willie Nelson’s bus”: Sharing the World, produced by The Late Show with David Letterman, performed by Hatsune Miku (10/9/2014); Brian Ashcraft, “Virtual Idol Hatsune Miku Dazzled on David Letterman,” Kotaku, http://kotaku.com/virtual-idol-hatsune-miku-dazzled-on-david-letterman-1644187820 (10/9/2014).

17     “You must not distort”: Creative Commons, “Attribution-Non-Commercial 3.0 Unported,” https://creativecommons.org/licenses/by-nc/3.0/legalcode (accessed 9/3/2016).

17     “in a sexual context”: Crypton Future Media, For Creators, http://piapro.net/intl/en_for_creators.html (accessed 9/5/2015).

17     animated softcore: https://www.youtube.com/watch?v=qcc4cma5gDs (3/8/2014).

Chapter 1: Fandom Is a Verb

21     In the Presence of the Oracle: Descriptions, background information and “man on the street” quotations, unless otherwise cited, from the 2016 Berkshire Hathaway Annual Meeting in Omaha, Nebraska, attended by Zoe Fraade-Blanar and Aaron Glazer (4/30/2016).

22     altered version of the song “YMCA”: E. Holm, Moneybeat, Wall Street Journal; “Recap: The 2014 Berkshire Hathaway Annual Meeting,” http://blogs.wsj.com/moneybeat/2014/05/03/live-blog-the-2014-berkshire-hathaway-annual-meeting/.

22     tens of thousands of people: David Earl, KETV, “Berkshire meeting attendance took a hit, thanks to live stream,” http://www.ketv.com/news/berkshire-meeting-attendance-took-a-hit-thanks-to-live-stream/39318232 (5/2/2016).

23     moved its corporate shareholder meeting: “Shareholders Stand By Disney’s Board,” Los Angeles Times, http://articles.latimes.com/1998/feb/25/business/fi-22703 (2/25/1998).

23     “on Craigslist and eBay for $5”: Bloomberg News, “Buffett Sells Passes to Beat Scalpers,” http://www.nytimes.com/2004/04/17/business/buffett-sells-passes-to-beat-scalpers.html (4/17/2004); J. Ping, “eBay: Berkshire Hathaway 2009 Annual Meeting Tickets for $5,” MyMoneyBlog, http://www.mymoneyblog.com/ebay-berkshire-hathaway-2009-annual-meeting-tickets-for-5.html (4/16/09).

23     “it never occurred to me” and other quotes by Christian Russo: Interviews with Christian Russo (pseudonym) by Zoe Fraade-Blanar and Aaron Glazer (2014).

23     closer to 40,000: Holm, Moneybeat.

24     shareholders themselves: M. J. De La Merced, “Berkshire Hathaway’s 2014 Shareholder Meeting,” New York Times, http://dealbook.nytimes.com/2014/05/03/live-blog-berkshire-hathaways-2014-shareholder-meeting/ (5/3/2014); Holm, Moneybeat.

24     “America is doing extraordinarily well”: De La Merced, “Berkshire Hathaway’s 2014 Shareholder Meeting.”

24     “I think he handled it very well”: De La Merced, “Berkshire Hathaway’s 2014 Shareholder Meeting.

24     “doesn’t get paid by the word”: Motley Fool Staff, The Motley Fool, “2014 Berkshire Hathaway Annual Q&A With Warren Buffett and Charlie Munger,” http://www.fool.com/investing/general/2014/05/21/2014-berkshire-hathaway-annual-qa-with-warren-buff.aspx (5/21/2014).

24     “I’m already part of the problem”: Interview with unnamed banker by Zoe Fraade-Blanar at the 2016 Berkshire Hathaway Annual Meeting (4/30/2016).

24     “Here there are no empty seats”: Interview with unnamed attendee by Zoe Fraade-Blanar at the 2016 Berkshire Hathaway Annual Meeting (4/30/2016).

25     “Warren and Charlie we love you!”: Overheard by Aaron Glazer at the 2016 Berkshire Hathaway Annual Meeting (4/30/2016).

25     “It’s always like this”: Interview with unnamed See’s Candies employee by Zoe Fraade-Blanar at the 2016 Berkshire Hathaway Annual Meeting (4/30/2016).

25     “This is what he eats?”: Overheard by Zoe Fraade-Blanar at the 2016 Berkshire Hathaway Annual Meeting (4/30/2016).

26     “My dad bought it for me last year”: Interview with unnamed teenage attendee by Zoe Fraade-Blanar at the 2016 Berkshire Hathaway Annual Meeting (4/30/2016).

26     “Last year, you did your part”: Warren Buffett, “Berkshire Hathaway Inc. 2013 Letter to Shareholders,” http://www.berkshirehathaway.com/letters/2013ltr.pdf, 22 (2/28/2014).

26     tune of $40 million: Buffett, Ibid.

27     T-bone, cooked rare, a double portion of hash browns, and a Cherry Coke: L. Lopen, “Inside the Legendary Omaha Steakhouse That Warren Buffett Takes Over One Day Every Year,” http://www.businessinsider.com/gorats-warren-buffett-steakhouse-2013-5 (5/3/2013).

27     “Only sissies get the small one”: Buffett, “Berkshire Hathaway Inc. 2013 Letter to Shareholders,” 21.

27     Twenty-six loose diamonds: Borsheims Press Release, “Warren Buffett Sells 6 Buffett-Signed Diamonds, Other Jewelry at Borsheims,” http://borsheimsbrk.com/3152/warren-buffett-sells-6-buffett-signed-diamonds-other-jewelry-at-borsheims (5/4/2014).

27     exhibition match: A good point at 2014 Berkshire Ping Pong Party, https://www.youtube.com/watch?v=wja-rQduOtM (5/5/2014).

28     “This is a family affair”: Interview with family of attendees from Chicago by Zoe Fraade-Blanar at the 2016 Berkshire Hathaway Annual Meeting (4/30/2016).

28     “Susie goes there”: Ibid.

28     “Are you rich?”: Interview with Tommy by Zoe Fraade-Blanar at the 2016 Berkshire Hathaway Annual Meeting. (4/30/2016).

29     almost certainly be denied: See, for example, Eric Holm, “Meet the Man Behind Berkshire’s Latest (Doomed) Dividend Push,” Wall Street Journal, http://blogs.wsj.com/moneybeat/2014/05/02/meet-the-man-behind-berkshires-latest-doomed-dividend-push/(5/2/2014).

30     to buy still more: A. Cripple, “Warren Buffett Fans Explain Why They’re Keeping the Faith,” http://www.cnbc.com/id/28342496 (12/23/2008).

30     giant Dairy Queen spoon: “Warren Buffett Signs Giant Red Dairy Queen Spoon to Be Auctioned on eBay for Charity,” http://www.businesswire.com/news/home/20100721006102/en/Warren-Buffett-Signs-Giant-Red-Dairy-Queen (7/21/2010).

30     The Battle for Washington Square Park: Description and all “man on the street” quotes, unless otherwise cited, from the Lightsaber Battle NYC 2014 attended by Zoe Fraade-Blanar and Aaron Glazer (8/9/2014).

30     Facebook event page: https://www.facebook.com/events/491340464345362/ (8/9/2014).

31     top ten movies of 2015: http://www.boxofficemojo.com/yearly/chart/?view2=worldwide&yr=2015&p=.htm. (9/5/2016).

31     Disney’s $4 billion acquisition: See D. Leonard, “How Disney Bought Lucasfilm—and Its Plans for ‘Star Wars,’ ” Bloomberg Business, http://www.bloomberg.com/bw/articles/2013-03-07/how-disney-bought-lucasfilm-and-its-plans-for-star-wars (3/7/13).

31     17,000 characters listed in the Holocron: http://www.npr.org/2013/07/16/202368713/use-the-books-fans-star-wars-franchise-thrives-in-print (7/16/2013).

33     flocking to DeLorean car shows: http://www.deloreancarshow.com/ (n.d., accessed 9/5/2016); http://www.deloreanconvention.com/ (n.d., accessed 9/5/2016).

33     annual visitors to the Guinness Storehouse: Nicola Anderson, “Guinness Storehouse country’s main tourist draw,” The Independent (Ireland), http://www.independent.ie/life/travel/travel-news/guinness-storehouse-countrys-main-tourist-draw-30876732.html (2/1/2015).

34     natural urges toward self-expression and interaction: D. Tapscott and A. D. Williams, Wikinomics: How Mass Collaboration Changes Everything (New York: Portfolio, 2010).

34     a performance needs an audience: M. Hills, Fan Cultures (New York: Routledge, 2002), xi.

35     three stars on Yelp: https://www.yelp.com/biz/gorats-steak-house-omaha (accessed 9/25/2016).

35     fandom tends toward in-person interactions: Interview with Thomas Robertson by Zoe Fraade-Blanar (5/29/2013).

36     Creative works by amateurs: C. Shirky, Cognitive Surplus: Creativity and Generosity in a Connected Age (New York: Penguin Press, 2010), 83–84.

36     title sequence for Season 8: S. Kelley, “Doctor Who fan who inspired series 8’s opening title sequence: ‘I had to pinch myself,’ ” RadioTimes, http://www.radiotimes.com/news/2014-08-23/doctor-who-fan-who-inspired-series-8s-opening-title-sequence-i-had-to-pinch-myself (8/23/2014).

38     Our bodies are a canvas: Hills, Fan Cultures, 23.

39     $2.5 billion spent on costumes: “NRF: 157 Million Americans Will Celebrate Halloween This Year,” Press Release, https://nrf.com/media/press-releases/nrf-157-million-americans-will-celebrate-halloween-this-year (9/23/15).

39     goes toward licensed properties: N. Spector, “Most popular Halloween costumes of 2015 from eBay, Pinterest and Polyvore data,” http://www.today.com/money/most-popular-halloween-costumes-2015-ebay-pinterest-polyvore-data-t49606 (10/28/2015).

39     Google Frightgeist: https://frightgeist.withgoogle.com/ (accessed 12/18/2016).

39     Flo the Progressive Girl: Progressive, “Dress Like Flo,” http://at.progressive.com/fun-and-entertainment/dress-like-flo (12/9/2015).

39     Bieber fans sometimes organize “buyouts”: A. Chen, Gawker, “The Unstoppable Rampage of the Belibers,” http://gawker.com/5864603/the-unstoppable-rampage-of-the-beliebers (12/2/2011). For a recent example, see https://www.thestar.com/entertainment/music/2015/11/12/justin-bieber-fans-planning-buyout-of-his-new-album-on-saturday-donating-surplus-to-charity.html (11/12/2015).

41     2013 study of Bud Light fans: “Case Study | ROI/Sales: Bud Light,” http://www.facebook-successstories.com/bud-light/ (2013); T. Wasserman, Mashable, “Bud Light Offers Proof That Facebook Ads Work,” http://mashable.com/2013/04/30/bud-light-facebook-ads/ (4/30/2013).

42     $1.56 billion purely on advertising: E. J. Schultz, “A-B InBev Ends an Era of In-house Media,” AdAge, http://adage.com/article/agency-news/a-b-inbev-ends-era-house-media/294971/ (9/15/2014).

43     “all of those instruments”: J. Firecloud, http://antiquiet.com/interviews/2008/08/breaking-ground-with-jack-conte/ (8/4/2008).

43     “Art became fundamentally tied to commerce”: Telephone interview with Jack Conte about Patreon by Zoe Fraade-Blanar and Aaron Glazer (8/18/2014).

44     “support an artist”: Ibid.

44     over a million active pledges: Graphtreon.com, Patreon Statistics, https://graphtreon.com/patreon-stats (7/19/16).

44     “listeners like you”: See http://www.npr.org/about-npr/178660742/public-radio-finances (n.d., accessed 9/25/2016).

45     “I don’t really wear T-shirts”: Interview with J. Rosenberg about Patreon and Scenes from a Multiverse by Zoe Fraade-Blanar and Aaron Glazer (8/14/2014).

45     $3,094 a month through Patreon: Jon Rosenberg’s Patreon, https://www.patreon.com/jonrosenberg (accessed 7/19/2016).

46     “VFX school on a budget”: Corridor Digital’s Patreon, https://www.patreon.com/corridordigital (accessed 8/24/2014).

46     “Operation Kiddie Freedom”: Jon Rosenberg’s Patreon.

46     “When I hit $7,000”: Jack Conte’s Patreon, https://www.patreon.com/jackconte (accessed 8/24/2014).

46     “self-identified crew of people”: Telephone interview with Jack Conte.

46     “seeing a plate on the wall”: Telephone interview with Jack Conte.

47     “Being a patron denotes some type of relationship”: Telephone interview with Jack Conte.

Chapter 2: The Rise of Commercial Fandom

49     It was early in 2011: Quotes from Erik Smith, aka Dr. Frankenroid, are from a number of interviews and emails: telephone interview with Erik Smith by Zoe Fraade-Blanar and Aaron Glazer (1/20/2015 and 5/17/2016); email correspondence with Erik Smith, 2015–2016.

50     ceasing production of instant film: P. J. Lyons, http://thelede.blogs.nytimes.com/2008/02/08/polaroid-abandons-instant-photography/?_r=0 (2/8/2008); telephone interview with Mary-Kay Lombino by Zoe Fraade-Blanar and Aaron Glazer (1/22/2015).

51     consumer camera production had already ended: C. Dentch, “Polaroid to Exit Instant Film as Demand Goes Digital,” http://www.bloomberg.com/apps/news?pid=newsarchive&sid=apSoe2r9tJ7M&refer=us (2/8/2008).

51     financial difficulties: D. Phelps, “Polaroid is latest Petters firm to file Chapter 11,” Star Tribune (12/19/2008).

51     online petition: A. Kellogg, http://www.gopetition.com/petitions/save-polaroid-film/signatures.html (accessed 9/25/2016).

51     “always be a place for Polaroids”: A. T. Union, “Polaroid fans hope film won’t go way of vinyl,” Kitchener-Waterloo (Ontario) Record (3/6/2008).

52     “Digital cameras are boring”: T. Teeman, “End of the reel for the chic and cheerful Polaroid,” (London) Times (2/15/2008).

52     “no negatives and no digital file”: Interview with C. Bonanos by Zoe Fraade-Blanar (1/21/2015).

53     3.5 times the forecasted rate: S. Bradley, “On for young and old: devotees snap up Polaroid stocks,” Sydney (Australia) Sun Herald (6/29/2008), 33.

53     “make our film categories last”: Dentch, “Polaroid to Exit Instant Film as Demand Goes Digital.”

53     Florian Kaps was an instant-photography enthusiast: M. Wright, “The Impossible Project: Bringing back Polaroid,” Wired UK (11/4/2009).

53     shutter the factory: T. Bradshaw, “Bringing back Polaroid’s instant film,” FT Magazine (8/14/2009), http://www.ft.com/cms/s/0/6c82e490-87a2-11de-9280-00144feabdc0.html?siteedition=intl#slide0.

53     lamented the coming loss: M. Wright, “The Impossible Project.”

54     lease the now-defunct factory: C. Doughtery, “Polaroid Lovers Try to Revive Its Instant Film,” New York Times, http://www.nytimes.com/2009/05/26/technology/26polaroid.html (5/25/2009).

54     “very crazy supply chain”: Telephone interview with Oskar Smolokowski by Aaron Glazer and Zoe Fraade-Blanar (12/12/2014).

54     “pod of white chemistry”: Interview with C. Bonanos.

54     two years for the Impossible Project to launch: Telephone interview with Oskar Smolokowski by Aaron Glazer and Zoe Fraade-­Blanar (12/12/2014).

55     Impossible called them “Pioneers”: Ibid.

55     “preserving this beautiful medium”: Ibid.

55     “actually a little bit harder”: Ibid.

55     3,000 early Pioneers: Ibid.

56     “an Impossible photograph”: Ibid.

56     “pretty much lost everything”: Telephone interview with Erik Smith (1/20/2015).

56     “like the great Dr. Frankenstein”: Ibid.

57     “Impossible Status”: Impossible’s rules were posted at https://shop.the-impossible-project.com/pioneer/. The site is no longer accessible, but can be found at https://web.archive.org/web/20150728151248/https://shop.the-impossible-project.com/pioneer/ (accessed 7/28/2015).

57     “This was my opportunity”: Telephone interview with Erik Smith.

57     “this Polaroid fool”: Ibid.

58     “Photography is so much”: Ibid.

58     “I needed something in my life”: Ibid.

58     bankrupt in late 2008: Phelps, “Polaroid is latest Petters firm to file Chapter 11.”

59     holding company for the intellectual property: Dale Kurschner, “Polaroid is ready for its closeup: how the iconic company is remaking itself for the 21st century,” https://www.minnpost.com/twin-cities-business/2015/04/polaroid-ready-its-closeup-how-iconic-company-remaking-itself-21st-cent (4/3/2015).

59     “The spectrum draws people in”: Interview with Dov Quint at The Polaroid Fotobar, Las Vegas, NV, by Aaron Glazer (7/1/2015).

59     manufactured by a range of secondary factories: Ross Rubin, “And The Brand Played On: How Tech Icons Polaroid And RCA Live On Through Licensing,” Fast Company, https://www.fastcompany.com/3060449/and-the-brand-played-on-how-yesterdays-tech-icons-live-on-through-licensing-deals (6/8/2016).

60     “ ‘That’s so retro’ ”: Interview with Dov Quint.

60     eighty-second on the CoreBrand Brand Power Rankings: Core-Brand, LLC, “CoreBand 100 Brand Power Ranking” (2011).

60     “no longer a mass-market product”: M. Wright, “The Impossible Project.”

60     “Small World Machines”: J. Moye, http://www.coca-colacompany.com/stories/happiness-without-borders/ (5/13/2013).

61     units of Coke sold: C. Champagne, http://www.fastcocreate.com/1683001/how-coca-cola-used-vending-machines-to-try-and-unite-the-people-of-india-and-pakistan (5/30/2013).

62     tempting to call them ancillary: H. Jenkins, “Afterword: The Future of Fandom,” in Jonathan Gray, Cornel Sandvoss, and C. Lee Harrington, Fandom: Identities and Communities in a Mediated World (New York: NYU Press, 2007), 357–364.

63     context makes these commercial products relevant: B. Solis, The End of Business As Usual: Rewire the Way You Work To Succeed in the Consumer Revolution (New York: Wiley, 2011), 46.

63     inspires others to do the same: C. Shirky, Cognitive Surplus: Creativity and Generosity in a Connected Age (New York: Penguin Press. 2010).

63     “human pseudo-events”: D. Boorstin, The Image: A Guide to Pseudo-­Events in America (New York: Vintage, 1992); Hills, Fan Cultures.

64     “social lubricant”: J. Heilemann, “All Europeans Are Not Alike,” New Yorker (4/28/1997): 175.

64     “Old Spice means quality”: Vintage 1957 Animated & Live Old Spice Commercial, https://www.youtube.com/watch?v=x42mGpIwCgg (motion picture, n.d.).

65     “Smell Like a Man, Man”: Case Study: Old Spice Response Campaign, http://www.dandad.org/en/old-spice-response-campaign/ (n.d., accessed 9/25/2016); https://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf (n.d., accessed 9/25/2016).

65     “What about next year?”: T. Wasserman, “How Old Spice Revived a Campaign That No One Wanted to Touch,” http://mashable.com/2011/11/01/old-spice-campaign/ (11/1/2011).

66     engagement patterns: R. Walker, Buying In: What We Buy and Who We Are. (New York: Random House, 2010), xv.

66     more likely than past generations to look for information: J. Fromm, C. Lindell, and L. Decker, “American Millennials: Deciphering the Enigma Generation,” http://barkley.s3.amazonaws.com/barkleyus/AmericanMillennials.pdf (2011).

66     Thirty-four percent of millennials: Goldman Sachs, “Millennials: Coming of Age,” http://www.goldmansachs.com/our-thinking/pages/millennials/ (n.d.).

67     attach a narrative: Walker, Buying In, 8.

67     the PDC-2000: Polaroid Annual Report 1996, http://www.bitmedia.com/ar96/commercial.html (1997).

67     “Feed the rush”: D. Barboza, “Caffeinated Drinks Catering to Excitable Boys and Girls,” New York Times (8/22/1997).

68     “go and get a Surge”: Telephone interview with Sean Sheridan by Zoe Fraade-Blanar and Aaron Glazer (1/8/2015).

68     “can or a bottle, or a two-liter or ten two-liters of Surge”: Ibid.

68     “it causes students to talk more and misbehave”: P. Dodds, “School bans Surge, says caffeine-packed drink makes students too hyper,” Associated Press (4/11/1997).

68     “buying it out everywhere I went”: Telephone interview with Sean Sheridan.

69     Surge Movement Facebook page: https://www.facebook.com/surgemovement/ (n.d., accessed 9/25/2016).

69     “wasn’t really one of leadership”: Telephone interview with Sean Sheridan.

70     “Stop being a negative nancy”: https://www.facebook.com/surgemovement/photos/a.153479818094993.29215.147561302020178/351655908277382/?type=3&theater (3/4/2013).

70     “We should get a billboard”: Telephone interview with Sean Sheridan.

70     Indiegogo was underway: https://www.indiegogo.com/projects/billboard-for-surge-soda#/ (accessed 9/25/2016).

70     “Dear Coke”: V. Guerra, “Coke’s 90’s Drink Surge Revives After A Long Campaign For The Coca-Cola Company,” Food World News, http://www.foodworldnews.com/articles/6044/20140916/coke-90s-drink-surge-surge-coca-cola-the-coca-cola-company-90s-surge-movement.htm (9/16/2014).

70     “Surging days”: Telephone interview with Sean Sheridan.

71     “last Friday of the month already”: Ibid.

71     “We got our occasional troll”: Ibid.

71     Surge returned: S. Maheshwari, “Coca-Cola is Bringing Surge Back,” https://www.buzzfeed.com/sapna/coca-cola-is-bringing-surge-back (9/15/2014).

71     personal email: J. Moye, http://www.coca-colacompany.com/stories/meet-the-three-guys-behind-the-movement-to-bring-back-surge/ (9/18/2014).

71     “ ‘Don’t tease me’ ”: Telephone interview with Sean Sheridan.

72     “biggest throwback Thursday”: Guerra, “Coke’s 90’s Drink Surge Revives After A Long Campaign For The Coca-Cola Company.”

72     “echo boom” generation: J. Doherty, “On the Rise,” http://www.barrons.com/articles/SB50001424052748703889404578440972842742076 (4/29/2013).

72     Fowler’s time in office: P. J. Boyer, “Under Fowler, FCC treated as Commerce,” http://www.nytimes.com/1987/01/19/arts/under-fowler-fcc-treated-tv-as-commerce.html (1/19/1987).

73     create the figurines concurrently: R. Lobb (director), Turtle Power: The Definitive History of the Teenage Mutant Ninja Turtles (motion picture, 2014).

73     Saturday-morning cartoons are no longer: G. Sullivan, https://www.washingtonpost.com/news/morning-mix/wp/2014/09/30/saturday-morning-cartoons-are-no-more/ (9/30/2014).

75     Digital networks lower the discovery cost: Shirky, Cognitive Surplus, 88.

78     suddenly a comfortably upper-middle-class position: Though it’s from an earlier era, for a discussion on professions and class in American see P. Fussell, Class: A Guide Through the American Status System (New York: Touchstone, 1992).

79     “I’m the guy to blame for running out”: J. Laxen, “Surge makes a local comeback,” http://www.sctimes.com/story/life/food/2015/10/06/surge-makes-local-comeback/73396572/ (10/6/2015).

Chapter 3: From Convention to Conventional

81     “We Have a Place for You Here”: Details on the background and history of the Renaissance Faire, unless otherwise cited, are from American Studies professor Rachel Lee Rubin’s incredibly detailed study of Rennie culture: Well Met: Renaissance Faires and The American Counterculture (New York: New York University Press, 2014).

81     “I was very shy”: D. Jacobson (director), Faire: An American Renaissance, https://vimeo.com/ondemand/faire (motion picture, 2014).

82     groovy new project: K. Patterson, http://fairehistory.org/faire-founders.html (7/19/2016); Z. Stewart, “Hear Ye, Hear Ye: ’tis Faire Time,” http://articles.latimes.com/1987-04-19/entertainment/ca-1684_1_hear-ye (4/19/1987).

82     unusual curriculum: “The Original Renaissance Pleasure Faire,” http://freethinkerspub.yuku.com/topic/11652#.V1MZZPkrKYk (5/10/2013).

82     as a fundraiser: K. T. Korol-Evans, Renaissance Festivals: Merrying the Past and Present (Jefferson, NC: McFarland, 2009).

83     uniquely American phenomenon: Rubin has an excellent discussion of this, noting much of what makes the Renaissance festival exciting is “traditional to the Renaissance festival, rather than the Renaissance,” Rubin, Well Met, 2.

83     smoked turkey legs: Ibid.

84     women to go braless: Ibid., 19–21.

84     “heady experience”: Ibid., 225.

84     “when I put on this costume”: E. Gilbert, “Knight Fever,” Spin (12/1996): 100–108.

84     Early faire sexuality: See Rubin, Well Met, 208–11.

85     faire supported careers: Rubin, Well Met.

85     Penn and Teller: P. Jillette, “39 years ago today, Teller and I did our first show together at the Minnesota Renaissance Festival,” https://twitter.com/pennjillette/status/501804681853956096 (8/19/2014).

85     Flying Karamazov Brothers: http://www.fkb.com/history.php (accessed 9/16/2016).

85     Faire Free Press: Rubin, Well Met, 38–39.

85     “come Sunday night”: Jacobson (director), Faire: An American Renaissance.

86     “You could be something”: Ibid.

86     “you are a misfit”: Telephone interview with Doug Jacobson by Zoe Fraade-Blanar and Aaron Glazer (1/7/2015).

86     first-wave, second-wave, and third-wave interpretations: For a great overview of the academic development of fan studies, see “Introduction: Why Study Fans?” in Fandom: Identities and Communities in a Mediated World, by Jonathan Gray, Cornel Sandvoss, and C. Lee Harrington (New York: New York University Press, 2007), 9–10.

86     fandom as a place where marginalized members: Henry Jenkins popularized this theory in his seminal essay “Star Trek Rerun, Reread, Rewritten: Fan Writing as Textual Poaching,” originally published in 1988, and his later book Textual Poachers: Television Fans and Participatory Culture (New York: Routledge, 1992). In a later reprint of the article, he argues that the research is outdated: “over the past decade and a half, everything I described here has changed.” See Jenkins, “Star Trek Rerun, Reread, Rewritten,” in Jenkins, Fans, Bloggers, and Gamers (New York: NYU Press, 2006).

87     more than 6,000 people: E. Gross and M. Altman, The Fifty-Year Mission: The Complete, Uncensored, Unauthorized Oral History of Star Trek: The First 25 Years (New York: St. Martin’s Press, 2016), 247.

87     “Vulcan ideals of tolerance”: Star Trek Convention NYC 1973, https://www.youtube.com/watch?v=Ekg0LZJWg5c.

87     any range of subcultures: Jenkins, “Star Trek Rerun, Reread, Rewritten,” 42.

87     “badges of pride”: “Slagman,” http://www.metafilter.com/31238/iPods-Pro-and-Con (2/9/2004).

88     “Think Different”: http://lowendmac.com/2013/think-different-ad-campaign-restored-apples-reputation/ (4/9/2007).

88     progressive heroes: “Steve Jobs thought different,” CBS News, http://www.cbsnews.com/news/steve-jobs-thought-different/ (10/5/2011).

88     “The misfits”: Apple “Think Different” advertisement (10/2/1997), https://www.youtube.com/watch?v=nmwXdGm89Tk.

89     Patterson faced major political challenges: Rubin, Well Met, 56–58.

89     “Dragon!”: Rubin, Well Met, 64.

89     High-class taste: M. Maffesoli, “The linking value of subcultural capital: constructing the Stockholm Brat enclave,” in Bernard Cova, Robert Kozinets, and Avi Shankar, Consumer Tribes (New York: Routledge, 2007), 96.

90     Insane Clown Posse: B. McCollum, “Merch masters,” Detroit Free Press (10/25/2009), K6.

90     popular culture is scandalous: M. Hills, Fan Cultures (New York: Routledge, 2002), 9.

90     excluded from formal culture: P. Nancarrow, and C. Nancarrow, “Hunting for Cool Tribes,” in Cova, Kozinets, and Shankar, Consumer Tribes, 132.

90     outsiders scratch value: Hills, Fan Cultures, 59.

90     fandom as a form of rebellion: Jenkins, “Star Trek Rerun, Reread, Rewritten,” 42.

90     I can make my own utopia: See Jenkins, Textual Poachers.

91     “Sloats”: Gilbert, “Knight Fever,” 100–108.

91     “cut the soles off your shoes and join the circus”: Jacobson (director), Faire: An American Renaissance.

91     “odd outfits acting weird”: Rubin, Well Met.

92     expanded to a wider audience: J. A. Gross, “The Festival Gap: Comparing Organizers’ Perceptions of Visitors to a Survey of Visitors at the Carolina Renaissance Fest” (master’s thesis, East Carolina University, 2006).

92     opened to a flood of cheap Chinese imports: Telephone interview with Doug Jacobson.

92     Corporate sponsorships: Royal Faires, “Our Sponsors,” The Carolina Renaissance Festival and Artisan Marketplace, http://www.carolina.renfestinfo.com/ (10/30/2015); Royal Faires, “The Festival,” The Annual Arizona Renaissance Festival & Artisan Marketplace, http://www.royalfaires.com/arizona/ (10/30/2015).

92     “now, it’s a business”: Rubin, Well Met, 52.

92     “ ‘I’m not valuable anymore’ ”: Telephone interview with Doug Jacobson.

92     closing because of profitability concerns: Jacobson (director), Faire: An American Renaissance.

93     “kill their savior”: Telephone interview with Doug Jacobson.

93     nearly 70,000 attendees: J. Kane, “Burning Man, bigger? Attendance may grow,” Reno Gazette-Journal, http://www.rgj.com/story/life/2015/04/20/burning-man-asking-blm-population-increase/26101069/ (4/20/2015).

93     “Don’t interfere”: A. Fortunati, “Utopia, Social Sculpture, and Burning Man,” in L. Gilmore and M. Van Proyen, AfterBurn: Reflections on Burning Man (Albuquerue: University of New Mexico Press, 2005), 156.

93     commerce-free: http://burningman.org/event/preparation/faq/#General_Information (9/17/2016).

94     give away or barter: Fortunati, A. “Utopia, Social Sculpture, and Burning Man,” 158–159.

94     “One-Up One Another”: N. Bilton, “At Burning Man, the Tech Elite One-Up One Another,” New York Times (8/20/2014).

94     Getting there is not cheap: T. Anderson, “How to enjoy Burning Man without burning your cash,” CNBC, http://www.cnbc.com/2016/08/25/how-to-enjoy-burning-man-without-burning-your-cash.html (8/26/16).

95     RV rentals: M. Corona, “Burning Man brings business to Reno RV renters,” Reno Gazette-Journal, http://www.rgj.com/story/life/arts/burning-man/2014/08/23/burning-man-brings-business-reno-rv-renters/14515321/ (8/23/2014).

95     Burning Man census: “Socioeconomic Diversity and Trends,” https://blackrockcitycensus.wordpress.com/2015/05/08/socioeconomic-diversity-and-trends/ (5/8/2015). The Burning Man Census data has since moved to: http://journal.burningman.org/census/.

95     “eat drugs in search of the next greatest app”: Bilton, “At Burning Man, the Tech Elite One-Up One Another.”

95     turnkey camp was even vandalized: D. Gayle, “Luxury camp at Burning Man festival targeted by ‘hooligans,’ ” The Guardian, https://www.theguardian.com/culture/2016/sep/05/luxury-camp-at-burning-man-festival-targeted-by-hooligans (9/2/2016).

96     “fandom as societal re-creation”: For a discussion on third-wave fandom, see Gray, Sandvoss, and Harrington, “Introduction: Why Study Fans?,” 6.

96     re-create the mainstream system: Hills, Fan Cultures, 46.

96     “Sparkle Ponies”: S. Burris, http://www.rawstory.com/2016/08/disgusted-burners-slam-wealthy-sparkle-ponies-who-are-taking-luxury-helicopter-rides-to-burning-man/ (8/30/2016).

97     “geeks and misfits”: Jacobson (director), Faire: An American Renaissance.

97     “assumed to be a hooker”: Telephone interview with Tish and Eileen “Snooky” Bellomo by Zoe Fraade-Blanar (1/14/2015).

98     “stripper stores”: Ibid.

98     “go-go boots”: Ibid.

99     $250 from a family member: C. L. Adams, “The Martha Stewart of Punk Rock?” http://www.bloomberg.com/bw/stories/2007-08-08/the-martha-stewart-of-punk-rock-businessweek-business-news-stock-market-and-financial-advice (8/8/2007).

99     opened a punk-clothing boutique: https://www.manicpanic.com/ourhistory (9/18/2016).

99     “only sell stuff that we would wear”: Interview with Eileen “Snooky” Bellomo at Licensing Expo by Zoe Fraade-Blanar (6/19/2013).

99     “Johnny Thunders”: Telephone interview with Tish and Eileen “Snooky” Bellomo.

99     hair dye from England: M. Ulto (director), Manic Panic 30th Anniversary, https://www.youtube.com/watch?v=G4R1NkAA3jk (motion picture, 2007).

99     making pilgrimages: Telephone interview with Tish and Eileen “Snooky” Bellomo; Ulto (director), Manic Panic 30th Anniversary.

99     “had hardly anything to sell”: Telephone interview with Tish and Eileen “Snooky” Bellomo.

100   Members of the B-52s . . . Cyndi Lauper and The Ramones: Ulto (director), Manic Panic 30th Anniversary.

100   “like a clubhouse”: Telephone interview with Tish and Eileen “Snooky” Bellomo.

100   “emotional and teary”: Ibid.

100   “the feel-good hair dye”: Ibid.

100   corporation behind Manic Panic: Adams, “The Martha Stewart of Punk Rock?”

100   “little scary”: Telephone interview with Tish and Eileen “Snooky” Bellomo.

100   “took her mind off of her problems”: Ibid.

101   “wanted to take a picture”: Ibid.

101   “love my hair pink”: Ibid.

102   third-wave fandom: Gray, Sandvoss, and Harrington, “Introduction: Why Study Fans?,” 9–10.

103   specific set of tribal colors: Nancarrow and Nancarrow, “Hunting for Cool Tribes,” 130.

103   which symbols represent which class: R. Pearson, “Bachies, Bardies, Trekkies, and Sherlockians,” in Gray, Sandvoss, and Harrington, Fandom, 98–109.

103   price at one time was $3,134: S. Yara, “The Most Expensive Jeans,” http://www.forbes.com/2005/11/29/most-expensive-jeans-cx_sy_1130feat_ls.html (11/30/2005).

103   “Negative frequency-dependent preferences and variation in male facial hair”: Z. J. Janif, R. C. Brooks, and B. J. Dixson, “Negative frequency-­dependent preferences and variation in male facial hair,” Biology Letters (4/16/2014).

106   highest-grossing animated film: http://www.boxofficemojo.com/alltime/world/ (accessed 9/26/2016).

106   petitioned their chamber of commerce: Rubin, Well Met, 62.

107   “Dear Friends”: M. R. Bloomberg, Letter to Manic Panic (7/7/2007).

Chapter 4: Wearing Our Fandoms on Our Sleeves

109   Frida Kahlo is giving away margaritas: All descriptions, interviews, and “man on the street” quotes from the Licensing Expo, including the Frida Kahlo booth, are from visit to the Licensing Expo 2014, Las Vegas, NV, by Zoe Fraade-Blanar and Aaron Glazer (June 17–19, 2014) and visit to the Licensing Expo 2013, Las Vegas, NV, by Zoe Fraade-Blanar and Aaron Glazer (June 18–20, 2013).

109   “Tequila!”: http://www.dpsons.com/fridakahlotequila/ (4/25/2016).

110   Frida Kahlo was a complicated figure: See Hayden Herrera, Frida: A Biography of Frida Kahlo (New York: Harper Perennial, 2002); The Diary of Frida Kahlo: An Intimate Self-Portrait (New York: Abrams, 2005).

110   “She was very much into aromatherapy”: A. Alexander, http://www.drugstorenews.com/article/frida-kahlo-skin-care-line-now-available-natural-skin-care (11/19/2007).

112   bringing in $543 million gross worldwide: http://www.boxofficemojo.com/movies/?id=despicableme.htm (accessed 9/18/2016).

112   “It feels like everybody has a Spider-Man T-shirt” and all other quotes by Jesse DeStasio: Telephone interview with Jesse DeStasio by Zoe Fraade-Blanar and Aaron Glazer (10/27/2016).

114   $2.5 billion: A. Busch, “ ‘Minions’ Lines Up Biggest Promo Push In Uni’s History With McDonald’s And More,” http://deadline.com/2015/07/minions-promotional-push-biggest-in-studio-history-1201471603/ (7/8/2015).

115   Coca-Cola, with $1.3 billion: http://www.retail-merchandiser.com/reports/retail-reports/1754-the-coca-cola-company (6/2/2014).

116   “we’ll continue to reach more people”: “Gwyneth Paltrow Wows Licensing Expo,” Global License! (6/19/2013).

116   top-grossing licensor: Top 150 Global Licensors. Global License!, (5/2015), T3–T47.

117   “End of the World Pope”: Exhibited at the 2013 Licensing Expo.

118   postulates a fandom autobiography: M. Hills, Fan Cultures (New York: Routledge, 2002), 82.

119   Casino Royale: Ian Fleming, Casino Royale (London: Jonathan Cape, 1953).

119   eats an avocado: Avocados were a delicacy rarely seen, to the point that two major supermarket chains later waged a P.R. battle over who actually brought them to Britain first. See M. Delgado, “Sainsbury, M&S . . . and the great ad-vocado war,” http://www.dailymail.co.uk/femail/food/article-1186938/Avocado-wars-M-S-Sainsburys-battle-introduced-fruit-first.html (5/25/2009).

119   “was to the beleaguered nation a salve”: See S. Winder, The Man Who Saved Britain: A Personal Journey into the Disturbing World of James Bond (New York: Picador, 2007).

120   “at least we’d retained our sense of style”: W. Cook, “Novel man,” http://www.newstatesman.com/node/160075 (6/28/2004).

120   reviving effect Ian Fleming’s creation had on British culture: Winder, The Man Who Saved Britain.

121   Labyrinth and Labyrinth crossover pieces of fan fiction: https://www.fanfiction.net/movie/Labyrinth/ (accessed 9/18/2016).

121   “British Empire was at its apex”: Cook, “Novel man.”

121   “vast shift from Imperial state to European state”: Winder, The Man Who Saved Britain.

122   advantages of sports fandom membership: For a deeper dive into the topic, see Wann’s dozen-plus co-authored articles studying the psychological impact of being a sports fan.

122   155 university students in Kentucky: D. L. Wann and S. Pierce, “The Relationship between Sport Team Identification and Social Well-­being: Additional Evidence Supporting the Team Identification–­Social Psychological Health Model,” North American Journal of Psychology (2005): 117–24.

122   “the extent to which the fan views the team as an extension of his or herself”: D. Wann, “Understanding the Positive Social Psychological Benefits of Sport Team Identification: The Team Identification–­Social Psychology Health Model,” Group Dynamics: Theory, Research and Practice (2006), vol. 10, no. 4: 272–96.

123   “feeling of camaraderie”: Ibid.

124   huge tactical advantages: H. J. Schau and A. M. Muñiz, “Temperance and Religiosity in a Non-marginal, Non-stigmatized Brand Community,” in Bernard Cova, Robert Kozinets, and Avi Shankar, Consumer Tribes (New York: Routledge, 2007), 144–62.

124   transcendence in conformity: Ibid., 1–26.

125   “want to be one of the nonconformists”: “Raisins,” Episode 14, Season 7, South Park, written and directed by Trey Parker (12/10/2013).

125   two very different motivations: R. Walker, Buying In: What We Buy and Who We Are (New York: Random House, 2010), xv.

125   unique and special: Walker, Buying In, 22.

125   experiment with new philosophies: Hills, Fan Cultures, 82.

126   Chocolate slavery: See, for example: “Tracing the bitter truth of chocolate and child labour,” BBC Panorama, http://news.bbc.co.uk/panorama/hi/front_page/newsid_8583000/8583499.stm (3/24/2010); D. McKenzie and B. Swails, “Child slavery and chocolate: All too easy to find,” CNN, http://thecnnfreedomproject.blogs.cnn.com/2012/01/19/child-slavery-and-chocolate-all-too-easy-to-find/ (1/19/2012); Brian O’Keefe, “Bitter Sweets,” Fortune, http://fortune.com/big-chocolate-child-labor/ (3/1/2016).

127   a $100 billion industry: Marketsandmarkets Press Release, “Global Chocolate Market worth $98.3 billion by 2016,” http://www.marketsandmarkets.com/PressReleases/global-chocolate-market.asp (n.d.); J. A. Morris, “A taste of the future: the trends that could transform the chocolate industry,” https://www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Documents/taste-of-the-future.pdf (6/2014).

127   Harry Potter Alliance: For an academic perspective on the HPA as a movement, see H. Jenkins, “ ‘Cultural acupuncture’: Fan activism and the Harry Potter Alliance,” Transformative Works and Cultures 10 (2012), http://journal.transformativeworks.org/index.php/twc/article/view/305/259.

127   “Not in Harry’s Name”: Campaign details, unless otherwise cited, are from the Harry Potter Alliance’s recounting of the story, at The Harry Potter Alliance, “Not in Harry’s Name: A History,” Storify, https://storify.com/TheHPAlliance/nihn-a-history (2015); and A. Rosenberg, “How ‘Harry Potter’ fans won a four-year fight against child slavery,” Washington Post, https://www.washingtonpost.com/news/act-four/wp/2015/01/13/how-harry-potter-fans-won-a-four-year-fight-against-child-slavery/ (1/13/2015).

127   Snapewives: Z. Alderton, “ ‘Snapewives’ and ‘Snapeism’: A Fiction-­Based Religion within the Harry Potter Fandom,” http://www.mdpi.com/2077-1444/5/1/219/htm (3/3/2014).

127   Harry and the Potters: http://harryandthepotters.com/ (accessed 9/26/2016).

128   “now it’s time to become one”: Granger Leadership Alliance & Harry Potter Alliance, http://grangerleadershipacademy.com/ (n.d., accessed 3/31/2016).

128   “not specific to one issue”: Telephone interview with Paul DeGeorge by Zoe Fraade-Blanar and Aaron Glazer (12/14/2014).

128   “Albus Dumbledore asked us to choose”: A. Hoyos, “Harry Potter Chocolate Gets an ‘F’ in Human Rights,” Andpop, http://www.andpop.com/2013/02/21/harry-potter-chocolate-gets-an-f-in-human-rights/ (2/21/2013).

129   “collective voice of the Harry Potter Alliance”: J. Berger, “Letter to Andrew Slack and the Harry Potter Alliance,” https://storify.com/TheHPAlliance/nihn-a-history (accessed 12/22/2014).

129   “WE WON!”: http://www.thehpalliance.org/success_stories (n.d., accessed 9/16/2016).

129   “Do you like the Smiths”: D. Hill, “ ‘Heaven Knows I’m Miserable Now,’ ” A Night of Smiths Music and Speed Dating TOMORROW Night at the Black Rabbit Bar,” Dave Hill’s Internet Explosion, http://davehillonline.com/blog/2010/02/heaven-knows-im-miserable-now-a-night-of-smiths-music-and-speed-dating-tomorrow-night-at-the-black-rabbit-bar/ (2/2/2010).

129   forty-nine seconds: H. Nicholson, http://www.dailymail.co.uk/travel/article-1213316/Alton-Towers-launches-worlds-fastest-speed-dating-event-rollercoaster.html (9/14/2009).

130   tattooed: J. Carlson, “Single Smiths Fans of the World Unite . . . in Brooklyn,” http://gothamist.com/2009/01/30/smiths_speed_dating.php (1/30/2009).

130   unapologetically hipster: A. Martin, “Speed-Dating with Morrissey,” New York, http://nymag.com/daily/intelligencer/2009/01/smiths_speed_dating_it_seemed.html (1/30/2009).

130   crossed two rivers: B. Parker, “Smiths and Singles in Greenpoint Fit Like Hand in Glove,” Gothamist, http://gothamist.com/2009/04/16/smiths_and_singles_in_greenpoint_fi.php#photo-1 (4/19/2009).

130   series of personality quizzes and questions: Interview with Christian Rudder, co-founder of OKCupid, by Zoe Fraade-Blanar (1/14/2015).

130   Engine42, Circuiter, Unicornlvr, THEDOCTORW, Watcher75, IDeeJay, Hightek34: Profile descriptions based on profiles viewed at www.okcupid.com. All profile names and identifiable details have been anonymized.

131   “shorthand to announce”: Interview with Christian Rudder.

131   just under a minute reviewing a dating profile: “How to Catch Your Valentine’s Eye: Online Dating Eye-Tracking Study Reveals That Men Look, Women Read,” http://www.businesswire.com/news/home/20120207006032/en/Tobii-Technology-AB-Catch-Valentine%E2%80%99s-Eye-Online (1/7/2012).

132   declare and maintain position within a group: M. Maffesoli, “The linking value of subcultural capital: constructing the Stockholm Brat enclave,” in Cova, Kozinets, and Shankar, Consumer Tribes; and Nancarrow and Nancarrow, “Hunting for cool tribes,” in Cova, Kozinets, and Shankar, Consumer Tribes, 129–42.

132   pick the products: Maffesoli, “The linking value of subcultural capital,” 95.

133   “lively, playful disposition”: J. Austen, Pride and Prejudice (New York: Penguin Classics, 2003).

133   “obsessive dollhouse pleasure”: D. Carr, “24-Hour Newspaper People,” New York Times (1/15/2007).

134   “the more specific you are, the better off you’ll be”: Interview with Christian Rudder.

134   “make sure that it’s your foot though”: Ibid.

134   a World Champion player: A. Bereznak, http://gizmodo.com/5833787/my-brief-okcupid-affair-with-a-world-champion-magic-the-gathering-player (8/29/2011).

135   “There’s a code that you’re relaying”: Telephone interview with Virginia Roberts by Zoe Fraade-Blanar and Aaron Glazer (1/15/2015). Roberts’s website is at theheartographer.com.

136   “There’s always money in the banana stand”: “Top Banana,” Arrested Development (aired 11/9/2003).

136   “your actual words are worth . . . almost nothing”: C. Rudder, http://blog.okcupid.com/index.php/we-experiment-on-human-beings/ (7/28/2014).

136   Cosmic-space: Profile descriptions based on profiles at www.okcupid.com.

Chapter 5: Membership and Status in the Happiest Place on Earth

139   Down the Rabbit-Hole: All quotes and on-the-ground reporting, unless otherwise cited, are from interviews with members of the White Rabbits, the Sons of Anakin, and Mickey’s Empire during a visit to Disneyland and Disney’s California Adventure by Zoe Fraade-Blanar (9/18–20/2015). Some interviews have been anonymized or represented by the interviewee’s first name or initial at the interviewees’ request.

140   Disney-themed social clubs: For a good overview of Disneyland Social Clubs, see C. Lam, “The Very Merry Un-Gangs of Disneyland,” OC Weekly, http://www.ocweekly.com/2014-02-27/news/disneyland-california-adventure-social-clubs/ (2/27/2014); and C. Van Meter, “The Punks of Disneyland,” http://www.vice.com/en_ca/read/the-punks-of-the-magic-kingdom (3/11/2014).

140   “plainclothes undercover Disney FBI/CIA dude”: Phone interview with Jake Fite by Zoe Fraade-Blanar (7/28/2015).

141   “Everything is managed”: Ibid.

142   “Dapper Day”: L. Lecaro, http://www.laweekly.com/arts/a-guide-to-disneylands-unofficial-dress-up-days-5402663 (2/27/2015).

143   more than three hundred: http://www.scsofdisney.com/unofficial-list-of-official-social-clubs.html (n.d., accessed 9/26/2016).

143   pins give off a complicated set of signals: Telephone interview with Elena Salcedo of Mickey’s Empire by Zoe Fraade-Blanar and Aaron Glazer (8/3/2015).

144   part of the Sons of Anakins’ outfit: The Cut, http://sonsofanakinsc.com/?page_id=117 (n.d.).

145   “They would always talk about Disney”: Telephone interview with Elena Salcedo.

145   “ ‘seeing if I could hang out’ ”: Ibid.

146   “ride the Pirates of the Caribbean”: Ibid.

146   Club 33: Description from visit to Disneyland’s Club 33 by Zoe Fraade-Blanar (9/19/2015).

147   membership includes A-listers: P. Forbes, “Inside Club 33, Dis-neyland’s $10,000 Dining Club,” http://www.eater.com/2013/1/28/6489395/inside-club-33-disneylands-10000-per-year-dining-club (1/28/2013).

147   life-timer was recently banned: J. Pimentel, “After his Club 33 membership is revoked, Lake Forest man sues Disney,” Orange County Register, http://www.ocregister.com/articles/club-668224-membership-disney.html (6/23/2015).

147   “when we first started coming”: Telephone interview with Jake and Melissa (Missie) Fite by Zoe Fraade-Blanar (10/26/2016).

148   “little intimidated by us”: Ibid.

148   “feels kind of smarmy”: Interview with Trent Vanegas by Zoe Fraade-Blanar (9/18–20/2015).

149   “punishment consists of probation”: Email with Trent Vanegas by Zoe Fraade-Blanar (10/5/2015).

149   “never been instances”: Telephone interview with Trent Vanegas by Zoe Fraade-Blanar (8/4/2015).

150   “If we have a hierarchy”: Telephone interview with Jake Fite by Zoe Fraade-Blanar (7/28/2015).

150   “It’s hard to find friends”: Telephone interview with Aaron W. by Zoe Fraade-Blanar and Aaron Glazer (8/28/2015).

152   Someone hangs out with a group of people: D. Park, S. Deshpande, B. Cova, and S. Pace, “Seeking community through battle: understanding the meaning of consumption processes for warhammer gamers’ communities across borders,” in Bernard Cova, Robert Kozinets, and Avi Shankar, Consumer Tribes (New York: Routledge, 2007), 212–23.

153   an instant connection: M. Hills, Fan Cultures (New York: Routledge, 2002), 6–7.

153   incubation period: R. Henry and M. Caldwell, “Imprinting, incubation and intensification: factors contributing to fan club formation and continuance,” in Cova, Kozinets, and Shankar, Consumer Tribes, 165–73, 168.

154   “tales of the miraculous”: H. J. Schau and A. M. Muñiz, “Temperance and Religiosity in a Non-marginal, Non-stigmatized Brand Community,” in Cova, Kozinets, and Shankar, Consumer Tribes, 144–62.

154   grownup rules are suspended: Cova, Kozinets, and Shankar, “Tribes, Inc: The New World of Tribalism,” in Cova, Kozinets, and Shankar, Consumer Tribes, 1–26.

155   “long time to finally grow”: Telephone interview with Jake Fite.

156   self-sufficiency will take a while: C. Shirky, Cognitive Surplus: Creativity and Generosity in a Connected Age (New York: Penguin Press, 2010), 163.

156   diverse ways to participate: Shirky, Cognitive Surplus, 200.

157   too much for the young leadership: As Clay Shirky argues: “Organizing groups into an effective whole is so brutally difficult that, past a certain scale, it requires professional management,” in Shirky, Cognitive Surplus, 83.

157   “all came out of the same store”: Telephone interview with Jake Fite.

158   cement the interpersonal relationships: M. Maffesoli, “The linking value of subcultural capital,” in Cova, Kozinets, and Shankar, Consumer Tribes.

158   on display: Maffesoli, “Tribal Aesthetic,” in Cova, Kozinets, and Shankar, Consumer Tribes, 27–34.

158   more respect they can gain: Maffesoli, “The linking value of subcultural capital,” 96.

158     “Disneybounding”: D. Bevil, “Outfits show boundless love of Disney—Fans’ styles are homage to characters without being outright costume,” Orlando Sentinel (5/19/2015), A1.

158   Leslie Kay: http://disneybound.co/LeslieKay (n.d., accessed 9/26/2016).

159   “New Kind of Disney Cosplay”: B. Tuttle, “New Kind of Disney Cosplay Slightly Less Embarrassing Than Original,” http://time.com/money/3888425/disneybounding-trend/ (5/19/2015).

159   creating something personal is more appealing: Shirky, Cognitive Surplus, 78.

160   branched out into licensing Disneybound-style clothing: L. Liddane, “Can’t dress up at Disneyland? Streetwear meets Disney in ‘Disneybound’ style,” Orange County Register, http:/www.ocregister.com/articles/disneybound-633983-disney-character.html (9/6/2014).

160   building social capital: R. Kozinets, “Inno-tribes: Star Trek as Wikimedia,” in Cova, Kozinets, and Shankar, Consumer Tribes, 206–8.

160   subtle request for others to try it: Ibid., 19.

161   do for love: Shirky, Cognitive Surplus, 72.

161   Acknowledgment and flattery: Ibid., 81

162   “ ‘do whatever they want’ ”: Telephone interview with Jake Fite.

162   become minor fan objects in their own right: C. Otnes, and P. Maclaran, “The consumption of cultural heritage among a British Royal Family brand tribe,” in Cova, Kozinets, and Shankar, Consumer Tribes, 51–66.

162   vital to group cohesion: Shirky, Cognitive Surplus, 198.

162   adhere to a careful set of social norms: Schau and Muñiz, “Temperance and Religiosity in a Non-marginal, Non-stigmatized Brand Community,” 144–62.

163   the tiniest dissimilarity: Freud called this the narcissism of small differences. S. Freud and J. Strachey, Civilization and Its Discontents (1930; New York: W. W. Norton, 2010).

163   keeping defectors in line is fun: Shirky, Cognitive Surplus, 108

164   “Social systems have two modes”: Ibid., 197.

164   cast members sometimes complain: See D. Nasserian, “Insignt [sic] Into Disney Social Clubs: The Main Street Elite,” http://www.disneygeekery.com/2013/10/04/insignt-disney-social-clubs-main-street-elite/ (10/4/2013); C. Van Meter, “The Punks of Disneyland,” http://www.vice.com/en_ca/read/the-punks-of-the-magic-kingdom (3/11/2014); and P. C. Vasquez, http://www.ozy.com/fast-forward/gangs-of-disneyland/6646 (3/8/2014).

166   “kind of ridiculous”: Interview with Jake Fite by Zoe Fraade-Blanar (9/20/2015).

Chapter 6: Fans, What Are They Good For?

167   He Who Controls: All email quotes from J. Bane, et al., Your Emails Are Bad and You Should Feel Bad (Chicago: Cards Against Humanity, 2014).

168   “10 Days or Whatever of Kwanzaa”: See https://www.holidaybullshit.com/ (9/19/2016); R. Katz, https://www.puregeekery.net/2014/12/29/10-days-whatever-kwanzaa-day-whatever/ (12/29/2014).

168   “a bunch of stickers”: Day 2, https://www.holidaybullshit.com/ (accessed 9/19/2016).

169   Goodreads: http://www.goodreads.com/book/show/24488744-your-emails-are-bad-and-you-should-feel-bad (accessed 3/26/2016).

169   “You don’t want to watch this episode of TableTop”: Geek and Sundry, Cards Against Humanity: Aisha Tyler, Laina Morris, & Ali Spagnola Join Wil on TableTop S03E10, https://www.youtube.com/watch?v=QCEqUn7If44 (3/19/2015).

170   “remember that they’re a human being”: Telephone interview with Jenn Bane, community manager for Cards Against Humanity, by Zoe Fraade-Blanar and Aaron Glazer (1/10/2015).

170   “generously give out refunds”: Ibid.

170   more than 33,000 reviews: https://www.amazon.com/Cards-Against-Humanity-LLC-CAHUS/dp/B004S8F7QM (accessed 9/26/2016).

170   “Why won’t Amazon ship this to Canada?”: Amazon, retrieved from Cards Against Humanity, http://www.amazon.com/wont-Amazon-ship-this-Canada/forum/Fx209LQY89OFTF8/Tx1A4YFQTGH3GW9/1/ref=cm_cd_al_psf_al_pg1?_encoding=UTF8&asin=B004S8F7QM (10/22/2013).

171   “We thought people would be angry about it”: Telephone interview with Max Temkin by Zoe Fraade-Blanar and Aaron Glazer (2/5/2015).

171   “on the inside of an inside joke”: Ibid.

172   Cards Against Humanity is free: https://cardsagainsthumanity.com (accessed 9/20/2016).

172   “that enrages fans”: Telephone interview with Max Temkin.

172   Eight Sensible Gifts: https://www.eightsensiblegifts.com (accessed 9/20/2016); J. Cook, http://mrsjennifercook.com/2015/12/24/8-sensible-gifts-cards-against-humanity/ (12/24/2015).

173   party as hard and publicly: L. Widdicombe, “Teen Titan: The man who made Justin Bieber,” http://www.newyorker.com/magazine/2012/09/03/teen-titan (9/3/2012).

173   verbally abuse patrons: K. Pang, http://www.chicagotribune.com/dining/ct-the-wiener-circle-chicago-obscenity-laced-hot-dog-stand-sold-20150918-story.html (9/18/2015).

173   unusual level of misogyny: J. Gordon and A. Phillips, “Diplo Criticized for Stealing GIF, Accused of Misogyny, Gets in Twitter Fight With Portishead’s Geoff Barrow,” http://pitchfork.com/news/58441-diplo-criticized-for-stealing-gif-accused-of-misogyny-gets-in-twitter-fight-with-portisheads-geoff-barrow/ (2/12/2015); C. Coplan, http://consequenceofsound.net/2015/02/diplo-stole-someones-gif-artwork-responds-with-misogynistic-insults/ (2/12/2015).

173   tolerate a monopoly as long as it’s benevolent: P. Temi and L. Galambos, The Fall of the Bell System: A Study in Prices and Politics (Cambridge: Cambridge University Press, 1989).

174   “Of course it’s personal”: Billboard, https://twitter.com/SteveStoute/status/194829317048512512/photo/1. (4/24/2012).

174   #HELLOBROOKLYN: For more on the #HELLOBROOKLYN campaign see K. Ozkan, “Stoute’s Plan to Market the Nets? Kissing Up to Brooklyn,” http://adage.com/article/news/stoute-s-plan-market-nets-kissing-brooklyn/230226/ (10/6/2011); http://www.translationllc.com/work/brooklyn-nets/ (n.d.); A. DeSantis, “All Black Everything: A Brooklyn Nets Style Guide,” http://www.nytimes.com/interactive/2012/09/27/style/brooklyn-nets-logo.html?_r=0 (9/27/2012).

174   packed a rally: Calder, R. http://nypost.com/2012/07/14/2000-screaming-fans-pack-plaza-outside-bklyn-borough-hall-for-nets/ (7/14/2012).

175   “this is not my team”: Interview with Marcus Collins, Executive Director, Social Engagement, Translation LLC, by Zoe Fraade-­Blanar and Aaron Glazer (2/23/2015).

175   “First Home Game Since 1957”: Billboard, T. Bontemps, http://nypost.com/2012/04/25/nets-brooklyn-rollout-continues-with-billboards/ (4/25/2012).

175   “building a connection between Brooklynites and the players”: M. Mazzeo, http://espn.go.com/new-york/nba/story/_/id/8192332/brooklyn-nets-introducing-borough-team-core-four (7/23/2012).

175   “Our goal is to own Brooklyn”: M. Mazzeo, http://espn.go.com/new-york/nba/story/_/id/8192332/brooklyn-nets-introducing-borough-team-core-four (7/23/2012).

175   “We’re a friend to the scrappy”: http://newyork.cbslocal.com/2012/05/01/brooklyn-nets-neighborhood-centric-video-applauds-the-loyal-and-scrappy/ (5/1/2012).

175   “ritual enemy”: V. Theodoropoulou, “The Anti-Fan within the Fan: Awe and Envy in Sport Fandom,” in Bernard Cova, Robert Kozinets, and Avi Shankar, Consumer Tribes (New York: Routledge, 2007), 316–327.

176   Mikhail Prokohorov: http://www.bloomberg.com/news/articles/2015-12-22/mikhail-prokhorov-completes-acquisition-of-nets-barclays-center (12/22/2015).

176   up 23 percent: http://www.netsdaily.com/2013/4/29/4281532/brooklyn-nets-attendance-up-23-1-leads-nba-in-one-season-gain (4/29/2013).

176   “we’re soon to be diehard fans”: C. Dell and J. Moffie, “Knicks and Nets Rivalry Begins at Barclays,” http://fort-greene.thelocal.nytimes.com/2012/11/27/knicks-and-nets-rivalry-begins-at-barclays/ (11/27/2012).

177   different audience was excited: E. Piepenburg, “ ‘Magic Mike’ Is Big Draw for Gay Men,” http://www.nytimes.com/2012/07/05/movies/magic-mike-with-channing-tatum-draws-gay-men.html (7/4/2012); P. McClintock, “Moms and Gays Boost ‘Magic Mike’s’ Box Office Chances in a Big Way,” http://www.hollywoodreporter.com/news/magic-mike-stripper-channing-tatum-box-office-341507 (6/26/2012).

177   status symbol for sports stars, hip-hop icons: J. L. Roberts, “The Rap of Luxury,” http://www.newsweek.com/rap-luxury-144731 (9/1/2002).

177   most commonly stolen vehicle: http://money.cnn.com/2011/08/25/autos/most_stolen_cars/ (8/25/2011).

178   corn and wet cardboard: https://www.beeradvocate.com/beer/profile/447/1331/?ba=itsscience (4/7/2014).

178   an unexpected rival, Narragansett: See T. Donnelly, “PBR is dead,” New York Post, http://nypost.com/2015/07/16/what-cheap-beer-lovers-are-now-guzzling-instead-of-pbr/ (7/16/2015); R. Greenfield, http://www.bloomberg.com/news/articles/2015-06-12/how-narragansett-became-cool-again (6/12/2015).

179   nearly 80,000 barrels: Greenfield, http://www.bloomberg.com/news/articles/2015-06-12/how-narragansett-became-cool-again.

179   fan-created meanings don’t need to be based in reality: Bernard Cova, Robert Kozinets, and Avi Shankar, “Tribes, Inc: The New World of Tribalism,” in Cova, Kozinets, and Shankar, Consumer Tribes, 1–26.

179   owned by a corporate partnership: http://www.tsgconsumer.com/partner-companies/detail.php?id=35 (9/20/2016).

180   Kickstarter houses its headquarters: Descriptions of Kickstarter headquarters from interview with Luke Crane and visit to Kickstarter headquarters by Zoe Fraade-Blanar (6/17/2015).

181   Max Temkin and his Cards Against Humanity colleagues approached Kickstarter: https://www.kickstarter.com/blog/case-study-cards-against-humanity (7/26/2012).

182   “Nobody had ever heard of us”: Ibid.

182   “Dear horrible friends”: https://www.kickstarter.com/projects/1200751084/cards-against-humanity/posts/57993 (3/1/2011).

183   “You don’t have to have three million fans” . . . “We’re always, always telling creators: make it a story”: Telephone interview with Luke Crane by Zoe Fraade-Blanar and Aaron Glazer (1/28/2015).

186   Shadowrun Returns: Harebrained Schemes LLC., https://www.kickstarter.com/projects/webeharebrained/shadowrun-returns/ (4/4/2012).

186   “whether I should pull the trigger” . . . “total high-school-nerd reunion”: Telephone interview with Eric Mersmann by Zoe Fraade-Blanar and Aaron Glazer (2/18/2015).

187   “do a quick calculation in their head”: Telephone interview with Luke Crane.

187   Amanda Palmer raised a huge amount of money: See D. Wakin, “Rockers Playing for Beer: Fair Play?” New York Times, http://artsbeat.blogs.nytimes.com/2012/09/12/rockers-playing-for-beer-fair-play/ (9/12/2012); M. Hogan, http://www.spin.com/2012/09/amanda-palmer-steve-albini-idiot-apology-volunteers/ (9/14/2012); M. Hogan, http://www.spin.com/2012/09/steve-albini-amanda-palmer-crowdsourcing-rant/ (9/13/2012).

187   moved her crowdfunding efforts: https://www.patreon.com/amandapalmer (accessed 9/21/2016).

188   “fans shouting down”: Telephone interview with Luke Crane.

188   Kickstarter to finance his comedy movie: https://www.kickstarter.com/projects/1869987317/wish-i-was-here-1. (updated 7/11/14).

188   huge fan backlash: See B. Child, “Zach Braff Kickstarter controversy deepens after financier bolsters budge,” The Guardian, https://www.theguardian.com/film/2013/may/16/zach-braff-kickstarter-controversy-deepens (5/16/2013); M. Fernandez, “Zach Braff raises money—and ire—with Kickstarter campaign for new film,” NBC News, http://www.nbcnews.com/pop-culture/pop-culture-news/zach-braff-raises-money-ire-kickstarter-campaign-new-film-f6C10026213 (5/22/2013); L. Marks, “Is it OK for multimillionaires like Zach Braff to panhandle for money on Kickstarter?” The Guardian, https://www.theguardian.com/film/filmblog/2013/apr/26/zack-braff-panhandle-money-kickstarter (4/26/2013).

188   many speculated that his net worth: M. Fleischer, “Zach Braff on needing Kickstarter: ‘I don’t have Oprah Winfrey money,’ ” Los Angeles Times, http://articles.latimes.com/2013/apr/25/entertainment/la-et-ct-zach-braff-oprah-winfrey-money-kickstarter-20130425 (4/25/2013).

189   “adversarial relationship with the ‘hard core’ fans”: Telephone interview with Max Temkin.

189   new flavor of potato chip: S. P. Wood, http://www.adweek.com/prnewser/why-lays-wants-to-quit-social-media-and-hates-america/85826 (2/7/2014).

190   seven different Guinness World Records: K. Lynch, http://www.guinnessworldrecords.com/news/2013/10/confirmed-grand-theft-auto-breaks-six-sales-world-records-51900 (10/8/2013).

191   “appreciated the creative efforts of the PC modding community”: http://www.rockstargames.com/newswire/article/52429/asked-answered-the-rockstar-editor-gta-online-updates (5/7/2015).

191   fan-created mods make GTA more valuable: See J. Balakar, http://www.cnet.com/news/the-bizarre-and-often-hilarious-world-of-grand-theft-auto-v-mods/ (5/23/2015); C. Livingston, http://www.pcgamer.com/the-best-gta-5-mods/ (9/16/2015).

191   “Paid Skyrim Mod Turns Into”: B. Ashcraft, http://kotaku.com/paid-skyrim-mod-turns-into-a-clusterfuck-1699913114 (4/24/2015).

191   Mods more easily . . . for a fee: E. Makuch, http://www.gamespot.com/articles/you-can-now-sell-skyrim-mods-on-steam/1100-6426844/ (4/23/2015).

191   filled with anti-Valve vitriol: See, for example, https://www.reddit.com/r/skyrimmods/comments/33m6a9/steam_to_start_charge_money_for_certain_mods/ (4/23/2015).

192   been shut down: A. Kroll, “Removing Payment Feature from Skyrim Workshop,” https://steamcommunity.com/games/SteamWorkshop/announcements/detail/208632365253244218 (4/27/2015).

192   in the monetization: B. Reed, “Bethesda’s experiment with paid Skyrim mods has been an epic disaster – is there any way to fix it?” BGR, http://bgr.com/2015/04/27/bethesda-valve-skyrim-paid-mods/ (4/27/2015).

192   “Bethesda should have done”: https://www.reddit.com/r/skyrimmods/comments/33m6a9/steam_to_start_charge_money_for_certain_mods/cqmllcq (4/23/2015).

Chapter 7: Authenticity

195   Carrying On Like Mortal Enemies: The details of the Iron Sheik and Hacksaw Jim Duggan’s arrest in New Jersey remain disputed. After so many years and different motivations, versions of the incident have diverged widely. We’ve reconstructed the events based on details from the following sources: H. J. Duggan and S. E. Williams, Hacksaw: The Jim Duggan Story (Chicago: Triumph Books, 2012); M. Huguenin, “Miscellaneous: Wrestlers Arrested,” Orlando Sentinel, http://articles.orlandosentinel.com/1987-05-28/sports/0130230005_1_duggan-sumo-iron-sheik (5/28/1987); Jash! “Iron Sheik: Very Animated People,” https://www.youtube.com/watch?v=QeXnLeMZ8S4 (3/27/2013); B. Hart, Hitman: My Real Life in the Cartoon World of Wrestling (New York: Grand Central Publishing, 2008); and W. Keller, “EXCLUSIVE: Former semi-main event WWE wrestler says if not for drug arrest, he thinks he would have been World Champion, talks of backstage dispute with Austin,” http://pwtorch.com/artman2/publish/spotlightarticleboxcenter/article_61210.shtml (5/8/2012).

195   afternoon of May 26: This and the rest of the details in the paragraph are from Duggan and Williams, Hacksaw.

195   “Hands on the hood”: Quote and details in this paragraph from Duggan and Williams, Hacksaw, 102.

195   in separate cars: Ibid.

196   Iron Sheik had pressured him: Ibid.

196   Not so: This and remaining details from this paragraph are from Jash!, “Iron Sheik: Very Animated People,” https://www.youtube.com/watch?v=QeXnLeMZ8S4 (3/27/2013); jashnetwork, “The Iron Sheik sat down with Buh to talk about wrestling, drugs and women,” http://jashnetwork.tumblr.com/post/46476921987/the-iron-sheik-sat-down-with-buh-to-talk-about (3/27/2013).

197   attendance and revenue records: http://www.wwe.com/videos/wrestlemania-iii-breaks-wwe-s-all-time-attendance-record-wrestlemania-iii (accessed 9/26/2016).

197   “Honey, we got busted” . . . “what have you done to us?”: Duggan and Williams, Hacksaw, 103–4.

198   “won’t be hitting each other”: M. Sneed, “Michael Sneed,” Chicago Sun-Times (7/1/1987).

198   “bigger than a six-pack and a blow job”: Duggan and Williams, Hacksaw, 108.

198   shares its roots with early traveling-circus sideshows: L. McBride and S. Bird, “From Smart Fan to Backyard Wrestler,” in Jonathan Gray, Cornel Sandvoss, , and C. Lee Harrington, Fandom: Identities and Communities in a Mediated World (New York: NYU Press, 2007), 165–76.

199   “Yeah, but that’s not the point”: Telephone interview with Lawrence McBride by Zoe Fraade-Blanar and Aaron Glazer (12/16/2014).

199   Pretending that the action in the wrestling ring: L. McBride and S. Bird, “From Smart Fan to Backyard Wrestler,” in Gray, Sandvoss, and Harrington, Fandom, 165–76.

200   “They want the good guy to win”: Telephone interview with Lawrence McBride.

200   “has fun saying that”: Ibid.

200   broke character to go comfort: B. Owings and S. Rahmanzadeh, “WWE Star Triple H Breaks Character to Console Young Fan,” http://abcnews.go.com/Entertainment/wwe-star-triple-breaks-character-console-young-fan/story?id=28398608 (1/22/2015).

200   Smart Fans: See McBride and Bird, “From Smart Fan to Backyard Wrestler,” 165–76.

200   “his gimmick was being an evil dentist”: Telephone interview with Lawrence McBride.

201   “Spanish Announcers Table”: R. Dilbert, http://bleacherreport.com/articles/1242501-tribute-to-the-wwe-spanish-announce-table (7/10/2012); http://tvtropes.org/pmwiki/pmwiki.php/Main/SpanishAnnouncersTable (9/22/2016).

201   important outlet for storytelling and emotional release: H. Jenkins, “ ‘Never Trust a Snake’: WWF Wrestling as Masculine Melodrama,” in A. Baker and T. Boyd, Out of Bounds: Sports, Media and the Politics of Identity (Bloomington: Indiana University Press, 1997), 48–80.

201   “masculine melodrama”: Ibid., 50.

201   Bar Nine isn’t quite full: All description and quotes that follow are from visit to Bar Nine, New York City, for a Wrestlemania 32 viewing party, by Zoe Fraade-Blanar and Aaron Glazer (4/3/2016).

202   “Shane, what are you doing?”: Wrestlemania 32, pay-per-view Broadcast (4/3/2016).

202   “You can’t do this!”: Ibid.

202   “Dammit, Shane”: Ibid.

203   “protect my opponent”: Hart, Hitman.

203   “love for the guys who are willing to injure themselves”: Interview with Lawrence McBride.

205   being stalked by the spirit of Count Dracula: L. Siegel, City of Dreadful Night: A Tale of Horror and the Macabre in India (Chicago: University of Chicago Press, 1995).

205   As long as they are getting something important out of the relationship: Bernard Cova, Robert Kozinets, and Avi Shankar, “Tribes, Inc: The New World of Tribalism,” in Cova, Kozinets, and Shankar, Consumer Tribes (New York: Routledge, 2007), 1–26.

205   Chris and Cliff, Together at Last: Background information, unless otherwise cited, from interview with Marcus Collins, Executive Director, Social Engagement, Translation LLC, by Zoe Fraade-­Blanar and Aaron Glazer (2/23/2015).

205   two long-lost twin brothers: K. Shivley, How State Farm and Social Media Breathed Life Into Cliff Paul, http://simplymeasured.com/blog/how-state-farm-and-social-media-breathed-life-into-cliff-paul/ (7/29/2014); Interview with Marcus Collins.

205   “When assisting is in your blood”: State Farm Insurance, State Farm Commercial Born to Assist Cliff Paul, https://www.youtube.com/watch?v=tqBj3P13ABA (12/27/2012).

205   Fans tweeted: Shivley, How State Farm and Social Media Breathed Life Into Cliff Paul.

206   Sports website and public forum: See “Ok so is Cliff Paul a real person?” https://answers.yahoo.com/question/index?qid=20130219180432AAPcJac (2/19/2013); “Is Cliff Paul real?” http://www.insidehoops.com/forum/showthread.php?t=294891 (3/31/2013).

206   “year of #twinsanity”: Studio@Gawker, “Chris Paul’s Possibly Real Secret Twin Brother, Cliff, Is Now On Twitter (SPONSORED CONTENT),” http://deadspin.com/chris-paul-s-possibly-real-secret-twin-brother-cliff-5974174 (1/15/2013).

206   Cliff himself appeared: B. Fowler, http://www.eonline.com/news/511528/5-things-we-learned-from-nba-all-star-saturday (2/16/2014).

206   appeared together teaching their sons: T. Nudd, “How Chris Paul Became the NBA’s Most Gifted Endorser(s),” http://www.adweek.com/news/advertising-branding/how-chris-and-cliff-paul-became-nbas-most-gifted-endorsers-157343 (4/29/2014).

206   “have the last name ‘Paul’?”: B. Simmons, The B.S. Report with Bill Simmons, http://espn.go.com/espnradio/play?id=10629752 (3/18/2014).

206   “wouldn’t Cliff’s birth mother”: D. Guerrero, “What The Hell Is Going On In The State Farm Cliff Paul Commercials?” http://uproxx.com/tv/state-farm-cliff-paul-commercials/ (5/6/2015).

206   brothers could play one-on-one: GamingWithOva, “PS4 NBA 2K14 - How To Get Cliff Paul,” https://www.youtube.com/watch?v=IkrUsKZVqTA (11/18/2013).

207   whether or not Cliff Paul was real: Interview with Marcus Collins.

207   No one ever hid the fact: A. A. Newman, “A Basketball Star and His ‘Twin’ Sell Insurance,” New York Times (12/18/2012), B3, http://www.nytimes.com/2012/12/19/business/media/chris-paul-to-star-in-state-farm-insurance-ads.html?_r=0.

207   purpose of play: M. Hills, Fan Cultures (New York: Routledge, 2002), 111.

207   frees both objects from their “adult status”: Cova, Kozinets, and Shankar, “Tribes, Inc.”, 1–26.

207   an unexpected change in a familiar pattern: T. Luna and L. Renninger, Surprise: Embrace the Unpredictable and Engineer the Unexpected (New York: Tarcher/Perigee, 2015).

207   spike in dopamine: T. Hillin, “Science explains why surprise brings us pleasure,” http://fusion.net/story/112615/why-surprise-is-so-good-for-your-brain-and-body/ (4/1/2015); Luna and Renninger, Surprise.

208   fans mounted an intense lobbying campaign: M. Woerner, http://io9.gizmodo.com/5875356/fan-campaigns-throughout-history-that-saved-scifi-and-fantasy-tv-shows (1/12/12).

209   sold out within twenty-four hours: “ ‘Firefly’ to become movie,” http://www.cnn.com/2003/SHOWBIZ/Movies/09/04/film.firefly.reut/ (9/4/2003).

209   $39 million gross: http://www.boxofficemojo.com/movies/?id=serenity.htm (1/18/2016).

209   “Martyrdom has only enhanced”: Entertainment Weekly Staff, http://www.ew.com/gallery/26-best-cult-tv-shows-ever/568019_12-firefly (3/17/2014).

209   silly hand-knitted hat: “The Message,” Firefly. TV show (7/15/2003).

209   “people can make it themselves”: L. Grady, http://www.bigpicturebigsound.com/Expanded-Coverage-of-the-Firefly-Comic-Con-Panel.shtml (7/22/2012).

210   Fox licensed the hat design: E. Hall, https://www.buzzfeed.com/ellievhall/firefly-hat-triggers-corporate-crackdown (4/10/2013); M. Woerner, http://io9.gizmodo.com/fox-bans-the-sale-of-unlicensed-jayne-hats-from-firefly-471820413 (4/9/2013).

210   nicer and, for the most part, less expensive: “Jayne’s Hat,” Think-Geek, https://www.thinkgeek.com/product/f108/ (9/22/2016).

210   demanded the removal of their products: J. Pantozzi, “UPDATED: Are You A Firefly Fan Who Makes Jayne Hats? Watch Out, Fox Is Coming For You,” http://www.themarysue.com/jayne-hats-fox/ (4/9/2013).

210   “Fox Is Coming For You”: Ibid.

210   “proud of yourselves,” . . . “personally think you suck,” . . . “stink to high heaven”: E. Hall, https://www.buzzfeed.com/ellievhall/firefly-hat-triggers-corporate-crackdown (4/10/2013).

211   “All Your ‘Jayne’ Hats Are Belong To Us!”: Ibid.

211   “See Spot Run With Not Jane Hat”: Ibid.

211   “ThinkGeek had nothing to do with the C&D notices”: ThinkGeek, “Nice Hat, Jayne,” http://www.thinkgeek.com/blog/2013/04/nice-hat-jayne.html (4/9/2013).

211   “Browncoats, we hear your concerns”: ThinkGeek, “Jayne Hat Proceeds to Can’t Stop the Serenity,” http://www.thinkgeek.com/blog/2013/04/jayne-hat-proceeds-to-cant-sto.html (4/10/2013).

212   as long as it serves their needs: Cova, Kozinets, and Shankar, “Tribes, Inc.,” 1–26.

212   concepts the object represents: Ibid.

214   brand badly in need of popular support: McDonald’s has faced pressure both on the financial side of its business as well as in how customers view the brand. See, for example, B. Kowitt, “Fallen Archers: Can McDonald’s get its mojo back?” Fortune, http://fortune.com/2014/11/12/can-mcdonalds-get-its-mojo-back/ (11/12/14); T. DiChristopher, “McDonald’s outlook is negative, but wage hike helps: Analyst,” CNBC, http://www.cnbc.com/2015/04/02/mcdonalds-outlook-is-negative-but-wage-hike-helps-analyst.html (4/2/2015); T. Hsu, “Five Guys voted favorite burger chain, McDonald’s near bottom,” Los Angeles Times, http://www.latimes.com/business/la-fi-mo-five-guys-burger-mcdonalds-20120918-story.html (9/19/2012).

215   seemed to want to share unhappy McDonald’s stories: K. Hill, “#McDStories: When A Hashtag Becomes a Bashtag,” http://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-becomes-a-bashtag/ (1/24/12).

215   “#McDStories I could tell would raise your hair”: https://twitter.com/alexroth3/status/161873590881497088 (1/24/2012).

215   “could smell Type 2 diabetes”: https://twitter.com/SkipSullivan/status/159734503508688897 (1/18/2012).

215   “most sensitive B.S. meter”: C. Tice, http://www.forbes.com/sites/caroltice/2014/10/30/why-ronald-mcdonald-failed-on-twitter-branding-lessons/#2715e4857a0b6bbfb12d29ee (10/30/2014).

215   taking pictures of the NYPD: A. Beaujon, http://www.poynter.org/2012/new-york-times-photographer-arrested-while-covering-arrest/184074/ (8/6/2013).

216   motivations of its fans: C. Shirky, Cognitive Surplus: Creativity and Generoisty in a Connected Age (New York: Penguin Press, 2010), 95.

216   Sarita Ekya: Information on S’MAC and Ekya quotes from telephone interview with Sarita Ekya by Zoe Fraade-Blanar and Aaron Glazer (1/14/2015).

217   Spencer Rubin: Information on Melt Shop and Rubin quotes from telephone interview with Spencer Rubin by Zoe Fraade-Blanar and Aaron Glazer (1/13/2015).

217   relive a pleasurable memory: Hills, Fan Cultures, 42.

218   “providing entertainment to spectators”: P. Kerr, http://www.nytimes.com/1989/02/10/nyregion/now-it-can-be-told-those-pro-wrestlers-are-just-having-fun.html (2/10/1989).

219   freed from many of the regulations: Ibid.; R. Hoy-Browne, http://www.independent.co.uk/sport/general/wwe-mma-wrestling/historic-moments-in-wrestling-part-6-vince-mcmahon-admits-wrestling-is-predetermined-9461429.html (5/30/2014).

219   fully four more years: D. O’Sullivan, https://sports.vice.com/en_us/article/the-forgotten-steroid-trial-that-almost-brought-down-vince-mcmahon (7/10/2015); http://www.huffingtonpost.com/2012/10/06/linda-mcmahon-lobbying-wwe-wrestling_n_1944341.html; http://www.motherjones.com/politics/2012/03/rick-santorum-wwf-pro-wresting; http://usatoday30.usatoday.com/sports/2004-03-12-pro-wrestling_x.htm.

219   process of leaving the WWF: This incident has since been dubbed the Curtain Call. See N. Paglino, “The Kliq Members Scott Hall, Kevin Nash, Sean Waltman and HBK Discuss the MSG Curtain Call Incident,” WrestleZone, http://www.wrestlezone.com/news/470069-the-kliq-talks-curtain-call-incident (4/17/2014); http://bleacherreport.com/articles/986789-wwe-a-look-back-at-the-infamous-curtain-call-the-msg-incident (12/17/2011). The video is available to view at http://www.dailymotion.com/video/x6v3as_the-kliq-curtain-call-incident_music.

Chapter 8: When Fandom Goes Wrong

222   heavily-debated US–Korea Free Trade Agreement: US–Korea Free Trade Agreement (3/15/2012).

223   “American’s Native Spirit”: R. Mitenbuler, “How Bourbon Became ‘America’s Native Spirit,’ ” Slate, http://www.slate.com/articles/life/drink/2015/05/bourbon_empire_lewis_rosenstiel_and_how_bourbon_became_america_s_native.html (5/12/2015); S. Res 294, “Designating September 2007 as “National Bourbon Heritage Month,” https://www.govtrack.us/congress/bills/110/sres294/text (8/2/2007).

223   millions of dollars lobbying: H. Abdullah, “Bourbon distillers focus on South Korea free trade debate,” http://www.mcclatchydc.com/news/nation-world/national/economy/article24699760.html (9/26/2011).

223   carried a 20 percent tax: Ibid.

223   rise in the fortunes: A. Rappeport, “Exports of US spirits reach record high,” Financial Times, http://www.ft.com/cms/s/0/58c55c8c-4b93-11e1-b980-00144feabdc0.html#axzz3iiox1lwx (1/31/2012).

223   Hong Kong: C. Lanyon, 48 Hours magazine, http://www.scmp.com/magazines/48hrs/article/1541763/its-boom-time-bourbon (7/3/2014).

223   “super-expensive Kentucky bourbon”: J. Bachman, “Bourbon Sells, and Pricey Bourbon Sells Even Better,” http://www.bloomberg.com/bw/articles/2013-11-26/bourbon-sells-and-pricey-bourbon-sells-even-better (11/26/2013).

224   Brand lore: G. Kleinman, “The Story of Maker’s Mark Whiskey,” http://www.drinkspirits.com/bourbon/story-makers-mark-whiskey/ (3/15/2012).

224   more than half a decade: Z. M. Seward, “Maker’s Mark answers your questions about why it’s watering down its bourbon,” http://qz.com/52807/makers-mark-watering-down-bourbon-questions/ (2/11/2013).

224   surprise front-page article: Kleinman, “The Story of Maker’s Mark Whiskey.”

225   reduce the alcohol content: Z. Seward, “Maker’s Mark waters down its bourbon to meet rising demand,” Quartz, http://qz.com/52478/makers-mark-waters-down-its-bourbon-to-meet-rising-demand/ (2/9/2013).

225   extra four years: Seward, “Maker’s Mark answers your questions about why it’s watering down its bourbon.”

225   the demand for Maker’s Mark: R. Samuels, and B. Samuels, Jr., Letter to Maker’s Mark Ambassadors, cited in Seward, “Maker’s Mark waters down its bourbon to meet rising demand.”

225   “we didn’t screw up your whisky”: Ibid.

225   Quartz ran a short piece: Ibid.

226   broke upon Maker’s Mark with outrage: All quotes are from commenters on a post on Maker’s Mark Facebook page, “Maker’s Mark updated their cover photo,” https://www.facebook.com/makersmark/photos/a.10150662954248334.413743.6355923333/10151414702078334/?type=3 (2/9/2013).

227   “water it down!”: Maker’s Mark, “Maker’s Mark updated their cover photo.”

227   Facebook page spiraled: Maker’s Mark, https://www.facebook.com/makersmark/photos/a.10150662954248334.413743.6355923333/10151414702078334/?type=3 (2/9/2013).

227   twitterverse was in revolt: M. A. Lindenberger, http://nation.time.com/2013/02/12/makers-mark-waters-down-its-whisky-and-anger-rises/ (2/12/2013).

227   “Less Potent”: G. Bullard, “Less Potent Maker’s Mark Not Going Down Smoothly in Kentucky,” http://www.npr.org/sections/thesalt/2013/02/11/171732213/less-potent-makers-mark-not-going-down-smooth-in-kentucky (2/11/2013).

227   “they didn’t hold back”: Z. M. Seward, http://qz.com/54762/makers-mark-learns-a-painful-social-media-lesson-wont-dilute-its-bourbon/ (2/17/2013).

227   “Enjoy your bankruptcy”: Maker’s Mark, “Maker’s Mark updated their cover photo.”

227   Bewildered by the unexpected pushback: Seward, “Maker’s Mark answers your questions about why it’s watering down its bourbon.”

228   capitulating to fan demands: Ibid.

228   Godwin’s Law: Godwin’s Law, formulated by lawyer Mike Godwin, states “As an online discussion grows longer, the probability of a comparison involving Nazis or Hitler approaches 1,” D. Amira, “Mike Godwin on Godwin’s Law, Whether Nazi Comparisons Have Gotten Worse, and Being Compared to Hitler by His Daughter,” New York, http://nymag.com/daily/intelligencer/2013/03/godwins-law-mike-godwin-hitler-nazi-comparisons.html (3/8/2013).

229   Jack Daniel’s lowered the proof: A. Press, “Drinkers object to Jack Daniel’s watering whiskey down,” http://usatoday30.usatoday.com/money/industries/food/2004-09-29-jack-daniels_x.htm (9/29/2004).

229   sales were higher than ever: J. B. Arndorfer, “Weaker Jack Daniel’s Becomes Spirits Strongman,” http://adage.com/article/news/weaker-jack-daniel-s-spirits-strongman/103213/ (5/16/2005).

230   already been significantly watered down: J. Wilson, https://www.washingtonpost.com/lifestyle/food/makers-mark-debacle-the-proof-is-in-the-overreaction/2013/02/25/0aba8564-7c32-11e2-9a75-dab0201670da_story.html (2/26/2013).

230   “customer is always right wing”: S. Brown, “Harry Potter and the Fandom Menace,” in Bernard Cova, Robert Kozinets, and Avi Shankar, Consumer Tribes (New York: Routledge, 2007), 177–92.

231   “under-reacted to social media”: J. Rosen, https://twitter.com/jayrosen_nyu/status/303222018281721856 (2/17/2013).

231   highest grossing quarter ever: Z. M. Seward, http://qz.com/80855/fear-of-watered-down-bourbon-gave-makers-mark-its-best-quarter-ever/ (5/2/2013).

231   scrambled to buy out: C. Subramanian, http://business.time.com/2013/05/03/proof-positive-makers-mark-blunder-results-in-surprise-profit/ (5/3/2013); A. Dan, http://www.forbes.com/sites/avidan/2013/05/06/makers-marks-plain-dumb-move-proved-to-be-pure-marketing-genius/#1fa6dc8f1e61 (5/6/2013).

232   the Majority Illusion: K. Lerman, X. Yan, and X.-Z. Wu, “The Majority Illusion in Social Networks,” http://arxiv.org/pdf/1506.03022v1.pdf (2015); Emerging Technology from the arXiv, MIT Technology Review, https://www.technologyreview.com/s/538866/the-social-network-illusion-that-tricks-your-mind/ (6/30/2015); Lerman, Yan, and Wu, The “Majority Illusion in Social Networks,” PLoS ONE, 11(2), 1–13 (2/17/2016).

232   “majority active neighbors”: Emerging Technology from the arXiv, MIT Technology Review.

233   writing in the MIT Sloan Management Review: W. W. Moe, D. A. Schweidel, and M. Trusov, “What Influences Customers’ Online Comments,” MIT Sloan Management Review (Fall 2011): 14–16.

233   “skew their ratings”: Ibid.

234   “give them what they need”: T. Robinson, Interview: Joss Whedon, http://www.avclub.com/article/joss-whedon-13730 (9/5/2001).

235   required traits for Peter Parker: S. Biddle, “Spider-Man Can’t Be Gay or Black,” Gawker, http://gawker.com/spider-man-cant-be-gay-or-black-1712401879 (6/19/2015).

236   “boring at parties”: K. Opam, “Spider-Man is contractually obligated to be boring at parties,” http://www.theverge.com/2015/6/19/8813099/spider-man-movies-sony-marvel-boring (6/19/2015).

236   straight white male characters: M. Stern, http://www.thedailybeast.com/articles/2014/08/07/fear-of-a-minority-superhero-marvel-s-obsession-with-white-guys-saving-the-world.html (8/7/2014).

236   “Black dude dies first”: TvTropes is a great resource for these types of plot devices. See http://tvtropes.org/pmwiki/pmwiki.php/Main/BlackDudeDiesFirst (accessed 9/23/2016).

236   fridging: http://tvtropes.org/pmwiki/pmwiki.php/Main/StuffedIntoTheFridge (accessed 9/23/2016).

236   “ten movies headlined by blond white men”: A. Wheeler, “Why Marvel Studios Succeeds (And How It Will Fail If It Doesn’t Diversify),” http://comicsalliance.com/marvel-studios-success-marvel-movies-diversity/ (8/6/2014).

237   90 percent of American adolescents: S. Vanderbilt, “The Comics,” Yank: The Army Weekly (11/23/1945), https://ia601305.us.archive.org/28/items/1945-11-23YankMagazine/1945-11-23YankMagazine.pdf.

237   Fredric Wertham: For more on Wertham, see J. Sergi, “1948: The Year Comics Met Their Match,” http://cbldf.org/2012/06/1948-the-year-comics-met-their-match/ (6/8/2012); and J. Heer, http://www.slate.com/articles/arts/culturebox/2008/04/the_caped_crusader.html (4/4/2008).

237   “Hitler was a beginner”: Sergi, “1948.”

237   Comics Code Authority: See A. K. Nyberg, Seal of Approval: The History of the Comics Code (Jackson: University Press of Mississippi, 1998).

237   terrified publishers were already defending: Heer, http://www.slate.com/articles/arts/culturebox/2008/04/the_caped_crusader.html (4/4/2008).

238   “stores were in the minority”: Telephone interview with Kelly Sue DeConnick by Zoe Fraade-Blanar and Aaron Glazer (12/23/2014).

238   “not drawn to things that are actively insulting”: Ibid.

238   “Women and girls started buying manga”: Ibid.

239   the Internet allowed women: Telephone interview with Daniel Amrhein by Zoe Fraade-Blanar and Aaron Glazer (2/6/2015).

239   “The answer, in a nutshell, is NO”: S. Brown, “Harry Potter and the Fandom Menace,” in Cova, Kozinets, and Shankar, Consumer Tribes, 177–92.

240   “wait, women spend money too?”: Telephone interview with Kelly Sue DeConnick.

240   Japanese manga market: “Japanese Manga Book Market Rises to Record 282 Billion Yen,” Anime News Network, http://www.animenewsnetwork.com/news/2015-01-23/japanese-manga-book-market-rises-to-record-282-billion-yen/.83614 (1/23/2015).

240   United States and Canada: H. Macdonald, “ICv2 and Comichron release 2014 sales report: comics now a $935 million business,” http://www.comicsbeat.com/icv2-and-comichron-release-2014-sales-report-comics-now-a-935-million-business/ (7/1/2015).

240   Miles Morales: See, for example, E. Hayden, “The Backlash to the Backlash of a Multiracial Spider-Man,” The Wire, http://www.thewire.com/entertainment/2011/08/backlash-backlash-multiracial-spider-man/40901/ (8/5/2011).

242   victim of her own success: Z. Crockett, http://priceonomics.com/how-esurance-lost-its-mascot-to-the-internet/ (12/18/2015).

242   many of them X-rated: J. Edwards, http://www.cbsnews.com/news/esurance-axes-erin-after-the-secret-agent-took-on-an-x-rated-life-of-her-own/ (6/15/2010).

242   adopted by the working-class youth population: C. Bothwell, “Burberry versus The Chavs,” http://news.bbc.co.uk/2/hi/business/4381140.stm (10/28/2005).

242   “worn by the person who mugged them”: Ibid.

242   decade to reclaim ownership: C. Ostler, http://www.dailymail.co.uk/femail/article-2822546/As-Romeo-Beckham-stars-new-ad-Burberry-went-chic-chav-chic-again.html (11/5/2014).

243   sent a cease-and-desist: O. Fleming, http://www.dailymail.co.uk/femail/article-2661504/Ikea-threatens-legal-action-against-popular-fansite-allows-customers-cleverly-modify-furniture.html (6/18/2014).

243   demanded that Yap hand over the URL: J. Yap, “Big changes com-ing to IKEAHackers,” http://www.ikeahackers.net/2014/06/big-changes-coming-to-ikeahackers.html (6/14/2014).

243   “blogger who obviously is on their side”: G. Sullivan, “IKEA hackers.net in trademark flap with store it pays tribute to,” https://www.washingtonpost.com/news/morning-mix/wp/2014/06/16/ikeahackers-net-is-getting-shut-down-by-the-store-it-pays-tribute-to/ (6/16/2014).

243   without on-site advertising: J. Mullin, http://arstechnica.com/tech-policy/2014/06/ikea-waits-8-years-then-shuts-down-ikeahackers-site-with-trademark-claim/ (6/15/2014).

243   fans of the site exploded: K. Campbell-Dollaghan, “Why Ikea Shutting Down Its Most Popular Fan Site Is a Giant Mistake,” http://gizmodo.com/why-ikea-shutting-down-its-most-popular-fan-site-is-a-g-1591401344 (6/16/2014).

243   “steaming bullshit”: C. Doctorow, http://boingboing.net/2014/06/15/ikea-bullies-ikeahackers-with.html (6/15/2014).

244   “we deeply regret”: J. Karmon, “After global outcry, IKEA softens stance against superfan (updated story),” https://www.yahoo.com/news/blogs/spaces/ikea-threatens-legal-action-against-ikea-fan-s-8-year-old-site-230646533.html?ref=gs (6/18/2014).

244   invited to visit the company’s home offices: J. Yap, http://www.ikeahackers.net/2014/08/trademark-talks-lets-settle-this-face-to-face.html (8/2/2014).

244   “Pop the lingonberry juice”: J. Yap, “Trip update Part 1: Museums and meatballs,” http://www.ikeahackers.net/2014/09/ikeahackers-to-go-on-part-1.html (9/25/2014).

244   “routine procedure in defense of trademarks: R. Tepper, “World Nutella Day Saved After Ferrero Drops Cease-And-Desist Complaint,” http://www.huffingtonpost.com/2013/05/21/world-nutella-day-saved_n_3314815.html (5/21/2013).

244   Nutella’s American Facebook page: https://www.facebook.com/nutellausa/ (accessed 9/23/2016).

244   Sara Rosso, a Nutella superfan: For Rosso’s recounting of the creation and rise of World Nutella Day see her blog post: “World Nutella Day: From My Crazy Idea to a Worldwide Movement,” https://whenihavetime.com/2016/02/05/world-nutella-day-from-my-crazy-idea-to-a-worldwide-movement/ (2/5/2016).

244   “Why weren’t they eating”: Ibid.

245   “This is something I did as a fan”: R. Tepper, “Sara Rosso, Nutella Superfan, Gets Cease-And-Desist Letter From Ferrero Over ‘World Nutella Day,’ ” http://www.huffingtonpost.com/2013/05/17/sara-rosso-nutella-cease-and-desist_n_3294733.html (5/17/2013).

245   “desist buying Ferrero products?!?”: “World Nutella Day,” https://www.facebook.com/WorldNutellaDay/posts/10151663010986873?comment_id=28391408&offset=0&total_comments=121 (5/16/2013).

245   “not the first person”: Ibid.

245   “offering a royalty-free license”: C. Doctorow, http://boingboing.net/2014/06/15/ikea-bullies-ikeahackers-with.html (6/15/2014).

246   make it clear: For an interesting discussion on the legal use of trademarks, see a discussion of Clipper Darrell, a superfan of the Los Angeles Clippers who got into a battle over his nickname with the team: S. Stradley, http://www.stradleylaw.com/clipper-darrell-and-the-legal-issues-of-super-fandom/ (3/5/2012).

246   Rosso willingly—and happily—transferred ownership: World Nutella Day Transfer, http://www.nutelladay.com/transfer/ (1/15/2015); https://www.youtube.com/watch?v=U6SR9o3MTfY (1/21/2015).

247   “If you trust your customers”: D. Tapscott and A. D. Williams, Wikinomics: How Mass Collaboration Changes Everything (New York: Portfolio, 2010).

248   “I never tho’t I would do that!”: Drake, Alice. Travel Diary of Alice Drake (1896–1900). Handwritten ms. at Gilmore Music Library, Yale University.

Afterword

249   “how Crabby saved my life”: Email from Squishable Customer (6/18/2015).