Niche is the New Normal: Building a Global Brand Begins with a Highly Focused Community and a Singular Passion Point

From horror to romance, niche-focused communities with passionate and deeply engaged audiences are emerging as powerful new platforms for brands. The panel will explore the continued move away from generalized ‘reach’ to engagement found in harnessing the passion points of highly targeted communities. The panelists will share insights on how brands and creators can collaborate to expand beyond digital into publishing, products, entertainment and more in authentic ways.


  • Importance and opportunities of building communities around emotional connections
  • Best steps to galvanizing a community, creating engagement and measuring success
  • Expanding beyond the community to brand building in film, tv, etc. and keeping it authentic

Moderated by: Sarah Penna (Co-Founder - Frolic Media)