TikTok, Spotify, and Pinterest Propel Fandom at Variety Summit

Six Marketers Discuss AI and Social Media Impact at Variety Summit

At the Variety Entertainment and Technology Summit held in Los Angeles, six leading marketers shared insights on how the modern landscape—shaped by AI and social media—has transformed audience engagement in the entertainment sector. This event took place on September 17, 2026, providing a forum for discussion on the evolving creator economy and its impact on the marketing strategies of both traditional and digital platforms.

Insights from TikTok, Spotify, and Pinterest Executives

During the panel moderated by Variety's Dea Lawrence, significant contributions came from executives representing platforms like TikTok, Spotify, and Pinterest. Dawn Yang, TikTok’s global head of entertainment, highlighted the platform's unique participatory culture, stating that users now post over 12 million TV and film-related videos daily. This movement empowers fans to create content that resonates deeply with their preferences and favorite stories.

Briana McElroy, global head of digital marketing for Lionsgate, echoed Yang's points and shared their innovative approach of hiring fans to create TikTok content for their brand. This strategy emphasizes the authenticity of fan-created content, steering away from traditional top-down marketing.

TikTok, Spotify, and Pinterest Propel Fandom: Shifting Marketing Strategies in the Age of Social Media

Ben Harms, chief growth officer of Archrival, argued that successful brands in the coming decade will be those that create meaningful connections rather than just relying on traditional advertising methods. He cited Spotify as a case study, advocating for a deeper understanding of consumer behavior and preferences, particularly among younger generations.

Sara Pollack, Pinterest's global head of consumer marketing, added that today’s fans seek immersive experiences that transform their fandom into tangible, shareable moments. Pollack referenced a partnership with Warner Bros. for the film "Practical Magic 2," which aimed to engage Gen Z audiences through interactive experiences such as tarot readings and custom candle-making workshops.

TikTok, Spotify, and Pinterest Propel Fandom: Understanding Gen Z Consumer Behavior

Jenny Haggard, Spotify’s global head of thought leadership, criticized the tendency of marketers to treat Gen Z as a monolithic group. She emphasized that understanding different life stages, rather than just age, provides clearer insight into their consumption patterns. Haggard asserted that Gen Z is not averse to long-form content; they simply demand high-quality material. This challenges the conventional wisdom that shorter ads are superior in capturing attention.

Kim Granito, chief marketing officer for AMC Global Media, stressed the necessity for marketers to forge innovative pathways for audiences to engage with entertainment, acknowledging diverse expressions of fandom. She noted the significant passion for longstanding franchises like "The Walking Dead" and emphasized the need for tailored marketing strategies to cater to various fan expressions.

What This Means

The discussions at Variety’s Summit highlight a fundamental shift in how entertainment is marketed in the era of digital engagement. Marketers are increasingly embracing the voices and creativity of fans, particularly on social media platforms, to create authentic connections and deeper engagement with audiences. This evolution not only influences marketing tactics but could also set a new standard for how brands interact with their consumers, ultimately paving the way for more personalized and meaningful exchanges.

For further insights on industry trends, check out our coverage on Spotify's Fresh Finds Forward program for Indie Artists and Mellody Hobson's changes with the LA28 Olympics Board.