This master’s thesis examines how young people from Generation Z experience, form, and sustain communities built around music fandom. The aim of the thesis is to understand whether such communities are relevant for Generation Z, what motivates young people to become part of a community dedicated to a particular music artist, how these communities function, and what connects fans to one another and contributes to their persistence. To address these questions, the theoretical part discusses the phenomenon of consumer communities, with a special focus on brand communities, which serve as an important basis for understanding music fan communities within popular culture. The emphasis is placed on the role and functioning of fan communities among young people. The empirical part, based on a qualitative study, explores how music fan communities are formed and operate among members of Generation Z. Data were collected through semi-structured interviews with twelve Slovenian fans of the bands Joker Out and Fehtarji and analyzed using thematic analysis. The results show that music fan communities represent a relevant phenomenon for Generation Z, as they provide young people with a space for identification, self-expression, and connection. While fans are primarily drawn to these communities by the quality of music, identification with the artist and a strong desire for belonging also play a crucial role. Once they become part of a community, membership is sustained through live events, which create a sense of shared experience, strengthen interpersonal ties, and give digital connections a tangible dimension. The long-term vitality of these communities is supported by a combination of practices, digital interactions, and diverse opportunities for participation, which allow them to remain dynamic, open, and attractive to young members.
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