Pop Culture Pulse Oct 2025: Swifties’ IRL Fandom, Atmosphere-Rich Athletics & Synthetic Social Media
Published 17 October 2025
Our Pop Culture Pulse is a monthly download of the buzziest cultural developments, emerging fandoms and audience trends. This month, we’re diving into Taylor Swift’s new album rollout and its onus on IRL fandom, the mixed reception to Meta and Open AI’s social media platforms for AI-generated content, and the atmospheric sportstainment of the Athlos women’s track and field event in New York.
Entertainment: Taylor Swift’s Album Activations Champion IRL Fandom
Social Media: Meta & Open AI Advance Synthetic Social Media
Entertainment: Athlos Glams Up Top Class Women’s Sportstainment
On October 3, American mega-star Taylor Swift released her twelfth studio album, The Life of a Showgirl (TLOAS). Despite mixed fan and critic reviews fuelling internet debate, the official album activations generated massive success thanks to a focus on cultivating IRL fandom – spanning lore-rich participatory exhibitions, limited-release cinema experiences and midnight retail releases – with brand learnings that go beyond pop stardom.
On October 3, American mega-star Taylor Swift released her twelfth studio album, The Life of a Showgirl (TLOAS). Despite mixed fan and critic reviews fuelling internet debate, the official album activations generated massive success thanks to a focus on cultivating IRL fandom – spanning lore-rich participatory exhibitions, limited-release cinema experiences and midnight retail releases – with brand learnings that go beyond pop stardom.
Following Meta announcing Vibes, a new feed dedicated to AI-generated short-form video, Open AI is rolling out its Sora 2 model alongside an AI video-generation app with TikTok-like functionality. With audience appetite for AI-generated social content mixed – weariness and concern over AI ‘slop’ is on the rise, but growing numbers in the US think AI can improve social media – it’s vital brands tread with care.
On September 25-26, Athlos, a glitzy women-only athletic competition in New York City, demonstrated how to tap swelling interest in women’s sports (revenue for which, across broadcast, match-days, merch and more, has soared by 240% since 2022) via glammed-up sportstainment. Bringing together best-in-class athletes in track and field, the event’s festival vibe included a concert from US pop star Ciara.
Pop Culture Pulse Oct 2025: Swifties’ IRL Fandom, Atmosphere-Rich Athletics & Synthetic Social Media
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