When it comes to fan parties, no one does it bigger or better than Fandom. This year, the largest fan platform in the world is taking things to the next level, as it celebrates its 20th anniversary by returning to New York Comic Con, where it will offer fans an memorable and engaging experience.
On Friday, October 18, lucky fans who secured entry through the online competition (which is now closed) will enjoy an unforgettable evening at The Fandom Party New York, presented by Universal Orlando Resort.
Held at The Venue on Music Row at the Hard Rock Hotel in Times Square from 8pm-12am, this exclusive event will bring together fans, celebrities, influencers, and industry partners, for an evening of immersive experiences and a chance to celebrate their fan passion. Attendees can look forward to learning more about the upcoming Universal Epic Universe themed lands, set to open next year, through interactive photo booth experiences and a scavenger hunt with some out-of-this-world prizes. They’ll also receive an AR experience and collectible pin from Pinfinity plus party-goers can show off their skills at the Fandom arcade game area with fun prizes. To cap off the evening, DJ XANDRA will be headlining the event, bringing her signature energy and pulsating beats.
As big fans of the San Diego Comic-Con annual bash, we spoke with two members of the Fandom team who help craft the event — Zach Michaels (Sr. Producer of Experiential at Fandom), the Fandom Party NY production lead; and Michael Langford (Director, Custom Strategy & Solutions), who oversees the Universal partnership and activations at the party — to learn more about what sets the New York Comic Con party apart, what fans can expect at this year’s event, and what goes into planning one of the biggest fan parties of the year.
You’ve been on the team behind FANDOM’s parties at both SDCC and NYCC for several years now. What is it about the FANDOM parties that you think sets them apart?
Zach Michaels: At Fandom, we strive to build authentic and immersive experiences for all types of fans so they can engage with and celebrate the fandoms that they love IRL. We always try to get in the heads of fans and bring them experiences that we know we would enjoy as fans ourselves. Often this involves deep research into an IP (yes, I watch movies and tv and play video games and of course read Fandom wikis as part of my job), but it also involves staying up to date on the latest trends in the culture. With the Fandom Parties in particular, we look to the greats of nightlife production both past and present to inspire us to subvert expectations.
How does FANDOM prioritize celebrating fans in the planning and execution of these parties?
ZM: Everything Fandom does is truly for the love of fans. We put fans first and our parties are a place where they can be their authentic selves and celebrate their favorite TV shows, movies, games, characters – whatever it is that they love in entertainment & gaming.
Universal Orlando Resort is partnering with FANDOM on this year’s party at NYCC — and you’re both two brands that I feel are always putting fans first. How did this year’s partnership come about?
Michael Langford: Universal Orlando Resort is a brand we’ve worked with on multiple campaigns now, for exactly that reason: just like them, they know we put fans first. Because Universal Epic Universe will be opening next year, Fandom Party New York was the perfect time of year for us to partner again to promote and share information about the new park with fans.
What can attendees expect from this year’s activations and experiences at the party?
ML: We have a ton going on. First is our green screen photo booth, where fans are “transported” to different Epic Universe lands via a portal gate, which mimics the gates that will be at the park. There are multiple photo booth backgrounds from the different areas in the park, my personal favorite being from How To Train Your Dragon. Next is a scavenger hunt, where fans solve riddles and scan QR code clues hidden throughout the party for a chance to win one of three Universal prize packs, featuring premium swag from some of the park’s different worlds. Lastly, on Saturday, October 19, we’re hosting and moderating an official NYCC panel in the Javits Center that’s all about the creation of Epic Universe from the creative directors and developers of the park itself.
XANDRA is headlining this year’s NYCC party. What made her the right choice for this year’s event?
ZM: Xandra is an exciting new artist that fits the vibe and venue for this year’s Fandom Party New York. This is going to be a dance party in a really beautiful club-like room in Midtown Manhattan. I’m excited to see how she lights up the room.
What specific elements do you include to ensure fans feel recognized and valued during the events?
ZM: We know that fans these days are savvy consumers, and so we try our best to bring them experiences that are highly curated – from engaging partnerships (like what we’re doing with Universal Orlando Resort or we’ve done with EA, Paramount+ and others in the past) to surprise guests/talent to collectibles for fans. For example, when we’re booking musical acts, we come at it from a very high level, starting with our house DJ. We ask ourselves does this person have a point of view, a specific sound? Do they play unexpected tracks? Do they surprise and delight you? We also put a lot of thought into who our headlining act is. Will this show be exciting for fans to the point where they will want to brag to their friends? Even if they don’t know the artist, will they have a good time? This might not be as direct a way of thinking about this as handing out swag (which we do), but I really believe that this mentality is what has set our parties apart from our competitors. We truly try to deliver an experience to them that they wouldn’t get anywhere else.
What are the major differences or similarities in the atmosphere and vibe between FANDOM’s parties at SDCC and NYCC?
ZM: I think attendees would be surprised to know how much teamwork goes into these events. I am really blessed to have such an amazing group of subject matter experts to work with at Fandom, all of whom bring their unique expertises to everything from design to messaging to the most minuscule production details.
What are the major differences or similarities in the atmosphere and vibe between FANDOM’s parties at SDCC and NYCC?
ZM: In San Diego, our party is set on a rooftop in a sprawling venue in the center of the biggest fan convention in the world. In New York, it’s a whole different beast. Our party is much more intimate and in an indoor space yet the energy of NYCC is electric and the party goes later into the evening. Both events have very similar elements, but I don’t think it would be wrong to say that they have very different personalities.
What do you hope attendees take away from the party experience?
ML: We take a lot of pride creating and producing events that don’t just satisfy attendees but really leave them blown away from the experience. We want there to be a deep connection with the different brands and themes, and to walk away feeling closer to the story being told. We want attendees to feel a sense of belonging and a part of the broader Fandom community- experiencing something with people who share their passion and interests. And we want there to be some great moments of surprise-and-delight! I won’t spoil anything, but since this year’s party is on Fandom’s 20th birthday, there is fun in store.
What are you personally most excited for at this year’s NYCC party?
ZM: I’ll leave you with two words: Roller Derby.
