Jessica Edlom

Jessica Edlom serves as a PhD student and adjunct teacher at Karlstad University, actively contributing to strategic communication research within the global music industry. Her work bridges academic theory and practical industry challenges, with particular focus on digital transformation and fan-brand relationships.

Her core research examines strategic communication practices, fan engagement dynamics, and transmedia marketing strategies in music. She investigates how artists like ABBA and Taylor Swift leverage phygital experiences to cultivate fan communities, exploring tensions between commercial imperatives and authenticity. Key interests include pandemic-era industry adaptation, value co-creation mechanisms, and the commodification of fan participation through choreographed engagement.

Analysis of her publication timeline reveals a clear evolution from foundational studies on Nordic music branding (2017-2019) toward cutting-edge explorations of immersive technologies and fan experience design (2023-2025). Recurring thematic threads include the strategic mobilization of fan communities through social media, authenticity maintenance in digital branding, and industry adaptation to technological disruption. Her methodological approach frequently employs strategy-as-practice frameworks to uncover practitioner-level tensions in brand work.