Inside the Magic of Fandom Conventions

IRL celebrations fuel global excitement

Fandom isn’t just about enthusiasm. It’s about connection, finding your people and creating spaces where creativity and joy can thrive. In this conversation, I sat down with Melissa Anelli, CEO of Mischief Management and the brains behind fan-driven events like BroadwayCon and LeakyCon. We explore how fandom builds community and why these spaces are more important than ever.

Muse: How did your journey start?

Melissa Anelli: We stumbled into it. I was running a Harry Potter fan site, The Leaky Cauldron, and a group of us attended a fan convention. Walking around, we kept saying, “We could do this, but in a way that feels even more for the fans.”

Our first event in 2009 was a financial disaster. But creatively, it was everything we hoped it would be—fans creating an event for other fans. The model clicked. By 2011, we’d grown from 700 attendees to 3,500 per day for the event we planned on the release weekend of the final Harry Potter film.

Today, we’ve expanded to events like BroadwayCon, RomanceCon and EnchantiCon, which embraces all things fantasy.

How’s your approach different from the rest?

Fans know when they’re being talked down to. Early on, there was this bizarre condescension toward fandom, like it wasn’t worth catering to. But fandom is where passion lives—it’s where joy starts. Our approach has always been to treat fans like collaborators, not customers. For example, we wanted every touchpoint at our events to feel thoughtful and personal. We make sure that everyone we work with, from security and sponsors to venue staff, know that the way they act toward our attendees matters. That’s the spirit of it—making every detail feel like it’s created by fans, for fans. We’ve also learned that when our special guests—whether they’re celebrities or creators—feel taken care of, that joy ripples out to the fans. A happy guest creates magic in the room.

You’ve worked across so many fandoms. What unifies them?

The universal thread is the desire for connection and respect. Fans want to feel seen, not only marketed to. When we create spaces, we focus on inclusivity and authenticity. At every event, we kick things off with meetups. It sounds simple, but for someone walking in alone, it’s everything. We often hear, “I was nervous about coming, but I left with so many friends.”

Inclusivity is key, too. Someone once told me, “Broadway doesn’t look like me, but BroadwayCon does.” That hit me hard. Every panel, interaction and detail needs to reflect a range of identities and experiences. You can’t tell people to “be themselves” without creating a space where that feels safe.

What advice would you give brands that want to partner with fan events?

Don’t just slap your logo on something and call it a day. The best brand moments happen when you lean into the fandom. One of my favorite examples is StubHub, which sponsored coat check stubs at BroadwayCon—so simple, but it felt thoughtful. Another was Mean Girls, which left ads written in lipstick on bathroom mirrors. It was so fun, and it got wiped off repeatedly by janitors, so we kept putting it back ourselves. Fans notice those playful, creative touches. Consult with someone who gets it. Find the nerdiest person on your team or bring in a partner who understands the fandom.

Looking ahead, what do you think is next for fan-driven events?

Fans can stream, post and connect online. So, when they gather in person, it has to feel special. We’re leaning into social media and influencers to complement traditional media. One influencer can have more impact than a full press campaign because they’re part of the fandom’s heartbeat. Ultimately, fandom is about moments—those unforgettable, “I was there” experiences. That’s what will keep fandom thriving.