In the marketing of cultural products such as films and music, advertising speaks first, criticism second, and the audience last. Producers and distributors of capital-intensive formats aim to control value chains through substantial upfront advertising investments—for example, Hollywood's advertising budgets often reach 50% or more of production costs. In the digital exchange sphere and platform economy, the audience's influence grows significantly.

Digital fan cultures become crucial for the success of films or music productions, transforming themselves into producers through feedback and distributed, platform-based production. This provides new opportunities for regional industries, such as those in Nigeria and South Korea. At the same time, advertising engagement and evaluation tools significantly shape production itself. With a focus on entertainment corporations and platforms interacting with producers in West Africa and East Asia and fans globally, this project examines how these corporations and platforms adapt their promotional strategies to the shifting roles of producers and fans within the transregional spaces of the "new world order of cultural production."