This week's big idea: Halloween is now a fandom economy, and brands, artists, and fans are all playing along.
Halloween isn't just one day anymore. It feels like it's been Halloween all month, and the numbers back that up.
According to the National Retail Federation, Americans are expected to spend a record $13.5 billion on Halloween in 2026, across costumes, candy, decorations, and more.
Around it, brand partnerships, events, and music moments pop up everywhere. It's a snapshot of what we're collectively obsessed with.
Want to see the bleeding edge of pop culture fandom? Look at what people are dressing as. Do you know who Dungeon Crawler Carl is? You will soon!
Me? I’m in a Jackson state of mind.
I loved the Michael Jackson movie when I saw it this summer, so much so that I'm dressing as MJ on Saturday night. I still need some help with my moonwalk, but when I check out the man in the mirror in costume with the glove, I'm definitely feeling BAD. Follow along on IG to see it unfold in real time.
🎤 Nue Spotlight
And speaking of the Jackson family, we’ve got another big moment coming up!
Nue is working with Airtab Music on Janet Jackson’s CONTROL 40: Four Decades of Hits, taking place December 12 at Amerant Bank Arena in Sunrise, Florida, just outside Miami.
The performance will be filmed live as part of a global motion picture concert film event. Select tickets are still available, and there’s still room for brands to get in on the action.
Brands interested in getting involved? Hit reply and let's talk.
Now, back to Halloween!
👻 Halloween Is Part of the Original Fandom Economy
A recently updated New York Times story reminded me that Halloween was one of the earliest expressions of fandom.
Back in the 1970s, fans dressed as Star Wars characters. Today, they’re dressing as their favorite musicians, memes, and streaming characters.
Halloween has evolved from dressing up as something scary to dressing up as something culturally relevant.
And brands have caught on.
🧟 The Brands Are Getting Spooky
Some of my favorite examples of brands tapping into Halloween culture:
The takeaway? Collabs and novelty formats beat classic flavors. The winning brands borrow someone else's fandom.
💀 Skelly Is a Star
One of my favorite Halloween stories is the rise of Skelly, Home Depot’s 12-foot skeleton.
What started as an oversized lawn decoration has become a bona fide cultural phenomenon, complete with a dedicated fan community and year-round appearances.
A skeleton has become a celebrity.
It’s a great reminder that sometimes the most successful brand characters aren’t created in Hollywood. They’re created by consumers who embrace them, share them, and make them their own.
🎵 Music Is Getting in on the Action
The Jonas Brothers are taking Halloween into Roblox with a virtual concert experience.
It’s another example of music moving beyond traditional stages and into interactive worlds where fans can participate rather than simply watch.
And that’s really what ties all these trends together.
Halloween is no longer just about costumes and candy. It’s about participation.
Whether you're dressing as your favorite artist, attending a virtual concert, or putting a 12-foot skeleton on your lawn, you're showing the world what culture you're part of.
Your turn: What's the best Halloween brand collab or costume you've seen this year? You have all weekend to hit reply and tell me.
Because up next, we move into a November state of mind with Daylights savings on Sunday (so you can sleep in) and Día de los Muertos coming in a few days.
Have a spooky one!
Musically yours,
🎙 POD Tricks, Treats and Trends The Daily unpacks the trends driving how we celebrate Halloween this year. (The Daily, NYT)
🎵 MUSIC A New Canon of Halloween Music: All Songs Considered NPR looks at the newer songs earning a spot on the Halloween playlist. (NPR)
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About Nue Agency
Nue is a creative music agency that leverages the power of music culture to help our clients make deeper connections with their consumers. Each week in our Beats + Bytes newsletter, we highlight the best stories, news and trends happening in the industry to keep you up on what's new. To learn more about what we do, contact us here!
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