831 Tales co-founders Claire Mazur and Erica Cerulo constructed their romance leisure firm across the query: “what does it appear like to be a contemporary fan?”
The e book writer and romance way of life model launched its first title, Massive Fan, in September 2024, and has plans to launch six extra inside its first 12 months in enterprise. Thus far, 5 titles are out. The corporate releases books in partnership with Artists Fairness with distribution by Simon & Schuster, and is represented by UTA.
To serve the trendy romance novel fan, 831 seeks to provide readers the expertise of storytelling past the web page—impressed by the best way Bravo caters to actuality TV followers, Marvel to comedian e book lovers, and A24 to cinephiles.
“Our hope is that this does a variety of work of introducing folks to the world of 831,” Mazur informed ADWEEK.
Mazur and Cerulo beforehand based the e-commerce model Of a Sort, which they bought to Mattress, Bathtub & Past in 2015. Additionally they co-host a podcast and write a publication, A Factor Or Two, about their entrepreneurial journey.
Earlier than it had commissioned any books, 831 led with the thought of romance studying as a life-style by releasing a line of hats with in style romance tropes spelled out in cursive, together with “superstar / regular individual,” “pretend relationship,” and “second-chance romance.” Celebrities from Chloe Kim to Kristen Bell have been photographed in 831’s signature hats.
831’s iconic trope hats additionally function market analysis.831 Tales
The hats served to extend model consciousness and to sign to romance readers that the model is right here to serve them. However their reputation additionally signifies what sort of novels its viewers is most fascinated about.
For instance, the “enemies to lovers” hat was persistently a frontrunner in gross sales, however 831 didn’t have a e book that adopted this style trope in its line up but. Its first one, Sq. Waves, got here out final month in response, mentioned Cerulo.
Merch performs a a lot larger function in 831’s enterprise than Cerulo and Mazur anticipated. It brings in “so much” of income, mentioned Mazur, declining to share precise numbers. 831 wholesales its merch at varied booksellers, primarily these with a romance focus, like The Ripped Bodice.
Different 831 merch is much less typical, providing “in-universe” merchandise that “have interaction the tales in a tactile manner,” mentioned Mazur. As an illustration, its sweatshirt studying “The Simply OK Gatsby” references its film set romance, Set Piece. It additionally sells merch for the love curiosity’s fictional band in Hardly Strangers.
These various kinds of merch provide varied entry factors and a differentiated manner for readers to have interaction with the model. Cerulo pointed to the halo impact “The Simply OK Gatsby” sweatshirt acquired when author, actor, and director Lena Dunham posted a photograph sporting it on her Instagram.
“Individuals come to our website to purchase the sweatshirt and purchase the e book off the again of that. It’s positively not the best way that different publishers or leisure firms are promoting books,” she mentioned.
Why 831 commissions fan fiction from creators
For every of its titles, 831 commissions fan fiction from writers—most of whom are Bookstagram or BookTok creators, or run e book golf equipment. Its roster of fan fiction writers embrace Cat Chiang, Nic Marna, and Zoë Jackson, in addition to a handful of smaller creators. Thus far, 19 fan fiction tales dwell on 831’s web site.
831 reaches out to creators to ask if they’re fascinated about writing fan fiction for a given title; in the event that they agree, 831 doesn’t edit the story earlier than importing it to its website, mentioned Mazur. Creators then submit their commissioned fan fiction on social, creating one other advertising and marketing touchpoint for 831’s model.
It’s primarily a fan-forward influencer technique. “Individuals come who comply with these creators to learn the fan fiction and discover out about 831,” mentioned Mazur.
Whereas fan fiction creates extra consciousness for 831’s model, the technique runs the danger of rubbing followers the mistaken manner, because it turns an un-sanctioned, de-centralized, and free work into promoting for its titles. In response to potential criticism, Cerulo emphasised the joy of with the ability to pay writers for his or her work—although she declined to offer particular charges.
“For some, commissioning fan fiction feels antithetical to the thought of fan fiction,” mentioned Mazur. “For us, it’s about recognizing, honoring, celebrating, and inspiring the act of generative fandom.”
Related criticisms may very well be geared toward 831’s in-universe merch, which, like fan fiction, is often made by followers and bought on platforms like Etsy.
“Generative fandom is a extremely necessary a part of the ecosystem, however there’s one thing completely different about it coming straight from the creator of the story,” Mazur mentioned. “It takes on a special really feel or tenor.”
Embedding with the Fandom
831 identifies creators it really works with by researching what the romance group is studying and speaking about throughout platforms like Instagram, TikTok, Reddit, and Goodreads.
“We spend time on Goodreads evaluations and see how folks speak about our books and romance on the whole. They inform you what they’re searching for and what they like,” mentioned Cerulo.
About six months earlier than 831’s official launch in September 2024, it started internet hosting and attending occasions, each to unfold the phrase and to be taught from the group about what books they’re enthusiastic about and responding to. Occasions stay a key a part of 831’s technique.
831 caters to a fan sensibility all the way down to its distinct e book covers—a key a part of its branding—which function easter eggs. The colour-block ratio is an 8-3-1 grid and the numbers are additionally hidden in a cupid figurine on the quilt of each e book. It really works with design agency C47 for all of its visuals, from e book covers to merch.
Thus far, its consideration to element is paying off—bookstores just like the Strand in New York Metropolis are displaying its books collectively as a set.
Going ahead, 831 will proceed to look to followers for inspiration and steering round what initiatives to fee subsequent.
“It’s all the time been our intention to have a dialog with the fandom, to allow them to assist us form the kinds of tales we’re telling and in what manner,” mentioned Mazur. “That’s the way it ought to be.”
