Beyond fans: The relational labor and communication practices of creators on Patreon

Abstract

The digital patronage model provides content creators the opportunity to receive sustained financial support directly from their fans. Patreon is a popular digital patronage platform that represents a prime site for the study of creators’ relational labor with their fans. Through in-depth interviews with 21 Patreon creators, this study investigated different types of creator–patron relationships and the perceived benefits and challenges of carrying out relational labor. We found that creators construct a variety of relationships with patrons, ranging from purely transactional to intimately familial. Creators benefit from relational labor in that it encourages patrons to treat the creator as a person rather than a product, resulting in both financial and emotional support. However, creators face difficulties in maintaining appropriate relational boundaries with patrons, some of whom control a substantial part of a creator’s income.