This document provides an overview of Bessie Chu's presentation on marketing via fandom and participatory culture. It begins with Chu's agenda and theoretical framework, which draws from literature on hierarchies of taste, waves of fandom, web practices as culture, and power struggles in web 2.0. Chu then discusses recent scholarship around topics like intentional activations of commercial fan practices, comparisons of fan interactions for different TV shows, and the mainstreaming of fan practices. The document aims to bring awareness to how marketing mimics fan practices and their growing impact in web 2.0 and society.