Romance Genre Evolves: From Hidden Pleasure to Proud Fandom

The romance genre has undergone a significant transformation in recent years, evolving from a source of "internalized shame" to a celebrated fandom. This shift was evident at a recent book launch event in Brooklyn for Alexandra Romanoff's "Big Fan," the debut novel from 831 Stories.

The event, held at an Anaïs Nin-themed bar, showcased the new face of romance readership. Attendees, primarily influential users of Bookstagram, BookTok, and book-focused Substacks, eagerly discussed upcoming releases and shared their experiences.

Leah Koch, co-owner of The Ripped Bodice, noted the stark contrast between current and past romance readers. The Ripped Bodice, which opened in Culver City, California, in 2016 as the country's first romance bookstore, has since expanded to Brooklyn. Koch observed that earlier generations were less likely to openly embrace their love for the genre.

Publishers are adapting to this new landscape by borrowing strategies from other entertainment sectors. Erica Cerulo, co-founder of 831 Stories, mentioned the potential of "tapping into that midnight listening party energy," reminiscent of Taylor Swift's album previews.

Dominique Raccah, publisher at Sourcebooks, highlighted the "complete evolution and revolution in readers." In response to the social media success of authors like Colleen Hoover and Emily Henry, Sourcebooks launched Bloom Books in 2020. This imprint focuses on authors with substantial followings on platforms like Kindle Unlimited, aiming to expand their reach through traditional distribution channels.

The engagement between authors and fans has intensified, with writers providing bonus content, merchandise, and meet-and-greet opportunities. Live events have gained popularity, filling the void left by the decline of traditional industry gatherings. The Romance Writers of America, for instance, filed for bankruptcy in May 2024.

These events often resemble fan conventions, with multi-day programs featuring numerous authors and tiered ticket systems. Attendees enthusiastically collect books, posters, and other merchandise, sometimes even engaging in cosplay.

831 Stories is embracing this trend with its approach to "Big Fan." The imprint has commissioned fanfiction and an original song tied to the novel's plot, available on Spotify. They've also created merchandise that connects directly to the story, such as concert T-shirts for the fictional band featured in the book.

Romanoff, previously known for young adult novels under the name Zan Romanoff, expressed satisfaction with how the project allowed her to explore themes of digital exposure while maintaining her authentic voice.

The evolution of the romance genre reflects broader trends in entertainment, with publishers recognizing the value of creating immersive experiences for readers. As the industry continues to adapt, it's clear that romance literature is no longer a guilty pleasure, but a proudly celebrated passion.

"I wouldn't be embarrassed to be seen reading this on the subway."

This comment underscores the changing perception of romance literature, as readers increasingly embrace the genre without reservation.