In a phenomenon that's taking the publishing industry by storm, romantasy – a genre that combines romance and fantasy – is experiencing unprecedented success, thanks in large part to the influence of BookTok and the growing popularity of fantasy balls. The trend has given rise to a new breed of performers, dubbed "book boyfriends" and "shadow daddies," who are cashing in on the craze by embodying beloved characters from popular book series.

At the heart of the romantasy phenomenon is BookTok, a community of book lovers on TikTok who share their passion for reading through creative videos and reviews. The hashtag "romantasy" has seen a 300% increase in usage over the past year, with many BookTok influencers amassing large followings and driving sales of romantasy books. One of the most successful authors in the genre is Sarah J. Maas, whose A Court of Thorns and Roses series has sold 38 million copies worldwide.

Fantasy balls, which are unofficial fan events that bring together readers and performers, have become a key part of the romantasy experience. These events, which can last up to six hours, feature performers dressed in elaborate costumes, choreographed dance routines, and photo opportunities with fans. Attendees pay between $100 and $400 for tickets, with VIP packages offering exclusive experiences like dancing with their favorite characters. The events have become a major draw, with many selling out quickly.

Performers like Zach Harrison, who embodies the character of Cassian from A Court of Thorns and Roses, have become minor celebrities in their own right. Harrison, who has no prior experience with the book series, was approached by an event booker to play the role and has since become a fan favorite. "There's a bit of weight that comes with being an established character that people love," he says. "It's a chance for you to be part of that story that you've been lost in so many times. And come away with a picture."

While the romantasy trend has created new opportunities for performers and authors, it's also raised questions about the industry's best practices. Many performers, like Shaun Wada, a bookish content creator and performer, have invested heavily in costuming and training, but the pay can be variable and there are no corporate sponsorships. Wada, who has appeared at several balls, says the scene has exploded in the last year, but it's still more of a passion project than a viable career.

Despite the challenges, the romantasy trend shows no signs of slowing down. TikTok has taken notice of the potential of bookish content to drive real-life sales, and the company has announced plans to expand into the publishing industry. The rise of romantasy has also created new opportunities for authors, with many seeing their books propelled to the top of bestseller lists. As Netta Baker, an advanced instructor at Virginia Tech who studies romantasy and BookTok, notes, "Romance is the only genre largely written by women and queer people, for women and queer people. Part of the draw of romance, as a genre, is that it allows people to explore desire and sexual fantasy safely."

As the romantasy trend continues to evolve, it's clear that it's not just about the books – it's about the community and the experiences that come with them. For fans, performers, and authors alike, the rise of romantasy represents a new era in the publishing industry, one that's driven by passion, creativity, and a desire for connection. As Zach Harrison says, "I'm acutely aware that the ride can end at any time. My goal, like many of the fans at these balls, is just to enjoy the dance, while the music's playing."