Always Wanting More is a documentary film investigating the culture of pop rock bands and the fanatic behavior exhibited by their fans. The purpose of the documentary is to understand the impact of music, marketing, and social media on culture, adolescent identity, and the music industry. This musical genre consists of young artists, signed to independent record labels (or unsigned) that play a radio-friendly style of rock music. The bands in this genre are much more accessible to their fans than the pop idols of the past due primarily to internet sites such as Facebook, MySpace and Twitter. Lack of media coverage of this genre and its impact on youth culture fueled my decision to use film to capture the dynamic nature of the concerts, including the sounds, the fans, and the overall intensity of these events. The documentary was filmed between May 2010 and February 2011 and covered both large festivals and smaller concerts. Through interviews with bands, fans, parents, industry insiders and experts in relevant academic disciplines, I uncovered a wide range of opinions as to the value and importance of the increased levels of intimacy between music celebrities and their fans made possible by the new social media technologies. The documentary investigates this musical world as an interesting and suggestive example of wider cultural currents and as a barometer of the current youth culture zeitgeist. The intertwined and synergetic impacts of social media and charismatic pop music bands are doubtlessly having powerful influences on impressionable young people and our hope is that Always Wanting More can shed some meaningful light on this phenomenon.