Tati is one of MIDiA’s music analysts and consultants. Her coverage focuses on music fandom, the creator economy, streaming, and the crossover between social media and music.

Artists direct
Focus on passion, not professionalism

Tatiana Cirisano

May 2023

Spotify

Spotify

Soundcloud

All eyes of the music business are on artists direct, the fastest-growing segment of the industry. But the 6.4 million artists in this segment are far from a unified group, and have varied aspirations,...

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AI and the future of music
The future is already here

Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

May 2023

Spotify

Soundcloud

Netflix

Unlike most new technology hype cycles, the impact that artificial intelligence (AI) has on the world is already surpassing expectations. Within the music industry, AI will largely be an enabler and accelerant...

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An AI-generated Drake and The Weeknd collab is shaking the music industry

Case Study

Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

May 2023

Music

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Why AI generation might be just what music needs

Tatiana Cirisano

25 Apr 2023

record labels

artificial intelligence

Music Streaming

In her hit ‘Saoko’, Rosalía celebrates her multi-dimensionality, singing (translated from Spanish): “I contradict myself, I transform / I’m everything, I transform”. As artists navigate the...

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Live streams won’t steal ticket sales, but social just might

Tatiana Cirisano

18 Apr 2023

live streaming

coachella

music festivals

Frank Ocean’s headlining Coachella set on Sunday night was one of the most-anticipated sets ever, not least because the elusive singer has not performed publicly since 2017, but also because the performance...

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Music streaming’s looming generational blind spot

Tatiana Cirisano

6 Apr 2023

Music Streaming

millennials

gen z

Music streaming platforms have clamoured to attract Gen Z, with good reason. The cool, new kids out-stream everyone and are pioneering new ways to engage with music, yet they are spending more time on...

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US millennial snapshot
A looming generational blind spot

Kriss Thakrar and Tatiana Cirisano

April 2023

Spotify

YouTube

Deezer

In the US, 25-34-year-olds are the music industry’s most valuable segment. Yet their relationship with streaming is tenuous. Streaming is not meeting these consumers’ need for a more social, less algorithm-driven...

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Apple Music is winning over US 25-34s

Case Study

Kriss Thakrar and Tatiana Cirisano

April 2023

Apple

Spotify

Music

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CD Baby’s ‘Stages’ can serve both passion and professionalism

Case Study

Tatiana Cirisano

April 2023

Music

Business Strategy

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Why AI music may make fandom even more important

Tatiana Cirisano

22 Mar 2023

artificial intelligence

fragmented fandom

record labels

Artificial intelligence (AI) was as hot a topic as ever at last week’s SXSW conference, where debate swirled around how human artists will compete with AI-generated music. As more parts of music-making...

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The AI entertainment revolution
How artificial intelligence will reshape media consumption

Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

March 2023

Innovation

YouTube

google

2023 has been jump-started by rapid progression in the adoption of artificial intelligence (AI). From the launch of ChatGPT to AI-powered DJs, this technology is revolutionising common practices, impacting...

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AI use cases in the entertainment industry
Electric Sheep, Mubert, Unreal Engine 5, Descript, Uhmbrella, and My AI

Case Study

Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

March 2023

Cultural Trends

Critical Developments

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Spotify’s vertical feed could change music discovery, but not for the reason you think

Tatiana Cirisano

9 Mar 2023

Music Streaming

Spotify

Soundcloud

Just a few years ago, Spotify’s Rap Caviar playlist was a harbinger for culture. But a lot has changed. Artists want (and need) to build deeper relationships with fans, and gen Z consumers want more...

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Streaming is becoming more like radio — what now?

Tatiana Cirisano

2 Mar 2023

Music Streaming

Spotify

youtube music

Last week, both YouTube Music and Spotify launched new, radio-like features. Spotify introduced an AI-powered voice DJ, which will talk to users about why songs are included in personalised mixes. Meanwhile,...

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Music’s Instagram moment
The social music creation revolution

Tatiana Cirisano

March 2023

Consumer Behaviour

Apple

Spotify

Social media has steadily integrated music, and music creation tools have steadily become more social. These trends are converging, accelerated by shifts in consumer behaviour and artificial intelligence...

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Artiphon’s Minibeats brings social music creation to Snapchat

Case Study

Tatiana Cirisano

March 2023

Music

Product Strategy

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Should streaming take a cue from TikTok’s revamped creator program?

Tatiana Cirisano

23 Feb 2023

Music Streaming

Spotify

music industry

A year ago, VidCon co-founder and vlogger Hank Green posted a viral YouTube video lambasting TikTok’s $1 billion Creator Fund, claiming it delivered chump change to videos with millions of views. The...

min read

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Year of change
Themes that will shape entertainment in 2023

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston, Perry Gresham, Sam Griffin, Ben Woods and Srishti Das

February 2023

Spotify

YouTube

Amazon

This report deep dives into the themes identified in MIDiA’s 2023 predictions report. These themes will drive innovation in the digital entertainment landscape in 2023 across music, video, games, audio,...

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At the Grammys and Super Bowl, the last hurrah of the mainstream era

Tatiana Cirisano

14 Feb 2023

music industry

record labels

Music creators

Rihanna’s performance at the Super Bowl LVII over the weekend was remarkable for several reasons, but most of all was that she had not performed a show at this scale in seven long years. “The wait...

min read

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With its Australia experiment, TikTok gives the music industry the ultimate test

Tatiana Cirisano

9 Feb 2023

TikTok

social media

independent music

Licensing negotiations between platforms and the music industry come down to one question: which side needs the other more? The more that TikTok needs hit music to attract users, the more leverage the...

min read

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