Tatiana Cirisano

Tatiana is Vice President of Music Strategy at MIDiA. Prior to this, she served as a music business reporter for Billboard, where she wrote award-winning industry analysis as well as cover stories on artists like Tame Impala and Alicia Keys. Throughout her work she is dedicated to publishing fresh perspectives that drive the music industry forward, with an emphasis on fandom and consumer behaviour.

What music could gain from social platform subscriptions

Tatiana Cirisano

17 Oct 2023

TikTok Twitter Instagram

Last week, Epic Games’ comments about “low margins” in the creator economy prompted a burning question : What happens when consumer creations become more popular than the core content they draw from? Consumers increasingly express their fandom through creation, and we believe this will be one ...

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Epic blames layoffs on low creator margins — what does that mean for the rest of entertainment?

Tatiana Cirisano

4 Oct 2023

Epic Games bytedance Content Creators

Increasingly, engaging with entertainment involves some form of creation — be it turning your life into a Wes Anderson film , making songs with Grimes’ vocals , or learning the choreography to your new favourite music video .

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Misaligned incentives
The cost of a broken business

Tatiana Cirisano

29 Sep 2023

Business Strategy

Many of the music industry’s current woes can be traced back to misaligned incentives. Current streaming economics push record labels, streaming services, and artists in conflicting directions: Labels chase viral songs to grow market share, streaming services are motivated to lower the cost of licensing music, and artists must venture outside the...

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Latent potential
Japan music consumer user profile

Mark Mulligan and Tatiana Cirisano

19 Sep 2023

Music streaming Audience Insight

This report presents MIDiA consumer data for key music behaviours of Japan’s consumers. The data covered includes streaming app usage, social app usage, key audio formats (radio, streaming, and podcasts), fandom / identity, and artist content. All data is from our Q1 2023 survey, fielded in US, Canada, Mexico, Australia, Japan, Sweden, France, Ge...

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Artist subscriptions are the superfan opportunity

Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

30 Aug 2023

Business Strategy

Streaming is at a tipping point. Revenue growth slowed to 6.0% in 2022, labels want new royalty systems, consumption is commodified, TikTok is diluting cultural capital, creators are questioning effort ROI, and AI is here. Music rightsholders need their next growth driver.

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Dance Cry Dance Break innovates subscriptions with artist storytelling

Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

30 Aug 2023

Dance Cry Dance is a boutique record label that positions itself as ‘a young and growing record collective with an equitable profit-sharing model created for artists by artists’. In 2022, the label launched Dance Cry Dance Break , an ‘audio magazine’ featuring new music from independent artists alongside stories and essays inspired by their...

Up close and personal: when the algorithm goes too far

Tatiana Cirisano

24 Aug 2023

artificial intelligence Social media algorithm

Today’s entertainment world is characterised by hyper-personalisation. Everyone has a unique TikTok feed tailored specifically to their own niches. DSP playlists have names like “For You” and “Made For [username]”.

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The state and future of music fandom
Unleashing fan creativity

Tatiana Cirisano

21 Aug 2023

Spotify YouTube SoundCloud

Streaming is buckling under the weight of new music being released every day, listenership is fragmenting, and artificial intelligence is poised to intensify these challenges. The music industry’s next era of growth lies in monetising fandom, not consumption.

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Grimes leans into fan creativity with Elf.Tech

Tatiana Cirisano

21 Aug 2023

Fandom

Grimes leans into fan creativity with Elf.Tech When artificial intelligence (AI)-generated songs mimicking the vocals of real artists began circulating the internet in spring 2023, the music industry’s immediate response was fear. Understandably so — it is difficult to discern these so-called ‘deepfakes’ from artists’ authentic releases, ...

Misaligned incentives make the music business a zero-sum game

Tatiana Cirisano

17 Aug 2023

Record labels streaming services Music creators

“Pop Stars Aren’t Popping Like They Used To”, Billboard ’s Elias Leight writes in a recent article, in which record label executives stress over the struggle to break new artists. The article (or at least, the headline) stirred up a storm on Twitter — ahem, X — last week, where many user...

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Can Swift and Beyoncé save the economy? What the data says about music tourism

Tatiana Cirisano

10 Aug 2023

live music touring beyonce

Taylor Swift and Beyoncé have more accolades than most artists in history. Now they can add “saving the economy” to the list — well, sort of. Governing bodies in cities from Chicago to Philadelphia to Stockholm have credited the duo’s respective concerts for boosting local tourism (and temp...

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How live music will change in the next decade

Tatiana Cirisano

20 Jul 2023

live music touring live audiences

The pandemic sent shock waves through the live music industry — a historic, catastrophic disruption to a decades-old business. But just because touring is back, does not mean that we are in the clear.

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Return to live
Post-pandemic music fans

Kriss Thakrar and Tatiana Cirisano

20 Jul 2023

Consumer behaviour live music Music creators

Today’s live music audience skews 45+, with rock concerts and theatres / concert halls dominating sales. Fandom is by far the strongest factor in purchasing tickets, eclipsing price, and location. So, despite challenges like inflation and scalping, most concertgoers plan to attend more or the same number of concerts going forward.

Will ByteDance build the first cultural graph for music recommendations?

Tatiana Cirisano

11 Jul 2023

TikTok bytedance Music streaming

ByteDance’s long-awaited new subscription streaming app, TikTok Music, is here, with an initial launch in Indonesia and Brazil. The news overshadowed the US beta launch of ByteDance’s new music creation app, Ripple, which is likely to make waves.

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Right place, right time: Taylor Swift's track to the first $1 billion tour

Tatiana Cirisano

29 Jun 2023

Taylor Swift Record labels music marketing

Another day, another record for Taylor Swift. As Wall Street Journal broke down this week, the superstar is now on track to achieve the first $1 billion tour in music history. A billion factors and decisions led up to this moment, with Swift’s songwriting artistry and business savvy high among the...

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Who tomorrow's music business is being built for

Tatiana Cirisano

22 Jun 2023

Music creators Music Product Strategy

The creator tools industry, meaning the market for music-making hardware and software, has historically served as the funnel to the recorded music industry. At the centre of that industry are big record labels, which trade on career artists.

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As Spotify's door closes on Soundtrap, another opens

Tatiana Cirisano

16 Jun 2023

Music streaming Spotify SoundCloud

Writing about a new era of music fluidity last month, we noted how streaming services might align more closely with creation, as Spotify has done by acquiring music creation platform Soundtrap. Well, that vision for Spotify is no longer.

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What ‘Barbie’, ‘The Idol’, and more say about the future of artists in film

Tatiana Cirisano

8 Jun 2023

music industry Record labels Music publishing

2023 is already shaping up to be another big year for music artists in Hollywood. Late last month, Jack Harlow made his acting debut in a Hulu remake of 1992 basketball comedy White Men Can’t Jump . The Weeknd (who is now going by Abel Tesfaye) stars in Max’s controversial new series, The Idol ,...

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UMG, Endel, and the case for labels in the AI space

Tatiana Cirisano

1 Jun 2023

Universal Music Group Warner Music Group Record labels

The flood of new music created using artificial intelligence (AI) will further erode major label market share, and some label executives’ recent comments about the value of human-made music seem to put those fears in plain sight.

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Livestreaming strategy in a social-video world
Work with UGC, not against it

Tatiana Cirisano

1 Jun 2023

live Amazon Prime gigs

Livestreamed concerts are establishing themselves as complementary experiences, rather than replacements for in-person gigs. A picture of the average livestreamer — older millennials who are entertainment super-consumers — is coming into focus. Now, as the rise of social video coincides with the return of in-person concerts and festivals, user-...

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