Mainstream is the new niche
![Cover image for Mainstream is the new niche](https://www.midiaresearch.com/storage/uploads/blog/featured/2222/cover_image-1718375036.png)
Blog post by
Mark Mulligan
Five years ago, we made the call that ‘niche is the new mainstream’ . Today, this dynamic is so fundamental to music and culture that we are firmly in the stage of second order consequences. Superstars...