marketing strategy blog by MIDiA Research

Blog: marketing strategy

The Kate Bush resurgence shows that music consumption has no time stamp

Blog post by Keith Jopling

13 Jun 2022

There are not many good news stories at the moment. It has brightened up my summer a little, though, to see music legend Kate Bush (or ‘our Kate’ if you happen to be British) acknowledge that her song,...

Burning out and fading away: the exhausting job of marketing new music

Blog post by Keith Jopling

31 May 2022

streaming

Marketing

Online video

The recent protests by music artists about the pressures of keeping up a constant presence on social media are disconcerting in an age when many artists are struggling with mental health issues and wellbeing....

The record label addiction to virality is about the attention recession, too

Blog post by Tatiana Cirisano

26 May 2022

social media

Content Creators

creator economy

In a painfully-of-the-moment twist of irony, Halsey went viral on TikTok this week for speaking out about the pressure to do just that. “Basically I have a song that I love that I wanna release ASAP,...

Why the remix challenge is primed for a revival

Blog post by Tatiana Cirisano

14 Apr 2022

TikTok

social media

music marketing

Remix challenges have been part of the record label toolbox for more than a decade. Artists let contestants purchase or earn song stems; then the artist and fans vote on the best remixes. The idea is simple:...

Non-music companies should be taking notes from the music marketing playbook

Blog post by Ashleigh Millar

2 Mar 2022

social media

SVOD

Marketing

It is evident that the music industry’s social media marketing model – specifically on TikTok – is particularly effective in elevating the careers and profiles of the new generation of music artists,...

Why Disney’s Encanto is a cross-generational success

Blog post by Ashleigh Millar

14 Feb 2022

Disney+

TikTok

SVOD

For the last month and a half, Disney’s Encanto has been taking the world by storm . Encanto tells the story of the magical ‘Madrigal’ family who live in the mountains of Colombia, and the animated...

Quick take: Gunna’s triumph over The Weeknd is all about moving the culture

Blog post by Tatiana Cirisano

20 Jan 2022

Marketing

Music

Media and Marketing

For the past week, hip-hop Twitter was buzzing with debate. The Weeknd and Gunna both released surprise albums on 7th January: Dawn FM and DS4EVER , respectively. So, whose album would come out...

How relevant are awards in the age of Spotify Wrapped?

Blog post by Keith Jopling

12 Jan 2022

streaming

netflix

Spotify

Are awards ceremonies relevant in today's entertainment landscape? The widespread boycott by major movie stars of this year’s Golden Globes is more than a temporary protest and will lead to a major period...

Subliminal marketing in the social era

Blog post by Ashleigh Millar

10 Dec 2021

TikTok

music marketing

Media & Marketing

Our millennial readers might recall the days of their first email accounts – back in the nineties and noughties – when their friends would send them chain mail with the threat of some ghoulish creature...

MIDiA Consulting looks forward to 2022

Blog post by Keith Jopling

2 Dec 2021

streaming

Strategy

Marketing

Our Consulting Director Keith Jopling reflects on how MIDiA's consulting capability has developed over the past few years. Back when MIDiA first formed, the music industry’s future was still hanging...

Looking forward and back: Why song interpolations reflect a new music industry outlook

Blog post by Tatiana Cirisano

2 Dec 2021

catalogue

music publishing

Music

If many popular songs from the past year sound familiar, it might be because they are. Song interpolations – when artists copy another song’s underlying melody, often with modified lyrics – are increasingly...

Out with viral, in with niche: TikTok’s impact on music changes form

Blog post by Tatiana Cirisano

26 Nov 2021

TikTok

social music

Music

In 2020, TikTok users proved their power for turning songs into hits. Tracks associated with dance challenges, memes and other TikTok trends regularly cracked the top 10 of the Billboard Hot 100 songs...

The attention economy after the lockdown boom

Blog post by Mark Mulligan

25 Nov 2021

attention economy

attention

media consumption

The attention economy is the cornerstone of all entertainment businesses. Throughout the 2010s, it just grew and grew, with more and more digital entertainment options filling consumers’ downtime. Staring...

Why Adele is Bond and BTS is Squid Game

Blog post by Mark Mulligan

25 Oct 2021

adele

BTS

niche

When Spotify announced that Adele had broken the record for the most streams in one day, with 19.8 million streams , the caveat was that this was true as long as you do not include all of the streams...

HBO Max bets on prestige programming and fandom to drive its European rollout

Blog post by Tim Mulligan

5 Oct 2021

HBO Max

HBO Max European Launch

House of the Dragon

This morning Warner Media delivered a slick presentation announcing the October 26th launch of its D2C service, HBO Max, in the Nordics, as well as Spain and Andorra. This will be followed by a 2022 rollout...

Is live-stream composition the new formula for a hit album?

Blog post by Ashleigh Millar

1 Oct 2021

TikTok

live streaming

songwriters

We are no stranger to TikTok and its impact on the music industry, which is changing the structure of the business one viral video at a time. Artists and composers are flocking to the innovative social...

Quick take: Word of mouth is no longer the single most powerful games discovery tool

Blog post by Karol Severin

3 Sep 2021

games discovery

word of mouth

social media

Do you know the saying ‘ word of mouth is the most powerful marketing tool ’? Well, things are changing - or at least evolving. MIDiA’s Q2 2021 consumer survey states that 25% of consumers typically...

A handful of sports dominate fandom among esports viewers, but opportunity still exists for many

Blog post by Karol Severin

11 Aug 2021

esports

Sports

fandom

Sports are increasingly executing on the overlap between gaming and esports. A handful of sports have established a strong foothold and lead among esports viewers. Data shows, however, that the still-emerging...

What is an artist in the age of creators?

Blog post by Kriss Thakrar

26 Jul 2021

Strategy

Marketing

YouTube

MIDiA has previously explored what it means to be a superstar in today’s industry. Here we go deeper into the fundamental of what it is to be an artist. YouTuber, boxer and rapper KSI achieved his first...

Marketing a game? Put enough focus on Discord and TikTok

Blog post by Karol Severin

7 Jun 2021

games marketing

TikTok

Discord

TikTok and Discord are essential channels for effective gamer targeting. MIDiA’s Q1 2021 survey states that weekly active user penetration of the two services over-indexes among mobile and console gamers...

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