Reports: Scenes

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

Cultural movements
A new take on mainstream for the fragmentation era

Mark Mulligan and Tatiana Cirisano

April 2025

Entertainment

mainstream

Cultural trends

Entertainment has become nichified, mainstream has become smaller, and audiences have fragmented. While this has been crucial to the rise of the long tail and the creator economy, there is a need for a...

Read more …

Kill the campaign
Music marketing needs branding, not direct response

Mark Mulligan and Tatiana Cirisano

February 2023

Streaming

Spotify

Marketing

The debate over a new streaming royalties regime is capturing attention, but economics will not fix the underlying paradigm shifts that are the true cause for streaming’s problems: there is not enough...

Read more …

A field of all levels
Strategizing music’s attention economy

Tatiana Cirisano

November 2022

Consumer behaviour

Music creators

Record labels

Over roughly the past decade, each stage in the evolution of the attention economy accelerated the pace of fragmentation and oversaturation in music, unearthing new challenges for each micro-generation...

Read more …