Scenes A new lens for music marketing

Entertainment consumption and fandom are fragmenting in the internet era as a result of the steady erosion of linear audiences, the rise of asynchronous consumption, and the increased sophistication of personalisation algorithms. Consequently, identity and culture are fragmenting as well. This has led to the emergence of new, internet-centric scenes: shared identities made up of cross-entertainment elements, including, but not limited to, music. Music marketers and A&Rs can use scenes as the new lenses from which to strategize campaigns and develop talent.

Companies and brands mentioned in this report: A Star Is Born, Bo Burnham, BTS Army, Building Stans, Chartmetric, Clubhouse, Discord, Drake, Dua Lipa, Electric Daisy Carnival, Facebook, FANMADE, Fan To Band, Fave, Geert Hofstede, Instagram, Kate Bush, Lady Gaga, Meta, Miley Cyrus, Niche, One Direction, Shazam, Spotify, Stranger Things, Supreme, The Sopranos, TikTok, Tinder, Tony Bennett, Travis Scott, Twitter, Wikipedia, YouTube

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