Scenes are the new markets Why and how entertainment should go niche
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In 2022, MIDiA introduced scenes as a new lens for marketing music. This report expands on the concept, reintroducing scenes – groups of people whose shared interests, aesthetics, values, behaviours, and vernacular have coalesced into a shared lifestyle – as a wider business strategy reset for all of entertainment. The traditional blueprint of creating mass-market superstars no longer fits today’s hyper-fragmented, oversaturated market. Moreover, the dominant response – chasing virality – is becoming counterproductive. Companies can not only survive but thrive in this new reality by structuring talent scouting, development, marketing, and monetisation around scenes. This report provides frameworks for entertainment companies to predict and identify scenes, understand their roles within them, and restructure their businesses to serve and benefit from them.
Key data and insights in this report:
- The importance of being part of a scene to consumers
- Consumer attitude to a lesser-known music artist they like going mainstream
- Sense of consumer identity expressed through the entertainment they consume
- Consumer efforts to cut down on screen time
This report sources data from:
- MIDiA Research Consumer Survey Q1 2023, n=9,000 (US-1000, UK-1000, Australia-1000, Canada-1000, Germany-1000, France-1000, Sweden-1000, Japan-1000, Mexico-1000)
- MIDiA Research Consumer Survey Q1 2024, n=9,000 (US-1000, UK-1000, Australia-1000, Canada-1000, Germany-1000, France-1000, Poland-1000, Turkey-1000, South Africa-1000)
- MIDiA Research Consumer Survey Q3 2024, n=9,000 (US-1000, UK-1000, Australia-1000, Canada-1000, Germany-1000, France-1000, Netherlands-1000, Japan-1000, Mexico-1000)
Words: 7427 Pages: 24 Infographics: 5 (+3 appendix materials)
Companies and brands mentioned: A24, A Bathing Ape, Anime Expo, Berghain, Boiler Room, BPI, Chamberlain Coffee, Charli XCX, Creative Artists Agency, Criterion Collection, Crunchyroll, Discord, Doc Martens, Epic Games, Fabric, Fader, Fortnite, Golf Wang, Harley-Davidson, Hinge, Instagram, Lady Gaga, Legends of Runtera, Miller, Netflix, NTS Radio, Paradise Garage, PC Music, PlayStation, Red Bull, Reddit, Riot Games, Rolling Stone, Rough Trade, Sony Music Group, SoundCloud, Spotify, Taylor Swift, TikTok, True Damage, Tumblr, Universal Music Group, Valorant, Vans, Vans Warped Tour, Warner Music Entertainment, Weverse, WhatsApp, X, Youngboy Never Broke Again, and YouTube