Ashleigh Millar

Ash's key areas of interest are social media and entertainment, short-form video, and online marketing.

2023 MIDiA predictions
Pivot point

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston, Perry Gresham, Samuel Griffin, Kazia Rothwell and Ben Woods

December 2022

Apple

YouTube

Amazon

In this report, MIDiA Research analysts present their predictions for what will be the big trends in digital media and tech across music, video, games, marketing, audio and cultural trends in 2023 and beyond. Themes for 2023: Cost-of-living crunch: Entertainment spending will weaken, but some formats will fare better than others Perceived value wil...

Meghan Trainor vs. Sam Smith: Newsflash, authentic(ish) marketing is ‘in’

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Ashleigh Millar

2 Nov 2022

Media and Marketing

If you have found yourself of TikTok over the last month, you will have most likely been inundated with Sam Smith ‘Unholy’ and Meghan Trainor ‘Made You Look’ content. The two artists made TikTok marketing a priority, but they have approached it in slightly different ways.

min read

Social media marketing is becoming its own cultural moment

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Hanna Kahlert and Ashleigh Millar

October 2022

Spotify

YouTube

Facebook

Audiences are changing the ways they interact with entertainment, as well as how they respond to advertising and marketing designed to promote it. Audiences are increasingly creative and engage in lean-through behaviours, are less tolerant of ads, and want more authenticity in their digital social lives.

'Unholy' goes viral
Social media marketing campaigns need audience support

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Hanna Kahlert and Ashleigh Millar

October 2022

Marketing Strategy

Media and Marketing

Read the case study …

Midnights: modern-day music marketing 101

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Ashleigh Millar

27 Oct 2022

online communities

Are we surprised that Taylor Swift has broken records (yet again) after dropping her new album, Midnights (and Midnights (3am Edition) )? In the first five days of release, Midnights earned more than an equivalent of 1.

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BeReal success: where is the popular app headed?

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Ashleigh Millar

15 Sep 2022

As of the end of August 2022 , BeReal was reported to have 10 million daily active users , not to mention that the app was number one in Apple’s App Store’s free app list in July (in Australia, the UK and US).

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Andrew Tate, the manosphere and social media platform responsibility

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Ashleigh Millar

30 Aug 2022

Millennials among us may remember Hunter Moore, a man that Rolling Stone aptly named “the most hated man on the internet” , and who is now the subject of Netflix’s recent documentary series of the same title.

min read

Re-creating the creator economy

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Richard Broadhurst

August 2022

Apple

Spotify

YouTube

Streaming first democratised the means of consumption, then distribution, and now production. Though the promise of the long tail may not have materialised quite as expected, long-tail and mid-tail creators are now a central component of the digital-entertainment economy.

Netflix sues Barlow and Bear: is all fair in love and content creation?

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Ashleigh Millar

4 Aug 2022

Barlow and Bear

TikTok sensations and The Unofficial Bridgerton Musical composers, Abigail Barlow and Emily Bear, are being sued by subscription video on demand (SVOD) giant Netflix, and it raises the question: how far can fan creators go before they infringe intellectual property (IP)? “What if Bridgerton was a ...

min read

Minions versus Lightyear: a tale of two contrasting fandoms

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Ashleigh Millar

12 Jul 2022

The new Universal / Illumination film, Minions: The Rise of Gru , has broken records for an Independence Day release to theatres – it grossed $123.1 million over the long weekend, beating the previous record-holder, Transformers: Dark of the Moon , which grossed $115.

min read

Instagram is trying TikTok features on for size – but does the shoe fit?

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Ashleigh Millar

19 May 2022

Instagram has started testing its new TikTok-esque make-over. The platform, which originally started as a photo-first app, has revealed its plans to push forward in a more video-first direction. This is following Meta’s revelation during its Q1 2022 earnings call earlier this month that its TikTok...

min read

Is the rising popularity of the BeReal app proof that raw authenticity is the social media trend of 2022?

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Ashleigh Millar

28 Apr 2022

‘Genuineness’ is trending on TikTok at the moment. Influencer celebrities have risen to fame because of their transparency and relatability, from the likes of Brittany Broski sharing candid, unfiltered content , to Eden Harvey sharing intimate and private moments with her followers to keep them ...

min read

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

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Ashleigh Millar

2 Mar 2022

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, songwriters, and producers alike.

min read

Why Disney’s Encanto is a cross-generational success

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Ashleigh Millar

14 Feb 2022

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 film’s soundtrack was composed by none other than Hamilton ’s Lin-Manuel Miranda.

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Why Instagram is climbing aboard the subscription bandwagon

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Ashleigh Millar

21 Jan 2022

Meta has announced that, following the success that came from its ‘fan subscriptions’ (now called ‘Subscriptions’) trial in June 2020, it will be testing the subscription model on Instagram via a select number of US-based creators.

min read

Why UK Christmas number ones are the current charity of choice

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Ashleigh Millar

23 Dec 2021

Christmas streams

It is the most wonderful time of year… we get to watch (and influence) the fight for the Official Charts’ UK Christmas number one. And in the lead for, arguably, the most coveted spot in UK music is none other than internet star LadBaby, featuring his wife and pop icons Ed Sheeran and Elton John...

min read

Subliminal marketing in the social era

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Ashleigh Millar

10 Dec 2021

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 visiting them in the night if they did not forward the email on to *insert number here* friend...

min read

A red-hot cultural movement (Taylor’s Version)

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Ashleigh Millar

23 Nov 2021

Here at MIDiA Research, we like to take a deep dive into fandom culture and the effect it has on industry progress and strategy. As of late, we have focused on the success behind tribal fandom (a skill that has somewhat been mastered by the K-pop genre – note the BTS A.

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

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Ashleigh Millar

1 Oct 2021

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 media app with hopes of finding musical success, similar to that of 24KGoldn and Nathan Evans.

min read

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