Hanna Kahlert

Hanna is one of our expert analysts, helping drive MIDiA’s research into the future of digital entertainment. Her key areas of interest are cross-entertainment audience behaviour, the creator economy, and social platforms.

Women making music

Cover image for Women making music
Hanna Kahlert
Music
Women
diversity
Even taking into account the impact of the pandemic, it has never been a better time for independent creators in the music business. The various 2020 lockdowns may have prevented artists from earning vital touring income and disrupted release and promotion cycles, but for many it also pushed new creativity, with nearly 70% of independent artists choosing to use the time to write or make new music.
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Is this the beginning of the end for Instagram?

Cover image for Is this the beginning of the end for Instagram?
Hanna Kahlert
Media and Marketing
Cultural trends
It has been a rocky month for social media – and a not-so-promising beginning to a new year. Years of debate have raged over the role of platforms like Facebook and Twitter in the content they host, and the impact it has – ranging from filter bubbles, to “fake news”, to campaigns against minority groups resulting in violence in Myanmar , have all brought to bear the responsibility of becoming mainstream portals to the Internet of Everything.
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Social media propositions are competing by homogenising?

Cover image for Social media propositions are competing by homogenising?
Hanna Kahlert
Media and Marketing
‘Tis the season for new social media layouts, it seems. Recently, Instagram has introduced a new layout featuring a combined Reels/Stories tab and a shopping tab; Twitter has rolled out its own form of stories, called “Fleets” (get it? Because they’re fleeting?) and Snapchat has, directly in the wake of its Voisey acquisition , launched TikTok-esque Spotlight , sponsored by creators.
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Virtual Reality: The flying cars of the 21st century

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Hanna Kahlert
Virtual reality – or “VR” – has been described as a potentially media transforming technology for years now . Desperate trend seekers have long harked its “potential”, certain that this little-understood, sci-fi-esque innovation will feature heavily in our digital futures (although, as MIDiA identified back in 2016 , VR’s mainstream adoption was always going to be heavily dependent upon content investment to match the hardware spend).
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Among Us: What brands can learn from gamer communities

Cover image for Among Us: What brands can learn from gamer communities
Hanna Kahlert
Last Tuesday, 27 October, a new record was set for the third-largest games stream in Twitch history , with an audience of between 300,000 and 400,000 over three and a half hours. It was not driven by a big-name gamer or high-profile tournament, however – but by Alexandria Ocasio Cortez (AOC), the young US senator, urging people to vote by taking to the wildly popular game.
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