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.

Social media reboot
The rise of social 2.0 and the emancipation of the digital native

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Hanna Kahlert

April 2021

Innovation

YouTube

YouTube

Social media is entering a new phase of innovation. Facebook’s trio of applications, alongside Snapchat, Twitter and other incumbents, still have market dominance. However, the rapid growth of TikTok, Discord and Clubhouse since the coronavirus-prompted lockdowns, alongside a migration to digital-first life, are early indicators of demand for –...

Beer Buddy
Beer Buddy | The case for social app simplicity

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Hanna Kahlert

April 2021

Read the case study …

Lockdown & Dragons: Fantasy proves the fandom effect

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Hanna Kahlert

8 Apr 2021

Media and Marketing

With vaccine rollouts gaining momentum, the post-COVID attention crunch is looming large for the digital entertainment propositions which have all experienced booms over lockdown. The competition is on – making it more essential than ever to understand the trends behind shifting consumer behaviour...

min read

When women don’t make music: The sunset of Indian Folk

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Hanna Kahlert

29 Mar 2021

indian folk music

MIDiA recently released a study on the experiences of women in the music industry ( free to download here ), discussing both the broad-level challenges they face – but also pointing to the positives, the opportunities, and the methods that are working and can work to build a better industry of the...

min read

BE THE CHANGE - Women Making Music

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Hanna Kahlert and Srishti Das

March 2021

Creators

Independent artists

Strategy

The second iteration of this project is available to download here . Be The Change: Women Making Music Key insights Gendered expectations have skewed recognition and reward in the music industry: of 401 women creators around the world, 81% think that it is harder for female artists to get recognition than male artists Linked to this is the fact tha...

Digital consumption habits
How tomorrow’s audiences will reshape entertainment

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Hanna Kahlert

March 2021

Streaming

Discovery

Discovery

Digital-first access has shaped mainstream consumption, but for digital natives, it has also shaped their core behaviours. Music consumption is now fragmented across artists, becoming a personalised, anytime anywhere activity – making the value exchange more niche and personal.

What does the NFT hype mean for artists?

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Hanna Kahlert

18 Mar 2021

Media and Marketing

non fungible token

Soon after the #GameStonks event of January 2021 , Elon Musk reined in the increasingly investment-savvy digital sphere back around to cryptocurrency, using his Tesla company to purchase $1.5 billion worth of Bitcoin, and announcing that it planned to accept Bitcoin as payment.

min read

Women making music: The COVID impact

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Hanna Kahlert

8 Mar 2021

international womens day

The last 12 months have been marked mostly by the coronavirus pandemic, which has pushed much of life to the digital world. 70% of independent artists overall spent much of the time over lockdowns creating more music, many taking more autonomy over their own marketing and production.

min read

Fans come first in the attention recession

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Hanna Kahlert

2 Mar 2021

Media and Marketing

As vaccine rollouts gain momentum, the clock is ticking on the attention boom enabled by lockdowns over the last 12 months. The 12% of additional time spent on entertainment is going to contract sharply as consumers are freed to spend time outside of their homes on pre-pandemic activities and compel...

min read

2020 in review
Lockdown legacy impacts on entertainment

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Hanna Kahlert

February 2021

Streaming

Netflix

Netflix

Digital connections have filled the void left by real-world activities, globalising culture and experience. Yet this comes at the cost of deepening divides in trust and perspective. Changing economic circumstances have brought about a demographic dichotomy of age and income.

Clubhouse and the next evolution of audio

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Hanna Kahlert

23 Feb 2021

Media and Marketing

Audio has seen an overall boom during the last year , with audiobooks alone significantly gaining consumer attention time and attracting audience over from radio. Podcasts have also grown in the lockdown periods, as background audio surges into the space left behind by contextual ambiance.

min read

Taylor Swift and the changing tide of artist power

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Hanna Kahlert

16 Feb 2021

Media and Marketing

Cultural trends

In the latest episode of a long-running feud between Taylor Swift and Big Machine Records, the western princess turned pop icon is releasing the first of her original re-recorded albums under her own ownership.

min read

UMG licensing deal solidifies TikTok’s lead in social media innovation

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Hanna Kahlert

9 Feb 2021

Media and Marketing

In September of last year, TikTok was facing a presidential ban in the US. Not five months later, it is hosted by Oracle , a US tech company, and has global licensing deals with Sony Music, Warner Music Group and, as of 8 February 2021, Universal Music Group .

min read

To the moon: The GameStop stock story reveals a dynamic shift in consumption culture

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Hanna Kahlert

3 Feb 2021

Media and Marketing

content consumption

consumer trends

“Mortgage-backed securities, sub-prime loans, tranches… It’s pretty confusing right? Does it make you feel bored, or stupid? Well, it’s supposed to. Wall Street loves to use confusing terms to make you think only they can do what they do.

min read

Women making music

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Hanna Kahlert

28 Jan 2021

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 cre...

min read

Streaming is killing culture? Tell that to the Sea Shanty

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Hanna Kahlert

26 Jan 2021

Media and Marketing

Being a music artist is no easy feat these days. Labels are struggling to cut through the clutter of content proliferation, pushing artists to shorten songs, forgo the album, and prioritise playlist placements over fan-centric marketing.

min read

Is this the beginning of the end for Instagram?

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Hanna Kahlert

19 Jan 2021

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 min...

min read

Cyberpunk 2077 and Star Wars: The role of imperfection in the fandom formula

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Hanna Kahlert

13 Jan 2021

The much-anticipated Cyberpunk 2077 was released last month on December 10th, as both the most expensive game ever made and with one of the most high-profile acting casts. Following the studio’s highly-successful Witcher games, which resulted in the popular Netflix show, expectations were high –...

min read

The live versus streaming demographic paradox

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Hanna Kahlert

5 Jan 2021

As we begin 2021 with a vaccine on the near horizon, live venue businesses are holding on with whitening knuckles through the intermediate stricter lockdowns. However, the world has changed much in the year since the first social distancing measures were put in place – and navigating the future wi...

min read

Facebook faces anti-trust lawsuits, sounding a warning to big tech

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Hanna Kahlert

16 Dec 2020

Last Wednesday, 48 US State attorneys general and the US Federal Trade Commission filed lawsuits against Facebook, echoing the hearings before Congress earlier this year in declaring that the company’s practices violate fair competition laws.

min read

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