Keith Jopling

Keith was MIDiA’s consulting director and music insights contributor. With 15+ years of experience in media and technology space, his coverage mainly deals with broader music trends and solving context business problems.

Radio is Switched On Again
Strategies for 2020 and Beyond

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Keith Jopling and Mark Mulligan

May 2020

Spotify

YouTube

BBC

Just what is radio? Radio is branded and produced show content known best in the form of live (or pre-recorded) broadcast. However, the definition of ‘radio’ is shifting away from the broadcast format and towards the content produced – programmes or shows – made available on-demand anywhere, via radio apps, smart speakers and podcasts.

Recovery Economics
Music, Games, Live Streams and the Future of Concerts

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Mark Mulligan, Karol Severin and Keith Jopling

May 2020

live music

live

Artists

In April 2020 Travis Scott’s Fortnite event pulled in 27 million players. While this was happening, the global artist community was scrambling to plug the income and engagement gap caused by COVID-19’s cessation of live music, by turning to live streaming.

COVID-19
Impact on Entertainment Demand and Behaviours

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Mark Mulligan, Tim Mulligan, Karol Severin, Alistair Taylor, Keith Jopling and Hanna Kahlert

April 2020

Spotify

Amazon

Netflix

COVID-19 is having a clear and direct impact on the entertainment and media industries, driven by investor uncertainty – resulting in plummeting share prices – and restrictions on movement of people leading to quickly-transforming consumer behaviour patterns.

Radio Is Switched On Again

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Keith Jopling

9 Apr 2020

Radio is suddenly more vital - and by that I mean music radio. The human factor in radio programming and presentation has been clearly demonstrated in the weeks and months of the 2020 COVID-19 pandemic and the national ‘lockdown’ periods imposed by country authorities.

min read

Beyond Hustle – What Are the New Ideas and Approaches in Music Marketing?

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Keith Jopling

2 Mar 2020

As part of a recent project, MIDiA spoke with a wide range of direct artists and start-up labels about how they get their releases through the vast amounts of content that clutter up the music discovery landscape these days.

min read

Why The Song Economy Is Just Getting Started

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Keith Jopling

16 Jan 2020

When Journey’s song Don’t Stop Believin’ was originally released as the second single from the album Escape in 1981, it was a modest US chart hit (Billboard Hot 100 no. 9). Fast forward 28 years, in 2009 the track had two very prominent syncs: The Sopranos finale and Glee (the song featured in...

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Demand Creation
What’s the Next Big Growth Curve for Music?

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Keith Jopling

January 2020

Labels

Spotify

Marketing

Over the past 40 years the music industry has seen highs and lows, mirroring the careers of many of the legacy artists the industry plays host to. The most spectacular successes in the music business, from the Sony Walkman to MTV, to iTunes and Spotify – have all generated demand for music in entirely new ways.

Demand Creation: What’s the Next Big Growth Curve for Music?

Keith Jopling

11 Dec 2019

At Spotify’s last quarterly reporting session, CEO Daniel Ek talked about the company’s creator strategy, as part of the wider development of becoming a “2-sided marketplace”: “The strategy has been about going from a one-size fits all model to a model that better fits the various types of...

min read

20/20 Vision
MIDiA Research Predictions 2020

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Alistair Taylor, Amanda Stears, Karol Severin, Keith Jopling, Mark Mulligan, Tim Mulligan and Zach Fuller

December 2019

Apple

Spotify

Discovery

In this report MIDiA Research analysts present their predictions for what will be the big trends in digital media and tech across music, video, media, brands, marketing, games and sports in 2020 and the coming decade. Companies and brands mentioned in...

Playlist Strategies 2020

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Keith Jopling

November 2019

Spotify

YouTube

SoundCloud

Playlists have become a core music consumption habit and, in turn, one of the most valuable marketing commodities in music. A prominent playlist placement remains a key objective of most new release strategies and is a higher priority than radio play for many artists.

Three Supply-Side Indicators that Signal the New Music Industry Has Arrived

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Keith Jopling

7 Nov 2019

The CD brought unprecedented growth in music-as-product. Then Napster came along as the first real digital disruptor and burst that bubble very effectively. iTunes then disrupted Napster (partly alongside industry anti-piracy efforts) by legally unbundling and re-aggregating music in digital librari...

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Recession Impact
How an Economic Downturn Could Reshape Digital Media

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Alistair Taylor, Amanda Stears, Karol Severin, Keith Jopling, Mark Mulligan, Tim Mulligan and Zach Fuller

October 2019

Apple

Spotify

Amazon

Ten years on from the credit crunch, the global economy could be poised to enter another economic recession. Many of the underlying causes of the credit crunch remain in place, due to governments lacking the appetite for the structural reform required to right the faults in the global financial system that catalysed the slowdown.

What Should Label Playlist Strategies Be in 2020?

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Keith Jopling

15 Oct 2019

MIDiA’s ‘ Playlist Revolution ’ report recently highlighted that, although playlists have become valuable commercial music real estate in their current form, there is plenty of scope for further development of the format.

min read

Five Trends Changing Music Marketing

Keith Jopling

2 Oct 2019

Marketing music has never been straightforward. That’s why back in the day, label executives would use the single as the shortcut to finding an audience on which to propel the artist, and even more importantly, their latest album.

min read

Leaving Legacy Behind
Music Marketing Responds to Streaming

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Keith Jopling

October 2019

music marketing

Music marketing has changed for good Marketing music has never been straightforward. That’s why, back in the day, label executives would use the single as the shortcut to finding an audience on which to foster the artist, and even more importantly, their latest album.

How Fender Riffed on Trends to Drive Its Future Forward

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Keith Jopling

23 Sep 2019

By now everyone connected with business, music or both, knows the cautionary tale of Gibson Guitars. Rescued from insolvency in 2018, Gibson had been taken to the brink by a series of calamitous decisions, from transforming into a music lifestyle business loosely modelled on ‘what Nike is to sport...

min read

Independent Artists
The Age of Empowerment

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Keith Jopling and Mark Mulligan

June 2019

Audience Insight

Key takeaways A sector with real scale. Artists without record labels generated $643.1 million in 2018, up 35% from 2017. These independent artists represent the fastest-growing segment of the global recorded music business, a segment of global scale with real impact and influence.

The Classical Music Market
Streaming's Next Genre?

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Keith Jopling, Mark Mulligan and Zach Fuller

June 2019

About this research This study was put together by MIDiA research from an online consumer survey of 8,000 adult music consumers across eight markets: the USA, UK, Germany, Austria, Denmark, Sweden, Mexico and South Korea. Additionally, MIDiA's 2018 market models were used to calculate market values and trends for the classical genre.

Preparing for the Post-Album Music Industry

Keith Jopling

14 Mar 2019

This is a follow-up piece to What’s Next In Playlist Innovation ... Every week I’m excited to check out the latest album releases. They are the gift that keeps on giving. But that gift feels different these days, more like receiving flowers or chocolate and less like anything you might receive a...

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What’s Next For Playlist Innovation?

Keith Jopling

4 Mar 2019

product innovation

In this era of access to all music and everything about it, I do enjoy reading artist interviews, and pay attention to artists’ views on the modern music industry. What caught me recently were Mark Ronson’s remarks on songwriting in the age of the playlist in The Guardian: “Everything has to b...

min read

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