Kriss Thakrar

Kriss is one of MIDiA’s consultants and music analysis contributors. His main areas of interest are creator tools, music sync, and rights.

Cover image for All eyes, no ears

All eyes, no ears
Why virality is not building fandom

Mark Mulligan, Hanna Kahlert, Kriss Thakrar, Tatiana Cirisano and Olivia Jones
Free Report
Music discovery Business Strategy
Over the last five years, labels and artists have invested in social media, betting that a steady stream of artist content and influencer campaigns will engineer virality. The theory is simple: virality leads to streams, streams lead to fandom, and fandom leads to long-term, sustainable artist careers.
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Cover image for Splice x MIDiA Sounds of 2025

Splice x MIDiA Sounds of 2025

Kriss Thakrar, Tatiana Cirisano, Samuel Griffin, Mark Qi and Olivia Jones
Free Report
Splice Audience Insight
Splice is an engine powering producers across the world. With one ofthe largest, most sonically-diverse catalogues of sounds and samples, itprovides the music that makes the music for some of the most popularartists on the planet. Sabrina Carpenter’s hit “Espresso”, produced byJulian Bunetta, is a key recent example, with a sound pack by infl...
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Cover image for MIDiA’s 2024 predictions report

MIDiA’s 2024 predictions report
The algorithm is not listening

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Perry Gresham, Kazia Rothwell and Ben Woods
Business Strategy
2023 was another year of change and disruption. 2024 will be even more defined by change than the years that preceded it. But much of this change will be defined by reaction more than action. The unintended consequences of years of innovation have resulted in environments where many consumers are getting further away from their wants and needs, not...
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