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.

Music sync market forecast
Production libraries raise the pitch

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Kriss Thakrar and Tatiana Cirisano

July 2022

YouTube

SoundCloud

Netflix

Amid fragmenting fandom and the attention recession, sync is more important than ever as a tool for both revenue generation and marketing. There are also dozens of emerging use cases for sync, from creator content to fitness platforms and virtual spaces in the evolving metaverse.

Building a fan economy with Fan-Powered Royalties

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Kriss Thakrar, Tatiana Cirisano and Perry Gresham

July 2022

Creators

artist income

Streaming economics

Music streaming has helped the music industry return to growth over the past decade, but many creators feel left behind. The streaming economy has reached a point where the creator remuneration gap can no longer be ignored. It is no secret that many music artists are dissatisfied with the relationship between the consumption of their music on streaming platforms and the income they receive from it.

Changing streaming’s royalty model will unlock a new music economy

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Kriss Thakrar

12 Jul 2022

Music streaming

Streaming Royalties

It has been an excellent year for the music industry as it enters a new era of growth . While streaming has been at the heart of this growth, there is an underlying tension between platforms and the artists that they depend on.

min read

The future of music
The rise of a counterculture industry

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Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

June 2022

Consumer behaviour

Spotify

Music creators

Music streaming and the attention recession have turned music into a background activity. Artists en masse are struggling to cut through the noise, realising that streaming is neither a place to build deeper relationships with fans nor to generate meaningful income.

The future of music consumption is (re)creation

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Kriss Thakrar

4 Apr 2022

Creator economy

The music industry has grown at a record rate , led by streaming and boosted by an influx of an increasingly relevant revenue source: non-DSP streaming (via platforms such as TikTok and Twitch). This growth is an indicator of a major shift in music that will define it going forward, both culturally and as a business.

min read

Music catalogue acquisition
Picking apart the $5 billion competition for icons

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Kriss Thakrar and Tatiana Cirisano

March 2022

investment

Music streaming

music catalogue

A variety of economic factors and stock market volatility during the coronavirus pandemic helped establish music as an attractive asset class for institutional investors. With labels, publishers, institutional investors, and newly launched funds now competing for the same diminishing pool of evergreen catalogue, competition and prices are high.

Kilometre Music Group
How Kilometre Music Group is finding a niche in a competitive market

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Kriss Thakrar and Tatiana Cirisano

March 2022

Read the case study …

Music creators
Slicing the funnel

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Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

February 2022

YouTube

SoundCloud

TuneCore

Streaming enabled the rise of the independent artist and then the rise of the music creator. The promise of the long tail finally appeared to be realised. But the pandemic’s disruption of live music catalysed an already growing realisation among long- and mid-tail artists that they lack the scale to benefit from streaming economics.

The past, present and future of the creator economy runs through Apple

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Kriss Thakrar

11 Feb 2022

Creator economy

In previous posts, we have talked about the possibilities opening up for the next generation of creators . In particular, posts on fluid audio and social studios showed how music has the potential to become more collaborative, interactive and adaptive to the consumer, turning creation into a consumer entertainment proposition.

min read

Hybrid futures
MIDiA 2022 predictions

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar and Tatiana Cirisano

January 2022

Social media

Business Strategy

MIDiA Research Predictions

MIDiA analysts dive into our 2022 predictions, and why we believe it will be ' the year of the creator '. Watch the webinar here ....

2022 MIDiA predictions
The year of the creator

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar and Tatiana Cirisano

December 2021

Creators

Apple

Spotify

In this report MIDiA Research analysts present their predictions for what will be the big trends in digital media and tech across music, video, brands, marketing, games, and sports in 2022 and beyond. Companies and brands mentioned in this report: Adele,...

Growth from transparency
Reframing the value of music through creator rights

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Mark Mulligan, Keith Jopling, Srishti Das and Kriss Thakrar

November 2021

Creators

Streaming

Business Strategy

The music industry has been through an unprecedented period of change over the past five years.Innovations in live streaming, games, user-generated content (UGC), digital art, and trading of rights represent welcome new opportunities for music creators - opportunities that will require creators to adapt in order to take full advantage.

Can music rights expand to drive the new music creator economy?

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Kriss Thakrar

11 Nov 2021

rights acquisition

Music publishing

music catalogue M+A

The investment that is pouring into music rights has exploded in recent years, hitting $10 billion at the time of writing and set to increase much further. Many rights acquisitions deals have been based on the catalogues of the traditional music industry (writer/publishing and master rights).

min read

Creator consolidation: Fender becomes the next creator tools major

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Kriss Thakrar

2 Nov 2021

music production

Independent artists

When Francisco Partners brought together Native Instruments and Izotope, it created the first creator tool major . Now a second player has staked its claim: Fender has made one of the biggest creator tools moves of the year through its acquisition of guitar-focused creator tools company, PreSonus .

min read

Why making memes with creator tools is the new music industry

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Kriss Thakrar

25 Oct 2021

user-generated content

music production

The creator tools business has been one of the biggest winners of the pandemic, as people turned to music-making in record numbers. Second-hand gear marketplace, Reverb.com, provided some insight into the products driving the creator boom – and two, in particular, stand out: the MPC One and OP-1 samplers.

min read

Beatport
A modern creator tools ecosystem

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Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

September 2021

Read the case study …

Fender
The journey from a vintage icon to a driver of modern music making

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Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

September 2021

Read the case study …

Creator hubs
Creator tools’ next growth driver

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Mark Mulligan and Kriss Thakrar

September 2021

Creators

Spotify

Artists

The emerging competitive dynamic between insurgents and incumbents is the catalyst for an unprecedented period of innovation in the music creator tools space. However, because this dynamic is underpinned by substantial institutional investment and strong market growth, the second order effect is the further fragmentation of an already congested and oversupplied marketplace.

Splice

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Mark Mulligan and Kriss Thakrar

September 2021

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Fluid audio is here, and music is about to meet its next mp3 moment

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Kriss Thakrar

26 Aug 2021

Kanye West has released the Donda Stem Player, a handheld remixing speaker that can interact with music, as a way to create a personalised experience with his new album. However, this is not just an interactive speaker for consuming Kanye’s new musical project - it is a creator tool to remix any recording, as shown by a video of the device splitting Marvin Gaye’s What’s Going On into distinct parts.

min read

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