Mark Mulligan

Mark Mulligan is a music analyst and the founder at MIDiA Research. He is a long-term tech analyst and a leading digital thinker with more than 20 years of experience, working with leading global music, entertainment, and tech companies. At MIDiA, Mark focuses on the streaming and creator economies, as well as music business trends and market metrics such as forecasts and market shares.

Why the struggle of small venues will affect the entire music industry

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Mark Mulligan

11 Sep 2020

Prior to the dislocation caused by the pandemic, live music operated with a structure that gave artists a clear sense of where they were in their careers and where they could aim for next. Small clubs represented the starting point, before moving up a ladder of venue sizes to theatres, arenas and st...

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Take part in MIDiA’s electronic music producer survey!

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Mark Mulligan

10 Sep 2020

MIDiA is currently fielding a survey aimed at electronic music producers. It takes about ten minutes to complete and there is a $/€/£50 voucher for every tenth participant. We will also send you a synopsis of the results.

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Post-Pandemic Programming
Surviving and Thriving in the Recession

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

September 2020

Apple

Apple

live

COVID-19 caused dislocation and disruption to the global entertainment business. Now, the recession and the prospect of further pandemic peaks have created an unprecedented outlook for entertainment companies. Many of the shifts that occurred during lockdown will define the new market dynamics.

Where did Disney and Live Nation’s missing $10 billion go?

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Mark Mulligan

4 Sep 2020

In both economic and pandemic terms, we are in a relatively quiet period compared to the first half of the year. COVID-19 is at much lower levels in most countries and there are multiple sectors, such as housing and auto, that are reporting booms.

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Who will own the virtual concert space?

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Mark Mulligan

28 Aug 2020

2020 will go down as a rough year for many artists, largely because of the income they lost when live ground to a halt. Unfortunately, the live music sector is still going to be disrupted in 2021 and it may take even longer for the sector to return to ‘normal’.

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Music Marketing
The Velocity Game

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Mark Mulligan

August 2020

Spotify

Spotify

YouTube

Music streaming has become so central to the functioning of the record label business model that labels are becoming beholden to streaming service optimisation. A shift towards ever-larger numbers of new releases targeted at streaming success threatens to dislocate the underlying business model of bigger record labels and cause a disconnect between...

Music Discovery
Streaming’s Growing Role

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Mark Mulligan

August 2020

Streaming

Streaming Music

Spotify

Radio has long led music discovery and continues to do so today. However, streaming – both audio and video – are making up ground fast, especially among more engaged and younger music fans. These shifts in discovery come as music marketing strategy is placing an ever-greater emphasis on streaming.

Spotify Q2 2020 Earnings
In the Shadow of COVID

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Mark Mulligan

August 2020

Subscriptions

Streaming

Streaming Music

Spotify’s share price grew strongly in June 2020, with the markets responding positively to its podcast investments. However, while that increase was sustained throughout July, by mid-August the share price was heading back down to late-June levels.

What AWAL’s $100k artists mean for the streaming economy

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Mark Mulligan

14 Aug 2020

Kobalt’s AWAL division announced that‘hundreds of its artists have reached [the] annual streaming revenue threshold [of $100,000]’ . Make no mistake, this is major milestone for a record label that has around 1% global market share.

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Apple to launch subscription bundle – we called it!

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Mark Mulligan

13 Aug 2020

In MIDiA’s 2020 Predictions report published in December 2019 we predicted that tech majors would start creating subscription bundles, with Apple leading the fray. Lo and behold, news has just come out that Apple is working on ‘ Apple One’ – a multi-genre subscription bundle that will includ...

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Streaming’s remuneration model cannot be ‘fixed’

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Mark Mulligan

12 Aug 2020

The #brokenrecord debate continues to build momentum and new models such as user-centric are getting increased attention, including at governmental level in the UK. But as Mat Dryhurst correctly observes , there is a risk of the market falling into streaming fatalism; that the obsession with trying ...

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Newsflash: UMG, WMG and Spotify may have a problem with Tencent

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Mark Mulligan

7 Aug 2020

Tencent Music Entertainment

UPDATE: A White House official confirmed to the LA Times that the announcement, at this stage, will not affect Tencent shareholdings of companies and clarified that the order only refers to transactions 'related to' WeChat.

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The MIDiA Research Podcast: Episode 1 – What Next for Tencent?

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Mark Mulligan

7 Aug 2020

Media & Marketing

We are excited to announce the first episode of the MIDiA Research podcast: What Next for Tencent? President Trump's executive orders concerning Bytedance and Tencent set the cat among the pigeons. In this podcast we explore what the potential ramifications are for Tencent's bold and disruptive ente...

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COVID-19 hit major labels much harder than it did Spotify

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Mark Mulligan

5 Aug 2020

Streaming revenue

major label streaming revenue

COVID-19 was always going to have a significant impact on the music business, and with the Q2 results for all of the major music companies now in we can start to look at just how big that impact has been so far.

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We are at a turning point for social music

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Mark Mulligan

4 Aug 2020

In recent days we have seen three major developments that, collectively, are a potential pivot point for social music: 1. TikTok close to a US-entity buyout by Microsoft to avoid potential sanctions, following hot on the heels of an India blackout 2.

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Attention Economy
Media Consumption Q2 2020

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Mark Mulligan

July 2020

Streaming

Music Subscriptions

US

This report presents MIDiA’s Q2 2020 media consumption data, exploring time and money spent by consumers during the quarter. As such, it presents a snapshot of consumer behaviour that reflects both the impact of longer-term shifts and the shorter-term COVID-19 effect for the US, UK, Australia, Canada, France and Germany.

MIDiA Research 2020-2027 Global Music Forecasts
Volume Trumps Value as Emerging Markets Dominate Growth

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Mark Mulligan

July 2020

Music revenue

Spotify

YouTube

This report presents the key figures, trends and drivers of MIDiA’s music forecast model. The figures presented in this report are retail values and in billions of US dollars unless otherwise stated. An Excel file posted alongside this report provides complete country-level data, including DSP market shares and a detailed methodology statement.

Why Spotify needs Russia

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Mark Mulligan

16 Jul 2020

Spotify’s delayed Russia launch finally happened this week . While it did not drive a stock price growth like the Josh Rogan deal did (the stock closed just 1 cent higher than the previous day’s close) it will actually prove much more important in the medium term.

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How the DNA of a hit has changed over 20 years

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Mark Mulligan

13 Jul 2020

the song economy

Updated on 13/03/2025: Five years is a long time in the fast-changing music industry. To see how the DNA of a hit has evolved since this blog was published, check out our latest post by MIDiA's music researcher, Olivia Jones: " How the DNA of a hit changed in the last five years ".

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Time to stop playing the velocity game

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Mark Mulligan

3 Jul 2020

music marketing

We all know that streaming has transformed consumption and business models alike, but this is not a ‘now-completed’ process. Instead, it is one that continues to evolve at pace, and the dynamic of pace is the pivotal variable.

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