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.

Niche is the New Mainstream

Cover image for Niche is the New Mainstream

Mark Mulligan

17 May 2019

artist campaigns

artist marketing

digital marketing

Fandom is fragmenting. Streaming personalization and falling radio audiences are combining to rewrite the music marketing rulebook, ushering in a whole new marketing paradigm. Hits used to be cultural moments; artist brands built by traditional mass media.

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PledgeMusic and Not-So-Glorious Failure

Mark Mulligan

10 May 2019

Pioneering fan funding platform PledgeMusic is now officially over, having entered administration (i.e. Chapter 11) in the UK reportedly owing its artists around $1 million and with little expectation of any asset sale generating enough cash to clear those debts.

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Playlist Malfeasance Will Create a Streaming Crisis

Mark Mulligan

9 May 2019

per stream rates

Streaming economics are facing a potential crisis. The problem does not lie in the market itself; after all, in Q1 2019 streaming revenue became more than half of the recorded music business and Spotify hit 100 million subscribers.

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Music Sync: A Market Ripe for Change

Cover image for Music Sync: A Market Ripe for Change

Mark Mulligan

3 May 2019

Florence and the machine

Game of Thrones

music publishers

Florence and the Machine’s performance of Jenny of Oldstones, which appeared over the closing credits of the April 21st HBO’s Game Of Thrones episode, has registered the most Shazams in 24 hours ever.

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Creator Support: A New Take on User Centric Licensing

Cover image for Creator Support: A New Take on User Centric Licensing

Mark Mulligan

26 Apr 2019

artist streaming income

User-centric licensing (i.e. stream pay-outs based on sharing the royalty income of an individual user split across the music they listen to) has stimulated a lot of debate. I first explored the concept of user-centric licensing back in 2015 and stirred up a hornet nest, with a lot of very mix...

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Amazon’s Ad Supported Strategy Goes Way Beyond Music

Cover image for Amazon’s Ad Supported Strategy Goes Way Beyond Music

Mark Mulligan

17 Apr 2019

ad supported strategy

ad supported streaming

Amazon is reportedly close to launching an ad supported streaming music offering . Spotify’s stock price took an instant tumble. But the real story here is much bigger than the knee-jerk reactions of Spotify investors.

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One Billion-Plus YouTube Music Videos
Latin Takeover

Cover image for One Billion-Plus YouTube Music Videos

Mark Mulligan

April 2019

Spotify

YouTube

YouTube

While rightsholders and YouTube fought a bitter war of words around Article 13 in 2018, the platform further underscored its importance for creating global superstars. With audiences fragmenting into algorithmically defined niches, YouTube and Vevo continue to create truly global scale audiences.

Last Call for Our Artist Survey

Mark Mulligan

15 Apr 2019

This is your last chance to take part in our global artist survey - we are closing the survey this Friday (19th April). As a reminder: In partnership with independent distribution company Amuse, MIDiA Research is undertaking a detailed study of the music artist landscape.

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Spotify, the Decline of Playlists and the Rise of Podcasts

Cover image for Spotify, the Decline of Playlists and the Rise of Podcasts

Mark Mulligan

11 Apr 2019

curated playlists

The following is a small excerpt from MIDiA’s forthcoming third edition of its ‘landmark State of the Streaming Nation’ report. For more information about this report email stephen@midiaresearch.

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New MIDiA Latin American Streaming Report, in English, Spanish and Portuguese

Cover image for New MIDiA Latin American Streaming Report, in English, Spanish and Portuguese

Mark Mulligan

4 Apr 2019

MIDiA has just published its latest report on the Latin American streaming music market, and we have versions available in English, Spanish and Portuguese. MIDiA has been tracking the Latin American music market for over five years, including annual consumer data and market metrics.

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10 Trends That Will Reshape the Music Industry

Cover image for 10 Trends That Will Reshape the Music Industry

Mark Mulligan

3 Apr 2019

The IFPI has reported that global recorded music revenues have hit $19.1 billion, which means that MIDiA’sownestimatespublished in Marchwere within 1.6% of the actual results . This revenue growth story is strong and sustained but the market itself is undergoing dramatic change.

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E-sports
An Alternative Future for Televised Sports?

Cover image for E-sports

Alistair Taylor, Karol Severin, Mark Mulligan, Tim Mulligan and Zach Fuller

April 2019

YouTube

Amazon

Google

E-sports continue to gain attention, with more brands seeking to enter the space populated as it is by a succession of new leagues, competitions and teams. But for all the hype, e-sports has not yet managed to deliver the scale of audience that the market activity warrants.

Apple’s Subscription Pivot

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Mark Mulligan

28 Mar 2019

On Tuesday Apple announced its arrival on the world stage as a media company, using the lion’s share of its product keynote as the platform for a succession of super star actors, directors and other personalities to tell the story of their respective Apple original TV shows.

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How YouTube’s 1bn+ Club is Changing the Face of Global Music Culture

Cover image for How YouTube’s 1bn+ Club is Changing the Face of Global Music Culture

Mark Mulligan

26 Mar 2019

latin music videos

Throughout 2018, while locked in a bitter war of words with rightsholders and creators over Article 13, YouTube quietly but dramatically expanded its role as the most powerful platform for creating global superstars.

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Why Facebook Can Be the Future of Social Music, But Isn’t Yet

Cover image for Why Facebook Can Be the Future of Social Music, But Isn’t Yet

Mark Mulligan

21 Mar 2019

Facebook messenger

Facebook recently secured licensing deals with music rightsholders in India , an important step in what has thus far been an underwhelming social music strategy since first inking rights deals in June 2018.

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MIDIA RESEARCH 2018–2026 STREAMING MUSIC FORECASTS

Cover image for MIDIA RESEARCH 2018–2026 STREAMING MUSIC FORECASTS

Mark Mulligan

19 Mar 2019

global music forecasts

midia music forecasts

music forecasts

MIDiA has just published its global music forecasts, with revenue and user numbers projected out to 2026 (a list of data items and countries covered are listed at the bottom of this post). 2017 was the last year of strong streaming revenue growth.

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Calling all Artists!

Mark Mulligan

14 Mar 2019

In partnership with independent distribution company Amuse, MIDiA Research is undertaking a detailed study of the music artist landscape. We are fielding a survey to the artist community , exploring issues such as: What success looks like to you Career aspirations The importance of signing to a reco...

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2018 Global Label Market Share: Stream Engine

Cover image for 2018 Global Label Market Share: Stream Engine

Mark Mulligan

13 Mar 2019

Recorded music revenues grew in 2018 for the fourth consecutive year, reaching $18.8 billion, up $2.2 billion from 2017. Streaming was the engine room of growth, up 30% year on year to reach $9.6 billion.

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Here’s How Spotify Can Fix Its Songwriter Woes (Hint: It’s All About Pricing)

Cover image for Here’s How Spotify Can Fix Its Songwriter Woes (Hint: It’s All About Pricing)

Mark Mulligan

11 Mar 2019

Copyright Royalty Board

music publishers

Songwriter royalties have always been a pain point for streaming, especially in the US where statutory rates determine much of how songwriters get paid. The current debate over Spotify, Amazon, Pandora and Google challenging the Copyright Royalty Board’s proposed 44% increase illustrates jus...

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Recorded Music Market 2018
Stream Engine

Cover image for Recorded Music Market 2018

Mark Mulligan

March 2019

music sales

Streaming

Streaming Music

For the fourth consecutive year, recorded music revenues grew again in 2018 with streaming revenue the engine room of growth. For the first time, streaming became the majority of label revenue and its growth continues to outpace the decline of legacy formats.

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