Olivia Jones

Prior to joining MIDiA, Olivia graduated from New York University with an MA in Music Business, where she specialised in the intersection of fandom and the music industry. She is committed to exploring different perspectives and helping the music industry grow.

How KPop Demon Hunters cracked the fandom code

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Olivia Jones

4 Sep 2025

KPop Demon Hunters has taken the world by storm. With 266 million all-time views (at time of writing), it is currently Netflix's most-watched film ever . That’s not to mention the success of its soundtrack – four songs from the film are in the Billboard Hot 100 Top 10 , with breakout hit “Gold...

min read

What is the value of a stream in 2025?

Cover image for What is the value of a stream in 2025?

Olivia Jones

31 Jul 2025

Product Strategy

Streaming Music

More parties than ever are becoming frustrated with streaming. For evenmany successful artists, streaming is a minority income stream, as fandom-related endeavours like live performances, merchandise, and brand deals prove to be more lucrative.

min read

Songwriter survey 2025
Reinvention

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Tatiana Cirisano and Olivia Jones

July 2025

songwriters

songwriters

Audience Insight

Songwriters face many of the same issues as artists – and are often doubly impacted by them. The struggle to earn meaningful streaming income is chief among these challenges, yet songwriters do not have the same fallback options, such as merchandise and touring, as artists do.

Why fandom’s ‘more is more’ era could backfire

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Olivia Jones

9 Jul 2025

Marketing Strategy

‘Less is more’ has long been a pillar of entertainment marketing strategy, promoting the importance of quality over quantity. However, in the past decade, the new phrase has effectively become “more is more” as all forms of entertainment push to release as much content as possible, as often ...

min read

Why HYBE expanding into China is a bigger deal than you think

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Olivia Jones

17 Jun 2025

Business Strategy

Music streaming

Korean and Chinese labels have been a hot topic in the news lately. First, HYBE sold its entire 9.38% stake in fellow South Korean entertainment company SM Entertainment to Chinese music streaming giant Tencent Music Entertainment (TME) for approximately $177 million USD (per Music Business Worldwid...

min read

What Western DSPs can learn from Tencent Music’s SVIP Tier

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Olivia Jones

29 May 2025

Business Strategy

Music streaming

Tencent Music Entertainment (TME) has had a lucrative Q1 2025, with Super VIP (SVIP) subscriptions driving revenue growth. According to the company’s earnings report, music subscription revenue grew 16.

min read

Label services vendor landscape
Rise of the atomised label

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Olivia Jones

May 2025

Innovation

Labels

Artists

The label services sector has emerged as a way for independent labels to provide artists with best-in-class tools without having to build those tools in-house. This shift towards atomised labels has created a new opportunity for label service vendors to establish a stronghold in the music industry.

Music discovery is not dead, just evolving – the industry needs to evolve with it

Cover image for Music discovery is not dead, just evolving – the industry needs to evolve with it

Olivia Jones

9 May 2025

Audience Insight

Music streaming

Music streaming algorithms have changed the way we listen to music – for better and for worse. While the radio used to be the main way to find new music, streaming and social algorithms now drive discovery as listeners crave (and have come to expect) more personalised recommendations.

min read

Music catalogue market 2.0
Bringing yesterday’s hits into the business of tomorrow

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Tatiana Cirisano and Olivia Jones

May 2025

BMG

Round Hill Music

T-pain

The music catalogue acquisition market bounced back from a slightly cooled 2023 with a new fever in 2024. What is being bought is changing, however, as investors look to diversify their portfolios and uncover new growth pockets in an increasingly crowded market.

Pophouse
Redefining catalogue investment for the fan economy

Cover image for Pophouse

Tatiana Cirisano and Olivia Jones

May 2025

Business Strategy

Read the case study …

How economic volatility will impact US labels’ fandom monetisation push

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Olivia Jones

25 Apr 2025

Business Strategy

It has been an eventful few weeks for the global economy, to put it mildly. Since President Trump’s initial announcement calling for a universal baseline tariff on foreign imports to the US at the beginning of this month, global financial markets have been in flux, affecting nearly every sector fr...

min read

Everyone wants to monetise fandom – but we must fix fan data first

Cover image for Everyone wants to monetise fandom – but we must fix fan data first

Olivia Jones

4 Apr 2025

Key takeaways from this blog: Fandom monetisation is booming, with MIDiA data showing how expanded rights is growing, driving labels to prioritise direct control over fan data instead of relying on third-party platforms.

min read

Music subscriber market shares Q4 2024
Full stream ahead

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Mark Mulligan, Tatiana Cirisano, Mark Qi, Olivia Jones and Laura Fisher

March 2025

music subscriber market shares

Business Strategy

Streaming market metrics are bifurcating. Label streaming revenues were up in 2024, indicating a much anticipated slow down in revenue growth. Yet, at the same time, music subscriber growth was nearly double that of label streaming revenues for 2024. As is so often the case, there are many factors at play.

Music discovery snapshot Q4 2024
Breaking through the noise

Cover image for Music discovery snapshot Q4 2024

Olivia Jones

March 2025

Streaming

Marketing

Artists

Breaking through the noise is more important than ever for artists. As passive listening grows, facilitating active discovery has become a challenge. On top of this, the way consumers discover music is changing (and fragmenting) as streaming plays a weaker role in music discovery, overshadowed by YouTube and social media for younger consumers.

How the DNA of a hit changed in the last five years

Cover image for How the DNA of a hit changed in the last five years

Olivia Jones

14 Mar 2025

Cultural trends

Music streaming

Key insights from this blog: The second installment of MIDiA's "DNA of a hit" blog series looks at how the hits on Billboard's Top 10 chart have changed in the last five years Key MIDiA data highlights the struggles for songwriters and the importance of YouTube for music consumption We predict that ...

min read

How to build a strong fanbase using identity resonance

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Olivia Jones

27 Feb 2025

As entertainment consumption fragments, superstars dominate less, with fans gravitating towards ever-multiplying niches. This trend, alongside the maturation of streaming subscription growth, is driving record labels’ renewed focus on nurturing – and monetising – core bases of superfans.

min read

The superfans of music superstars
Identity and cut-through

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Olivia Jones

February 2025

Labels

US

Artists

Fandom is becoming the music industry’s golden goose, with labels focusing on building and monetising superfan bases for their top artists. However, superfan behaviours are changing in response to oversaturation and hyper-fragmentation. What once worked for measuring and monetising fandom will not work the same in the future.

Bringing fandom to life: the rise of IRL superfan experiences

Cover image for Bringing fandom to life: the rise of IRL superfan experiences

Olivia Jones

12 Feb 2025

Much of the recent discussion around music superfan monetisation has focused on online superfans, especially as more superstars join fan platforms like Weverse. These monetisation strategies capitalise on fans’ growing desire for artist-fan interaction but often rely on artists’ active participa...

min read

Background music is a short-term win for DSPs – but it could be a long-term problem

Cover image for Background music is a short-term win for DSPs – but it could be a long-term problem

Olivia Jones

23 Jan 2025

Business Strategy

Note: Following the publication of this piece, Spotify released a statement regarding Pelly's article, which is reproduced in full at the bottom of this page. In this month’s issue of Harper’s Magazine , Liz Pelly published “ The Ghosts in the Machine ”.

min read

Splice x MIDiA Sounds of 2025

Cover image for Splice x MIDiA Sounds of 2025

Kriss Thakrar, Tatiana Cirisano, Samuel Griffin, Mark Qi and Olivia Jones

January 2025

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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Showing 1 to 20 of 24 results.