Tatiana Cirisano

Tatiana is Vice President of Music Strategy at MIDiA. Prior to this, she served as a music business reporter for Billboard, where she wrote award-winning industry analysis as well as cover stories on artists like Tame Impala and Alicia Keys. Throughout her work she is dedicated to publishing fresh perspectives that drive the music industry forward, with an emphasis on fandom and consumer behaviour.

Cover image for Cultural movements

Cultural movements
A new take on mainstream for the fragmentation era

Mark Mulligan and Tatiana Cirisano

10 Apr 2025

Entertainment mainstream Cultural trends

Entertainment has become nichified, mainstream has become smaller, and audiences have fragmented. While this has been crucial to the rise of the long tail and the creator economy, there is a need for a new, fragmentation-era successor to mainstream. Building upon MIDiA’s work on scenes, in this report we make the case for cultural movements, the ...

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How Charli XCX leveraged the hyperpop scene into a global movement

Mark Mulligan and Tatiana Cirisano

10 Apr 2025

Labels Streaming US

Hyperpop music emerged in the 2010s, led by producer A.G. Cook, his record label PC Music, and its particular style of exaggerated, self-referential pop. From the start, though, hyperpop was always more than a music genre. It was catalysed by backlash to consumerism and late-stage capitalism, which shaped everything from the sound of the music to t...

We pinpointed the right price for Super Premium. Here is how

Tatiana Cirisano

8 Apr 2025

Business Strategy Music streaming subscribers

There is broad consensus across the music industry that it is time to introduce new tiers for streaming, including one with extra benefits that is often nicknamed “Super Premium”, or “Supremium” for short.

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Breaking saturation
Music streaming pricing strategy

Tatiana Cirisano and Perry Gresham

8 Apr 2025

Labels Subscriptions Streaming

Nearly two decades into the streaming era, established subscription markets like the US are approaching saturation. While growth pockets for standard subscriptions remain, the next stage is about raising average revenue per user through both price increases and user segmentation.

Is streaming music's final form? And if not, what's next?

Tatiana Cirisano

3 Apr 2025

Business Strategy Spotify Streaming

Key takeaways from this blog: Music is not stuck – it is shifting. Fans now engage through remixes, memes, and behind-the-scenes content, not just through streaming Streaming is losing cultural ground.

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Songwriters, we want to hear from you! Raise your voice in MIDiA’s new survey

Tatiana Cirisano

27 Mar 2025

Audience Insight Artists songwriters

Last year, MIDiA’s inaugural songwriter survey uncovered an alarming statistic: 67% of songwriters name “lack of meaningful streaming income” as their biggest challenge. More alarming yet is the fact that this remained the most common challenge for songwriters in our survey across income level...

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Music subscriber market shares Q4 2024
Full stream ahead

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

27 Mar 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.

The music industry’s weakest link: Getting from A to B

Tatiana Cirisano

20 Mar 2025

Business Strategy Fandom Artists

Key insights from this blog: The music industry is missing a key step when it comes to supporting and growing artists As the landscape of the industry has changed, most notably a loss of a mainstream monoculture, the traditional ways of discovery and promotion no longer work for new and smaller arti...

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Recorded music market shares 2024
Widening gaps

Mark Mulligan and Tatiana Cirisano

13 Mar 2025

Music revenue Streaming Spotify

After a buoyant 2023, recorded music revenue growth slowed again in 2024, the fourth year of alternating growth rates. It was a year of varied fortunes across both formats and labels, but perhaps most crucially of all, a growing divergence between label streaming growth and DSP growth.

Scenes 2.0 | MIDiA’s updated entertainment playbook

Tatiana Cirisano

6 Mar 2025

Fandom Music Artists

In 2022, MIDiA introduced scenes as a new playbook for music marketing . As entertainment consumption fragments, what was once a singular “mainstream” is being replaced by hundreds of thousands of smaller scenes, or subcultures – like gorpcore, hyperpop fans, or retro gamers.

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Scenes are the new markets
Why and how entertainment should go niche

Tatiana Cirisano

6 Mar 2025

Marketing monetisation Entertainment

In 2022, MIDiA introduced scenes as a new lens for marketing music. This report expands on the concept, reintroducing scenes – groups of people whose shared interests, aesthetics, values, behaviours, and vernacular have coalesced into a shared lifestyle – as a wider business strategy reset for all of entertainment.

Social came for music streaming’s lunch – now is the time for streaming to bite back

Tatiana Cirisano

27 Feb 2025

Audience Insight Spotify Facebook

In the battle of music streaming versus social, the major (at least Western) music streaming services have never fully committed to implementing social features. Spotify has come the closest: an early version offered direct messaging, and the company even acquired a handful of social media-related s...

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Music streaming consumer profile Q4 2024
Stabilisation and fandom slowdown

Mark Mulligan and Tatiana Cirisano

26 Feb 2025

Willingness to pay Music consumers Streaming

Consumer music behaviours are both stabilising and showing signs of coming change. Change that could be challenging for all music business stakeholders, especially with regards to fandom monetisation. This report presents data-focused visuals and impactful analysis of trends and anomalies that will inform your understanding of what is happening to ...

What the Reuters AI copyright decision means for the music industry

Tatiana Cirisano

20 Feb 2025

Business Strategy Streaming Music

Last week saw a major AI copyright case judgement in the US – and it fell in favour of human creators. The case stems all the way back to 2020, when Thomson Reuters sued the legal AI startup ROSS Intelligence, alleging that it reproduced Reuters’ legal research to create a competing, AI-powered ...

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Bootlegging is the scourge of many industries. Could it be music’s greatest strength?

Tatiana Cirisano

7 Feb 2025

Fandom Streaming Music

The word “bootleg” has long left a bad taste in brands’ mouths. Quite literally defined as “illicit goods,” these unauthorised versions or replications of clothes, handbags, concert tees, and other items have long plagued brands.

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The case for anti-scale

Tatiana Cirisano

30 Jan 2025

Business Strategy YouTube TikTok

Go big or go home. More is more. All or nothing. Move fast and break things. Such adages have been the foundations of Western entertainment business for decades, and understandably so, because these models have always relied on hits.

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Sounds of 2025 | MIDiA and Splice name Pluggnb music’s fastest-growing genre

Tatiana Cirisano

22 Jan 2025

Audience Insight Cultural trends YouTube

With one of the largest, most sonically-diverse catalogues of sounds and samples, Splice provides the music that makes the music for producers around the world. So trends in what users are searching for and downloading on Splice can tell us a lot about the sounds of the future.

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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

22 Jan 2025

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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State of the music creator economy
AI’s growing reach

Mark Mulligan and Tatiana Cirisano

21 Jan 2025

Innovation Creators revenue

Still recovering from post-pandemic aftershocks, the music creator economy now faces unprecedented disruption from generative AI. More people are creating than ever before (both as creators and consumers) and sounds, services, and software revenue is growing well (the latter boosted by generative AI).

How a US TikTok ban could accelerate the rise of the Global South

Tatiana Cirisano

9 Jan 2025

Global South TikTok Music

Amid a flurry of year-end lists released last month, TikTok published a ranking of the platform’s most popular songs. While US music executives have been busy considering how a potential TikTok ban could impact their artists in the new year, the number one track on TikTok in 2024 was not by an Ame...

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