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.

O mercado brasileiro de música
Rumo ao estrelato

Cover image for O mercado brasileiro de música
Leo Morel and Tatiana Cirisano
Business Strategy
Grande parte da população do Brasil adotou o streaming como formato de consumo musical. Atualmente, ele é o principal formato de consumo do país, correspondente a 82% de sua receita de música gravada. Isto, atrelada a forte conexão dos brasileiros com a música, está contribuindo para expandir as fronteiras da música local, com o funk brasileiro e artistas como Anitta se tornando conhecidos globalmente.
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Will more artists release full songs to social media in 2025?

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Tatiana Cirisano
Social media
TikTok
Music streaming
It is now a standard part of most music rollouts to release a clip of the song on social video platforms before it hits streaming. This makes sense when you think of social media as a marketing tool. But as social video has ascended (and arguably become more about entertainment than connecting socially), apps like TikTok are now quasi-consumption platforms in their own right.
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‘Brat’ summer and the dilemmas of going mainstream

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Tatiana Cirisano
Charli XCX
BRAT summer
music marketing
It has become a rule of thumb that the moment corporate America begins capitalising on a trend, that trend begins to die. Cultural fragmentation has helped niches and scenes flourish, but it has also left large corporations that depend on mainstream products hungry for relevance — and willing to do anything to tap into the zeitgeist, including wringing cultural moments dry.
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French music consumer user profile
Unlocking fandom

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Tatiana Cirisano
Audience Insight
This report presents MIDiA consumer data for key music behaviours of French consumers. Key data and insights in this report: Monthly music streaming behaviours of French consumers Listening habits of French consumers, monthly, weekly, and daily breakdown French popular radio station daily and weekly usage French daily active usage, weekly active usage, and paid subscribers, for leading music streaming services France time series survey data from between Q2 2020 and Q2 2024, which includes weekly active users of key music streaming platforms Most popular types of music subscription plans (family plan, student plan, etc.
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HYBE 2.0 diverges from the major-label blueprint in 4 key ways — will it work?

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Tatiana Cirisano
Record labels
music industry
HYBE
HYBE kicked off the month with new leadership and a new plan to bring the Korean entertainment company into its next era of growth. In a letter to shareholders , outgoing CEO Jiwon Park and new chief Jason Jaesang Lee were refreshingly open about HYBE’s past weaknesses as they laid out a plan to prepare for market shifts and bring the “K-pop system” to new genres and regions.
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The rise of the songwriter ‘brand’

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Tatiana Cirisano
songwriters
Music publishing
Social media
If you have been drawn into the particular orbit of pop music that includes Olivia Rodrigo, Chappell Roan, and Sabrina Carpenter, you probably know a thing or two about Dan Nigro. Fans have been joining the dots between Nigro and this cluster of emergent pop artists on social media — not only discovering his credits on hits like Chappell’s “Good Luck, Babe!” and Rodrigo’s “Vampire”, but also clocking that he is in the studio with Reneé Rapp and followed Carpenter on Instagram .
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The state of music AI
The consumer opportunity lies in modification, not generation

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Tatiana Cirisano and Hanna Kahlert
Consumer behaviour
music industry
Music publishing
MIDiA previously predicted that generative artificial intelligence (gen AI) would accelerate music’s “Instagram moment”, where consumers could create and remix music as easily and often as they post photos and videos on social media. However, just because everyone can do these things does not mean everyone will want to.
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TikTok’s music master plan is coming into focus

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Tatiana Cirisano
TikTok
Social media
music consumption
Oh how the tables have turned. Just a few months removed from its very public clash with Universal Music Group over music licences, TikTok is reportedly looking to buy up music rights of its own. Not only would this ease TikTok’s reliance on licences, but it would also presumably allow TikTok to prioritise its owned content in the algorithm, and do what music executives have been tearing their hair out trying to for years: reverse-engineer viral moments.
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Sustainability from chaos
How today’s artists find sustainable success in a turbulent music industry

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Mark Mulligan, Keith Jopling, Hanna Kahlert, Tatiana Cirisano, Sophia Oleksiyenko, Fernanda Balzaretti and Ula Kalkyte
Free Report
Audience Insight
Success in the modern music industry has been transformed by the streaming era. Previous markers and methods, such as national charts and radio plays, have been replaced by streaming playlists and social platforms. Yet, while executives can look at high-level metrics across their portfolios, individual artists struggle with the increasingly personalised, algorithm-driven listening habits of audiences who predominantly listen to music in the background – and the resulting lack of formal benchmarks.
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Gen AI music platforms are niche among consumers — is being *too* easy the problem?

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Tatiana Cirisano
artificial intelligence
Generative AI
udio
We all know how hype cycles work: a new technological advancement arrives, and industries rush to apply it to anything and everything. In these situations, it is useful to ask: What problem or need is this technology actually addressing? Usually, the answer is where the real opportunity lies (or, depending on where you sit, the real disruption).
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