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.

Kendrick vs. Drake is a rare ‘mainstream’ moment — and streaming is on the sidelines

Cover image for Kendrick vs. Drake is a rare ‘mainstream’ moment — and streaming is on the sidelines
Tatiana Cirisano
Social media
Bifurcation theory
music industry
Over the last week, it has been hard to go anywhere, or speak to anyone, without some mention of the epic diss track battle between Drake and Kendrick Lamar. When is the last time we could say that about a pop culture moment? The domination of Taylor Swift’s Eras Tour is arguably the only bit of music news in the last year that managed to cut across every niche and break into “mainstream” conversation.
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BE THE CHANGE
Gender equity in music

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Hanna Kahlert, Tatiana Cirisano, Sophia Oleksiyenko, Ashleigh Millar, Samuel Griffin and Kazia Rothwell
Free Report
Business Strategy
Audience Insight
In many ways, women ruled the music industry in 2023. Women swept the 2024 Grammy Awards, winning all the “big four” categories. Taylor Swift and Beyoncé completed record-breaking tours and, according to the USC Annenberg Inclusion Initiative, the share of women artists on Billboard’s US Hot 100 year-end chart reached a 12-year high of 35%.
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Superstars and their superfans
Turning point

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Tatiana Cirisano
Audience Insight
Key data and insights included in this report: Consumer awareness, listenership, and fandom rates of music stars including Taylor Swift, Ariana Grande, Ed Sheeran, Drake, Billie Eilish, Post Malone, The Weeknd, Dua Lipa, Olivia Rodrigo, and Bad Bunny Analysis of these artists’ super fans by proportion of total fans, age and propensity to buy merchandise Awareness of and fandom towards virtual artists K/DA and Lil Miquela Q3 2023 Comparison of music artist sentiment and awareness internet personas and film franchises All survey data is based on MIDiA Research Q3 2023 Brand Tracker fielded in the US and UK.
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The crumbling of music media is a disaster for the music industry

Cover image for The crumbling of music media is a disaster for the music industry
Tatiana Cirisano
Music fandom
music journalism
Record labels
As a former music journalist, I can say that layoffs are somewhat to be expected when you work in media. Nobody gets into this industry looking for stability. But the past 12 months have felt especially grim, with a growing list of mass layoffs and complete shutdowns that includes Bandcamp Daily , MTV News , NPR , Vox Media, and Los Angeles Times , to name just a few.
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