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.

AI and the future of music
The future is already here

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Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

May 2023

Spotify

SoundCloud

Netflix

Unlike most new technology hype cycles, the impact that artificial intelligence (AI) has on the world is already surpassing expectations. Within the music industry, AI will largely be an enabler and accelerant of already-existing trends and market shifts: the growth of self-releasing artists, the consumerisation of music-making, and the resulting o...

An AI-generated Drake and The Weeknd collab is shaking the music industry

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Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

May 2023

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Why AI generation might be just what music needs

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Tatiana Cirisano

25 Apr 2023

artificial intelligence

Music streaming

In her hit ‘Saoko’, Rosalía celebrates her multi-dimensionality, singing (translated from Spanish): “I contradict myself, I transform / I’m everything, I transform”. As artists navigate the world of AI-generated music, her words might become a mantra.

min read

Live streams won’t steal ticket sales, but social just might

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Tatiana Cirisano

18 Apr 2023

music festivals

Frank Ocean’s headlining Coachella set on Sunday night was one of the most-anticipated sets ever, not least because the elusive singer has not performed publicly since 2017, but also because the performance was a holdover from 2020’s cancelled festival.

min read

Music streaming’s looming generational blind spot

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Tatiana Cirisano

6 Apr 2023

Music streaming

Music streaming platforms have clamoured to attract Gen Z, with good reason. The cool, new kids out-stream everyone and are pioneering new ways to engage with music, yet they are spending more time on TikTok than streaming services might like.

min read

US millennial snapshot
A looming generational blind spot

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Kriss Thakrar and Tatiana Cirisano

April 2023

Spotify

YouTube

Deezer

In the US, 25-34-year-olds are the music industry’s most valuable segment. Yet their relationship with streaming is tenuous. Streaming is not meeting these consumers’ need for a more social, less algorithm-driven experience. What is more, they appear most likely to give their subscriptions up.

Apple Music is winning over US 25-34s

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Kriss Thakrar and Tatiana Cirisano

April 2023

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CD Baby’s ‘Stages’ can serve both passion and professionalism

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Tatiana Cirisano

April 2023

Business Strategy

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Why AI music may make fandom even more important

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Tatiana Cirisano

22 Mar 2023

artificial intelligence

fragmented fandom

Artificial intelligence (AI) was as hot a topic as ever at last week’s SXSW conference, where debate swirled around how human artists will compete with AI-generated music. As more parts of music-making involve AI assistance, this distinction between “AI” and “human” music may soon become a...

min read

The AI entertainment revolution
How artificial intelligence will reshape media consumption

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Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

March 2023

Innovation

Creators

YouTube

2023 has been jump-started by rapid progression in the adoption of artificial intelligence (AI). From the launch of ChatGPT to AI-powered DJs, this technology is revolutionising common practices, impacting consumers, creators, and industry leaders alike.

AI use cases in the entertainment industry
Electric Sheep, Mubert, Unreal Engine 5, Descript, Uhmbrella, and My AI

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Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

March 2023

Cultural trends

Critical Developments

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Spotify’s vertical feed could change music discovery, but not for the reason you think

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Tatiana Cirisano

9 Mar 2023

Music streaming

Just a few years ago, Spotify’s Rap Caviar playlist was a harbinger for culture. But a lot has changed. Artists want (and need) to build deeper relationships with fans, and gen Z consumers want more active content experiences.

min read

Streaming is becoming more like radio — what now?

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Tatiana Cirisano

2 Mar 2023

Music streaming

Last week, both YouTube Music and Spotify launched new, radio-like features. Spotify introduced an AI-powered voice DJ, which will talk to users about why songs are included in personalised mixes. Meanwhile, YouTube Music is giving users more ways to customise streaming radio stations — they can n...

min read

Music’s Instagram moment
The social music creation revolution

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Tatiana Cirisano

March 2023

Consumer behaviour

Apple

Spotify

Social media has steadily integrated music, and music creation tools have steadily become more social. These trends are converging, accelerated by shifts in consumer behaviour and artificial intelligence (AI). The result could be a new set of music creation and re-creation tools, integrated within social platforms and geared towards casual consumer...

Artiphon’s Minibeats brings social music creation to Snapchat

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Tatiana Cirisano

March 2023

Product Strategy

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Should streaming take a cue from TikTok’s revamped creator program?

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Tatiana Cirisano

23 Feb 2023

Music streaming

A year ago, VidCon co-founder and vlogger Hank Green posted a viral YouTube video lambasting TikTok’s $1 billion Creator Fund, claiming it delivered chump change to videos with millions of views. The issue, he explained, was that the pool of funds was static — so the more that TikTok’s creator...

min read

Year of change
Themes that will shape entertainment in 2023

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Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston, Perry Gresham, Samuel Griffin, Ben Woods and Srishti Das

February 2023

Spotify

YouTube

Amazon

This report deep dives into the themes identified in MIDiA’s 2023 predictions report. These themes will drive innovation in the digital entertainment landscape in 2023 across music, video, games, audio, cultural trends, and the creator economy. Expect 2023 to be a of period significant disruption and innovation forced upon the digital entertainme...

At the Grammys and Super Bowl, the last hurrah of the mainstream era

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Tatiana Cirisano

14 Feb 2023

Rihanna’s performance at the Super Bowl LVII over the weekend was remarkable for several reasons, but most of all was that she had not performed a show at this scale in seven long years. “The wait is almost over”, Apple Music’s Ebro Darden teased in promotions leading up to the big night, an...

min read

With its Australia experiment, TikTok gives the music industry the ultimate test

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Tatiana Cirisano

9 Feb 2023

independent music

Licensing negotiations between platforms and the music industry come down to one question: which side needs the other more? The more that TikTok needs hit music to attract users, the more leverage the music industry (meaning labels and publishers) gains.

min read

Kill the campaign
Music marketing needs branding, not direct response

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Mark Mulligan and Tatiana Cirisano

February 2023

Streaming

Spotify

Marketing

The debate over a new streaming royalties regime is capturing attention, but economics will not fix the underlying paradigm shifts that are the true cause for streaming’s problems: there is not enough money to go around for the ballooning amount of music on streaming services, and passive consumption is the new norm.

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