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 How Coachella put the power of UGC livestreaming on display

How Coachella put the power of UGC livestreaming on display

Tatiana Cirisano

1 Jun 2023

YouTube Music Business Strategy

YouTube’s official livestream of the 2023 Coachella Valley Music and Arts Festival captured the event through both a long-form, professional livestream on YouTube, and short-form video user-generated content (UGC) on YouTube Shorts. YouTube partnered with influencers to document their festival run on Shorts, taking advantage of the growing trend ...

A new era of music fluidity is here

Tatiana Cirisano

23 May 2023

Music fandom user-generated content Social media

What do AI Drake, adaptive music, and TikTok open-verse challenges have in common? All reflect a major shift of music consumption from a passive, static, and uni-directional experience to an active, dynamic, multi-directional one.

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Why the creator tools and services market is bigger than you think (and it is not AI)

Tatiana Cirisano

10 May 2023

Music creators creator tools Creator economy

One of the biggest stories of the past few years is the rise of self-releasing artists, who number 6.4 million in 2022, a 16.8% growth from 2021. Everyone wants a piece of that growth, which is part of the reason why distributors like Stem and TuneCore increasingly offer much more than distribution,...

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Artists direct
Focus on passion, not professionalism

Tatiana Cirisano

2 May 2023

Spotify Spotify SoundCloud

All eyes of the music business are on artists direct, the fastest-growing segment of the industry. But the 6.4 million artists in this segment are far from a unified group, and have varied aspirations, challenges, and needs. MIDiA’s 2023 creator survey reflects that the two largest sub-segments of artists direct are those who seek full-time music...

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AI and the future of music
The future is already here

Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

2 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...

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

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

Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

2 May 2023

Music

The rapid deployment of musical “deepfakes’’ on social media illustrates just how quickly artificial intelligence (AI) is already reshaping the music industry. Deepfakes are a type of AI that can create convincing replicas of real people, whether in the image, video, or audio format.

Why AI generation might be just what music needs

Tatiana Cirisano

25 Apr 2023

Record labels 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.

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

Tatiana Cirisano

18 Apr 2023

live streaming coachella 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.

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Music streaming’s looming generational blind spot

Tatiana Cirisano

6 Apr 2023

Music streaming millennials Gen Z

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.

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Cover image for US millennial snapshot

US millennial snapshot
A looming generational blind spot

Kriss Thakrar and Tatiana Cirisano

3 Apr 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.

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Apple Music is winning over US 25-34s

Kriss Thakrar and Tatiana Cirisano

3 Apr 2023

Apple Spotify Apple Music

For streaming services in the US, courting the 25-34 age cohort is important because they are overrepresented as both music streaming subscribers and music aficionados, spending the most time and money on music. However, 25-34s have a slightly tenuous relationship with streaming.

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

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

Tatiana Cirisano

3 Apr 2023

Music Business Strategy

CD Baby’s ‘Stages’ can serve both passion and professionalism The traditional view of the fast-growing artists direct sector as a funnel for recorded music is becoming outdated. Nearly the same percentage of these 6.4 million creators are passionate, but do not expect a full-time career (36%) as those who do (38%).

Why AI music may make fandom even more important

Tatiana Cirisano

22 Mar 2023

artificial intelligence fragmented fandom Record labels

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...

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The AI entertainment revolution
How artificial intelligence will reshape media consumption

Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

20 Mar 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.

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

Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

20 Mar 2023

Cultural trends Critical Developments

Electric Sheep | Using AI to introduce accuracy and efficiency into the VFX industry Rotoscoping, an element of visual effects (VFX) where the background of either an image or video is removed so that effects can be added, has traditionally been an intricate and time-consuming endeavour.

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

Tatiana Cirisano

9 Mar 2023

Music streaming Spotify SoundCloud

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.

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Streaming is becoming more like radio — what now?

Tatiana Cirisano

2 Mar 2023

Music streaming Spotify YouTube Music

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...

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Cover image for Music’s Instagram moment

Music’s Instagram moment
The social music creation revolution

Tatiana Cirisano

1 Mar 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...

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Artiphon’s Minibeats brings social music creation to Snapchat

Tatiana Cirisano

1 Mar 2023

Music Product Strategy

In 2021, instrument maker Artiphon launched the Orbacam social video app, where users could shoot video, create music for it, and add perfectly synced video effects. Originally meant as a companion to the company’s Orba handheld beatmaker, the app simply placed a digital version of the Orba over a TikTok-like interface.

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

Tatiana Cirisano

23 Feb 2023

Music streaming Spotify music industry

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...

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