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 Artiphon’s Minibeats brings social music creation to Snapchat

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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Year of change
Themes that will shape entertainment in 2023

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

15 Feb 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

Tatiana Cirisano

14 Feb 2023

music industry Record labels Music creators

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...

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

Tatiana Cirisano

9 Feb 2023

TikTok Social media 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.

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Kill the campaign
Music marketing needs branding, not direct response

Mark Mulligan and Tatiana Cirisano

1 Feb 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.

How brand building freed Fred again.. from the song economy

Mark Mulligan and Tatiana Cirisano

1 Feb 2023

H ow brand building freed Fred again.. from the song economy The ruthlessly competitive, track-focused music streaming landscape has pressured music marketers to focus on song campaigns above all else. Meanwhile, in part driven by these same dynamics, music consumption has become increasingly passive.

Could AI generate music’s Instagram moment?

Tatiana Cirisano

31 Jan 2023

Music streaming music industry Social media

Pop quiz: Is the hit ‘Kill Bill’ sung by SZA or Ariana Grande? The answer is, of course, SZA, but TikTok users could be forgiven for any confusion. An artificial-intelligence-generated version sung in Grande’s voice has been circulating the platform, causing a frenzy.

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What comes next in the music streaming model makeover

Tatiana Cirisano

17 Jan 2023

Music streaming Major labels Independent artists

The independent music community has been rallying for change to the streaming payment model for years. Now, major labels are joining the chorus. Why? The pro-rata model has long benefited bigger record labels, but their cut of the pie is now diminishing due to a number of factors: The growth of inde...

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Music discovery in 2023 is about the journey, not the moment

Tatiana Cirisano

12 Jan 2023

Music streaming Spotify TikTok

Oversaturation was among the hottest music industry topics of 2022. By now, we have all read — and maybe gasped at — the recent estimate that more than 100,000 new songs hit streaming services daily.

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Pivot point
MIDiA 2023 predictions

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Ben Woods

12 Jan 2023

Free Report

Business Strategy

MIDiA analysts dive into our 2023 predictions, and why we believe it will be the ' pivot point '. Watch the webinareither on YouTube or LinkedIn ....

Cover image for Nightlife in the new normal

Nightlife in the new normal
Remote work shifts the entertainment balance

Tatiana Cirisano and Perry Gresham

4 Jan 2023

Apple TV Netflix Twitter

Coronavirus pandemic work patterns are now ingrained in the United States, where 42% of consumers work from home and a fifth are hybrid workers. In the ‘new normal’, home workers spend less time on both digital and in-person entertainment compared to those who commute.

Cover image for Music discovery snapshot Q3 2022

Music discovery snapshot Q3 2022
Fandom under threat

Kriss Thakrar and Tatiana Cirisano

4 Jan 2023

Spotify YouTube YouTube Music

Despite the hyper-saturated music landscape, music discovery is generally not a problem for most consumers. Gen Z and millennials have similar music discovery habits, but gen Z struggle slightly more with discovery and are more influenced by TikTok, while millennials are perhaps the last generation to see radio as a main source of music discovery.

Cover image for YouTube is paving a new music discovery pathway — will it work?

YouTube is paving a new music discovery pathway — will it work?

Kriss Thakrar and Tatiana Cirisano

4 Jan 2023

Music

Song discovery ideally kicks off a fandom journey for the consumer, who then goes on to learn about the artist, stream their wider catalogue, become a fan, and buy merchandise and concert tickets. But, too often today, music discovery both starts and ends with the song.

What ChatGPT can do for independent music

Tatiana Cirisano

21 Dec 2022

music industry independent music Independent artists

Everyone is talking about ChatGPT , the artificial intelligence (AI) chatbot that could potentially change the music industry. While the conversation has mainly focused on how ChatGPT can help with music creation, it is worth considering how it could also assist early-stage artists with marketing an...

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Cover image for 2023 MIDiA predictions

2023 MIDiA predictions
Pivot point

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

20 Dec 2022

Apple YouTube Amazon

In this report, MIDiA Research analysts present their predictions for what will be the big trends in digital media and tech across music, video, games, marketing, audio and cultural trends in 2023 and beyond. Themes for 2023: Cost-of-living crunch: Entertainment spending will weaken, but some formats will fare better than others Perceived value wil...

Party in the front, business in the back: Why Apple Music Sing is so savvy

Tatiana Cirisano

13 Dec 2022

karaoke Fandom Music streaming

Streaming services are increasingly taking steps to diversify their offerings , and the latest example came last week from Apple Music. Just in time for holiday sing-a-longs, the service introduced a new, subscriber-only karaoke feature called Sing, where users can sing along to “tens of millions�...

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How touring pits artists against their own fans

Tatiana Cirisano

6 Dec 2022

live music touring pandemic

The live music industry is now facing the reckoning we predicted last spring, as it is increasingly clear that touring is not financially sustainable for most artists, while superstars are facing backlash for skyrocketing ticket prices.

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Cover image for Closing the background gap

Closing the background gap
Focused versus background audio listening

Kriss Thakrar, Tatiana Cirisano and Annie Langston

30 Nov 2022

Spotify Radio YouTube

The rise of attention inflation means that consumers are maximising their limited time by multitasking between various formats, spurring a rise in background consumption. This creates a “new” space for platforms to compete for consumers’ time. Among entertainment formats, audio is best placed to conquer background listening, but music streami...

Cover image for Amazon Music caters to both passive and active listeners

Amazon Music caters to both passive and active listeners

Kriss Thakrar, Tatiana Cirisano and Annie Langston

30 Nov 2022

Critical Developments

Across its numerous tiers, Amazon Music has a relatively older userbase that mainly streams music passively. Amazon Music can play to these habits to differentiate itself from other streaming services, becoming a home for the more casual music listener.

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