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 Taylor Swift’s Midnights playbook for sustaining superstardom

Taylor Swift’s Midnights playbook for sustaining superstardom

Tatiana Cirisano

29 Nov 2022

Music

As an artist whose rise to prominence coincided with the rise of streaming, Taylor Swift was able to build a massive listener base in less congested times, benefitting from all the democratising impacts of streaming before it gave way to over-saturation and hyper-fragmentation.

The record labels’ TikTok opportunity cost

Tatiana Cirisano

22 Nov 2022

Music streaming TikTok YouTube

With their short-term music licensing agreements soon to expire, record labels are reportedly pressuring TikTok to sign an ad revenue share agreement, which would see TikTok pay a share of advertising revenue to music rightsholders.

Cover image for The record labels’ TikTok opportunity cost

Why Amazon’s podcast move is even bigger than it looks

Tatiana Cirisano

10 Nov 2022

Audio Podcasts Amazon Music

Last week, Amazon made headlines with its move to expand the catalogue of music available to Prime members from 2 million songs to 100 million. But the announcement also included a major implication for podcast listeners: Prime members can now listen to a large selection of podcasts advertisement-fr...

Cover image for Why Amazon’s podcast move is even bigger than it looks

The cost of music streaming just went up — here is what must come next

Tatiana Cirisano

3 Nov 2022

Music streaming music industry Apple Music

It is finally happening. Apple Music raised its music streaming subscription price for the first time ever, following price rises from the likes of YouTube and Deezer, and Spotify indicates that it will do the same in 2023.

Cover image for The cost of music streaming just went up — here is what must come next

Cover image for Streaming’s next growth phase

Streaming’s next growth phase
The necessity of differentiation

Tatiana Cirisano

28 Oct 2022

Apple Spotify YouTube

DSPs have long been able to grow their subscriber bases despite all offering essentially the same experience. Yet the freemium model is reaching a saturation point, putting slow but steady pressure on DSPs to find new ways to grow subscribers and revenue.

HYBE’s new strategy is a blueprint for more than BTS

Tatiana Cirisano

25 Oct 2022

BTS HYBE music business

With its crown jewel, BTS, set to join the military, HYBE is without a doubt in a unique situation. This week, HYBE shared their strategy in a detailed letter to shareholders, and there has already been much debate over how the company will fare without its breadwinner.

Cover image for HYBE’s new strategy is a blueprint for more than BTS

As Apple hits 100 million songs, the future of music discovery gets complicated

Tatiana Cirisano

6 Oct 2022

Music streaming Music discovery Music creators

Apple Music celebrated the milestone of hitting 100 million songs this week — “more music than you can listen to in a lifetime, or several lifetimes”, global head of editorial, Rachel Newman, wrote in the announcement .

Cover image for As Apple hits 100 million songs, the future of music discovery gets complicated

Cover image for State of the music creator economy

State of the music creator economy
Post-lockdown growth

Mark Mulligan, Kriss Thakrar and Tatiana Cirisano

30 Sep 2022

Apple Spotify live

The Covid pandemic created a unique catalyst for the music creator economy. More time on hands and more cash in pockets gave novices and veterans alike the opportunity to spend both more time and money making music. Though the pandemic was a peak, it also marked the start of a new era for the music creator economy across every one of its aspects, f...

Cover image for NPR continues to capitalise on radio foundations in the podcast market

NPR continues to capitalise on radio foundations in the podcast market

Mark Mulligan, Keith Jopling, Tatiana Cirisano and Annie Langston

28 Sep 2022

Audio

Broadcast radio has a clear opportunity to further expand its traditional offerings in digital audio. By utilising its expertise in programming and content creation, radio can bring both its established audio audiences and reach a new generation of listeners through podcasts.

Cover image for Radio audiences

Radio audiences
A window of opportunity

Mark Mulligan, Keith Jopling, Tatiana Cirisano and Annie Langston

25 Sep 2022

Streaming Music Spotify Radio

Streaming claimed radio’s younger, music-focused audiences while podcasts are now beginning to do the same for older, spoken-word audiences. However, it is not yet determined that the impact needs to be as disruptive for radio companies. With radio audience declines slowing, and even experiencing a modest rebound, a window of opportunity exists f...

YouTube's secret weapon for overtaking Spotify

Tatiana Cirisano

22 Sep 2022

Creator economy Music creators YouTube

YouTube has not been quiet about its ambitions to overtake Spotify as the music industry’s top revenue driver by 2025. The clock is ticking, and although YouTube is the most popular platform for music listening globally (55% of consumers watch music videos on YouTube, compared to 24% who listen to...

Cover image for YouTube's secret weapon for overtaking Spotify

The future of marketing and A&R is all about scenes

Tatiana Cirisano

15 Sep 2022

music industry Music streaming fragmented fandom

Today’s era of hyper-fragmentation raises all sorts of questions for the music industry, in particular marketing and A&R departments. In a landscape where it is harder than ever to have a mainstream impact, how do you drive culture? How do you break artists and build superstars? What will peak...

Cover image for The future of marketing and A&R is all about scenes

Help shape the future of streaming services — calling all artists, podcasters, and executives

Tatiana Cirisano

1 Sep 2022

Music creators Creator economy creator tools

Music streaming is among the most hotly-debated topics in the music industry, with artists and executives alike sharing their opinions on what is working, what is not working, and the potential solutions for change.

Cover image for Help shape the future of streaming services — calling all artists, podcasters, and executives

Apple connects the dots

Tatiana Cirisano

31 Aug 2022

music business Music streaming Apple Music

We are entering the era of the end-to-end music company. Companies are increasingly striving to capture more parts of the value chain by building end-to-end ecosystems that serve creators at all levels along every step, from music creation to distribution to marketing and beyond.

Cover image for Apple connects the dots

Cover image for Inside the growing scene of neoperreo

Inside the growing scene of neoperreo

Mark Mulligan and Tatiana Cirisano

31 Aug 2022

Music

Neoperreo represents an up-and-coming scene that is driven by a music genre, but it is identified as much for as its sound as it is for its visual aesthetic, values, practices, and other layers. The neoperreo subgenre is a reaction to what its members view as the ‘mainstreaming’ of reggaeton, as well as the fact that reggaeton is dominated by m...

Cover image for A tale of two album releases

A tale of two album releases
Gunna and The Weeknd

Mark Mulligan and Tatiana Cirisano

31 Aug 2022

Music

In the on-demand streaming era, music consumption is increasingly fragmented. Consumers are spreading out their listening across varying artists and songs, and personalised recommendations algorithms are pushing them further into niches. Superstars still exist, but their impact is lessening.

Cover image for Scenes

Scenes
A new lens for music marketing

Mark Mulligan and Tatiana Cirisano

30 Aug 2022

Spotify YouTube Facebook

Entertainment consumption and fandom are fragmenting in the internet era as a result of the steady erosion of linear audiences, the rise of asynchronous consumption, and the increased sophistication of personalisation algorithms. Consequently, identity and culture are fragmenting as well.

What happens when content supersedes the creator?

Tatiana Cirisano

25 Aug 2022

Social media creator tools Creator economy

It is becoming increasingly clear that the future of the user interface looks like a TikTok feed. Companies from Meta to Spotify and Amazon have tested TikTok-like feeds that are focused on discovery, and even though Meta ended up rolling back some of its TikTok-inspired changes, its implementation ...

Cover image for What happens when content supersedes the creator?

Music is not a level playing field — it is a field of all levels

Tatiana Cirisano

18 Aug 2022

Music streaming Music fandom fragmented fandom

We have heard it (and said it) many times before: the music industry has never been as competitive as it is today. But the challenge is not just that today’s landscape is ultra-competitive, it is also that new artists chasing success are competing against artists who came up before the landscape b...

Cover image for Music is not a level playing field — it is a field of all levels

Cover image for Re-creating the creator economy

Re-creating the creator economy

Mark Mulligan, Tim Mulligan, Karol Severin, Hanna Kahlert, Srishti Das, Kriss Thakrar, Ashleigh Millar, Tatiana Cirisano, Annie Langston and Richard Broadhurst

18 Aug 2022

Apple Spotify YouTube

Streaming first democratised the means of consumption, then distribution, and now production. Though the promise of the long tail may not have materialised quite as expected, long-tail and mid-tail creators are now a central component of the digital-entertainment economy.

© 2025 MIDiA Research Ltd. All Rights Reserved.