Blog: Bifurcation theory

Read our latest daily deep dives, hot takes, and exciting updates about the entertainment world. Check out the latest insight from your favourite analyst, or search by coverage areas - music, entertainment and fandom, creator economy and social.

Built for the split: how Create Music Group is positioning itself for a bifurcated industry

Tatiana Cirisano

15 May 2025

Business Strategy

Music

music industry

The music industry is entering a new phase – less a fork in the road, than a slow but steady divergence . On one path sits the traditional record label model, which monetises music rights via scale of...

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Will more artists release full songs to social media in 2025?

Tatiana Cirisano

19 Sep 2024

Social media

TikTok

Music streaming

It is now a standard part of most music rollouts to release a clip of the song on social video platforms before it hits streaming. This makes sense when you think of social media as a marketing tool. But...

min read

‘Song of the summer’ may be dead, but 2024 was the summer of song

Tatiana Cirisano

22 Aug 2024

fragmented fandom

Music streaming

Social media

Over the past few years, MIDiA has often remarked at the lack of a “song of the summer” . There was once a singular undeniable hit each summer, one that everyone could agree on, like ‘One Dance’...

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What Drake got wrong — and right — with 100 Gigs

Tatiana Cirisano

15 Aug 2024

Drake

fragmented fandom

Bifurcation theory

On August 6th , with no prior announcement, Drake unloaded 100 gigabytes’ worth of content, including songs and video clips, to a personal website and directed fans there via his Instagram burner account....

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TikTok’s music master plan is coming into focus

Tatiana Cirisano

20 Jun 2024

TikTok

Social media

music consumption

Oh how the tables have turned. Just a few months removed from its very public clash with Universal Music Group over music licences, TikTok is reportedly looking to buy up music rights of its own. Not only...

min read

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

Tatiana Cirisano

9 May 2024

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...

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Bifurcation theory | How today’s music business will become two

Mark Mulligan

18 Apr 2024

Bifurcation

Bifurcation theory

future of music

One of things we pride ourselves on at MIDiA is helping the marketplace peer over the horizon with disruptive, forward-looking ideas and vision. We have a long track record of doing this (you can find...

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TikTok highlights the importance of publishing — and lack of songwriter services

Tatiana Cirisano

29 Feb 2024

Social media

TikTok

songwriters

It is no news flash that the music business has a reputation for undervaluing songwriters. Despite being arguably the most important part of the song, the shift to streaming has been even more disastrous...

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