Blog: Charli XCX

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.

‘Brat’ summer and the dilemmas of going mainstream

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Tatiana Cirisano
It has become a rule of thumb that the moment corporate America begins capitalising on a trend, that trend begins to die. Cultural fragmentation has helped niches and scenes flourish, but it has also left large corporations that depend on mainstream products hungry for relevance — and willing to do anything to tap into the zeitgeist, including wringing cultural moments dry.
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Mainstream is the new niche

Cover image for Mainstream is the new niche
Mark Mulligan
Five years ago, we made the call that ‘niche is the new mainstream’ . Today, this dynamic is so fundamental to music and culture that we are firmly in the stage of second order consequences. Superstars are getting smaller, the long tail is getting longer, and rightsholders are bringing in earnings thresholds to keep that growing long tail at bay.
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