Fandom blog by MIDiA Research

Are music fans ditching digital or embracing it? Both – welcome to the "cultural multiverse"

Olivia Jones

13 Aug 2026

Clients only

Fandom Music Superfans

The analogue revival is not a novel concept – MIDiA first explored the idea that consumers are embracing analogue or ‘old’ technology in response to digital fatigue in 2024’s analogue revival report .

Are music fans ditching digital or embracing it? Both – welcome to the "cultural multiverse"

Olivia Jones

13 Aug 2026

Clients only

Fandom Music Superfans

The analogue revival is not a novel concept – MIDiA first explored the idea that consumers are embracing analogue or ‘old’ technology in response to digital fatigue in 2024’s analogue revival report .

The other side of the UGC coin: fans as part of the creative process

Hanna Kahlert

29 Jul 2026

Cultural trends YouTube Fandom

Algorithmic personalisation and niche scenes have seemingly undermined mainstream culture . Labels struggle to break new superstars and Hollywood productions have fallen into a repetitive cycle of remakes and franchises.

Cover image for The other side of the UGC coin: fans as part of the creative process

What do young people do without the doomscroll? Why social media bans present an opportunity

Hanna Kahlert

23 Jun 2026

Cultural trends Fandom Social media

The United Kingdom is set to enact bans on social media for under 16s by spring 2027, with further restrictions for 16 and 17-year-olds under consideration. It will also likely affect how adults use social platforms as age verification measures and algorithmic adjustments take place.

Cover image for What do young people do without the doomscroll? Why social media bans present an opportunity

Superfandom in an anti-social media world

Kriss Thakrar

19 Jun 2026

Clients only

Fandom Streaming Social media

For the past five years, TikTok and digital reach have largely dictated music marketing. For many artists, success has meant being an influencer first and an artist second. The idea of “ 1000 true fans ” shifted from cultivating a dedicated audience willing to buy tickets for your shows to focus...

Superfandom in an anti-social media world

Kriss Thakrar

19 Jun 2026

Clients only

Fandom Streaming Social media

For the past five years, TikTok and digital reach have largely dictated music marketing. For many artists, success has meant being an influencer first and an artist second. The idea of “ 1000 true fans ” shifted from cultivating a dedicated audience willing to buy tickets for your shows to focus...

Social versus sponsorship: brand building in 2026

Hanna Kahlert

17 Jun 2026

Marketing Strategy Fandom Social media

Social media is the go-to form of marketing in the digital age, resulting in a predicted combined $737.1 billion in annual revenue by 2031 per MIDiA’s forecast . It’s not hard to see why: social offers quick returns and easy measurement, including reach, time spent, click-through rates, and purc...

K-pop fans are not “one size fits all”: Comparing fans in US and South Korea

Olivia Jones

4 Jun 2026

Clients only

Fandom Business Strategy Streaming

K-pop has had a banner year, with the genre earning multiple Grammy nominations,along with the massive success of Kpop Demon Hunters . As K-pop’s dedicated fans dominate the global stage, they are often seen as the definition of “superfans”, with artists and labels chasing similar levels of fa...

Cover image for K-pop fans are not “one size fits all”: Comparing fans in US and South Korea

The attention trap: Why social engagement does not always create fandom

Ben Woods

27 May 2026

Fandom Social Engagement

Social video platforms are often portrayed as the home of modern entertainment fandom. There is no question that YouTube and TikTok have enabled audiences to deepen their relationships with entertainment IP compared to the pre-digital era.

Cover image for The attention trap: Why social engagement does not always create fandom

The creative generation wants its own soundtrack

Kriss Thakrar

21 May 2026

Clients only

Business Strategy Streaming Fandom

Most music fans are musically creative. This doesn’t necessarily mean they aspire to be artists or producers, but simply that they are engaged in at least one of the musical creativity behaviours tracked by MIDiA, such as producing music, learning or playing an instrument, writing music, performin...

The creative generation wants its own soundtrack

Kriss Thakrar

21 May 2026

Clients only

Business Strategy Streaming Fandom

Most music fans are musically creative. This doesn’t necessarily mean they aspire to be artists or producers, but simply that they are engaged in at least one of the musical creativity behaviours tracked by MIDiA, such as producing music, learning or playing an instrument, writing music, performin...

Answering questions from MIDiA’s "The State of AI and Music" webinar

Olivia Jones

7 May 2026

Business Strategy Spotify Streaming

Last week, MIDiA’s public webinar “The State of AI and Music” explored AI’s role in reshaping consumption, creation, and value in the music industry. For those who were unable to attend, a recording of the webinar is available here .

Cover image for Answering questions from MIDiA’s "The State of AI and Music" webinar

Multi-dimensionality in music isn’t new – but it’s overdue for a comeback

Olivia Jones

23 Apr 2026

Business Strategy Spotify Streaming

Multi-dimensionality in music – that is, engaging in ways beyond simply listening to a song – has existed for decades. In the vinyl era, fans could read liner notes and look at album artwork while listening.

Cover image for Multi-dimensionality in music isn’t new – but it’s overdue for a comeback

IMS electronic music business report 2025/6

Mark Mulligan

22 Apr 2026

Cultural trends Fandom Music

It’s that time of year again for the definitive annual assessment of the global electronic music market: The IMS electronic music business report . Premiered at the annual IMS conference in Ibiza, this year’s report paints the picture of a healthy industry with thriving scenes but also a few war...

Cover image for IMS electronic music business report 2025/6

Breaking the language barrier: AI’s next disruption in music

Adham Nazir

9 Apr 2026

Business Strategy Fandom Artists

American poet Henry Wadsworth Longfellow once proclaimed that music is a universal language. Ironically, perhaps the only part of this universal language that isn’t universal is language itself. In the streaming era, it may seem easier than ever for musicians to reach listeners around the world, a...

Cover image for Breaking the language barrier: AI’s next disruption in music

Beyond the song: Why artists need transmedia storytelling

Olivia Jones

2 Apr 2026

Fandom Marketing Strategy Streaming

In today’s fragmented marketing world, artists have to promote more than just their music – they have to build dedicated fandom. To achieve this, more artists are implementing transmedia elements – that is, adapting a brand story across multiple platforms – into their marketing strategies.

Beyond the song: Why artists need transmedia storytelling

Olivia Jones

2 Apr 2026

Fandom Marketing Strategy Streaming

In today’s fragmented marketing world, artists have to promote more than just their music – they have to build dedicated fandom. To achieve this, more artists are implementing transmedia elements – that is, adapting a brand story across multiple platforms – into their marketing strategies.

Blog: Fandom

The road to 2033: The fan economy surges ahead

The cost of complexity in serving superfans

The cost of complexity in serving superfans

Are music fans ditching digital or embracing it? Both – welcome to the "cultural multiverse"

Are music fans ditching digital or embracing it? Both – welcome to the "cultural multiverse"

The other side of the UGC coin: fans as part of the creative process

What do young people do without the doomscroll? Why social media bans present an opportunity

Superfandom in an anti-social media world

Superfandom in an anti-social media world

Social versus sponsorship: brand building in 2026

K-pop fans are not “one size fits all”: Comparing fans in US and South Korea

The attention trap: Why social engagement does not always create fandom

The creative generation wants its own soundtrack

The creative generation wants its own soundtrack

Answering questions from MIDiA’s "The State of AI and Music" webinar

Multi-dimensionality in music isn’t new – but it’s overdue for a comeback

IMS electronic music business report 2025/6

Breaking the language barrier: AI’s next disruption in music

Beyond the song: Why artists need transmedia storytelling

Beyond the song: Why artists need transmedia storytelling