Blog: Marketing

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.

The paradox of scale and success: What music can learn from gin distilleries

Cover image for The paradox of scale and success: What music can learn from gin distilleries

Hanna Kahlert

14 May 2025

Business Strategy

The digital world is becoming less reliable. Platforms are flooded with AI content ranging from banal, to amusing, to concerningly incorrect . Advertising crowds the feed alongside creators desperately trying to sell something: themselves, a lifestyle, products, businesses.

min read

Where do you stand on AI’s transformation of the video creator economy?

Cover image for Where do you stand on AI’s transformation of the video creator economy?

Ben Woods

9 May 2025

Audience Insight

Artificial intelligence is imposing revolutionary change on the creator economy. Tried and tested workflows are being automated, streamlined, and recalibrated by large language learning models that are promising to rid creators of tedious tasks.

min read

Scenes 2.0 | MIDiA’s updated entertainment playbook

Cover image for Scenes 2.0 | MIDiA’s updated entertainment playbook

Tatiana Cirisano

6 Mar 2025

In 2022, MIDiA introduced scenes as a new playbook for music marketing . As entertainment consumption fragments, what was once a singular “mainstream” is being replaced by hundreds of thousands of smaller scenes, or subcultures – like gorpcore, hyperpop fans, or retro gamers.

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How PlayStation broke its hardware and active user records in Q4

Cover image for How PlayStation broke its hardware and active user records in Q4

Rhys Elliott

13 Feb 2025

Business Strategy

Sony released its financial results for calendar Q4 2024. Here are the high-level results: Sony generated revenues of $27.9 billion As always, its Game & Network Services (G&NS) Segment – PlayStation – was the biggest segment (38%) Sony Music accounted for 11% and Sony Pictures for 9% of revenue share respectively We'll be focusing on PlayStation for the rest of the article.

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Bringing fandom to life: the rise of IRL superfan experiences

Cover image for Bringing fandom to life: the rise of IRL superfan experiences

Olivia Jones

12 Feb 2025

Much of the recent discussion around music superfan monetisation has focused on online superfans, especially as more superstars join fan platforms like Weverse. These monetisation strategies capitalise on fans’ growing desire for artist-fan interaction but often rely on artists’ active participation, adding yet another task to their ever-growing list of marketing responsibilities.

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Meta pushes for “free speech” as TikTok falls short: a dramatic cultural shift for social

Cover image for Meta pushes for “free speech” as TikTok falls short: a dramatic cultural shift for social

Hanna Kahlert

15 Jan 2025

Business Strategy

The news cycle leaves no room to draw breath as strategic pivots and Supreme Court hearings come thick and fast. Changes are afoot – and they paint a very different picture of the digital landscape of the future.

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Social platforms are eating passive entertainment. Are games eating social?

Cover image for Social platforms are eating passive entertainment. Are games eating social?

Hanna Kahlert

22 Oct 2024

At Sony Music’s Interactive Tech Day in London on 22nd October, gaming was, ironically, the highlight. From artist takeovers of Roblox destinations to concert-type experiences in Fortnite Islands, the company’s music strategy is increasingly crossing over with the gaming world – a goal mirrored in the increasing closeness of Sony Music and Sony Interactive Entertainment, according to their respective speakers at the event.

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Branded podcasts level up: Ubisoft’s gaming podcasts bring games to life for new audiences

Cover image for Branded podcasts level up: Ubisoft’s gaming podcasts bring games to life for new audiences

Rutger Rosenborg

7 Jun 2024

As the podcast listener base grows , companies across several industries — from automotive to fast food — see podcast production as a way to market to new audiences (sort of like an audio blog). Branded podcasts are nothing new for big games publishers like PlayStation and Xbox.

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Forget TikTok trends; the scene is TikTok itself

Cover image for Forget TikTok trends; the scene is TikTok itself

Hanna Kahlert

4 Apr 2024

Much of marketing today focuses on chasing the latest TikTok trend. Catching the ‘next big thing’ just as it is taking off, then watching the cultural clout dissolve as the trend disappears as quickly as it appeared, is an exhausting enterprise.

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Barbenheimer, the Hollywood strikes, and AI: Is film at a cultural turning point?

Cover image for Barbenheimer, the Hollywood strikes, and AI: Is film at a cultural turning point?

Hanna Kahlert

20 Jul 2023

After an exciting boom period in film and TV productions made for digital-first streaming platforms, the downsides seem to be catching up. The Writers Guild of America (WGA) has been on strike since May 2nd (2023), signalling the biggest disruption to TV and film production since Covid-19.

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Swift and Healy set the tone for live music in the 2020s

Cover image for Swift and Healy set the tone for live music in the 2020s

Ashleigh Millar

23 Mar 2023

When P!nk released her Greatest Hits…So Far! album back in 2010, radio show presenters were quick to respond by discussing what they believed would become the death of her career. According to them, greatest hits albums were essentially the nail in the coffin for music artists; a struggling attempt to stay relevant, unlikely to escape the ‘grand finale’ effect of the project.

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Audible’s new podcast singing competition asks: is audio-only enough?

Cover image for Audible’s new podcast singing competition asks: is audio-only enough?

Annie Langston

22 Mar 2023

singing competition

The rise of podcast videos are breathing new life into the audio market. Since 20% (Q4 2022 MIDiA Research) of all consumers are watching podcast videos, and content must often exist in multiple formats to attract attention today, both listeners and platforms, like Spotify , are shifting their focus to visual podcasts.

min read

Snapchat and TikTok: The hAIghs and the lows of AI in social

Cover image for Snapchat and TikTok: The hAIghs and the lows of AI in social

Ashleigh Millar

9 Mar 2023

Media and Marketing

Marketing Strategy

Thanks to the record-breaking success of OpenAI’s ChatGPT, all eyes are on artificial intelligence. From generative AI to social media filters, consumers have a growing expectation from entertainment, considering the quality of output from tech that they have at their disposal – not to mention the constant exposure to content using AI.

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The industry’s narrative is not always the same as the artist's narrative: Redefining success for independent artists

Cover image for The industry’s narrative is not always the same as the artist's narrative: Redefining success for independent artists

Keith Jopling

6 Mar 2023

Creator economy

Last weekend, there was a fascinating quote from Maseo of hip hop legends De La Soul in the UK Guardian: “On our second album, we learned the importance of controlling the narrative. I learned early on that a hit record can hurt your entire body of work if you let the industry control your narrative”.

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Meghan Trainor vs. Sam Smith: Newsflash, authentic(ish) marketing is ‘in’

Cover image for Meghan Trainor vs. Sam Smith: Newsflash, authentic(ish) marketing is ‘in’

Ashleigh Millar

2 Nov 2022

Media and Marketing

If you have found yourself of TikTok over the last month, you will have most likely been inundated with Sam Smith ‘Unholy’ and Meghan Trainor ‘Made You Look’ content. The two artists made TikTok marketing a priority, but they have approached it in slightly different ways.

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Are mobile game advertisements a legitimate trojan horse for podcast downloads?

Cover image for Are mobile game advertisements a legitimate trojan horse for podcast downloads?

Annie Langston

12 Oct 2022

podcast downloads

real podcast listener

Podcast marketing is still somewhat new terrain in the digital audio market. Not only are podcasts a niche activity, but the market is fragmenting with the development of more shows. This oversaturation is making it harder for any individual show to grow its audience.

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"The meme made me do it": Why consumption often has nothing to do with what is being consumed

Cover image for "The meme made me do it": Why consumption often has nothing to do with what is being consumed

Hanna Kahlert

7 Sep 2022

The powerhouse cast and director of Don’t Worry Darling gathered for the film’s premier this week in Venice, enjoying a five-minute standing ovation and critically acclaimed reviews. In the words of lead actor Harry Styles himself , “like, it feels like a movie.

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The Kate Bush resurgence shows that music consumption has no time stamp

Cover image for The Kate Bush resurgence shows that music consumption has no time stamp

Keith Jopling

13 Jun 2022

There are not many good news stories at the moment. It has brightened up my summer a little, though, to see music legend Kate Bush (or ‘our Kate’ if you happen to be British) acknowledge that her song, ‘Running Up That Hill’ , has been “given a whole new lease of life” thanks to the recent sync on the Netflix series Stranger Things.

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Burning out and fading away: the exhausting job of marketing new music

Cover image for Burning out and fading away: the exhausting job of marketing new music

Keith Jopling

31 May 2022

The recent protests by music artists about the pressures of keeping up a constant presence on social media are disconcerting in an age when many artists are struggling with mental health issues and wellbeing.

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Non-music companies should be taking notes from the music marketing playbook

Cover image for Non-music companies should be taking notes from the music marketing playbook

Ashleigh Millar

2 Mar 2022

It is evident that the music industry’s social media marketing model – specifically on TikTok – is particularly effective in elevating the careers and profiles of the new generation of music artists, songwriters, and producers alike.

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