Blog: Marketing Strategy - Page 3

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.

Gig tickets: artist discovery versus consumer satisfaction

Cover image for Gig tickets: artist discovery versus consumer satisfaction

Ashleigh Millar

13 Apr 2023

Media and Marketing

Marketing Strategy

Since the return to normal, superstars and up-and-coming artists alike are creating new ways to adapt to the attention economy – and live performances are no exception. In a world accustomed to on-demand content, where trends and interests are fleeting, and the music market is hugely oversaturated...

min read

The future of podcasts is growing beyond the screen

Cover image for The future of podcasts is growing beyond the screen

Annie Langston

5 Apr 2023

artificial intelligence

Podcasts are breaking out of isolated, digital consumption and into real-life experiences. At this year’s On Air Fest, the Pod Loft hosted a series of podcast activations for a variety of shows, including My Favorite Murder, where fans – known as Muderinos – gathered to see fan art and tribute...

min read

Music fandom’s problem is TV’s opportunity

Cover image for Music fandom’s problem is TV’s opportunity

Mark Mulligan

30 Mar 2023

Marketing Strategy

Music fandom is approaching a crisis point. The good news is that because of streaming, more people are listening to more music than ever and more artists are releasing music than at any time in the past.

min read

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 attemp...

min read

Hybrid live streaming provides new opportunities to build authentic global fanbases

Cover image for Hybrid live streaming provides new opportunities to build authentic global fanbases

Srishti Das

22 Mar 2023

hybrid live streaming

July 2022 saw Boiler Room’s hands in one of the most iconic dance music / pop culture crossovers that led to the era of “Fred againia”. Fred again..’s Boiler Room set has (so far) garnered 16 million views on YouTube, helping to introduce his music to a wider audience, generating significan...

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 t...

min read

Authenticity in the West versus artificiality in the East

Cover image for Authenticity in the West versus artificiality in the East

Ashleigh Millar

23 Feb 2023

artificial intelligence

virtual reality

You might have heard the term “deinfluencing” floating around the internet recently. For context, earlier this year, a popular American TikTok beauty influencer, Mikayla Nogueira, took to the app to promote L’Oréal’s new ‘Telescopic Lift’ mascara , a brand with which she is a paid partn...

min read

Blue ticks and adverts and meta (AI)!

Cover image for Blue ticks and adverts and meta (AI)!

Ashleigh Millar

14 Feb 2023

Media and Marketing

Marketing Strategy

Another Super Bowl Sunday (and half-time show) has left us as quickly as it arrived. [SPOILER] Chiefs won 38 to 35, Rihanna’s “surprise guest” was in fact her baby bump, and Fox Sports reported that ad spots during the game cost circa $7 million per 30 seconds.

min read

The Last of Us – when games meet video

Cover image for The Last of Us – when games meet video

Samuel Griffin

26 Jan 2023

Video streaming

The HBO Original production of Naughty Dog’s The Last of Us is solidifying the foundations of modern expectations for games video crossovers. With the games market increasingly saturated and seemingly dominated by a handful of games, companies that are acting on the cross-entertainment opportunity...

min read

Emerging market music cultures are shaping the global music industry

Cover image for Emerging market music cultures are shaping the global music industry

Srishti Das

13 Jan 2023

cultural insight

emerging markets

The music industry's focus has slowly but steadily moved towards emerging markets in order to find the next billion music consumers. The first phase of this move saw major labels consciously pushing their music into new markets in the pursuit of creating new cultural moments.

min read

Music discovery in 2023 is about the journey, not the moment

Cover image for Music discovery in 2023 is about the journey, not the moment

Tatiana Cirisano

12 Jan 2023

Music streaming

Oversaturation was among the hottest music industry topics of 2022. By now, we have all read — and maybe gasped at — the recent estimate that more than 100,000 new songs hit streaming services daily.

min read

How Chloe Grace Moretz has created a virtuous circle for Amazon Prime Video and Twitch

Cover image for How Chloe Grace Moretz has created a virtuous circle for Amazon Prime Video and Twitch

Ben Woods

15 Dec 2022

Amazon Prime Video

In Amazon Prime’s sci-fi opus, The Peripheral , the actress Chloe Grace Moretz plays a virtual reality gamer who uses her skills to navigate the near future. It is a canny piece of casting considering Moretz is also a gamer in real life.

min read

Games report bundle offer – the less you can afford research, the more you probably need it

Cover image for Games report bundle offer – the less you can afford research, the more you probably need it

Karol Severin

2 Dec 2022

games production

Part of the festive period is about reflection and new aspirations. I, for one, am eternally grateful that MIDiA works with some of the most successful companies in entertainment. I love that we get to ask a lot of questions, have fascinating discussions, find progressive solutions to business chall...

min read

What broadcasters should learn from Sky Sports misstep with influencer IShowSpeed

Cover image for What broadcasters should learn from Sky Sports misstep with influencer IShowSpeed

Ben Woods

29 Nov 2022

Content Creators

After collaborating with the social media influencer IShowSpeed (Speed) earlier this month, Sky Sports was left with a bitter taste. Speed, who has amassed 13 million subscribers on YouTube for his livestreams featuring gaming and slapstick content, had flown to the UK to watch his favourite footbal...

min read

What Elon's Twitter means for music

Cover image for What Elon's Twitter means for music

Tatiana Cirisano

29 Nov 2022

Content Creators

When we wrote about Elon Musk’s bid to buy Twitter back in April, the idea that it would actually happen seemed far-fetched. Now, of course, Musk really is in charge, and the fate of the social platform, which 24% of consumers use weekly, is unclear.

min read

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.

min read

Midnights: modern-day music marketing 101

Cover image for Midnights: modern-day music marketing 101

Ashleigh Millar

27 Oct 2022

online communities

Are we surprised that Taylor Swift has broken records (yet again) after dropping her new album, Midnights (and Midnights (3am Edition) )? In the first five days of release, Midnights earned more than an equivalent of 1.

min read

User-centric versus feature-centric: the future of social platforms

Cover image for User-centric versus feature-centric: the future of social platforms

Hanna Kahlert

12 Oct 2022

attention inflation

TikTok shook the social world two years ago by introducing its classic user-generated content (UGC) video feed and a suite of creator tools, thereby becoming a runaway success. Since then, innovation has slowed.

min read

Vinyl now matters more to the music industry

Cover image for Vinyl now matters more to the music industry

Keith Jopling

11 Oct 2022

Streaming Music

It is the final quarter of 2022 and almost time for Spotify Wrapped – that thrilling rush of data that knows more about your music listening habits than you do yourself. However, my Wrapped will be redundant this year, since at least half of my listening time has migrated to playing vinyl records ...

min read

Time to jump off the algorithm highway

Cover image for Time to jump off the algorithm highway

Mark Mulligan

30 Sep 2022

Cultural trends

Marketing Strategy

Life is perpetual change, so it is perhaps overdoing it to suggest that the music business is at a cultural pivot point. Yet, what comes next has the potential to be looked at, years from now, as a dividing line between before and after.

min read

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