Blog: Marketing Strategy - Page 4

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.

Grand Theft IP

Cover image for Grand Theft IP

Perry Gresham

23 Sep 2022

grand theft auto

intellectual property

This week gaming entered leak season, with large amounts of content unexpectedly released for two major upcoming titles: Grand Theft Auto VI (GTA) and Diablo IV. GTA developer Rockstar Games confirmed : “We recently suffered a network intrusion in which an unauthorised third party illegally accessed and downloaded confidential information from our systems, including early development footage for the next Grand Theft Auto”.

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WMG is moving beyond superstars – and that is a good thing

Cover image for WMG is moving beyond superstars – and that is a good thing

Mark Mulligan

16 Sep 2022

fragmented fandom

Warner Music Group’s ( WMG’s) Steve Cooper recently stated that the major is no longer financially dependent on superstars – which is, of course, quite a different thing from not being culturally dependent on them, but we’ll get to that.

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The future of marketing and A&R is all about scenes

Cover image for The future of marketing and A&R is all about scenes

Tatiana Cirisano

15 Sep 2022

Music streaming

fragmented fandom

Today’s era of hyper-fragmentation raises all sorts of questions for the music industry, in particular marketing and A&R departments. In a landscape where it is harder than ever to have a mainstream impact, how do you drive culture? How do you break artists and build superstars? What will peak success for the next generation of artists even look like? The framework we need may have been here all along.

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Games-video crossovers are coming of age

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Samuel Griffin

8 Sep 2022

Music discovery

Video and games crossover content is becoming mainstream. The Emmy winning Arcane, a live action remake of The Last of Us, indicated that games-inspired video is trailblazing at the core of entertainment fandom.

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Music is not a level playing field — it is a field of all levels

Cover image for Music is not a level playing field — it is a field of all levels

Tatiana Cirisano

18 Aug 2022

Music streaming

fragmented fandom

We have heard it (and said it) many times before: the music industry has never been as competitive as it is today. But the challenge is not just that today’s landscape is ultra-competitive, it is also that new artists chasing success are competing against artists who came up before the landscape became so fragmented , as well as the entire history of music — not just that which is new.

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Netflix versus AMC – a tale of two fandoms

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Tim Mulligan

11 Aug 2022

The last two weeks have witnessed two contrasting approaches toward the increasingly fragmented world of show fandom. First of all, it was revealed that Netflix has taken legal action against Abigail Barlow and Emily Bear and their company Barlow & Bear.

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From 8-bit to fantasy: Proms’ focus on gaming underscores its cultural relevance

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Samuel Griffin

10 Aug 2022

After the humble beginnings of the first melodic loops from NAMCO’s Rally X , the cultural symphony of music, video, and games has since matured toHildur Guðnadóttir and Sam Slater’s recent score for Battlefield 2042 .

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What happens when every platform has different top artists? Hint: it may be a good thing

Cover image for What happens when every platform has different top artists? Hint: it may be a good thing

Tatiana Cirisano

10 Aug 2022

fragmented fandom

Consumer behaviour

music marketing

Fragmentation is on full display in Chartmetric’s H1 2022 trends report , which lists the top 10 “breakthrough artists” between January and June for each of eight different platforms. It is immediately obvious that each list is completely different.

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Are ‘picture-perfect’ games marketing campaigns detrimental to building continued engagement?

Cover image for Are ‘picture-perfect’ games marketing campaigns detrimental to building continued engagement?

Karol Severin

1 Aug 2022

games marketing

Last week, my social media feeds were taken over by the release of Stray (the ‘cat game’) trying to grab my attention. I suppose that this was to be expected – I’m a cat-owning games analyst after all.

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Spotify shines RADAR spotlight on podcast creators

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Annie Langston

6 Jul 2022

Discoverability remains a core challenge for podcast creators in the audio market. We previously discussed the responsibility of audience platforms to amplify independent voices, with editorial spaces increasingly dominated by exclusives and celebrity titles.

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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

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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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The record label addiction to virality is about the attention recession, too

Cover image for The record label addiction to virality is about the attention recession, too

Tatiana Cirisano

26 May 2022

Content Creators

Creator economy

In a painfully-of-the-moment twist of irony, Halsey went viral on TikTok this week for speaking out about the pressure to do just that. “Basically I have a song that I love that I wanna release ASAP, but … my record company is saying that I can’t release it unless they can fake a viral moment on TikTok,” they said .

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Why the remix challenge is primed for a revival

Cover image for Why the remix challenge is primed for a revival

Tatiana Cirisano

14 Apr 2022

music marketing

Remix challenges have been part of the record label toolbox for more than a decade. Artists let contestants purchase or earn song stems; then the artist and fans vote on the best remixes. The idea is simple: contestants get a shot at recognition from their favourite artists (as well as their 15 seconds of fame), plus prizes; and artists get to increase their profiles and deepen fan engagement.

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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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Why Disney’s Encanto is a cross-generational success

Cover image for Why Disney’s Encanto is a cross-generational success

Ashleigh Millar

14 Feb 2022

For the last month and a half, Disney’s Encanto has been taking the world by storm . Encanto tells the story of the magical ‘Madrigal’ family who live in the mountains of Colombia, and the animated film’s soundtrack was composed by none other than Hamilton ’s Lin-Manuel Miranda.

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Quick take: Gunna’s triumph over The Weeknd is all about moving the culture

Cover image for Quick take: Gunna’s triumph over The Weeknd is all about moving the culture

Tatiana Cirisano

20 Jan 2022

Media and Marketing

For the past week, hip-hop Twitter was buzzing with debate. The Weeknd and Gunna both released surprise albums on 7thJanuary: Dawn FM and DS4EVER , respectively. So, whose album would come out on top? Though The Weeknd is the bigger household name, the two artists’ rollout strategies were remarkably similar.

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How relevant are awards in the age of Spotify Wrapped?

Cover image for How relevant are awards in the age of Spotify Wrapped?

Keith Jopling

12 Jan 2022

Are awards ceremonies relevant in today's entertainment landscape? The widespread boycott by major movie stars of this year’s Golden Globes is more than a temporary protest and will lead to a major period of re-evaluation for award shows in film, music and across all entertainment formats.

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Subliminal marketing in the social era

Cover image for Subliminal marketing in the social era

Ashleigh Millar

10 Dec 2021

music marketing

Media & Marketing

Our millennial readers might recall the days of their first email accounts – back in the nineties and noughties – when their friends would send them chain mail with the threat of some ghoulish creature visiting them in the night if they did not forward the email on to *insert number here* friends.

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MIDiA Consulting looks forward to 2022

Cover image for MIDiA Consulting looks forward to 2022

Keith Jopling

2 Dec 2021

Our Consulting Director Keith Jopling reflects on how MIDiA's consulting capability has developed over the past few years. Back when MIDiA first formed, the music industry’s future was still hanging in the balance.

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