Blog: Marketing Strategy - Page 5

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.

Looking forward and back: Why song interpolations reflect a new music industry outlook

Cover image for Looking forward and back: Why song interpolations reflect a new music industry outlook

Tatiana Cirisano

2 Dec 2021

Music publishing

If many popular songs from the past year sound familiar, it might be because they are. Song interpolations – when artists copy another song’s underlying melody, often with modified lyrics – are increasingly common, as many of today’s biggest artists spin older hits into new ones.

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Out with viral, in with niche: TikTok’s impact on music changes form

Cover image for Out with viral, in with niche: TikTok’s impact on music changes form

Tatiana Cirisano

26 Nov 2021

In 2020, TikTok users proved their power for turning songs into hits. Tracks associated with dance challenges, memes and other TikTok trends regularly cracked the top 10 of the Billboard Hot 100 songs chart, and major labels entered bidding wars to sign the previously unknown artists behind TikTok smashes, such as Powfu (of “Death Bed”) and Jawsh685 (of “Laxed [Siren Beat]”).

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The attention economy after the lockdown boom

Cover image for The attention economy after the lockdown boom

Mark Mulligan

25 Nov 2021

Attention economy

media consumption

The attention economy is the cornerstone of all entertainment businesses. Throughout the 2010s, it just grew and grew, with more and more digital entertainment options filling consumers’ downtime. Staring out of windows and being bored at bus stops was replaced by Netflix, Fortnite, Spotify, Instagram and TikTok.

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Why Adele is Bond and BTS is Squid Game

Cover image for Why Adele is Bond and BTS is Squid Game

Mark Mulligan

25 Oct 2021

When Spotify announced that Adele had broken the record for the most streams in one day, with 19.8 million streams , the caveat was that this was true as long as you do not include all of the streams BTS had accumulated in 24 hours for ‘Butter’ in May.

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HBO Max bets on prestige programming and fandom to drive its European rollout

Cover image for HBO Max bets on prestige programming and fandom to drive its European rollout

Tim Mulligan

5 Oct 2021

HBO Max European Launch

House of the Dragon

This morning Warner Media delivered a slick presentation announcing the October 26th launch of its D2C service, HBO Max, in the Nordics, as well as Spain and Andorra. This will be followed by a 2022 rollout to Eastern Europe and Turkey, thus taking HBO Max availability to 60 territories, with a target of 190 by 2026.

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Is live-stream composition the new formula for a hit album?

Cover image for Is live-stream composition the new formula for a hit album?

Ashleigh Millar

1 Oct 2021

We are no stranger to TikTok and its impact on the music industry, which is changing the structure of the business one viral video at a time. Artists and composers are flocking to the innovative social media app with hopes of finding musical success, similar to that of 24KGoldn and Nathan Evans.

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Quick take: Word of mouth is no longer the single most powerful games discovery tool

Cover image for Quick take: Word of mouth is no longer the single most powerful games discovery tool

Karol Severin

3 Sep 2021

games discovery

Do you know the saying ‘ word of mouth is the most powerful marketing tool ’? Well, things are changing - or at least evolving. MIDiA’s Q2 2021 consumer survey states that 25% of consumers typically discover new games on social media feeds – the same penetration rate as consumers who stated that they discover games ‘from personal recommendations’.

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A handful of sports dominate fandom among esports viewers, but opportunity still exists for many

Cover image for A handful of sports dominate fandom among esports viewers, but opportunity still exists for many

Karol Severin

11 Aug 2021

Sports are increasingly executing on the overlap between gaming and esports. A handful of sports have established a strong foothold and lead among esports viewers. Data shows, however, that the still-emerging esports viewer segment provides opportunities across the sports fan spectrum.

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What is an artist in the age of creators?

Cover image for What is an artist in the age of creators?

Kriss Thakrar

26 Jul 2021

MIDiA has previously explored what it means to be a superstar in today’s industry. Here we go deeper into the fundamental of what it is to be an artist. YouTuber, boxer and rapper KSI achieved his first number 1 on the UK charts after releasing his new album, All Over the Place.

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Marketing a game? Put enough focus on Discord and TikTok

Cover image for Marketing a game? Put enough focus on Discord and TikTok

Karol Severin

7 Jun 2021

games marketing

TikTok and Discord are essential channels for effective gamer targeting. MIDiA’s Q1 2021 survey states that weekly active user penetration of the two services over-indexes among mobile and console gamers the most of all tracked social media.

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The rediscovered power of time-seasoned brand equity

Tim Mulligan

4 Jun 2021

Warner Bros. Discovery

Discovery CEO David Zaslav has proposed that the new combined Discovery / Warner Media entity will be known as Warner Bros. Discovery . This is a recognition that leveraging brand equity will be crucial for the new-combined entity to successfully compete in the increasingly crowded direct-to-consumer (D2C) video streaming landscape.

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How should we celebrate fame in today’s music business?

Cover image for How should we celebrate fame in today’s music business?

Keith Jopling

29 Apr 2021

Doom scrolling on socials is something I try to avoid, but like most 21st century humans living through the pandemic life, I occasionally fall short. Such as this weekend when scrolling through Instagram I came across Flea’s feed (he of the Red Hot Chili Peppers).

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BE THE CHANGE: WOMEN MAKING MUSIC 2021

Cover image for BE THE CHANGE: WOMEN MAKING MUSIC 2021

Dara Jegede

25 Mar 2021

Content Creators

Independent artists

BE THE CHANGE: WOMEN MAKING MUSIC 2021 TuneCore and Believe Partner with MIDiA for First of its Kind Global Study LONDON, BROOKLYN AND PARIS —Thursday, March 25 2021: MIDIA Research and TuneCore/Believe today release a new study on women creators, revealing the challenges, experiences, inspirations and their ambitions in today’s music industry.

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Women creators: This is also our business

Cover image for Women creators: This is also our business

Srishti Das

22 Mar 2021

MIDiA, in conjunction with TuneCore and Believe, is about to publish the findings of a global survey on the experiences of 401 female creators in the music industry: artists, songwriters, producers, DJs and creator managers, asking them to tell their own stories as the foundation for greater industry change.

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Reach over revenue: India’s lesson for developed sports markets

Cover image for Reach over revenue: India’s lesson for developed sports markets

Srishti Das

26 Feb 2021

India is growing as a sporting nation, with athletes performing across different international sports outside of cricket like kabaddi, motorsports, basketball, chess and so on. The majority of media consumption in India’s sports industry, however, comes from the Indian Premier League (IPL).

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New artists, does it pay to be streaming first?

Cover image for New artists, does it pay to be streaming first?

Keith Jopling

10 Feb 2021

Streaming Music

This is part 2 of my "marketing long read" posts, part 1 focused on Catalogue . In a recent interview with Steve Lamacq, Dave Grohl of the Foo Fighters told him “We don’t have anyone else making decisions for us, we do that ourselves”, something a globally successful 10-album rock behemoth can say quite casually.

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Songs are the golden eggs in music catalogues, but who is looking after the goose?

Cover image for Songs are the golden eggs in music catalogues, but who is looking after the goose?

Keith Jopling

20 Jan 2021

music catalogue

Marketing Long Read Part 1: Catalogue & Song Management It will not have escaped your attention that music catalogues are changing hands for serious sums of money. The race to acquire the songwriters’ share is on, and it is speeding up.

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Fortnite’s Party Royale provides sports untapped avenue for reaching digital natives

Cover image for Fortnite’s Party Royale provides sports untapped avenue for reaching digital natives

Alistair Taylor

19 Aug 2020

Universal platform

Burgeoning universal platform Fortnite’s ‘ Party Royale ’ is slowly becoming the gateway for rights holders to reach digitally native audiences. Party Royale, Fortnite’s ‘ experimenta l’ game mode has been a breakthrough for the platform ever since it was released.

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The Artist Marketing Playbook Needs Rewriting

Cover image for The Artist Marketing Playbook Needs Rewriting

Mark Mulligan

5 Jul 2019

artist marketing

The whole essence of fandom is being turned upside down. An emerging crop of streaming-native artists is finding its audience in a much more targeted and efficient way than via the traditional music marketing.

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