Blog: music 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.

Will more artists release full songs to social media in 2025?

Cover image for Will more artists release full songs to social media in 2025?
Tatiana Cirisano
It is now a standard part of most music rollouts to release a clip of the song on social video platforms before it hits streaming. This makes sense when you think of social media as a marketing tool. But as social video has ascended (and arguably become more about entertainment than connecting socially), apps like TikTok are now quasi-consumption platforms in their own right.
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‘Brat’ summer and the dilemmas of going mainstream

Cover image for ‘Brat’ summer and the dilemmas of going mainstream
Tatiana Cirisano
It has become a rule of thumb that the moment corporate America begins capitalising on a trend, that trend begins to die. Cultural fragmentation has helped niches and scenes flourish, but it has also left large corporations that depend on mainstream products hungry for relevance — and willing to do anything to tap into the zeitgeist, including wringing cultural moments dry.
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Kendrick vs. Drake is a rare ‘mainstream’ moment — and streaming is on the sidelines

Cover image for Kendrick vs. Drake is a rare ‘mainstream’ moment — and streaming is on the sidelines
Tatiana Cirisano
Over the last week, it has been hard to go anywhere, or speak to anyone, without some mention of the epic diss track battle between Drake and Kendrick Lamar. When is the last time we could say that about a pop culture moment? The domination of Taylor Swift’s Eras Tour is arguably the only bit of music news in the last year that managed to cut across every niche and break into “mainstream” conversation.
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The crumbling of music media is a disaster for the music industry

Cover image for The crumbling of music media is a disaster for the music industry
Tatiana Cirisano
As a former music journalist, I can say that layoffs are somewhat to be expected when you work in media. Nobody gets into this industry looking for stability. But the past 12 months have felt especially grim, with a growing list of mass layoffs and complete shutdowns that includes Bandcamp Daily , MTV News , NPR , Vox Media, and Los Angeles Times , to name just a few.
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What ‘Barbie’, ‘The Idol’, and more say about the future of artists in film

Cover image for What ‘Barbie’, ‘The Idol’, and more say about the future of artists in film
Tatiana Cirisano
2023 is already shaping up to be another big year for music artists in Hollywood. Late last month, Jack Harlow made his acting debut in a Hulu remake of 1992 basketball comedy White Men Can’t Jump . The Weeknd (who is now going by Abel Tesfaye) stars in Max’s controversial new series, The Idol , in which BLACKPINK's Jennie also makes her acting debut.
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Why the creator tools and services market is bigger than you think (and it is not AI)

Cover image for Why the creator tools and services market is bigger than you think (and it is not AI)
Tatiana Cirisano
One of the biggest stories of the past few years is the rise of self-releasing artists, who number 6.4 million in 2022, a 16.8% growth from 2021. Everyone wants a piece of that growth, which is part of the reason why distributors like Stem and TuneCore increasingly offer much more than distribution, major record labels are opening (or acquiring) their own label service operations, and there is a growing roster of what Music Business Worldwide has termed “inside-out majors” , like the recently-launched Gamma.
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Why AI music may make fandom even more important

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Tatiana Cirisano
Artificial intelligence (AI) was as hot a topic as ever at last week’s SXSW conference, where debate swirled around how human artists will compete with AI-generated music. As more parts of music-making involve AI assistance, this distinction between “AI” and “human” music may soon become as irrelevant as music created on a laptop versus recorded in a studio.
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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
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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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
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
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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