Blog: Niche

Social platforms are now inextricable from the digital world and every aspect of entertainment. Fans and A&Rs alike discover new music on social platforms. Marketing strategies for artists and concerts are dependent on ads side-by-side with user stories.

A couple of weeks ago Rick Beato put out a video titled “ The real reason why music is getting worse” . The core arguments centre around too many people making music, and tech making it both easier to make music and for people to be lazy creators.

Five years ago, we made the call that ‘niche is the new mainstream’ . Today, this dynamic is so fundamental to music and culture that we are firmly in the stage of second order consequences. Superstars are getting smaller, the long tail is getting longer, and rightsholders are bringing in earnin...

Entertainment industries today are navigating two contrasting pressures. On the one side is the demand for niche personalisation: algorithms drive hyper-targeted content to just the right audiences, who identify strongly with it and form small, powerful communities, which can allow those proposition...

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...

The turn of the year has kicked off with a bang for digital entertainment – well in keeping with the 20’s so far. $2.2 million worth of ape jpegs have been stolen . Vinyl sales were reported to have reached a 30-year record .

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.