Blog: Social media - Page 2

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.

Social platforms are eating passive entertainment. Are games eating social?

Cover image for Social platforms are eating passive entertainment. Are games eating social?
Hanna Kahlert
Social
Social media
Gaming
At Sony Music’s Interactive Tech Day in London on 22nd October, gaming was, ironically, the highlight. From artist takeovers of Roblox destinations to concert-type experiences in Fortnite Islands, the company’s music strategy is increasingly crossing over with the gaming world – a goal mirrored in the increasing closeness of Sony Music and Sony Interactive Entertainment, according to their respective speakers at the event.
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TikTok’s creator subscriptions point to the future of social platforms

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Hanna Kahlert
TikTok
Subscriptions
Creators
It’s been a big week for TikTok. On the heels of shutting down its music streaming service , the platform has announced an expansion of its creator subscription program. In addition to existing LIVE Subscriptions, the paid subscription offering for livestreams, TikTok has announced that creators can now develop paid subscriptions for their followers, allowing them to access exclusive content, perks, and communities where they can engage with each other.
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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
Social media
TikTok
Music streaming
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

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Tatiana Cirisano
Charli XCX
BRAT summer
music marketing
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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HYBE 2.0 diverges from the major-label blueprint in 4 key ways — will it work?

Cover image for HYBE 2.0 diverges from the major-label blueprint in 4 key ways — will it work?
Tatiana Cirisano
Record labels
music industry
HYBE
HYBE kicked off the month with new leadership and a new plan to bring the Korean entertainment company into its next era of growth. In a letter to shareholders , outgoing CEO Jiwon Park and new chief Jason Jaesang Lee were refreshingly open about HYBE’s past weaknesses as they laid out a plan to prepare for market shifts and bring the “K-pop system” to new genres and regions.
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The rise of the songwriter ‘brand’

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Tatiana Cirisano
songwriters
Music publishing
Social media
If you have been drawn into the particular orbit of pop music that includes Olivia Rodrigo, Chappell Roan, and Sabrina Carpenter, you probably know a thing or two about Dan Nigro. Fans have been joining the dots between Nigro and this cluster of emergent pop artists on social media — not only discovering his credits on hits like Chappell’s “Good Luck, Babe!” and Rodrigo’s “Vampire”, but also clocking that he is in the studio with Reneé Rapp and followed Carpenter on Instagram .
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TikTok’s music master plan is coming into focus

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Tatiana Cirisano
TikTok
Social media
music consumption
Oh how the tables have turned. Just a few months removed from its very public clash with Universal Music Group over music licences, TikTok is reportedly looking to buy up music rights of its own. Not only would this ease TikTok’s reliance on licences, but it would also presumably allow TikTok to prioritise its owned content in the algorithm, and do what music executives have been tearing their hair out trying to for years: reverse-engineer viral moments.
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Chasing the zeitgeist: why speed trumps creativity in social video marketing

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Ben Woods
Video creators
creator tools
TikTok
TikTok has redefined what it means to be part of a cultural moment. In the past, engaging with trends meant being a consumer of content that captured the spirit of the time. For video, this was largely expressed through watercooler moments, where discussing the most popular TV shows and movies with friends, family, and colleagues was a symbol of one’s cultural capital.
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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
Social media
Bifurcation theory
music industry
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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