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Mainstream is the new niche

Cover image for Mainstream is the new niche
Mark Mulligan
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 earnings thresholds to keep that growing long tail at bay.
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