All Eyes, No Ears: Why Virality Isn’t Building Fandom

Virality fuels discovery, but does it build lasting fans? MIDiA’s latest white paper tackles one of the music industry’s biggest questions: how is social media really shaping discovery, streaming, and fandom?

We ran a webinar on September 30 where Tatiana Cirisano, VP of Music Strategy and Olivia Jones, Music Researcher, unpacked insights from our global survey of 10,000 consumers, and revealed how audiences discover music across a variety of platforms - and crucially, what will happen next. We discussed the surprising cracks in the social-to-streaming funnel, what they mean for marketing strategy, and actionable ideas for a more sustainable path forward.

We covered:

The hidden cracks in the social-to-streaming funnel

Why social platforms capture more value than they drive

How discovery is increasingly fragmented across generations and geographies

Actionable ideas for building fandom and sustainable growth

This session will leave you with a clear-eyed view of today’s music discovery landscape and practical strategies to adapt your marketing for the future.

This session will leave you with a clear-eyed view of today’s music discovery landscape and practical strategies to adapt your marketing for the future.