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

Reserve your spot for the Webinar

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?

Join us on September 30 at 4:30 PM BST | 11:30 AM ET | 8:30 AM PT, as Tatiana Cirisano, VP of Music Strategy, and Olivia Jones, Music Researcher, unpack insights from our global survey of 10,000 consumers, revealing how audiences discover music across a variety of platforms – and crucially, what happens next. 

Expect to uncover:

  • 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.

Speakers

Tatiana Cirisano

Vice President of Music Strategy

Tatiana is Vice President of Music Strategy at MIDiA. Prior to this, she served as a music business reporter for Billboard, where she wrote award-winning industry analysis as well as cover stories on artists like Tame Impala and Alicia Keys. Throughout her work she is dedicated to publishing fresh perspectives that drive the music industry forward, with an emphasis on fandom and consumer behaviour.

Olivia Jones

Music Researcher

Prior to joining MIDiA, Olivia graduated from New York University with an MA in Music Business, where she specialised in the intersection of fandom and the music industry. She is committed to exploring different perspectives and helping the music industry grow.