Music IP as video content Why music fandom is strategically important for D2C
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20,000 foot view: Music rightsholders are keen to leverage artist IP in an increasingly competitive direct-to-consumer video landscape, where appealing to silver streamers is a strategic play to minimise churn in an era of peak video subscriptions. The monetisable emerging long tail of video streaming, combined with the transformation of music IP into a content asset, has created the opportunity for the leveraging non-music IP for video audiences to build a new revenue stream that is free from the pre-digital constraints of the music industry. For video streaming services, the opportunity primarily resides in replicating the proxy sports appeal of Drive to Survive – creating zeitgeisty content assets to appeal to music fans without the rights constraints of traditional music assets.
Key insights
- The evolution streaming audiences is driving increasingly content commissioning
- Squid Game has the viability of niche zeitgeisty with meme-able content assets
- This is while we are entering peak subscriptions, at in major English-speaking in 2022
- Video, thus, music as part of its to retain recently acquired mainstream
- With music a digital-entertainment asset, there is for music IP to be to create digitally-native, non-recorded music
- BBC iPlayer’s in streams for Glastonbury 2022 versus 2019, demonstrates the increased for live streaming among post- consumers
- Netflix’s Drive to how new adjacent fandom can created from legacy brand IP crucial to both video and as we move into the fusion era
- Music video has its own sub-genres: live concert footage, biopic, scripted drama, documentaries. All of which can act as stand-alone pieces or mutually supporting content packages for music fandom in
Companies and brands mentioned in this report: Mile, Street Entertainment, Century Studios, BBC iPlayer, Beyonce, Bohemian Rhapsody, BTS, CD Projekt Red, Disney, Disney Music, Drake, Dr Dre, Drive to Survive, Dua Lipa, Endeavor, EMI, Eminem, Encanto, Epix, Glastonbury, Hip Hop My House, Homecoming, Lady GaGa, Liberty Media, Metallica, MTV, Netflix, Oliva Rodrigo, Paramount, Qwest TV, Regency Enterprises, Rocket Man, Sandbox Productions, Sheryl Crow, Sony Music Entertainment, Showtime, Squid Game, Spotify, Stranger Things, The Dirt, The Witcher, Tony Bennet, Universal Music Group, Vevo, Vital Signs, Warner Music Group, X-Factor