Cultural trends

Games - Day 2: Beyond gaming to cross-entertainment partnerships

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Dara Jegede
Building on the discussions from Day 1, Day 2 looks at opportunities in cross-entertainment partnerships and in-game spending. In-game spending increased in 2020 as gaming’s cultural importance grew to become an ideal destination for young consumers to define and express their digital personas during a time of limited social interaction, highlighting the commercial opportunity for games companies to serve the image and sense of belonging needs of consumers via virtual goods and services in games environments and beyond.
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BE THE CHANGE - Women Making Music

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Hanna Kahlert and Srishti Das
The second iteration of this project is available to download here . Be The Change: Women Making Music Key insights Gendered expectations have skewed recognition and reward in the music industry: of 401 women creators around the world, 81% think that it is harder for female artists to get recognition than male artists Linked to this is the fact that there are not as many female role models for independent creators (81% agree, 49% ‘agree strongly’) Almost two-thirds of female creators identified sexual harassment or objectification as a key challenge, making it by far the most widely-cited problem Sexualisation and objectification are a consequence (or symptom) of unbalanced power dynamics, as shown by the next ‘big three challenges’: ageism (identified by 38%), lack of access to male-dominated industry resources (36%) and lower pay (27%) These major challenges are symptomatic of deeper issues of systemic male dominance permeating industry attitudes and behaviours; over 90% of our respondents said that they had experienced unconscious bias – nearly half of them frequently Music composition, production and sound has long been connected primarily with men, so it is no surprise that the majority of female creators (63%) feel excluded from the composition and production, which makes this aspect of music creation highly ‘genderized’ Although the overall representation of women in society has increased over the past few decades, 84% of women still feel that there exists a perception that women are expected to take on the primary role of parenting duties.
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Why Roblox is well set to withstand the COVID bounce effect

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Karol Severin
Roblox has launched an initial public offering (IPO) this week. Timing-wise, the twice-delayed IPO aligns with the world getting closer to opening up, and out-of-home competitive pressures returning. This invites questions around how much of the current valuation is aided by a temporary, artificial COVID-related boost, as opposed to fundamental trends which will drive growth for Roblox during the ‘new normal’.
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Clubhouse session: Is attention killing culture?

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Mark Mulligan
Join myself, Hanna Kahlert and Karol Severin Thursday 25that 5pm GMT / noon EST / 9am PT on Clubhouse for discussion of the Attention Economy’s second order effects on culture and creativity. In this session we will be exploring how the focus on capturing audiences’ time and attention at all costs is resulting in a dumbing down of culture and a predominance of caution over bravery.
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Three trends that will shape the rest of 2021, and beyond

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Mark Mulligan
Late last year, MIDiA published its latest predictions report (clients can read the entire report here). The central theme was the Immersive Web, which we summarised as follows: “The immersive web is characterised by environments in which we do not simply conduct extensions of in-real-life activity (e-commerce, video calls) but ones that create behaviours and relationships that only, and can only, exist within these environments.
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Netflix as blockbuster behemoth?

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Tim Mulligan
Today Netflix announces its Q4 2020 results. Widely recognised as one of the standout business winners of 2020, Netflix avoided any D2C ‘Big Bang ’disruption by seeing its dominant streaming video position enhanced through the 1 5% of additional entertainment time which suddenly became available to consumers during the successive waves of lockdown which were rolled out by governments across the world to fight the COVID-19 pandemic.
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Is this the beginning of the end for Instagram?

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Hanna Kahlert
It has been a rocky month for social media – and a not-so-promising beginning to a new year. Years of debate have raged over the role of platforms like Facebook and Twitter in the content they host, and the impact it has – ranging from filter bubbles, to “fake news”, to campaigns against minority groups resulting in violence in Myanmar , have all brought to bear the responsibility of becoming mainstream portals to the Internet of Everything.
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