Music is becoming a background activity; more and more artists are realizing they will never reach the scale needed to benefit from streaming economics; and younger generations are seeking out active, participatory experiences with music. The combination of these catalysts is driving both artists and fans towards platforms like TikTok and Twitch to fulfill their needs, rather than traditional DSPs and industry stakeholders. In turn, these platforms are expanding their reach to offer more ‘traditional’ music industry functions, with TikTok’s distribution tool as one example. The result is the rise of a music industry ‘counterculture’ that monetizes brand in addition to music, differentiates between levels of fandom, and depends on the artist-fan relationship. MIDiA will present the data underpinning this shift and explore how it will impact the established industry. MIDiA's Mark Mulligan joins us virtually from London in conversation with Tatiana Cirisano, in-person at The Williamsburg Hotel in NYC.