Music Industry Analyst & Consultant, MIDiA Research
Tatiana is an award-winning music industry analyst, consultant, and journalist based in Brooklyn. She began her career at Billboard, where over five years she wrote cover stories on influential artists like Tame Impala and Travis Scott, as well as features exploring key topics like Bandcamp’s impact on the music industry and the booming business of TikTok influencers. Now at MIDiA Research, she identifies the risks and opportunities in the rapidly changing music market for a client base of leading global entertainment and tech companies. Her key focus areas include the creator economy, fandom and music tech.
Future of Music: The Rise of a Music Industry Counterculture - A Conversation between MIDiA's Mark Mulligan and Tatiana Cirisano
October 11, 2022 at 5:00:00 PM
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.