The Rise of a Music Industry Counterculture

Mar 15, 2023

10:00am – 11:00am CT

Recording: The Rise of a Music Industry Counterculture, Mar 15, 2023

MIDiA data reflects that artists are seeking out better remuneration beyond streaming, and younger generations are seeking out active, participatory experiences with music. These needs are driving both artists and fans towards platforms — which, in turn, are now offering 'traditional' music industry functions, with TikTok’s distribution tool as just one example. The result is a music industry 'counterculture' which monetises 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.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Tatiana Cirisano
Tatiana Cirisano

MIDiA Research

Primary Access
Music Badge
Platinum Badge
Artist Wristband
Secondary Access
Interactive Badge
Film & TV Badge