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.