Sonic Shifts: How Tech and Culture are Changing the Music Industry with Mark Mulligan

This week we welcome Mark Mulligan of MIDiA Research who has had a ringside seat for years and years of bubbles, be it the creator economy, NFTs or AI music, or just everyone claiming they are gaining market share at the same time. He is the founder and driving force behind the tiny little company that an entire industry looks to as the source of truth.For more on Bubble Trouble, including transcripts of the show, visit us online at http://bubbletroublepodcast.comYou can learn more about Richard at https://www.linkedin.com/in/richard-kramer-16306b2/More on Will Page at: https://pivotaleconomics.com(Times below correspond to the episode without considering any inserted advertisements.)In this episode of Bubble Trouble, hosts Richard Kramer and Will Page are joined by Mark Mulligan, a leading music industry analyst and founder of MIDiA Research. They delve into the intricate world of the music industry, discussing the evolution from digital streaming to the rise of new phenomena such as NFTs and AI in music. The trio explores the concept of bifurcation in markets and the distinction between high-end experiences versus bargain deals within the industry. The conversation also touches on the significant cultural shifts, the role of trade associations, and the future of personalized music experiences. Despite the optimism around technology, the hosts remain critical of mainstream narratives, emphasizing the importance of genuine innovation and realistic market assessments. This insightful and provocative discussion is a must-listen for anyone interested in the intersection of music, technology, and finance.00:00 Introduction to Bubble Trouble01:02 Welcoming Special Guest Mark Mulligan01:26 Mark Mulligan's Background and Insights02:34 The Evolution of Music Supply04:20 The Democratization of Music Creation06:13 AI and the Future of Music12:16 Fragmentation and Hyper-Targeting in Media13:40 The Role of Superstars and Long Tail Creators19:20 Streaming Platforms: Carnivores vs. Herbivores25:45 TikTok's Influence on the Music Industry27:33 Part Two28:38 Diving into the Music Industry's Hype30:08 Constructive Criticism in Emerging Technologies30:39 The Metaverse and NFTs: A Skeptical View31:28 Frameworks for Assessing New Technologies33:10 The Future of Digital Fandom35:15 Bifurcation in the Market43:07 Pendulum Swings in Technology Adoption44:54 Lessons from the Aviation Industry46:29 Final Thoughts and Predictions52:00 Credits Hosted on Acast. See acast.com/privacy for more information.