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.com

You can learn more about Richard at https://www.linkedin.com/in/richard-kramer-16306b2/

More on Will Page at: https://pivotaleconomics.com

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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 Trouble

01:02 Welcoming Special Guest Mark Mulligan

01:26 Mark Mulligan's Background and Insights

02:34 The Evolution of Music Supply

04:20 The Democratization of Music Creation

06:13 AI and the Future of Music

12:16 Fragmentation and Hyper-Targeting in Media

13:40 The Role of Superstars and Long Tail Creators

19:20 Streaming Platforms: Carnivores vs. Herbivores

25:45 TikTok's Influence on the Music Industry

27:33 Part Two

28:38 Diving into the Music Industry's Hype

30:08 Constructive Criticism in Emerging Technologies

30:39 The Metaverse and NFTs: A Skeptical View

31:28 Frameworks for Assessing New Technologies

33:10 The Future of Digital Fandom

35:15 Bifurcation in the Market

43:07 Pendulum Swings in Technology Adoption

44:54 Lessons from the Aviation Industry

46:29 Final Thoughts and Predictions

52:00 Credits

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