"In the world of influencer marketing Covid has not brought about significant changes, since artists who monetize through their fanbase already had a presence on digital channels. We have, however seen the acceleration of a trend: the "desire for truth". People want to witness a story without filters, without excessive adulteration, and this is leading to a change in the language used. Loyalty will go in this direction: towards the creation of content that can surprise the audience, but that can also maintain consistency and transparency."

"I’ve always worked in music and I’ve always been witnessing dynamic and constant changes. Today we’re seeing a profound change in the market, because young artists are independently using the different digital platforms to connect with their audiences, effectively sidestepping the role of production companies as mediators. In any case I’m convinced that, from simple engagement to knowing how to retain your audience over time, there are different strategies that need to be implemented. The role of music companies will be this: to learn how to manage, analyse and share data with artists with the aim of supporting the creation of content that meets the expectations of their audience."

“Broadcasters were used to only having advertisers as their customers. Now, however, with the advent of OTT services, it is also necessary for them to build a direct relationship with end consumers. Knowing your audience has become essential, and to do so it is vital to adopt a data-driven strategy capable of mapping the digital behaviour of users. This comes with a challenge, however: once all the data is collected, how can it be used it improve customer interaction? Some OTTs already use behavioural data to improve the user's browsing experience. In our industry, loyalty comes from here: using data transparently to improve browsing and facilitate choices."

"Covid necessitated the closure of venues and accelerated a trend that was already growing strongly: the use of audiovisual content on new digital platforms. This situation is revolutionizing the market and we will soon see content coming out simultaneously across all channels. This will not lead to the demise of Cinema, but it will change the strategy for engaging the audience and building loyalty: you don’t have to go to the cinema to enjoy a movie preview, but to have a unique experience that you couldn’t get at home."