The age of mass-market superstars is fading. In today’s fragmented, oversaturated landscape, scenes—communities bound by shared values, aesthetics, and language—are becoming the new cultural and economic unit for rethinking the entertainment industry. It’s no longer about chasing virality at all costs, but about engaging authentically with real communities.

Moderated by Niall Doorley (MIDiA Research / Future Music Forum), this session brings together Rufy Ghazi and João Thurnher to explore how talent scouting, development, marketing, and monetisation can all be structured around niche scenes. A strategic lens on the entertainment of tomorrow.