The success of LEX, with around 100,000 tickets sold out for his two concerts at OAKA within just a few days, sparked a wave of discussion on the internet and social media about the phenomenon-artist. With total catalogue streams of 270.2 million on Spotify and 75.6 million listens for the songs from his latest album “G.T.K.”, which also became the fastest platinum Greek record in the digital release era, it’s natural that he captures public attention regardless of age, gender, or musical preference.
Nevertheless, and contrary to what one might assume, data shows that the total number of references on the internet and social media in June 2025 is lower than that of 2022, when his two major concerts took place in Athens and Thessaloniki. More specifically, in July 2022 he filled the Panionios stadium in Nea Smyrni with 20,000 people, and in October of the same year, he performed at Kaftanzoglio Stadium in Thessaloniki for 30,000 spectators – a record number for a hip-hop concert in Greece.
From Haroula Alexiou to Palestinian flags
The range of public discourse around him has become particularly diverse lately: his relationship with Light and the latter’s sexist lyrics, as well as his non-condemnatory stance on Palestine, which was criticized as “silence.” At OAKA, however, the audience was impressed by his collaboration with Haroula Alexiou on the song “Fyge”, while the strong presence of political messages and Palestinian symbols elevated the discussion to new levels, transitioning from music to the social and political sphere.
The digital reflection of a sold-out phenomenon
The most explosive rise in mentions of the June 2025 concerts was recorded on platforms like X, Facebook, websites, and more “alternative” communities like Reddit and forums. In contrast, Instagram seems to have a lower presence, due to the nature of its content: the chart only records relevant Instagram posts, while during the concerts it was Instagram stories that dominated – which are not tracked by the platforms.
When music meets the social pulse of the new generation
LEX’s concerts generated massive digital interest not only for their artistic value but also for their social resonance. LEX’s presence, voice, and messages seem to represent an entire generation, and the online and social media discussion about him proves it.
Analysis identity
Social Listening Tool: Brandwatch
Date Range: 01.01.22 – 02.07.25
Sources: Websites, Blogs, Forums, Social Media
Keywording/Analysis: Clip News
Search Limitations
The Brandwatch platform collects data from websites, blogs, forums, social media (X, Facebook, Reddit, Tumblr, etc.) with the restrictions defined by each channel. For example, discussions in closed forums and Facebook private groups, or Instagram Stories, are not collected. The above analysis provides an indicative approach, taking into account that varying the publicity data sample and time range may produce different insights.
Using the Brandwatch platform and the capabilities of social listening, our analysts recorded the dynamics of the conversation in Greece regarding the Middle East from May 1 to June 23, 2025. The analysis was based exclusively on data from X (Twitter), aiming to capture the online narrative of a multi-layered geopolitical event.
Dramatic Rise in Discussions
The volume of mentions on X reached 767,610, with two peaks:
- On June 13, with the onset of the military conflict between Israel and Iran.
- On June 22, with the U.S. attack on Iranian facilities.
These dates coincided with sharp increases in the volume of posts and comments, reflecting users’ intense emotional reactions. 
What the Public Is Saying
Until June 13, the discourse mainly focused on the Israel-Palestine conflict. The public conversation was not necessarily pro-Palestinian, but largely critical of Israel’s military and political actions. The tone was highly charged, with frequent comparisons to the Russia-Ukraine war and references to “double standards” by the West.
The cloud highlights hashtags such as #freepalestine, #genocide, #standwithisrael. The presence of hashtags like #Mitsotakis and #Mitsotakis_government indicates the domestic politicization of the discussion, with sarcastic remarks about the stance of the Greek government. 
Key Players
By country:
- Israel accounts for 47% of mentions.
- Followed by Palestine (23%), Iran (19%), and the U.S. (11%).
By individual:
- Netanyahu (52%) and Trump (46%) dominate, while Khomeini appears minimally (2%), indicating the framing of the discussions.
Sentiment and Rhetoric
The vast majority of mentions carry a negative tone. The content is characterized by:
- Condemnation of Israel’s actions using terms like “genocide” and “war crimes.”
- Calls for humanitarian aid and international intervention.
- Concerns about widespread conflict, without specific references to economic or terrorist consequences.
At the same time, there is a small but present share of neutral positions advocating for peace amid a deeply polarized climate.
What Social Listening Reveals
The conflict in the Middle East is a profound human tragedy that triggers intense emotions, political disputes, and global reactions. Social listening acts as a mirror of public opinion, helping us understand how narratives are formed and which concerns dominate the most critical issues of our time.
Analysis Identity
Social Listening Tool: Brandwatch
Date Range: 01.05.25 – 23.06.25
Sources: X (Twitter)
Keywording/Analysis: Clip News
Search Restrictions
The Brandwatch platform collects data from websites, blogs, forums, social media (X, Facebook, Reddit, Tumblr, etc.) with the restrictions defined by each channel. For example, discussions in closed forums or Facebook private groups are not collected. The above analysis provides an indicative approach, taking into account that varying the publicity data sample and time range may produce different insights.
On June 18, 2025, as part of the “PR in Cannes” event, hosted by the International Communications Consultancy Organisation (ICCO), an insightful and timely panel discussion took place titled “Driving Measurable Impact in Media Intelligence & PR”, featuring three leading professionals in the field:
- Katerina Kechagia, Vice President of Clip News and of FIBEP
- Florian Laszlo, CEO of Austrian company OBSERVER
- Zuzana Richterova, Secretary of FIBEP
The discussion was held on LBB Beach, in a dynamic and quite hot setting (both literally and figuratively), where professionals from the fields of public relations, media monitoring, and data analysis exchanged views on the current state and prospects of the media intelligence industry.
What is Media Intelligence
As introduced by Zuzana Richterova, media intelligence refers to the process of monitoring, collecting, analyzing, and interpreting content from various media sources (print, digital, broadcast, and social) to extract meaningful insights about reputation, communication strategy, and decision-making for organizations and brands.
Key Challenges and Trends
In her remarks, Katerina Kechagia presented the findings of the latest “State of the Industry Survey” (SOI) by FIBEP, the World’s Media Intelligence Association:
- Stability and Resilience: 90% of companies in the industry expect stable or growing revenues over the next year. Media intelligence proves to be resilient and an essential service for businesses.
- AI – From Future to Present: One-third of companies already use AI for services such as content categorization, sentiment analysis, and language processing. AI accelerates workflows but also reshapes cost structures and client expectations.
- “More for Less” Mentality: Clients demand more insights, faster delivery, and lower cost. The pressure on efficiency requires service redesigns.
- Need for New Skills: 60% of companies report the need to retrain their staff to keep up with technological developments.
- Content Licensing: The biggest obstacle is the absence of a consistent global framework for fair, clear, and sustainable content use, which creates inequalities, costs, and legal uncertainties.
Media Rights Trust Initiative
Florian Laszlo presented FIBEP’s “Media Rights Trust Initiative” (MRTI), a step toward fairer content licensing. Its aim is to build a collaborative framework among media monitoring agencies, publishers, PR professionals, and Collective Management Organizations (CMOs) by:
- Creating unified and transparent content licensing models
- Balancing cost with value
- Promoting innovation while reducing legal uncertainties
Next Steps
Anyone interested in learning more about the “Media Rights Trust Initiative” can visit fibep.info/mrti.
Industry professionals are expected to gather again at the World Media Intelligence Congress, which will take place this year in Düsseldorf, from September 30 to October 2, 2025.
Technology is evolving rapidly, and with it, the entire field of media intelligence is being transformed. In this context, the International Association of Media Monitoring Companies (FIBEP) publishes its annual State of the Industry Survey (SOI), capturing the challenges, opportunities, and trends impacting media monitoring and analysis companies around the world.
This year, Katerina Kechagia, Vice President of Clip News and Vice President of FIBEP, had the opportunity to speak on the Media Intelligence Explained podcast about the survey’s findings and how they can be translated into practical strategies for businesses in the industry.
Key Findings from the 2024 Survey
- Positive industry outlook: 66% of companies reported stable or increased revenue, while 92% expect a stable or upward trend.
- Artificial Intelligence in the spotlight: 33% of FIBEP members already use AI in at least one service. Companies are expected to invest not only in technology but also in upskilling their human capital.
- Evolving client demands: Clients are seeking more than simple information. They want meaningful analysis and a consultative approach, while also expecting lower prices thanks to automation.
- Data fragmentation & regulatory challenges: The complexity of information sources and copyright regulations present new obstacles that require broader industry collaboration.
How Businesses Can Use the Survey
Katerina Kechagia proposed two main ways:
- Benchmarking: Each company can compare its performance against industry data to identify strengths and weaknesses.
- Strategic planning: The trends and findings provide a “roadmap” for future moves – whether that means investing, or redefining services.
The participation of Clip News and Katerina Kechagia in the survey and podcast highlights the company’s active role in shaping the future of media monitoring and the broader media intelligence sector.
The International Association of Media Monitoring Companies (FIBEP), now known as the World’s Media Intelligence Association, is the global federation of media monitoring companies. Clip News has been a member since 2002, contributing in various capacities and having hosted two global congresses as host sponsor: one in Limassol in Cyprus, in 2024 and another in Thessaloniki in 2011.
Listen to the Full Podcast
Listen to the full discussion in YouTube.
May 30 has been established as World Multiple Sclerosis (MS) Day, with the aim of raising public awareness and understanding of a chronic neurological condition affecting over 2.8 million people worldwide.
This year, the MS International Federation (MSIF) campaign focuses on the importance of early and accurate diagnosis. According to recent data, 83% of countries report significant barriers to MS diagnosis, depriving thousands of patients of timely care, appropriate support, and access to treatment. Early diagnosis can delay the progression of the disease, mitigate its impact, and significantly improve patients’ quality of life.
In Greece, the Hellenic Multiple Sclerosis Society marked World MS Day with a series of awareness-raising activities in Thessaloniki. These included sailing sessions for people with MS, experiential exercises, a Pilates class, and a 3 km race, inviting patients, healthcare professionals, and the wider public to participate in a meaningful and symbolic afternoon.
For yet another year, Clip News proudly supported the Hellenic Multiple Sclerosis Society by providing pro bono media monitoring services for the publicity surrounding World MS Day activities.
About the Hellenic Multiple Sclerosis Society
The Hellenic Multiple Sclerosis Society is a non-profit, non-governmental organization with approximately 7,000 members across Greece. For the past 33 years, it has been working to:
- Support people with MS in achieving autonomy as quickly and effortlessly as possible
- Improve patients’ daily lives and promote their participation in everyday productive activities
- Facilitate their social reintegration through employment
- Raise public awareness of the challenges posed by MS
- Contribute to the optimal use of current treatments and to research toward a definitive cure
- Provide accurate information to patients, caregivers, and healthcare professionals
For more information about the organization’s activities, visit www.gmss.gr.
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