Motive Unknown boss talks marketing, merch and Spotify
Posted on: 20 juillet 2018, by : Stuart Dredge

In 2011, PIAS Group’s head of digital marketing Darren Hemmings left to set up his own consultancy, Motive Unknown.
Originally conceived as a solo freelance affair, seven years on the company has expanded to six people, working with a range of artist, label and non-music clients.
Hemmings talked to Music Ally about how music marketing has changed; why owning your data is ever-more important; how merchandising is the new frontier for digital marketing; and his concerns about Spotify’s instincts to control.
“Everybody feels they’re time-compressed. Whether we’re working directly with artists or with labels, a recurring factor is that people don’t have time to explore the options and to really ask if what they’re doing is right,” says Hemmings, on one of the trends driving Motive Unknown’s business.
The post Motive Unknown boss talks marketing, merch and Spotify appeared first on Music Ally.
Source: Music ally

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