Day: 31 octobre 2019

Linkfire boss talks smarter attribution and the death of cookies

Lars Ettrup, CEO of smart-links firm Linkfire, delivered a talk at Music Ally’s Sandbox Summit conference in London this week on “the joys of attribution”, and how music marketers can better track the journey music fans take from discovery through to consumption and purchase.
“With all the channels and influencers who can drive streams, how do you actually monitor the effect of that?” he asked.
Ettrup outlined what Linkfire is currently doing and what the company is trying to achieve as well as the marketing and data trends that it sees coming.
The post Linkfire boss talks smarter attribution and the death of cookies appeared first on Music Ally.
Source: Music ally

Privacy and music marketing: ‘Common sense should prevail’

The debate around digital privacy tends to focus on the biggest technology companies like Facebook, Google and Amazon.
Yet as internet users become more aware of the privacy debates around those companies’ services and devices, they’ll also be thinking more about how their personal information is being used in other ways. Including music marketing: from artist mailing lists to Spotify pre-saves and beyond.
A session at Music Ally’s Sandbox Summit conference in London yesterday explored some of these issues. The panel included Mulika Sannie, VP business affairs at Kobalt Music Group; Jessie Scoullar, managing director at Wicksteed Works; Duncan Byrne, marketing director at Anjunabeats; and Tom Packer, director at Motive Unknown.
The post Privacy and music marketing: ‘Common sense should prevail’ appeared first on Music Ally.
Source: Music ally

Music marketing on TikTok: ‘Give the audience the opportunity to be their own influencer’

As a platform, TikTok continues to generate strong opinions within the music industry regarding what kind of licensing deals it needs, and how much it could or should be paying rightsholders. But it’s also generating a lot of interest and activity from the marketing teams working with artists.
It’s certainly not the first platform to spark this dichotomy between revenue and promotion. At yesterday’s Sandbox Summit, a panel on TikTok focused on the latter aspect, for an audience of marketers keen to understand how it might be used to their artists’ benefit.
(Or rather: the fact that this conversation did not focus on licensing and copyright matters was a function of the audience: those issues are important, and Music Ally continues to cover them in our bulletins and reports.)
The post Music marketing on TikTok: ‘Give the audience the opportunity to be their own influencer’ appeared first on Music Ally.
Source: Music ally

What ‘trigger cities’ really mean for music marketing

Music Ally has covered analytics firm Chartmetric’s concept of Trigger Cities before but at Sandbox Summit in London this week, we assembled a panel of marketing experts to talk about the idea in practice and how – or if – it is changing the architecture of their global campaigns.
Chaired by Isabelle Ljungqvist, digital marketing coordinator at Music Ally, it opened with Chaz Jenkins (partner and advisor at Chartmetric) walking the audience through the data and trends that led to the formation of the Trigger Cities idea.
The post What ‘trigger cities’ really mean for music marketing appeared first on Music Ally.
Source: Music ally

Domino wins Music Ally’s Campaign of the Year award for Hot Chip

Domino’s campaign for A Bath Full Of Ecstasy – the seventh studio album from Hot Chip – was named Campaign Of The Year at Music Ally’s Sandbox Summit in London yesterday (30th October).
It was one of five shortlisted campaigns that were put to an audience vote and it emerged as the clear winner. It was praised for the way in which it reawakened the band’s existing fanbase after a four-year gap from Why Make Sense?, their previous studio album. It also managed to position the band in front of a new Gen Z audience.
In our overview of the campaign, we said, “It worked on a mixture of traditional posts like playlists as well as fun artist posts. The attention to detail for all these activations was very strong throughout the campaign. This was a really ambitious campaign for Domino and they executed it really well.”
The post Domino wins Music Ally’s Campaign of the Year award for Hot Chip appeared first on Music Ally.
Source: Music ally

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