Esports agency Hurrah explains how it cultivates diversity

There has been a lot of discussion about why music-industry companies could benefit from more diversity in their teams, but it’s as important to talk about how they can achieve this. A blog post from French esports agency Hurrah this week may offer some useful ideas, with its ambition of being “50% minority-driven” by the […]

FUGA goes gaming with Riot Games and Monstercat deals

Distributors signing new deals with labels is such a common occurrence, it rarely makes a story in this bulletin. Yet FUGA’s latest sheaf of deals includes a couple that are relevant to a bigger trend we’ve been covering recently: esports and gaming. The company is working with games publisher Riot Games, which makes one of […]

Report predicts that 2018 will be a $1.24bn year for esports

In our recent talk on esports at our Sandbox Summit conference, we noted that most of the figures cited about the competitive-gaming industry come from the same report – published earlier this year by research firm Newzoo. Now another company has come out with some numbers, which are worth a look. Idate ups the figures, claiming that esports […]

What Fortnite and esports could mean for the music industry

At Music Ally’s Sandbox Summit London conference last month, I gave a talk about games: specifically about what 2018’s gaming craze Fortnite, and the wider world of esports – competitive gaming – could mean for music marketing and the wider industry. This is an edited summary of the talk. The post What Fortnite and esports […]

Sandbox Issue 215: ‘Boxing Clever. Sandbox Summit Special Issue

In a break with tradition, this issue of Sandbox is a wrap up of our recent Sandbox Summit in London. Inside, we have reports from every panel, every keynote and every presentation – going into detail on what was covered in each one and all the talking points you need to be aware of. Including: […]

Five trends for digital music marketing in 2018

There are three pillars for music marketing in 2018: what you do with social media; what you do with digital service providers (DSPs, principally streaming services); and what you do with your own platforms – mailing lists, most obviously, and direct-to-fan sales be it on your own site or something like Bandcamp. But what are […]

New study explores the clout of modern ‘power gamers’

Online-video network Fullscreen has teamed up with research firm Magid to explore the changing demographics – and the purchasing power – of modern gamers. Obligatory caveat: Fullscreen owns a number of gaming brands, so the goal here is clearly to offer brands more evidence to spend money with them. Still, the survey of 1,300 Americans threw up […]

Universal Music and ESL team up for esports music label

We’ve thought for a while that there’s potential for more partnerships between the music and esports (competitive gaming) worlds. Now Universal Music Group and esports firm ESL are testing the waters. The companies are launching a joint-venture label, which will sign artists and promote their music across ESL’s esports tournaments and channels. That will include […]

Esports are booming: so how can music brands get involved?

Whenever Music Ally has to define esports for someone who hasn’t followed the sector, we tend to say it’s ‘competitive gaming with an audience’, citing tournaments using games from League of Legends to FIFA, and the tens of millions of people who watch them online on platforms from Twitch to YouTube. One thing we’ve picked […]

Epic Games to pump $100m into Fortnite esports events

If you’re still not sure what the game Fortnite is all about, ask a passing 10 year-old. The action-shooter has become one of the biggest gaming crazes since Minecraft, with similar appeal to tween and teen gamers, as well as older players and Twitch / YouTube live-streamers. Now Fortnite’s publisher, Epic Games, is making a […]

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