Sandbox Issue 239: Music and Advertising’s tense union

Lead: The old rules of advertising are long gone – as is a lot of the inherent guesswork around advertising’s effectiveness. In its place has come greater tracking of ad spend and ad impact, but the entire process itself has become much more convoluted. We speak to those working in this rapidly changing world to […]

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 […]

UGC is the key success metric on TikTok says Fanbytes founder

MBW has an interview with Timothy Armoo, founder and CEO of Fanbytes, where he talks about the TikTok campaign for Decca-signed act Aurora based around her track ‘The River’ which was about sending out “a positive message promoting mental health awareness”. For the #youcancrychallenge, they focused on 13 well-known TikTok users to get things rolling by […]

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