Tools. HypeAuditor: Analytical Platform for transparent & fraud-free influencer marketing

HypeAuditor has become a key tool in identifying fraudulent influencer accounts; now it has added a new influencer discovery tool, enabling those frequently working with influencers to promote artists/releases and to more easily find the right fit.  The platform says it has a database of 11m+ influencers across Instagram and YouTube, scraping information from publicly […]

Drake tapped dancing influencers for ‘Toosie Slide’ release

If you’ve been spotting Drake’s new track ‘Toosie Slide’ all over your socials in recent days, it’s no accident. Rolling Stone has a piece explaining how the artist enlisted some popular dancing influencers to promote the single. Toosie, Hiii Key, Ayo & Teo (the latter are a duo) are the influencers in question, popular on TikTok, Instagram […]

TikTok’s top creator Charli D’Amelio now has 41.8m followers

With many parents exhausted already by homeschooling, and relaxing their device-usage rules once lessons are done, we suspect TikTok’s servers are getting a mighty battering. That’s going to be good news for the top creators on the social app though, whose audiences may see a spike. Tubefilter notes that this includes a change at the top of […]

Bad Influencer Marketing

Tighter rules around what they must declare and a series of scandals have not quite knocked influencers off their pedestal, but there has been a lot of damage to some big reputations and this reflects badly on everyone in the influencer world. Record labels and managers are getting more deeply involved in the influencer world […]

Taki takes on Cameo to offer personalised celebrity videos

In June last year we wrote about a new startup called Cameo, which had raised a $50m funding round to continue building its business selling personalised video messages from celebrities. Now it has a new rival called Taki, which is doing the same thing. “Make a birthday extra special. Have a celeb announce a baby to […]

Sandbox Issue 246: BAD INFLUENCE. Social media’s new fault lines

Lead: Influencers are a growing part of music marketing but tighter rules on what they can do (and how explicit they must be in declaring their interests), as well as a series of scandals, are making working here increasingly complicated – if not increasingly risky. Some are arguing they still have power, but others are […]

US regulator to toughen up its rules on influencer marketing

The US Federal Trade Commission (FTC) appears to be preparing for another crackdown on shady influencer marketing. Commissioner Rohit Chopra has published a statement that suggests the current regulations there need to be toughened up. “Misinformation is plaguing the digital economy, and recent no-money, no-fault FTC settlements with well-known retailers and brands to address fake reviews and […]

Tools: Keyhole. Measure the impact of their social media & influencer campaigns

Since its launch in October 2010, Instagram has evolved significantly, introducing plenty of features that have since become essential in music marketers’ toolkits.  One constant in its suite of features have been hashtags, which still present a crucial opportunity to boost an account’s visibility on the platform and help it to be discovered by new […]

Nicky Jam and YouTuber Teala Dunn team up for TikTok video

There is a lot going on in this TikTok video featuring musician Nicky Jam and YouTuber Teala Dunn: a motorbike chase, a fight scene, drones and a daring, tracksuited car-park-clambering escape. Published through Sony’s official TikTok profile (that’s big Sony, the overall company, rather than its Sony Music subsidiary) it claims to be “the most epic TikTok […]

Prajakta Kohli launches YouTube series with Neha Kakkar episode

Prajakta Kohli is one of the emerging wave of young Indian YouTubers growing their audiences on the video service. Her channel MostlySane has nearly 4.5 million subscribers, and she’s just launched an original series called ‘Pretty Fit’, which is about getting fit by doing some unusual non-gym activities – tilling land, harvesting sugarcane etc. Anyway, her guest […]

19 TikTok stars get together for #hyephouse ‘collab house’ in LA

You don’t have to be a boomer to think that the idea of sharing a house with 19 TikTok stars has the makings of a living hell. But in the case of the Hype House in Los Angeles, it’s part of a burgeoning social-media trend. The New York Times has explained what’s going on: actually, only a […]

FTC launches new guide to influencer-marketing disclosures

A number of social-media influencers have been reprimanded by regulators about not offering clear-enough disclosures about their commercial relationships. Now the US Federal Trade Commission (FTC) has published a guide – ‘Disclosures 101 for Social Media Influencers‘ – which aims to keep them on the right side of advertising regulations there. It’s a plain-language summary […]

Sandbox Issue 222: SYNC IN. Music Synchronisation Gets Smarter

Lead: as synchronisation grows in importance, a new wave of tools is emerging to make that whole process work seamlessly and smarter, covering both micro-licensing and pitch management. We look at the key players here, what they do and where they are taking synch – plus consider how AI is set to shake things up […]

New York cracks down on companies selling fake socials activity

If you’ve ever been tempted to spend money inflating your Instagram followers, SoundCloud streams or other social metrics, here’s the latest useful warning not to. The state of New York has reached a settlement with a now-defunct firm called Devumi, after attorney general Letitia James launched an investigation into the company last year. In an […]

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