Sandbox Issue 249: What music can learn from YouTube’s biggest channels

Lead: Music is critical to YouTube while the music industry (beyond the politics of the value gap debate) is hugely reliant on the platform. But so too are other content types. We look at the biggest channels on YouTube generally – including categories such as comedy, education, film, sports and gaming (as well as music […]

Justin Bieber to release bi-weekly mini-compilations

News that Justin Bieber is going to be releasing a couple of albums a week during the coronavirus pandemic may raise your eyebrows, but there’s a caveat: these are compilations rather than all brand new material. “Gonna be putting up some compilations for you guys. Tuesdays and Thursdays. Here is the first one,” tweeted Bieber yesterday, […]

Sandbox Issue 247: All Triller, No Filler: Music’s next big launchpad?

Lead: Triller is not a TikTok killer – but it is certainly proving to be a hearty contender. At the moment, it is strongest in the US and it skews heavily towards hip-hop as its in-built soundtrack. Its ambitions are, however, more global and the genres it covers will naturally expand as it grows internationally. […]

Justin Bieber launches an exclusive music video on Apple Music

Single-DSP exclusives for music are increasingly rare, but as we’ve reported over the last year or two, the content around them, from videos to live sessions, is very much fair game. Justin Bieber is the latest example: he’s released an exclusive video for ‘E.T.A.’ off his new album ‘Changes’ on Apple Music. And according to Apple, it’s […]

Splice sample leads to plagiarism accusations for Justin Bieber

Is the latest pop plagiarism scandal going to engulf Justin Bieber? No, it is not. Well, it seems not anyway: an accusation from another artist, Asher Monroe, that Bieber’s ‘Running Over’ nicked one of his hooks has turned out to have an interesting explanation. The Verge’s Dani Deahl has done the digging: “It turned out no […]

How to Make a Big Artist Comeback

If a pop star wants to go away, can they ever really ”go” away? In an age of always-on communication, the marketing fires can never go out completely; but the longer they stay away or the quieter they are, the harder it is to make a convincing return. We speak to marketers about how they […]

Justin Bieber YouTube doc’s first episode races to 42m views

Justin Bieber’s new YouTube documentary series, Seasons, is already a record breaker. The show’s first episode was watched 32.7m times in its first week, setting a new bar for the ‘most-viewed premiere in its first week’ for a YouTube Original show. Not that viewing tailed off there: the first episode has since grown to 42m views on YouTube. Subsequent […]

Sandbox Issue 245: Catalogue Marketing Rejuvenated

Lead: With pretty much everything available at all times, the fundamentals of catalogue marketing have had to bend to the needs of the streaming market and the social media landscape. There is still a role for the deluxe anniversary boxset, but finding new ways to shake up the old and shine new light on both […]

Justin Bieber went big with Super Bowl TikTok campaign

The Verge’s headline about Justin Bieber’s latest marketing campaign is pretty tart: ‘Justin Bieber is increasingly desperate for ‘Yummy’ to go viral on TikTok’. Ouch. It refers to Bieber’s Super Bowl campaign with restaurant chain Chipotle, which was heavily focused on TikTok, and videos made by influencers on that app. Bieber launched an official profile on […]

YouTube launches first episodes of Justin Bieber: Seasons doc

Earlier this year, Music Ally reported on YouTube’s plans to launch a Justin Bieber docu-series as part of its ‘originals’ slate. The series will include 10 episodes, with the first four released yesterday. As a gauge of demand for the series, the first episode was released 15 hours ago at the time of writing, and has already been […]

Justin Bieber sparks controversy by reposting fan-made slideshow

“Create a playlist with Yummy on repeat and stream it. Don’t mute it! Play it at a low volume. Let it play while you sleep.” “Buy the song on iTunes. Buy the song multiple times on Justin’s website.” These quotes are from a slideshow, complete with artwork reminiscent of a MySpace page in 2007, posted […]

‘Old Town Road’ and ‘Bad Guy’ get new remix versions

Once upon a time, remixes were usually an easy way to provide B-sides for singles and/or cuts more suited for club DJs. In the post-Despacito era, they’re becoming a strong tactic to give already-big tracks a new lease of chart / streaming life. Justin Bieber was famously part of the ‘Despacito’ remix, and now he’s […]

Ed Sheeran and Justin Bieber break Spotify daily-streams record

This is one of those figures we’re slightly cautious about, as it doesn’t come directly from the streaming service in question. But it does seem as if ‘I Don’t Care’, the new track from Ed Sheeran and Justin Bieber, has set a new record for single-day streams on Spotify. That’s based on a figure shown this […]

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