Sandbox Issue 258: KIDS’ STUFF. Music’s youngest and most powerful consumers

Lead: we report back on our recent New Kids On The Block: Insight Into A New Generation online conference that we ran in conjunction with UK trade bodies the BPI and ERA, drawing out the 10 key lessons from the different panels and presentations. These include: children are much more active (and increasingly so) than previously presumed; […]

Sandbox Issue 257: Filter Tips. Making camera effects connect

Lead: Music-centric filters on social apps are designed to appeal not just to hardcore fans but also to get enough “shareability” to pull in potential new fans. They are also being used by labels themselves to create a form of augmented branding. We look at who is doing them well, if they are worth the investment and […]

What can the global music industry learn from K-Pop and South Korea?

K-pop is the genre that ate the world whole. Acts like BTS, Blackpink, Twice and TVXQ are not just some of the biggest acts within the genre – they are some of the biggest acts in the world. There is a lot that other artists can learn from how K-pop markets itself, how its acts […]

Sandbox Issue 255: K-Pop. What the Global Music Industry can learn from South Korea

Lead: K-pop is eating the world whole and is changing what marketing – especially superfan-centric marketing – can do. We speak to those working in and around the K-pop world to learn how the genre markets itself, where its acts engage with their fans to build incredible levels of loyalty, why trans-media marketing underscores everything they do […]

The Best Music Marketing Campaigns During Lockdown

*Check some of the best music marketing campaigns of 2019 here *Take inspiration from the best music marketing campaigns in recent history   The initial response within music marketing to lockdown was to charge into livestreaming – seeing it as a way to plug at least part of the hole created by mass concert cancellations. […]

Sandbox Issue 253: Music Marketing in Lockdown

Lead: We are now several weeks into lockdown and have moved far, far beyond just “doing a livestream”. There was some wavering at the start as to whether albums should be delayed by several weeks or brought forward, but now everyone is having to roll their sleeves up and get on with it. The music […]

How Does Music Marketing Personalisation look like in 2020?

Marketing used to be based around demographic categories or social archetypes, but the more marketers and digital platforms know about you, the more personalised they can become in terms of both messaging and products. There are enormous opportunities here but also a growing need to tread carefully around just how deep and tailored marketing can […]

The 1975’s new video was teased with a fictional digital detox

“Begin your own journey and find yourself in our stunning retreat. Mindshower digital detox puts you back in control. RECONNECT. RECHARGE. REJUVENATE.” No, one of the daleks from Doctor Who hasn’t suddenly got on the wellness bandwagon. This was the introductory tweet from a mysterious new digital detox retreat called Mindshower. Which, as it turns out, […]

Catalogue marketing rejuvenated

Catalogue marketing used to mainly be about the 20th anniversary box set (with some demos and a couple of new photos added in) or about the same 15 songs in a slightly different order, popped in a slightly different sleeve and called a “best of”. Streaming has changed that completely. Plus, with popular music now […]

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 […]

How catalogue marketing shines new light on the unfamiliar

It sometimes feels like we are living in an age of permanent anniversaries – where 10th, 20th, 25th and 50th album anniversaries all seem to crash in on each other. For a long time, the remastered or deluxe album reissue was the main way to mark these occasions, but streaming and social media (and the […]

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 […]

KFC took over artist profiles to get ads on Spotify Premium

Who said Spotify’s premium tier is advertising-free? KFC Arabia has found a way around that, taking over the profiles of three artists in a campaign run by advertising agency Memac Ogilvy. “KFC teamed up with three major artists from the region—Flipperachi, Moh Flow, and Shébani—to place imagery of Kentucky Burgers in their cover photos, bios, […]

Sandbox Issue 242: The Year’s Best Music Marketing Campaigns. 2019

It is that time again when we highlight the best music marketing campaigns of the year. We genuinely were flooded with entries this year and therefore had to increase the number that made the final cut to 50 simply because there were so many incredible campaigns to choose from. We list everything in alphabetical order (by […]

Sandbox Issue 240: Music Marketing’s Wellness and Fitness Drive

People are increasingly attuned to the need to look after their mental and their physical health – and music can and does play a big role here. The gym playlist is one thing, but acts crafting albums for meditation apps and artists working with a new generation of fitness brands is something else entirely. We […]

Sandbox Issue 238: Remixes Hit Saturation Point

Lead: Lil Nas X might have broken on TikTok but it was his deft use of multiple remixes (and collaborations) that kept ‘Old Town Road’ in the air throughout most of 2019. He claims he has 25 remixes of follow-up track ‘Panini’ ready to go, although this might prove to be the most high-profile case […]

Bring Me The Horizon create “Spotify-powered T-shirts”

Sony Music/RCA Records UK act Bring Me The Horizon are using their fans’ Spotify listening data to shape the T-shirt design that they can then buy – all as part of the promotion for their amo album from January. By going to a dedicated web page, they log in with their Spotify details and then […]

Sandbox Issue 237: VIEWTUBE. When Music Video Plays Get Juiced

Lead: Sony Music India artist Badshah claimed to have broken the 24-hour record on YouTube for 75m plays of his track ‘Paagal’ in July. Then people started asking questions. It eventually emerged that the track’s success had been boosted by TrueView ads before and during other YouTube videos, all of which counted toward the opening […]

Sandbox Issue 227: TIK-ING BOXES. How TikTok can change music marketing.

Lead: TikTok is far more than a novelty app for people to whip up memes that have a shorter shelf life than a carton of milk. It is now breaking acts and songs in a way that other platforms cannot. We look at what the music industry is doing to capitalise on its phenomenal growth […]

Esperanza Spalding drove fans from Facebook / Instagram to Spotify

Facebook has published a case study of how artist Esperanza Spalding used the social network (and Instagram) to drum up excitement around her latest album ’12 Little Spells’ – including driving Spotify streams of it. “The roll-out included premiering each music video on Facebook and IGTV, talking to fans through comments and Facebook Live and converting the […]

Sandbox Issue 219: The Tools and Trends That Will Shape 2019

Lead: A new year and a new slate. To kick off the year, we speak to marketers around the business and around the world about what tools they think will be indispensable and what trends they believe will shape 2019. From AR filters and scarcity to algorithmic personalisation of playlists, the continued rise of Latin […]

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