Sandbox issue 232: Music Marketing in Trigger Cities

Lead: This issue we have a special extended feature looking into the phenomenon of Trigger Cities. These are places outside of the obvious music markets that are now – due to streaming and how algorithms are fed – playing a key role in helping break artists and genres. This represents a whole new dynamic for […]

Marshmello launches his own mobile game to debut new album

EDM star Marshmello’s association with gaming is already well known: he’s teamed up with online star ‘Ninja’ to win pro-am Fortnite tournaments, and attracted more than 10 million people to his virtual concert within that game earlier this year. Now he’s testing the waters in mobile gaming too, with his own game. It’s called Marshmello […]

Marshmello and Ninja to star at Metarama music / esports festival

Music Ally has been talking for a while about the potential for live events combining music and esports. We’ve already seen music performances at major esports tournaments, of course, while MTV tested an esports/music festival in Singapore last year called Hyperplay. Now two of the more prominent figures in recent games/music crossovers – Tyler ‘Ninja’ […]

10.7m people showed up for Marshmello Fortnite concert

We knew that more than 10 million people watched Marshmello’s recent concert within video-game Fortnite. Now we’ve got a specific figure from the game’s publisher Epic Games. “On February 2nd, Fortnite had its best event day ever with 10.7 million players showing up for the Marshmello concert,” it told The Verge. It’s interesting to note how […]

Marshmello YouTube channel got 164% boost from Fortnite concert

We wrote last week that we were waiting for the latest weekly YouTube Music charts to go live, so that we could gauge the bump that dance artist Marshmello got from his concert in YouTube. Not least because anecdotally, nearly every child aged 8-13 we know has been hammering his tracks on YouTube ever since […]

Marshmello Fortnite gig sent his YouTube views soaring

More than 10 million people watched Marshmello’s first concert in video-game Fortnite last weekend. Now Nielsen has put out some figures showing how the event caused a big spike in his on-demand video (i.e. YouTube) streams. Billboard reports that his track ‘Check This Out’ saw a nearly 24,000% increase in views on the day of the concert, […]

Sandbox Issue 221: Fake Views. Lies, damned lies and music statistics

Lead: Smoke and mirrors have always been part of music, but when it comes to data, truth is starting to play second fiddle to hype. The nefarious and ruthless are finding ways to “massage” social media and streaming numbers while offering the desperate and gullible a quick fix. But the platforms are getting wise to […]

Marshmello may be playing a gig within Fortnite this weekend

The popularity of video-game Fortnite has recently sparked a series of lawsuits from rappers and dancers, angry at the game including some of their signature moves without asking for permission or paying any kind of licensing fee. Some musicians have a more positive relationship with Fortnite though: EDM star Marshmello, for example, who’s broken online-viewing […]

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