Sandbox Issue 235: Talking TikTok Triumphs

Lead: TikTok is  an essential consideration for artist marketing in 2019, particularly for pop acts. But for all the strategies and careful coordination, the best things on the app are often those that blindside everyone. We spotlight the best recent uses of music (and surprise catalogue reappearances) on TikTok in recent months and also look […]

Report: TikTok is testing a native audience network for ads

If TikTok is going to pay sizeable royalties to music rightsholders at some point, it’s going to need sizeable revenues, with advertising likely to loom large. So, AdWeek’s report on the company’s plans should make interesting reading for the music industry. “A trove of newly discovered developer documents reveal the platform has rolled out a native audience […]

TikTok users try to figure out its recommendation algorithm

Since the earliest days of people becoming famous on YouTube, there’s been intent debate about how the platform’s recommendation algorithm works and, as a follow-on, how to game that algorithm to get more views. It’s the same for any big digital service, of course. And now TikTok is no different. Vice has a good feature […]

Report claims that adult-dating scammers are targeting TikTok

TikTok’s latest headache? It’s the latest platform to be targeted by scammers, attracted by its sharp growth in users. Cybersecurity firm Tenable has published a blog post outlining a scam involving ‘adult-dating’ services. “These profiles feature stolen videos from sources like Instagram and Snapchat, featuring women dancing, posing in bikinis, working out or just going about their […]

Stats revealed for the TikTok campaign for UMG’s ‘Money Dance’

There’s a healthy debate about the extent to which labels can make a track ‘go viral’ on TikTok, versus simply piling in to capitalise on the effect when this happens organically. Agency The Influencer Marketing Factory has published an interesting case study that falls in to the former category, however. It was hired by Universal […]

Aussie fans can create videos with Ed Sheeran’s official app

The launch of a smartphone app for fans to create and share their own videos with Ed Sheeran’s music (legally!) forming the soundtrack should be big news. But it seems that the Ed No. 6 app is only available in Australia for now. It’s been launched by Warner Music Australia for Android and iOS smartphones, with […]

Ed Sheeran #BeautifulPeople TikTok challenge races to 335m views

Ed Sheeran is big for streams, sales, socials, concert audiences… and now he’s big on TikTok too. To be specific, Sheeran has launched a challenge on that social app for his latest track, the Khalid-featuring ‘Beautiful People’. Fans are being invited to upload videos celebrating the beautiful people in their lives, using the hashtag #BeautifulPeople […]

TikTok videos turned Absofacto’s ‘Dissolve’ into a chart hit

We’re all familiar with the tale of how TikTok helped ‘Old Town Road’ become a big hit in its initial version. Now there’s a new case study from the buzzy social app. Billboard has the story of how a 2015 track called ‘Dissolve’ by artist Absofacto (aka Jonathan Visger) blew up on TikTok early in 2019, […]

Report: TikTok was installed 344m times in first half of 2019

Thanks to Apple’s official response to Spotify’s complaint to the European Commission, we know that around 680,000 of the latter company’s subscribers are paying their monthly fees through the iOS in-app purchases system. But what about the wider apps economy? Analytics firm SensorTower has put out its latest figures on how that’s growing, and which apps are benefitting from […]

TikTok now has 120 million monthly active users in India

2019 has brought some bumps to TikTok’s progress in India, including a brief removal of its app from Google and Apple’s app stores in April. However, the social video app is now firing on all cylinders again in India, telling the Economic Times that it has 200 million users in the country, of which 120 million are […]

Esports and TikTok on the marketing agenda at Midem

There were some fun panels at the Midem conference yesterday, including an appearance from musician TheFatRat, the first signing to Universal Music and ESL’s Enter Records label. “I don’t see that I have to please two companies. I see that two companies have to please me! Which I think is a great thing. I see […]

Report: Bytedance has Indian label deals for new music service

New details have emerged on TikTok’s parent company Bytedance’s plans to launch its own music-streaming service. Bloomberg reports that the new service will launch this autumn “in a handful of territories, mostly poorer countries where paid services have yet to garner large audiences”. The countries aren’t named, but one clue comes from the news that Bytedance has […]

Sandbox Issue 226: What people just don’t “get” about digital marketing

Lead: what digital marketing trends are most underrated or simply misunderstood in 2019? That’s the question we put to the music marketing community and got them to hold forth on the subject. This resulted in a lot of ideas and a lot of new paths for marketing this year and beyond. Campaigns: TikTok goes all […]

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