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 […]

Twenty One Pilots launch a never-ending music video

Last week, we covered Twenty One Pilots’ scavenger hunt to promote their new single, ‘Level Of Concern’, which got fans to track down codes hidden online to unlock content. Which they did much faster than expected. “We didn’t think you would tear through the codes so easily,” the band tweeted. “Should have taken a week but you did […]

Twenty One Pilots launch online scavenger hunt for fans

The latest artist sending fans to different corners of the internet to unlock content around a new album is Twenty One Pilots. It kicked off with a livestream (although fans who missed that can check out the ‘START HERE’ YouTube video that the band posted on Saturday). It prominently features a US phone number – 1-877-LVL-CNRN – note: […]

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