sandbox

Sandbox 193: Playlisten without prejudice

Lead: Labels and artists spent 2017 getting their heads around how playlists have created a new centre of gravity for the record business. The old ways of promoting a record (discounting at retail, plugging at radio, pitching...

Sandbox Issue 192: Show and Tell

Lead: Both Spotify and Apple Music are going heavy on original video, using this as a new reason for people to subscribe as well as a means to generate unique (and exclusive) content at the precise moment acts and labels...

Sandbox Issue 191: Ad ons

Lead: With so much music now being ostensibly free at the point of consumption, advertising is expected to do a lot of the heavy lifting for the digital content industries. As such, the nature and forms of advertising have...

Sandbox Issue 190: Retarget practice

Lead: Have you ever been hounded around the internet by an ad for a gas boiler or cheap flights? Of course you have. It’s 2017, after all. That is, as you’ll know, symptomatic of bad retargeting. But don’t mock too...

Sandbox Issue 189: D2C gets cranked up

Lead: D2C started to flex its muscles just as the decline in the traditional CD market began to really bite. Now it is more important that ever as both a revenue driver and a means of ensuring ongoing fan engagement. We look...

Sandbox Issue 188: Wham, Bam, Instagram

Lead: Speak to any artist and ask them what social platform they prefer most and chances are they’ll say Instagram. Away from the trolling on Twitter and the sinkhole of posts on Facebook, Instagram offers a calmer place...

Sandbox Issue 187: Live and Direct

Our lead feature this week looks at some of the most inventive and successful recent campaigns using live video on Facebook – an increasingly prominent part of the social network’s featureset. Our Tools page looks...

Sandbox 186: Video killed the video star

Lead: So long to big-budget videos? Taylor Swift’s new vid may be breaking YouTube records, but many major artists are starting to question the value of traditional music videos. Our lead feature looks at some of the...

Sandbox 185: Simply the worst

Lead: History tends to be written by the winners and that is why we almost exclusively hear about campaigns that worked brilliantly and left everyone involved covered in glory – where the marketing team and artist were...

Sandbox 184: Save of the century, why pre-save is the new rave

Lead: A decade ago, the focus in album marketing was around the pre-order, using instant grats at the bait to get fans to order albums before they had even come out. Now the emphasis has shifted to the pre-save – primarily...

Sandbox Issue 183: Phrase Book, using digital to market non-english-speaking acts

Lead: Acts outside of the US/UK centre of pop gravity used to be the exception rather than the rule – the true outliers of music. Digital in general and social media in particular have changed that, letting them rewrite...

Sandbox Issue 182: Loose Lips Sync Hits

Lead: Musical.ly wasn’t the first lip syncing app, but it is comfortably the biggest. It now claims to have 200m users and offers a direct route to a young audience that sits outside of both traditional media and the...