sandbox

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...

Sandbox Issue 181: Rise of the Micro Influencers

Lead: There was a time when getting someone with a huge social media following to shill your product was all you needed to make a splash. But brands are now starting to question if biggest really is best; and thus we see...

Sandbox Issue 180 – WhatsApp Doc?

Lead: WhatsApp has 1.2bn monthly users. Amazing. But the music industry is barely using it as a marketing platform. Not amazing. So why not? There are (still) pragmatic issues such as as a cap on the number of users in a...

Sandbox Issue 179: Is New Music Friday marketing overkill?

Lead: New Music Friday was designed as a way to synchronise global release days in an on-demand world, but the upshot is that now Friday groans under the weight of new release and marketing strategies. As a result some...

Sandbox 178: Mixed Up

Lead: mixtapes have long been used in hip-hop, often when acts are starting out and wanting to create a buzz around themselves. Now they are becoming more common as major acts use them as an embellishment to an existing...

Sandbox 177: One Congregation Under A Groove

Lead: Group listening is back for a second swing, with the likes of Stationhead, Vertigo and JQBX all hoping to learn from the shortcomings of Turntable.fm and Soundrop. We speak to those trying to carve out a space here...

Sandbox 176: All or Nothing

Lead: The gap between albums is getting shorter and the turnover time faster. Add into that the demand to feed multiple social media channels plus the fact that anything can be a single now – and worked simultaneously...

Sandbox 175: Music goes all-in on Snapchat

Lead: While everyone is currently flapping about Snapchat in terms of its jaw-dropping $28.3bn valuation after its IPO, it’s important to bring things back to what the app actually does and how its huge audience engages...

Sandbox 174: On Air, Video goes live

Lead: Native video was where creatives were being shunted last year, but this year it’s all about live video. With YouTube and Facebook Live promising greater promotional opportunities and reach, to Instagram, Periscope,...