Indie label group [PIAS] Entertainment has launched a new pan-European digital marketing agency, with the logical title of [PIAS] Digital Marketing. The five-person team will provide artists with a range of services, from campaign strategy and mobile marketing through to data management and performance metrics.The new division is working with Silence Media and SoundCloud on the technology side, while artists including Tiesto, Placebo, The Temper Trap and Thomas Dybdahl have already signed up as clients. It’s likely to work with artists and labels throughout the [PIAS] group.”Rather than focusing purely on an album product cycle, we seek to work with all elements of an artist’s activities, such as live and merchandise,” says newly appointed digital marketing manager Darren Hemmings.”This maintains a more consistent approach to artist/fan interaction making this service as relevant to managers as it is to labels. Until now the majority of digital campaigns have been PR-led with strategy coming as an afterthought. Our belief is that campaign strategy and architecture is the key, with PR following that lead as one constituent part of the process.”

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