Music Ally Sandbox 102 – Platform and Function
Lead: As the brands and music world gets more crowded, standing out becomes exponentially harder. This is where digital music platforms are hoping to step in and offer something more engaging than a standard endorsement deal. Mixcloud, Spotify, iTunes Radio, WiMP and others are showing how they can be a lot more than just an audio partner by adding whole new dimensions to sponsorship deals and marketing.
Campaigns: Tinie Tempah’s new app lets you “rap along” to his new album using his own mouth; Chromeo premiere their new video on Shazam; and Linnea Henriksson drip-feeds her new album into Spotify.
Tools: FanSparks is the latest platform to offer fans rewards for social engagement. Dizzee Rascal, Jamie Cullum and Nina Nesbitt are all signed up, so we take a look at its features and speak to MD Marcel Cowan about best practices and KPIs.
Behind The Campaign: The latest Goldfrapp album is not singles-driven, so the marketing has instead focused around its visual power – ranging from a bespoke double-exposure photo app to an exhibition at the Lowry and, biggest of all, a series of short films and a live performance beamed into 300 cinemas around the world next month.