Colabox is a music marketing platform that until now you could only use if you worked for Universal Music, courtesy of its exclusivity deal with Colabox creator Crowdcat. However, after more than 20,000 marketing campaigns, the exclusivity is over, and Colabox is opening up to other artists and labels.
It’s a platform for running a variety of marketing programs, including minigames, listening parties and user-generated content campaigns. It’s been used by UMG’s teams for the likes of Drake, Billie Eilish, Ariana Grande, Taylor Swift and The Weeknd, with Crowdcat saying it has generated 31m ‘fan sign-ups to CRM’ over the last seven years.
Chief scientific officer Richard Summers spoke at our Sandbox Summit Global conference yesterday, talking about the effectiveness of those campaigns. “Over 60 days, for every fan that we engage with, it generates about $1.80 in [revenue from] streams, and if you look at six months, its up around four dollars,” he said. We’ll have more from his session in our Sandbox Summit reports later today.
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