Metal label Nuclear Blast has been doubling down on digital marketing and e-commerce in 2021, as it battles to grow revenues against the backdrop of the Covid-19 pandemic. How has that gone? Very well according to the label, which says 2021 is “already the most successful year in its 34-year history” having seen “double-digit growth” for its digital and physical revenues alike.
The label has been owned by distributor Believe since October 2018. In 2021, it has been working on a range of digital marketing experiments including Spotify’s Marquee ads; in-game advertisements in partnership with startup Anzu; making premium video on Facebook for artist Paradise Lost; and developing a game for Beast In Black.
The label has also grown its YouTube channel to more than 2.7 million subscribers, and revamped its e-commerce system, with plans to help its artists run their own D2C stores on it.