marketing

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Sandbox – Campaigns of the Year 2014

Welcome to our end of year Sandbox where we look at the best and most original digital music marketing campaigns of 2014. Rather than of through them in order here, we’d rather you just get stuck in and read them all.
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Sandbox 122 – International Anthems: Marketing Across Different Continents

Lead: The US and the UK might be the twin centres of gravity for the international music business, but what works there in marketing terms doesn’t necessarily translate elsewhere. With that in mind, we speak to marketers...
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Sandbox 121 – The 10 Worst Ideas in Digital Marketing

Our lead feature this week explores the 10 Worst Ideas in Digital Marketing, as marketers, label bosses and artist managers vent their spleen on some of the campaigns and technologies that are at best ineffective, and at...
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Sandbox 120 – Webpage Turner: Building a Killer Artist Website

Lead: Who needs an artist website in an age of Facebook, Twitter and Tumblr? It turns out lots of people do because they allow you to better control the visuals of a campaign as well as the audience relationship. We speak...
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Sandbox 119 – Physical Exorcise: The Rise of the Digital-Only Label

Lead: Digital-only labels are slowly but steadily becoming part of the landscape. By removing physical stock, they dramatically cut overheads and can move much faster, putting out more releases across more genres. We speak...
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Sandbox – 118 Music Manners: The Etiquette of Free Downloads

Lead: Everyone loves free stuff, don't they? Not always, as U2 and Apple found out when pushing the Songs Of Innocence album into 500m iTunes accounts last month quickly went from PR coup to PR disaster. With that in mind,...
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Sandbox 117 – Video budget: Making promos on a shoestring

Lead: Videos used to the the bit that swallowed up most of the marketing budget but today they can be shot relatively quickly and cheaply. We speak to those who commission and create videos to hear what advice they can give...
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Sandbox 116 – Cloudbusting

Lead: SoundCloud is (finally) moving towards moentising its platform and Mixcloud is adding new premium subscription tiers. Both have prided themselves on the part they play in giving underground and cutting-edge musicians...
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Sandbox 115 – The other YouTube

Lead: Individual music videos (hello, Psy) do incredibly well on YouTube but music-centric channels limp far behind those with other types of media content. We look at the most successful channels in gaming, fashion, food...
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Sandbox 114 – Tag Team: Shazam’s marketing prowess

Lead: Shazam is much more than just a way of identifying a song and maybe buying or streaming it. We look at the ways it has evolved and how it has made itself an essential and powerful part of any music marketing campaign...
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Sandbox 113 – Pay Day: BitTorrent Promises Bundles of Cash

Lead: BitTorrent is still regarded by the traditional music business with suspicion even though acts like Madonna and Lady Gaga have drawn on it for their marketing. The company has used its Bundles model to help acts, generally...
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Sandbox 112 – Back to Life: 10 Rules to Reboot a Career

Lead: Pixies, Mondays, MBV, Stone Roses, Eagles, Blur… coming back to life after years and decades in (semi)retirement is increasingly possible thanks to the power of the connected fan and the accessible catalogue....