marketing

Read More

Sandbox 161 – Hit or Hype

Lead: The music industry runs on hype – but it takes great pains to disguise it and is distrustful of anything that is too explicit in what it is trying to achieve. Step forward Broken Witt Rebels, the band that media agency...
Read More

Behind the campaign: Måns Zelmerlöw – Sandbox 153

Swedish singer Måns Zelmerlöw released his first album in 2007 and won the 2015 Eurovision for his home country with the song ‘Heroes’. He will also host this year’s show in May. The competition has provided a number...
Read More

Campaigns – YACHT Spring A Leak – Sandbox 157

sandbox solemnly promises that this is the first (and hopefully last) time we’ve had to visit PornHub for “research purposes”; furthermore, it’s not often we get to write about a campaign which has backfired so spectacularly....
Read More

Sandbox 160 – Brand Stand

Lead: In the second part of our special look at music, digital and branding, we speak to the record labels about how their dedicated divisions are adapting to online and mobile by securing the right partnerships deals. We...
Read More

Sandbox 159 – Brand Aid

Lead: In this issue of Sandbox and the following one, we look at the ways in which brand partnerships have evolved in response to digital and how they now straddle everything from app sponsorship to VR. In the opening part,...
Read More

Deezer: new TV-ad stars are dogs, guinea pigs and rabbits

The ‘Deezer Geezer’ hasn’t retired just yet: he features in the streaming service’s new round of TV ads created for the UK. However, the company is merrily flouting the latter half of the famous ‘never work with...
Read More

Media agency MEC trying to make Broken Witt Rebels stars

It started with music marketer Darren Hemmings wondering on Facebook why an unknown band called Broken Witt Rebels were getting “massive billboards” in the UK, with no obvious label backing them. When a reply suggested...
Read More

Radiohead to stream ‘Live from a Moon Shaped Pool’ event

Radiohead fans are putting 17 June in their diaries as the band’s next special event. Not a concert, but rather a global online gathering with an emphasis on record stores. Or, as its website puts it: “A unique...
Read More

Sandbox 158 – Face Lift

Lead: Facebook wants more and more musicians to go native – i.e. by uploading videos directly onto their pages rather than embedding from YouTube or Vevo. With native uploads being pushed higher up the social network’s...
Read More

Sandbox 157 – Under The Influence

Today, “old” media is still powerful but increasingly less effective in reaching young consumers. The super-stars of YouTube and Instagram, however, are leading the charge for social influencers.
Read More

Are streaming services the new music-marketing eldorado? (#midem)

As streaming grows, so labels and artists are finding new ways to use platforms like Spotify in their marketing campaigns. A panel session at the Midem conference in Cannes this morning explored some of the latest trends. The...
Read More

Here’s why you shouldn’t use Minecraft to market music

Minecraft may be one of the most popular games in the world right now, but labels planning to use it for marketing purposes should back off. At least, that’s what the game’s creator Mojang says, in a blog post warning...