marketing

Another day, another artist reaching a carefully-targeted audience via an app that isn’t a social network or DSP. Gen Z favourite Declan McKenna collaborated with music teaching app Yousician to connect with his fans via...

Launching a new album in the Covid-era has sent many artist teams scrambling back to the drawing board now that the traditional nationwide tour isn’t possible. Unsurprisingly, VR is a common starting point, and British...

Grammy-award-winning artist, producer, and DJ Diplo is about to release his first ambient album, MMXX, and has partnered with “mental fitness” app, Calm, to premier five of the tracks from his upcoming album –...

Hot on the heels of announcing a big partnership with Spotify, the publisher of esports hit League of Legends is bringing its virtual K-Pop group K/DA back with new music. Riot Games launched K/DA two years ago as a group...

The new Katy Perry album comes out tomorrow (28 August) and 'Smile' will be accompanied by its own promotional game. It's a partnership with computing brand Dell – or rather, with its high-end gaming sub-brand Alienware. The...

It seems to be the week for music streaming to meet virtual reality startups. VR firm MelodyVR announced plans to acquire Napster, and now Tidal is making an investment in VR company Sensorium Corporation. It's not a traditional...

Dua Lipa is the latest major artist to launch a TikTok challenge, but in her case, she's looking for fans to appear in her next proper music video. The challenge is #DuaVideo and runs for a week, having been launched...

In March, BTS launched a new video series online called 'Learn Korean with BTS' – 30 three-minute lessons teaching their global fanbase how to speak the band's native language. Now this has evolved into a physical...

British dance duo Disclosure's new album 'Energy' comes out this Friday (28 August) and it will be accompanied by an ambitious virtual world created using the game Minecraft. Island Records teamed up with agency Blockworks...

Livestreaming industry company StreamElements has published its latest 'State of the Stream' report, using data from analytics firm Arsenal·gg. It includes some new data on Twitch and its 'music & performing arts' category,...

Spotify has announced its first marketing partnership in the esports world, and it's with one of its biggest players: Riot Games, the publisher of League of Legends. "Spotify is also now the official — and exclusive...

YouTube has revealed its latest slate of ‘originals’ – documentaries commissioned by the video service – for the UK this autumn. They include a four-part series about GRM Daily, the Black British music channel....