marketing

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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....
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Sandbox 111 – Album pre-releases

Lead: A decade ago album previews were seen as piracy catnip and commercial suicide, but now some form of pre-release stream is the norm in marketing. Media partners, brand sponsors and even hosting the stream yourself are...
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Sandbox 110 – Carry On Bandcamping

Lead: Bandcamp is a significant sales platform for artists – especially DIY ones. But it is also proving its worth as a streaming/discovery channel as well as a new type of social network. We look at where artists are getting...
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Sandbox 109 – #MUSICMARKETING

Lead: Twitter has turned the hashtag into a powerful marketing tool and now Facebook, Instagram and even Amazon are piling on. We look at how hashtags can be best used, where they can go disastrously wrong and why they will...