Tools :: SyncVault
October 20, 2021
YouTube’s TikTok-style Shorts feature launched in beta a little more than a year ago in India, before expanding globally in June. It’s already generating more than 15bn daily video views and startup SyncVault claims...
Today, hundreds of thousands of artists release music and an equally huge number of content creators require music for their output. Sync has become a more nuanced instrument for all involved – and one that’s still a...
Behind The Campaign :: Aurora
October 6, 2021
‘Cure For Me’ was supposed to be Norwegian singer Aurora’s new single in early 2021 but ‘Runaway’, a track from six years before, was going viral on TikTok. The decision was made to delay ‘Cure For Me’, capitalise...
Beat the ‘Tok: Beatport runs TikTok DJ duet challenge We occasionally veer away from artist-centric campaigns here to include interesting things that companies (usually DSPs, but not always) do in terms of their own marketing....
Behind The Campaign :: Illenium
September 22, 2021
US electronic DJ and producer Illenium released Fallen Embers, his fourth studio album, in July 2021. To build excitement ahead of the album reveal, a real-world scavenger hunt in Denver was set up to let fans hear a chunk...
The Sandbox Guide to… Marketing Hard Rock and Heavy Metal
September 8, 2021
We can all learn something from the relationship between hard rock and heavy metal artists and their fans. These are among the most misunderstood musical genres, where artists have shifted with the times while remaining...
Behind The Campaign :: Rag’n’Bone Man
September 8, 2021
British blues and soul singer Rag’n’Bone Man released his debut album, Human, in February 2017 and it was an international hit. There was a long gap between this and Life By Misadventure, his second album, which came...
Behind The Campaign :: Warner Italy’s Summer Playlist
August 25, 2021
Normally in Behind The Campaign we focus on a single artist (typically around an album release); but, to break with convention slightly, we are instead looking at a cross-artist playlist campaign run by Warner Music Italy...
Welcome to the jumble: Taylor Swift gets fans to unscramble clues Taylor Swift fans know all too well that she drops cryptic clues in her social media posts and videos; and Taylor Swift knows all too well that her fans comb...
The Sandbox Guide to… influencer marketing
August 11, 2021
Influencer marketing in 2021 is more strategic and reliable than ever, with the pandemic only making it extra-popular. It’s also essential to get the nuanced parts right: so here’s how to avoid the pitfalls and attain...
Behind The Campaign: The Coral
August 11, 2021
Coral Island is the 10th studio album from British neo-psychedelic indie band The Coral, released on Run On/Modern Sky on 30th April. Named after a fun park in Blackpool and designed as a double concept album, it was heavily...
Behind The Campaign: Daði Freyr
July 28, 2021
Daði Freyr was supposed to be Iceland’s entry for Eurovision 2020 and his track ‘Think About Things’ had already gone viral ahead of the event. AWAL had picked up on him before the competition was due to happen –...
