Lead: K-pop is eating the world whole and is changing what marketing – especially superfan-centric marketing – can do. We speak to those working in and around the K-pop world to learn how the genre markets itself, where...
Sandbox Issue 254: The Rise of Music Podcasts
June 10, 2020
Lead: If you aren’t making or appearing on a podcast, do you actually exist? Even with DSPs and record labels investing in them heavily and building whole podcasting divisions, there is still the issue of licensing music...
Sandbox Issue 253: Music Marketing in Lockdown
May 28, 2020
Lead: We are now several weeks into lockdown and have moved far, far beyond just “doing a livestream”. There was some wavering at the start as to whether albums should be delayed by several weeks or brought forward, but...
Sandbox Issue 252: Music’s extended stay in Fortnite
May 14, 2020
Lead: Last year there was a lot of excitement when Marshmello hosted a live set within Fortnite, but this year a run of shows by Travis Scott moved everything up several gears. This was aided in no small part by Fortnite...
Sandbox Issue 251: Streaming and Music’s new formats
April 30, 2020
Lead: The playlist hasn’t killed the album… yet. Instead, artists and labels are caught between both and are starting to experiment with the shapes that releases can now take. Justin Bieber has begun chopping up his album...
Sandbox Issue 250: The power of smaller playlists
April 16, 2020
Lead: The likes of New Music Friday and Today’s Top Hits might theoretically get your music in front of the most people; but if they are not listening, then what’s the point? In a business that has long run on the assumption...
Lead: Music is critical to YouTube while the music industry (beyond the politics of the value gap debate) is hugely reliant on the platform. But so too are other content types. We look at the biggest channels on YouTube generally...
Lead: Personalisation is a powerful way to stand out in a noisy marketplace and to make fans feel involved with things. It all, however, has to be handled with care as one person’s “tailored messaging” is another person’s...
Lead: Triller is not a TikTok killer – but it is certainly proving to be a hearty contender. At the moment, it is strongest in the US and it skews heavily towards hip-hop as its in-built soundtrack. Its ambitions are, however,...
Sandbox Issue 246: BAD INFLUENCE. Social media’s new fault lines
February 20, 2020
Lead: Influencers are a growing part of music marketing but tighter rules on what they can do (and how explicit they must be in declaring their interests), as well as a series of scandals, are making working here increasingly...
Sandbox Issue 245: Catalogue Marketing Rejuvenated
February 6, 2020
Lead: With pretty much everything available at all times, the fundamentals of catalogue marketing have had to bend to the needs of the streaming market and the social media landscape. There is still a role for the deluxe...
Sandbox Issue 244: How to Make a Big Artist Comeback
January 23, 2020
Lead: Don’t call it a comeback. Actually, DO call it a comeback. Fans today not only expect all the music in the world to be instantly available, they also expect every pop star to be available at all times. But musicians...
