sandbox

Sandbox Issue 246: BAD INFLUENCE. Social media’s new fault lines

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

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

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...

Sandbox Issue 243: The Last 10 Years and The Next 10 Years of Music Marketing

Welcome to the first Sandbox of 2020. Lead: It is now 10 years since we published the very first edition of Sandbox, so to start a new decade we speak to marketers from around the world about the tools and trends that shaped...

Sandbox Issue 242: The Year’s Best Music Marketing Campaigns. 2019

It is that time again when we highlight the best music marketing campaigns of the year. We genuinely were flooded with entries this year and therefore had to increase the number that made the final cut to 50 simply because...

Sandbox Issue 241: Music Merchandising Moves On

Lead: Billboard has just announced new chart rules around merchandise and album bundles in the US (effective from January 2020), seeking to close some of the loopholes that have been exploited here in recent years. This could...

Sandbox Issue 240: Music Marketing’s Wellness and Fitness Drive

Lead: Wellness and health have never been more culturally central than now – which is clearly a good thing. And within this, music is playing its part as acts soundtrack meditation apps and playlists power gym workouts....

Sandbox Issue 239: Music and Advertising’s tense union

Lead: The old rules of advertising are long gone – as is a lot of the inherent guesswork around advertising’s effectiveness. In its place has come greater tracking of ad spend and ad impact, but the entire process itself...

Sandbox Issue 238: Remixes Hit Saturation Point

Lead: Lil Nas X might have broken on TikTok but it was his deft use of multiple remixes (and collaborations) that kept ‘Old Town Road’ in the air throughout most of 2019. He claims he has 25 remixes of follow-up track...

Sandbox Issue 237: VIEWTUBE. When Music Video Plays Get Juiced

Lead: Sony Music India artist Badshah claimed to have broken the 24-hour record on YouTube for 75m plays of his track ‘Paagal’ in July. Then people started asking questions. It eventually emerged that the track’s success...

Sandbox Issue 236: Power Plays. THE NEXT STEP FOR PLAYLISTS

Lead: Playlists are still enormously important for breaking acts and for building careers – but they are increasingly a moving target that gets harder and harder to hit. As they change what they are, how they work and what...

Sandbox Issue 235: Talking TikTok Triumphs

Lead: TikTok is  an essential consideration for artist marketing in 2019, particularly for pop acts. But for all the strategies and careful coordination, the best things on the app are often those that blindside everyone....