sandbox

The Sandbox Guide to… breaking into new territories

It goes without saying that in 2021 a hit can come from any corner of the globe and blow up in any market. So how do you find those specific markets where your song or artist will catch fire – and then fan that flame into...

Behind The Campaign: Vacations

In summer 2020, Australian band Vacations saw their 2016 track ‘Young’ suddenly go viral on TikTok after fans of TV drama Skins cut footage of the show to the song. Arielle Rubin (marketing manager), Cian Walsh (analytics...

Campaigns :: 30 June 2021 – Sault, Tyler, The Creator, Metallica, and JayKae

Seasoning finale: Sault make new album available for just 99 days Sault are an anonymous and highly mysterious collective in the UK, creating R&B filtered through house music and disco. They released two albums (5 and...

Behind The Campaign: Valley

After posting a demo of their track ‘Like 1999’ on TikTok, Canadian indie pop group Valley saw it quickly go viral and they raced to get a final version out into the market. The team from Universal Music Canada explain...

The Sandbox Guide to… Live Audio

Our latest Sandbox Guide walks you through live audio – and how to use platforms like Clubhouse, Spotify’s Greenroom, and Twitter’s Spaces to create loyal fan communities, redefine the concept of “performance”,...

Behind The Campaign: L’Impératrice

French pop band L’Impératrice released their second album, Tako Tsubo, in March 2021. It was originally planned for summer 2020 but was postponed due to the pandemic. The lead single actually came out in April 2020 so...

Campaigns :: 2nd June 2021 – Jorja Smith, Gruff Rhys, Black Midi and Kurupt FM

UK garage: Jorja Smith gets automotive to launch new single To tease her new album, British R&B singer Jorja Smith set up a website advertising what appears to be a garage called Nice Motors. A photo of a car (tellingly...

Behind The Campaign: Little Mix

British girl group Little Mix have traditionally released each new album in November and for Confetti, their sixth studio album, that was not going to change – despite the pandemic hitting just as they released the lead...

The Sandbox Guide to… Discord: expert advice, practical skills, and case studies to make Discord work for you

The new and improved Sandbox Guide is here! This longer, extra-focussed “Guide” format is designed to be your essential companion in the ever-shifting challenge of successfully connecting with your audience. It has more...

Behind The Campaign: Maxïmo Park

For their seventh studio album, Nature Always Wins, British alternative rock band Maxïmo Park released it via their management company’s record label (in partnership with PIAS). They teased the new album with a streaming...

Campaigns :: 5th May 2021

I Found That Evanescence Rare: band gamify pre-saves  Pre-save and follow-to-win competitions are ten a penny these days. Even though they are now very much a marketing failsafe, it does not follow that the basic idea has...

Behind The Campaign: KSHMR

DJ and producer KSHMR had his international breakthrough in 2015 with ‘Secrets’. For the release of ‘One More Round’ in October 2020, a major push was planned, most significantly through a partnership with gaming...