sandbox

Sandbox Issue 189: D2C gets cranked up

Lead: D2C started to flex its muscles just as the decline in the traditional CD market began to really bite. Now it is more important that ever as both a revenue driver and a means of ensuring ongoing fan engagement. We look...

Sandbox Issue 188: Wham, Bam, Instagram

Lead: Speak to any artist and ask them what social platform they prefer most and chances are they’ll say Instagram. Away from the trolling on Twitter and the sinkhole of posts on Facebook, Instagram offers a calmer place...

Sandbox Issue 187: Live and Direct

Our lead feature this week looks at some of the most inventive and successful recent campaigns using live video on Facebook – an increasingly prominent part of the social network’s featureset. Our Tools page looks...

Sandbox 186: Video killed the video star

Lead: So long to big-budget videos? Taylor Swift’s new vid may be breaking YouTube records, but many major artists are starting to question the value of traditional music videos. Our lead feature looks at some of the...

Sandbox 185: Simply the worst

Lead: History tends to be written by the winners and that is why we almost exclusively hear about campaigns that worked brilliantly and left everyone involved covered in glory – where the marketing team and artist were...

Sandbox 184: Save of the century, why pre-save is the new rave

Lead: A decade ago, the focus in album marketing was around the pre-order, using instant grats at the bait to get fans to order albums before they had even come out. Now the emphasis has shifted to the pre-save – primarily...

Sandbox Issue 183: Phrase Book, using digital to market non-english-speaking acts

Lead: Acts outside of the US/UK centre of pop gravity used to be the exception rather than the rule – the true outliers of music. Digital in general and social media in particular have changed that, letting them rewrite...

Sandbox Issue 182: Loose Lips Sync Hits

Lead: Musical.ly wasn’t the first lip syncing app, but it is comfortably the biggest. It now claims to have 200m users and offers a direct route to a young audience that sits outside of both traditional media and the...

Sandbox Issue 181: Rise of the Micro Influencers

Lead: There was a time when getting someone with a huge social media following to shill your product was all you needed to make a splash. But brands are now starting to question if biggest really is best; and thus we see...

Sandbox Issue 180 – WhatsApp Doc?

Lead: WhatsApp has 1.2bn monthly users. Amazing. But the music industry is barely using it as a marketing platform. Not amazing. So why not? There are (still) pragmatic issues such as as a cap on the number of users in a...

Sandbox Issue 180: WhatsApp Doc? Marketing with Messaging Apps

Lead: WhatsApp has 1.2bn monthly users. Amazing. But the music industry is barely using it as a marketing platform. Not amazing. So why not? There are (still) pragmatic issues such as as a cap on the number of users in a...

Sandbox Issue 179: Is New Music Friday marketing overkill?

Lead: New Music Friday was designed as a way to synchronise global release days in an on-demand world, but the upshot is that now Friday groans under the weight of new release and marketing strategies. As a result some...