Tag: atlantic records

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Albums in the streaming era: ‘Just think of it as a blank canvas for telling stories’

Streaming is a world of tracks and playlists rather than albums, right? An event in London last night organised by British industry bodies the BPI and ERA promised to explore the role of the album in the streaming era, including...
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Sandbox Issue 212: Packaged Goods. Bulking Up The Music Bundle

Lead: the recent spat between Nicki Minaj and Travis Scott over who should have been number 1 in the US is arguably less about ego (although there was some of that at stake) and more about the role bundling plays in boosting...
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Atlantic Records’ Tom Mullen talks catalogue marketing’s evolution

At record labels, catalogue and frontline used to be church and state – rarely mixing. But streaming is blurring the lines, and Tom Mullen’s role as VP of catalogue marketing for Atlantic Records is a further expansion...
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Beggars Group, AEI Media and Atlantic Records talk modern-day music companies

Is it too much to hope that we've seen the last 'death of labels' story in the modern music industry? Labels aren't dying as an industry entity, but they are evolving in interesting ways, as are management companies, publishers...
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Influencer marketing: why labels are turning to social stars

YouTubers, Instagrammers, Snapchat stars, Twitch streamers, Musers on Musical.ly… The emergence of new stars on online-video services and social networks has provided a new promotional channel: influencer marketing. Paying...
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From Japanese Instagram cats to Suffolk road-safety ads: marketing Ed Sheeran’s Divide

We know all about the big digital numbers around the new Ed Sheeran album ‘Divide’, from 375m first-week Spotify streams to more than 1bn YouTube video views. What we didn’t know so much about was the marketing behind...
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Atlantic Records applies thumbscrews to find Reddit pirate

If you’ve read Stephen Witt’s masterful How Music Got Free book, you’ll know the damage labels felt that pre-release leaks did to both their album sales and the marketing campaigns around them.
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Atlantic turns to Instagram for Jess Glynne campaign

Atlantic Records has been making hay on Instagram in the digital campaign for the new single by Jess Glynne. The label worked with marketing agency The7stars on the campaign, which included releasing video and targeting it...
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Anonymous claims it made Atlantic release the new Lupe Fiasco album

Lupe Fiasco is releasing a new album, ‘Tetsuo and Youth’. Nothing strange about that, you might think, but the story behind the album’s release on 20 January 2015 is an intriguing one, involving online...
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Sandbox 111 – Album pre-releases

Lead: A decade ago album previews were seen as piracy catnip and commercial suicide, but now some form of pre-release stream is the norm in marketing. Media partners, brand sponsors and even hosting the stream yourself are...
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Lyor Cohen’s new firm 300 confirms Google investment

We wrote about former WMG recorded music boss Lyor Cohen's plans for a new music company last month, complete with a rumoured investment from Google.
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Bruno Mars gets Treasure Dance site for fans’ Instagram videos

A growing number of musicians are posting videos on Instagram, but Bruno Mars has become one of the biggest yet to solicit and showcase videos from his fans through the photo-sharing app.