Sandbox Issue 270: Always-on my mind: how do artists avoid social media burn-out?
Lead: Always-on my mind: Artists have long accepted – sometimes reluctantly – that their role includes intimate direct-to-fan digital connectivity, usually via Social Media. Grinding out content on multiple platforms,...
February 24, 2021
Awal acquisition is ‘not good news’ says Absolute boss
Following Awal’s acquisition by Sony Music, rival independent distributors are having their say on what it all means – and some of them are worried. Absolute Label Services boss Henry Semmence wrote an op-ed for...
February 4, 2021
Sony Music’s $430m Awal acquisition makes waves. What next?
By now, you’ll almost certainly have seen the news that Sony Music is buying Kobalt’s label and distribution arm Awal, and its neighbouring rights division. After the initial announcement, the price paid was confirmed...
February 2, 2021
The future of streaming and music marketing post Covid-19
After an introductory session offering views on Covid-19's music impact around the world, Music Ally's Sandbox Summit Global conference turned its attention to what happens next. The online event's 'Future of Streaming...
September 21, 2020
AWAL says ‘hundreds’ of its artists now earn $100k+ a year from streaming
Music distributor AWAL says that "hundreds" of its artists now earn more than $100k a year from streaming, and that this number (of artists) has grown by more than 40% in the last year. The company also said that "dozens"...
August 19, 2020
Lauv is latest artist to launch a Landmrk-powered treasure hunt
Music Ally has been covering location-based marketing startup Landmrk for several years now, including its campaigns for artists including CNCO, Ariana Grande and Louis Tomlinson. The startup’s latest client is...
March 6, 2020
Gabrielle Aplin uses Instagram for track-by-track campaign
AWAL has launched an interesting marketing campaign on Instagram for artist Gabrielle Aplin’s new album ‘Dear Happy’. It’s based around the tarot cards that Aplin created for every track on the album: a physical set...
January 16, 2020
Lauv gets a Flappy Bird-style game: Billy Meets World
Lauv has been one of the breakout artists for Kobalt’s AWAL business. Now he’s capitalising on one of the (fairly) recent gaming crazes: Flappy Bird. Lauv’s version is called Billy Meets World, and it’s launched...
July 10, 2019
Sandbox issue 231: Conversions. Tracking Cause and Effect in fan marketing
Lead: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” is a quote commonly attributed to Philadelphian retailer John Wanamaker in the 1800s and it has haunted the advertising...
July 1, 2019
Glassnote switches UMG distribution deal for AWAL partnership
The company whose brand is literally ‘artists without a label’ has revealed that its latest partnership is with… a label! And it’s a deal to send some cats scampering among the pigeons, since AWAL’s new partner...
November 19, 2018
Sandbox Issue 208: Making Micro Waves
Lead: In an age of constant digital distractions, sometimes it is better to play the short game. We trace the rise of the micro ad and how it is being tailored to stand out when users are rapidly hopping and grazing across...
July 11, 2018
Kobalt promises $150m investment for AWAL recordings business
Kobalt is making AWAL the brand for its entire recordings division, while promising to invest $150m and hire 100 more staff to build up that side of the business. Kobalt acquired digital distributor AWAL in 2012, as it...
March 8, 2018