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Behind the Campaign and Behind the Single both give you deep dives into one single successful campaign, with vital data, and insight from the people who created them. They are published three times per month as part of Sandbox.
We talk to George Simpson, Head of Dance Marketing at Warner Records UK, and Jess Spink, Audience Manager, Warner Records UK, to learn how the team managed to achieve breakout success.
Melissa Fernie (head of audience engagement at FUGA), Peter Capstick (label manager of Marshall Records) and Rupert King (Blue Raincoat Artists, the artist management arm of Blue Raincoat Music) explain why the band signed to Marshall Records for their new album, how their campaigning around Black identity and gender identity gave them new impetus, where careful audience segmentation refined and grew their fanbase marketing and why Discord is proving the perfect platform for them.
The team at Secret City – Magali Ould, Sarah Labissonière and Nick Younès – explain how a catalogue track going viral on TikTok was used to bridge into a steady flow of new music…
Tom Prideaux and Nathan Liddle-Hulme at AWAL explain how the AI philosophy and aesthetic shaped the campaign.
Believe’s Jak Ryan, Megan Freimann and Dave Grinnell talk about the campaign, from Kick Game signings and a pop-up shop to Roblox and Genius ads, and a kick-off performance with YouTube music brand Colors.
Lorenzo Gessner (data science & innovation manager at UMG Italy), Eleonora Bianchi (head of digital services & consumption at UMG Italy) and Ludovica Colombo (digital media specialist at UMG Italy) explain how songs are shortlisted at the Sanremo Music Festival, how the Mahmood and Blanco collaboration came about, and more.
Ric Salmon (CEO and co-founder of Driift as well as director at ATC Management), Claire Mas (COO of Driift) and Brian Message (co-founder of Driift as well as partner at ATC Management) talk in detail about The Smile’s live-streamed events.
Marcela Moreira (VP of Marketing Services, Latin America at Warner Music Group) explains how Anitta was prioritised as a global star.
Tom Davies (Cast Iron Management), and Pablo Douzoglou and Ashley Young (Beggars Group) explain how the album was teased, why warming up the fanbase was critical, where they gave a UGC spin with the release of album tabs and more…
Ali Murphy and Robby Morris of Secretly Group explain how Mitski’s music was developing a new life on TikTok while she was away and was reaching into whole new audiences…
Yvonne Yuen, SVP of marketing at Universal Music Group China, explains how Eason Chan’s track built such momentum so quickly
Canadian singer Rêve broke through in her home country with her third single, ‘CTRL + ALT + DEL’ in September 2021, and it has since been certified gold there. The team at Universal Music Canada talk through the campaign and their plans for the future.
