Tag: digital marketing
The Dry Streams Paradox
Are you frustrated with the size of your fanbase? Tired of banging your head against a brick wall with ticket and merchandise sales? Unable to reconcile your streaming figures with the number of genuine fans? Then you might...
April 24, 2019
Reminder: the perils of marketing singles to free streamers
If you’re directing fans to stream a new track by an artist, what happens if they’re tapping on that link on their smartphone, but are on the free tier of a service like Spotify? That’s one of the questions raised in...
April 18, 2019
Sandbox Issue 226: What people just don’t “get” about digital marketing
Lead: what digital marketing trends are most underrated or simply misunderstood in 2019? That’s the question we put to the music marketing community and got them to hold forth on the subject. This resulted in a lot of ideas...
April 18, 2019
Former Sony Music exec talks streaming: ‘Focus on the whales’
Thomas Hesse used to be the digital-business boss at Sony Music, but nowadays is an angel investor and startup founder (of still-stealthy Jamm Music) in his own right. He’s also written a column for Billboard that may...
April 16, 2019
Esperanza Spalding drove fans from Facebook / Instagram to Spotify
Facebook has published a case study of how artist Esperanza Spalding used the social network (and Instagram) to drum up excitement around her latest album ’12 Little Spells’ – including driving Spotify streams of...
April 4, 2019
Sandbox Issue 225: Retargeting in an Age of Privacy
Lead: Tighter regulations around retargeting have made the job of digital marketing much trickier to navigate. What this has meant is that marketers have to get smarter. We speak to those working around these rules about...
April 3, 2019
Lang Lang deploys digital tactics for ‘Piano Book’ album
Pianist Lang Lang likes to have fun with technology: we remember him playing ‘Flight of the Bumblebee’ on-stage using an iPad and the Magic Piano app back in 2010, for example. On Friday, he released his latest album...
April 1, 2019
The Battle of Billie Eilish: Spotify, Apple and YouTube scrap it out
Original content is a big strategic focus for the major streaming services in 2019, as is ‘claiming’ as many rapidly-emerging artists as possible, in terms of creating said original-content for and with them. Billie Eilish,...
March 29, 2019
Jax Jones and Martin Solveig spoof Fyre Festival with pre-save
“It’s just green mate”. “What is this???” Fans were initially confused about an Instagram post from artist Jax Jones late last week: it was just a green square. Which brought back memories of Tidal’s launch...
March 25, 2019
Dealing with the ‘dry streams’ paradox in the playlists era
Have you heard about ‘dry streams’ yet? They’re streams that come without a great deal of interest in the artist themselves: for example, on mood or activity-driven playlists on streaming services where listeners aren’t...
March 21, 2019
Chatty Penguin’s Cally Hocknell talks marketing, stories and Insta-famous eggs
“What’s the point of marketers like me, why would you commission research, when an egg knocks Kylie Jenner off the top spot on Instagram?!” There were jokes and sharp insight in equal measures in music marketer and Chatty...
February 19, 2019
Brit Awards reveal plans for digital activations next week
Next Wednesday is the Brit Awards, the flagship annual awards show for the British music industry. It’s fair to say the organisers are leaving no stops un-pulled out when it comes to the digital activity around the event....
February 15, 2019