Tag: digital marketing

Lead: TikTok is  an essential consideration for artist marketing in 2019, particularly for pop acts. But for all the strategies and careful coordination, the best things on the app are often those that blindside everyone....

Debate surrounds what the first music video actually was, but by the 1970s these “pop promos” had become the playthings of the biggest acts in the world while by the 1980s, after the arrival of MTV, they were the biggest...

There’s a healthy debate about the extent to which labels can make a track ‘go viral’ on TikTok, versus simply piling in to capitalise on the effect when this happens organically. Agency The Influencer Marketing Factory...

Lead: This issue we have a special extended feature looking into the phenomenon of Trigger Cities. These are places outside of the obvious music markets that are now – due to streaming and how algorithms are fed – playing...

  About Lex: Lex is a record label, music publisher, and film production company based in London. The label was founded in 2001 and has released music by artists including Danger Mouse, Eyedress, GILA, Boom Bip, Neon...

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...

This guest column comes from Tim Heineke, founder and CEO of I AM POP. Social media, the poster child of the internet revolution, is losing its influence to such an extent that even Mark Zuckerberg has accepted the decline...

“Escape the harsh realities of the world,” suggests a new website launched for British band Bastille. With 2019 being what it is, that’s a good pitch: time for some light-hearted, sweet content that… Oh wait. “Step...

Streaming was the big driver behind the recorded-music industry’s 9.7% growth in 2018, according to the IFPI. In fact, streaming revenues grew by 34% to $8.9bn, accounting for 47% of the global total. At the end of 2018,...

You’ll be very familiar with BTS but perhaps less so with BT21. Yet they are the same. Sort of. The K-pop group created animated versions of themselves, gave them back stories and also created merchandise lines for them....

Lead: Collaborations have long been a staple in the music industry, but something different is happening today as social media and analytics become key parts of marketing campaigns. In the “old days”, labels would trade...

Bad news, record labels hoping to create the next ‘Old Town Road’ sized hit by making a song ‘go viral’ on social app TikTok. It’s easier said than done. “To really make stuff go on TikTok requires a lot of...