If you’ve read our Sandbox Best Music Marketing Campaigns of 2021 report, you’ll know that listening parties were a big deal in 2021! It makes a lot of sense: they drive up excitement […]
Gaming platform Roblox has hosted a number of music performances over the last year, but now it has launched another way for artists and labels to work with it: listening […]
Live, online events are now part of the fabric of the music industry, and that looks set to continue even when physical concerts return at scale.
At Music Ally’s Sandbox Summit Global online conference yesterday, several sessions explored how these events are being marketed, starting with a pair of presentations on premieres and listening parties. First up was Lee Martin, founder of startup Listening Party.
“I talk to my clients a lot about controlling their marketing and the messaging around valuable moments, because we know these moments don’t come around very often, so we like to have a strategy around them,” he said.
Album and single premieres are among those moments. Martin categorised the listening parties that can be held around them in three buckets. First: self-hosted, where an artist or label hosts their own music or uses a platform like YouTube to have fans play the music and chat about it. Second: distributed, which is where they use the APIs of a streaming service like Spotify to create a group listening experience. And third, the “punk-rock solution” epitomised by Tim Burgess’s Twitter listening parties. “He simply tells fans to press play at the same moment. What could be more punk than that?!” said Martin.
Lee Martin was the developer of what we crowned the ‘Best Listening Party’ in our Sandbox 2020 best music marketing campaigns report – for Future Islands’ album ‘As Long As […]
Lead: Indie-Visible – Marketing indie rock bands on streaming platforms can be tricky for a number of reasons: their traditionally album-based release cycle goes counter to the current approach of endless singles; their aesthetic, ethos and fandom require patience and context; and while their fanbase wants their favourite artists on streaming services, they also demand special physical products […]
We’ve written a lot recently about YouTube’s premieres feature, and how artists and labels are using it. But gathering fans online to experience new (or old!) music together goes well […]
US singer Kelly Clarkson took to Twitter yesterday to hold a listening party for her new album ‘Piece by Piece’, inviting fans to press play on their copy at 8pm ET, […]
Forget album launches with naked dwarves carrying bowls of cocaine. Apparently Sigur Rós wouldn’t sign off on the budget…
Polydor has launched an innovative social campaign for the new Scissor Sisters album, which is released on 28 May. It’s a “social listening party” application on Facebook, which sits within the band’s Timeline on the social network.
The answer to that question can be found by clicking on the link below: a YouTube video called Tom Waits’ Private Listening Party. In it, Waits plays snatches of songs from his new album, but also has his say on privacy. “Apparently there’s no such thing as private any more,” he says.