Sandbox issue 232: Music Marketing in Trigger Cities
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...
July 11, 2019
Marshmello launches his own mobile game to debut new album
EDM star Marshmello’s association with gaming is already well known: he’s teamed up with online star ‘Ninja’ to win pro-am Fortnite tournaments, and attracted more than 10 million people to his virtual concert within...
July 3, 2019
Marshmello and Ninja to star at Metarama music / esports festival
Music Ally has been talking for a while about the potential for live events combining music and esports. We’ve already seen music performances at major esports tournaments, of course, while MTV tested an esports/music festival...
June 20, 2019
10.7m people showed up for Marshmello Fortnite concert
We knew that more than 10 million people watched Marshmello’s recent concert within video-game Fortnite. Now we’ve got a specific figure from the game’s publisher Epic Games. “On February 2nd, Fortnite had its best...
February 22, 2019
Marshmello YouTube channel got 164% boost from Fortnite concert
We wrote last week that we were waiting for the latest weekly YouTube Music charts to go live, so that we could gauge the bump that dance artist Marshmello got from his concert in YouTube. Not least because anecdotally, nearly...
February 11, 2019
Marshmello Fortnite gig sent his YouTube views soaring
More than 10 million people watched Marshmello’s first concert in video-game Fortnite last weekend. Now Nielsen has put out some figures showing how the event caused a big spike in his on-demand video (i.e. YouTube) streams....
February 8, 2019
Sandbox Issue 221: Fake Views. Lies, damned lies and music statistics
Lead: Smoke and mirrors have always been part of music, but when it comes to data, truth is starting to play second fiddle to hype. The nefarious and ruthless are finding ways to “massage” social media and streaming numbers...
February 7, 2019
Marshmello may be playing a gig within Fortnite this weekend
The popularity of video-game Fortnite has recently sparked a series of lawsuits from rappers and dancers, angry at the game including some of their signature moves without asking for permission or paying any kind of licensing...
January 30, 2019
Sandbox Issue 207: God Save The Streams
Lead: Just 18 months ago, pre-saves were a breath of fresh air for marketers struggling to stand above the cattle run of global releases on a Friday. But as they become ubiquitous, it is almost back to square one with everyone...
June 28, 2018
Dance star Marshmello doubles down on gaming with new show
For a man with a bucket on his head, dance star Marshmello isn’t half bad at playing games. As we reported earlier this month, he won a pro-amateur Fortnite tournament at the E3 show, after teaming up with online-video...
June 27, 2018