Tag: motive unknown

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Motive Unknown boss talks marketing, merch and Spotify

In 2011, PIAS Group’s head of digital marketing Darren Hemmings left to set up his own consultancy, Motive Unknown. Originally conceived as a solo freelance affair, seven years on the company has expanded to six people,...
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What more could Spotify and Apple Music do for music marketers?

Streaming services like Spotify, Apple Music and their rivals have been working hard on back-end features for labels, managers and artists. But could they be doing more? The closing panel at Music Ally’s Sandbox Summit...
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The future music industry: more diverse, less siloed… and completely unpredictable

The FastForward conference in Amsterdam is only in its second year, but its concluding panel session already has some traditions. The audience have beers, the panel members have beers, and there’s a participatory drinking...
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Motive Unknown boss criticises ‘toxic’ working culture

After yesterday’s widely-shared column on wellbeing within the music industry by David Emery, now marketing agency Motive Unknown’s boss Darren Hemmings has posted his own response. “Of all the people I know who work...
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Motive Unknown on how artists can take control of remarketing

Labels and managers can use their marketing budgets for artists more efficiently by booking digital ads in-house, and making smart use of remarketing techniques. That’s according to Darren Hemmings of digital marketing...
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Sammy Andrews and Darren Hemmings talk social, streams and Kobalt

If you want an opinion or ten on digital music marketing, you could do worse than start with Sammy Andrews or Darren Hemmings. Head of digital at label Cooking Vinyl and founder of digital agency Motive Unknown respectively,...
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Music’s future: Stronger artist/fan connections and less ‘stupid vanity statistics’

“There’s a power to our emotional connection to music, and how that can bring people together. Neuroscience has proved that music lies at the heart of human relationships: before we had language, music was one way we...
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SANDBOX special: Facebook Listen button – the digital music marketer’s viewpoint

Sandbox caught up with five digital marketers within music to get their thoughts on the subject. They were Aaron Bogucki, senior digital manager, Polydor Records; David Emery, head of marketing, Beggars Group; Charlie Biles,...
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With Teeth: My Viral Marketing Presentation for Generator/Music Ally

On March 27th I attended a Generator/Music Ally “Music Futures” event, looking at viral marketing. Two presentations were made; the first by Ste and Drew from Powster, the second by me. Ste and Drew covered the...