sandbox

Sandbox Issue 243: The Last 10 Years and The Next 10 Years of Music Marketing

Welcome to the first Sandbox of 2020. Lead: It is now 10 years since we published the very first edition of Sandbox, so to start a new decade we speak to marketers from around the world about the tools and trends that shaped...

Sandbox Issue 242: The Year’s Best Music Marketing Campaigns. 2019

It is that time again when we highlight the best music marketing campaigns of the year. We genuinely were flooded with entries this year and therefore had to increase the number that made the final cut to 50 simply because...

Sandbox Issue 241: Music Merchandising Moves On

Lead: Billboard has just announced new chart rules around merchandise and album bundles in the US (effective from January 2020), seeking to close some of the loopholes that have been exploited here in recent years. This could...

Sandbox Issue 240: Music Marketing’s Wellness and Fitness Drive

Lead: Wellness and health have never been more culturally central than now – which is clearly a good thing. And within this, music is playing its part as acts soundtrack meditation apps and playlists power gym workouts....

Sandbox Issue 239: Music and Advertising’s tense union

Lead: The old rules of advertising are long gone – as is a lot of the inherent guesswork around advertising’s effectiveness. In its place has come greater tracking of ad spend and ad impact, but the entire process itself...

Sandbox Issue 238: Remixes Hit Saturation Point

Lead: Lil Nas X might have broken on TikTok but it was his deft use of multiple remixes (and collaborations) that kept ‘Old Town Road’ in the air throughout most of 2019. He claims he has 25 remixes of follow-up track...

Sandbox Issue 237: VIEWTUBE. When Music Video Plays Get Juiced

Lead: Sony Music India artist Badshah claimed to have broken the 24-hour record on YouTube for 75m plays of his track ‘Paagal’ in July. Then people started asking questions. It eventually emerged that the track’s success...

Sandbox Issue 235: Talking TikTok Triumphs

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....

Sandbox Issue 233: Shopping Around: Making Online Stores Add Up

Lead: Working with D2C experts is one part of the business, but changes in how social media sites are structuring themselves can offer acts new ways to sell products to fans of all stripes. We look at where social platforms...

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...

Sandbox issue 231: Conversions. Tracking Cause and Effect in fan marketing

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...

Sandbox issue 230: Why Email Marketing Is More Important Than Ever

Lead: Email marketing is far from dead. We look at why it is still relevant, how email tools and platforms are getting smarter and where they are allowing users greater ways to target audiences, segment audiences and personalise...