sandbox

The Sandbox Guide to… online launch events

Using online events to publicise a new release – or other major announcement – is what counts in 2022. But it’s also easy for one to fizzle out on the launchpad. So whether you want to sneak out snippets on TikTok,...

Behind The Campaign: Rêve

Canadian singer Rêve broke through in her home country with her third single, 'CTRL + ALT + DEL’ in September 2021, and it has since been certified gold there. The team at Universal Music Canada talk through the campaign...

The Sandbox Guide to… Reddit Music Marketing

To get Reddit right, you must know the platform’s quirks – which involves being truly authentic, building trust, and loosening your grip on messaging.

Behind The Campaign :: BRIT Awards 2022

Luke Ferrar, innovation director at Polydor, and Giuseppe De Cristofano, director of digital at the BPI, explain how they pulled together all the digital activations for this year’s awards.

Behind The Campaign :: Doja Cat

US singer and rapper Doja Cat released her third album, Planet Her, in June 2021 and it was her moment of real crossover, going top 3 in multiple major markets.

Behind the Campaign :: Years & Years

Martha Kinn (director at YM&U Music and manager of Years & Years), Stephen Hallowes (marketing director at Polydor), Fiona McAuley (head of digital at YM&U, running social media and digital strategy for Years & Years) and...

Behind The Campaign :: NCS10

NCS (NoCopyrightSounds) was set up to address a very real issue – to allow people online to use electronic music in the background of their videos without risking a copyright strike or having their account suspended (or...

Behind The Campaign :: Super-Hi & Neeka

‘Following The Sun’ was the result of members of two different acts, who also happened to be siblings, being in the same house during lockdown in 2020. Just like the track arising from the merging of two acts, the label...

Sandbox Campaigns of the Year: 2021’s best music marketing campaigns

It’s back: and in 2021, our hotly-anticipated Sandbox Campaigns of the Year issue is the biggest ever. This year we had a landslide of submissions – also the most ever – and the task of narrowing the field down...

Behind The Campaign :: Little Simz

The team from AWAL explain how they moved to reintroduce Little Simz, why her videos were treated like movie premieres, how she increased her social media activity (notably on TikTok), why D2C proved to be central to the...