sandbox

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...

Sandbox Issue 229: Partnerships. How labels are sharing marketing

Lead: Collaborations have long been a staple in the music industry, but something different is happening today as social media and analytics become key parts of marketing campaigns. In the “old days”, labels would trade...

Sandbox Issue 228: Marketing on a Budget

Lead: You can throw cash at a campaign and make headlines for how much you actually spent. But what about the other end of the spending spectrum where there is a tiny (or non-existent) budget? We look at some of the main...

Sandbox Issue 227: TIK-ING BOXES. How TikTok can change music marketing.

Lead: TikTok is far more than a novelty app for people to whip up memes that have a shorter shelf life than a carton of milk. It is now breaking acts and songs in a way that other platforms cannot. We look at what the music...

The Dry Streams Paradox

Are you frustrated with the size of your fanbase? Tired of banging your head against a brick wall with ticket and merchandise sales? Unable to reconcile your streaming figures with the number of genuine fans? Then you might...

Sandbox Issue 226: What people just don’t “get” about digital marketing

Lead: what digital marketing trends are most underrated or simply misunderstood in 2019? That’s the question we put to the music marketing community and got them to hold forth on the subject. This resulted in a lot of ideas...