Sandbox MUSIC MARKETING FOR THE DIGITAL ERA Issue 97 | 20th November 2013

Christmas presence: targeting new consumers INSIDE… Campaigns This Christmas, rather than PAGES 5 & 6: the traditional orange and The latest projects from the socks combination, more digital marketing arena >> people than ever will be Tools unwrapping new tech devices PAGE 7: under the Christmas tree. Snapchat >> How are labels and music services preparing for the Behind the Campaign arrival of a whole new digital PAGES 8 - 10: audience? In addition to Mat Zo >> reaching them, how can they Charts also get them to buy music PAGE 11: online for the fi rst time, take Digital charts >> out subscriptions and become long-term digital customers?

Research irm IDC has predicted that a seasonal rush in demand will see shipments of tablets reach 84.1m units worldwide in the fourth quarter of 2013, while Apple CEO Tim Cook has been talking about an “iPad Christmas”. Sales Issue 97 | 20th November 2013 | Page 2 continued…

of smartphones are also edging ever years, the last week of the year had in the days following Christmas is a good upwards, predicted to top 1bn units seen the highest digital album sales. way to compete for their attention,” explains in 2013, and these will also be sitting This was a trend repeated in 2012 Adam Cardew, digital marketing manager under many a Christmas tree on 25th when British consumers bought 1.3m at Absolute Marketing & Distribution. “Also, December. digital albums and 5.6m digital singles you can’t ignore those looking to redeem thanks to them redeeming Christmas vouchers on iTunes, Amazon and other For the music industry – and music vouchers. platforms – so making your product links in particular the digital music easily discoverable on social networks is industry (if the two can still Setting the groundwork on digital particularly important at this time of year.” be separated) – this is a big stores and social media channels opportunity. The Christmas market, then, Understanding the seasonal diff erences represents potentially thousands and responding to them Christmas has always been a of new customers. But how can the Given the number of new device users, a massive priority for labels, with music industry reach them? front page placing on a digital retailer can be December alone accounting for all-important in the days following Christmas. over 20% of all annual music sales in the The key, according to one major label digital This, however, is easier said than done. As UK thanks to the gifting market. marketing executive, is targeting the right one digital marketing executive explains, channels and platforms: in the run up to most of the acts who appear prominently But in 2013, falling sales of digital music Christmas you should make sure your acts on these stores around Christmas have in many key markets – digital track sales feature prominently on the sites where sold well throughout the year. And this is in the US were down nearly 6% year-on- people are doing their Christmas shopping, not something that can be replicated in a year in Q3, while digital album sales fell like Amazon, where British shoppers bought seasonal digital marketing campaign. 5% – means that the spotlight will be on 3.5m gifts last Christmas. how many units the industry can sell in Labels can, however, look for opportunities the festive season and whether this will that: as people ire up their new toys, they are Then, to capture the attention of consumers with these retailers, o ering exclusive be enough to turn around what has been a going to want to see what they can do with with new devices on Christmas and Boxing content, such as free tracks or videos – or shaky year for digital sales. (It’s worth noting them. And that can mean playing and buying Day, labels should make sure they work their even using pricing o ers to get their support. that these falling digital sales do not include music as well as potentially signing up for artists’ social media accounts in the days This process is not all one-way tra ic, though. revenue from streaming services – but that’s subscription services. after 25th December. For retailers, too, Christmas is a signi icant an argument for another time.) opportunity to sell music and they must We should also not forget the popularity of “People activating new devices often want to make sure they act accordingly, as 7digital’s Luckily, the raft of new devices delivered as music vouchers as presents. BPI research test out the new features on their favourite director of marketing and communications gifts gives the perfect opportunity to do just from 2011 claimed that, in the ive previous artists, so having a good presence on socials Anna Siegel explains. Issue 97 | 20th November 2013 | Page 3 continued…

“The labels generally stop putting out major relationships all year, but they are de initely releases in December so we put together important for getting in front of new device promotions in our stores to showcase all the owners during Christmas.” new and classic holiday albums and best sellers from the year,” she says. “We usually Everyone is aft er the same customers also increase on email communication with our so standing out is harder customers during the holidays and sale price Sadly, the seasonal music market is nothing if albums that really draw in the music lovers.” not crowded, with many major labels holding For a retailer such as 7digital, Siegel suggests out their big releases for the irst two months deals with device makers are particularly of Q4 in the hope of boosting sales. This important at Christmas. means that it can be di icult for individual releases to stand out, with many indie labels “7digital powers services on – or is the simply not bothering with new releases default application for – a number of device during the festive season. manufacturers and carriers,” she explains. “If someone buys a new BlackBerry, Samsung To combat this, labels should try to target or HTC device in many territories we are consumers who have already shown an interest either right there with our own branded app in their acts rather than going in blindly. This or behind the scenes powering the device’s means using your mailing lists and social media main music service. We work on these but also retargeting – using online advertising aimed at consumers based competing with the major releases of the box sets that come into their own in the gifting on their previous actions holiday season and might struggle.” season and a wide variety of merchandise, both online. This is both cheaper of which are typically o ered by artists and and more e ective than He adds, “Alternatively, targeting your labels via their own D2C stores. going in cold. existing fanbase who have vouchers and new devices to try out can be a good way of The One Direction Store, which is run by “The key thing to avoid avoiding getting caught in the rush.” Digital Stores, is a great example of this getting lost is knowing seasonal cheer, stocking everything from your product,” says It is not just about downloads 1D festive jumpers, to Christmas stockings Cardew. “If you start and streaming and toothbrushes. However Russel Coultart, a campaign targeting Of course albums and tracks are not the only VP of global D2C for Universal Music/Digital gifting purchasers or new things that labels can sell to consumers in the Stores, explains that, global superstars aside, fans, then you’re likely run up to Christmas: there are also the big-ticket Christmas is not that big for D2C. Issue 97 | 20th November 2013 | Page 4 continued…

Christmas-branded emails; o ering gift wrap, gift because it’s an emotional good that can and supporting the stores by asking artists be accessed from all devices whenever and to tweet about them and promoting them on wherever you are,” says Deezer Spain’s MD, Facebook. Leo Nascimento. “This facility is a plus for the music experience of the people who receive Can gift ing be replaced it; it doesn’t matter the format it has. In the with gift cards? Maybe… end, it’s all about music and music always is a One of the most interesting questions about good present.” Christmas 2013 for the music industry will be how popular subscriptions to music That is a sentiment you feel that even streaming services prove as presents, with Thom Yorke might agree with. gift cards from Spotify and Deezer giving them that vital physical, gifting presence. And that is surely the spirit of Christmas.

Spotify launched its gift cards in the UK in November 2011, with the US following in August 2012. These can be redeemed against subscriptions and were launched with the Christmas market “This is simply because D2C is aimed at fans “But if you have an act with a dedicated irmly in mind. Deezer will of individual artists and most buyers are and active fanbase, it might be possible to launch its own gift cards buying for themselves,” he says. “You may be discount certain lines to help move units,” at the end of November, a big fan of Robbie Williams, but you’re not he adds. “It would have to be a big act to featuring a pin code going to buy a present for your Mum from produce lines of product speci ically for that can be redeemed his store [unless she’s a big fan too].” Christmas, and sell enough to make the against various months exercise worthwhile.” of subscription. From an independent perspective, Essential Music & Marketing head of digital Despite this reticence, Coultart explains “Deezer strongly distribution Richard Leach says that, D2C that Universal and Digital Stores’ bigger recommends is largely driven by new releases and many D2C stores do plan for Christmas, with a streaming indie labels hold o on releasing new albums preparations including: adding Christmas music in Q4 so therefore D2C campaigns can be branding; creating a “Christmas” category subscription pretty passive. with bundles and gift ideas; sending out as a Christmas Issue 97 | 20th November 2013 | Page 5 CAMPAIGN FOCUS: The latest projects from the digital marketing arena

Keane’s Facebook app the best chance of reaching 2,000 videos were created and shared. The targeted fans and the app had, until last week, over 4,000 videos Ahead of the release of Keane’s platform, being viral by created and the app website drew over greatest hits album (released on nature, would naturally 25,000 unique visitors. The statistics show 11th November), Island Records and facilitate in sharing. It is, that there are still a lot of Keane fans out digital agency The Unit created a however, di icult to discover there. other videos made by other Facebook app which gave users a Keane have had great previous success with fans. The videos are not chance to contribute to a personalised all four of their previous albums reaching #1 being shared on the band’s video to accompany the band’s on the UK album chart. Island Records’ aim Facebook page and the single, ‘Everybody’s Changing’. for this campaign was, as Cooper describes it, campaign doesn’t have an to “ ind the fans who had bought Keane’s irst Facebook pulls the users’ most o icial hashtag. Without an album, ‘Hopes & Fears’, but had gradually popular photos from the site (judged o icial hashtag, the campaign lost touch with the band over the years”. by likes, shares and comments) and is more likely to be focused on making fans Considering the reactions in the Music Ally also includes past statuses – that remember Keane’s music rather than making o ice, that goal seems to have worked as have most likely been forgotten by it go viral via social media. Even though several co-workers commented on how they the target audience is somewhat older, the user – alongside the photos. had forgot how much they like Keane. The fans perhaps would have appreciated an “I wanted to create an emotive storytelling campaign has also certainly had a boost from opportunity to easily connect to other fans tool that helped remind them [the fans] why the latest John Lewis Christmas campaign, through the videos. they loved the band’s music,” Glenn Cooper, featuring a Lily Allen cover of the band’s director of digital at Island Records, told us. The app was promoted through email, the ‘Somewhere Only We Know’ (the song is “That would, in turn, help promote the album band’s website, Twitter and all the Island currently #2 in the UK singles chart) and this [in a way] that they could then share with channels using the band’s own video that is likely to sustain it in the coming weeks. their friends.” featured photos of the members over the years. The app works on both desktop and The app collates all photos and then shows phone/tablets (Android and iOS), although them in a virtual photo album featured in a having a slightly stripped down version on slideshow. The video is 90 seconds long and, mobile. Everyone creating a video on the in the end, all people shown in the slideshow app was informed of the album’s arrival via are mentioned in the rolling credits. The Facebook on the day of release. video can be edited afterwards as the user has the chance to change photos before The initial Facebook video that launched sharing if they wish to do so. the app had a response of over 3,000 likes and 559 shares. In the irst 72 hours, over According to Cooper, Facebook provided Issue 97 | 20th November 2013 | Page 6 CAMPAIGNS: The latest projects from the digital marketing arena

Little Mix: Mixers Salute trademark pouts. The challenges take part Red Bull Revolutions that encourages across all the major social media platforms. DJs, clubs and Little Mix’s latest competition in Sound fans to take part Music Ally reported on a similar challenge- and add photos gets fans from diff erent countries based campaign a few months ago for Red Bull’s Music Academy’s and comments around the world to compete KPop star Taeyang and both campaigns 15th birthday was celebrated in order to create collectively, with a special Little are well aimed as the acts have a similar last Thursday (14th November) an interactive Mix event going to the winning target audience. The Little Mix campaign with the Red Bull Revolutions In archive for the is, however, country. Sound taking place at the EDF event. somewhat The Energy London Eye. The event easier to Besides beating the record previously held campaign is included 30 UK clubs of the past understand, by the 2012 Olympics for the most live appropriately and present (Cream, Fabric and with a performances in one place (the Olympics named after dedicated Yo Yo amongst others) hosting had 26 vs. Red Bull’s 31), the event is notable the band’s website which each of the capsules on the Eye. for the highest number of live streams a latest album, makes it easy At the foot of London Eye, a Silent broadcaster has ever hosted. According to Salute. Little for fans to ind Disco was held, with 2,000 people Red Bull, the live stream attracted more than Mix Mixers challenges 1m views online. Salute is not participating. and answers too di erent The event shows Red Bull’s high investment for possible from their in the music industry over a number of years questions. previous – resulting in events such as these as well as campaign putting up a number of recording studios from earlier this year (called Mixers around the world. These types of Fan engagement did initially increase at the Magnet). The competition has its own investments from big brands (for example start of the campaign by almost 20%, but dedicated website and encourages fans Hard Rock and Mountain Dew) are not rare, the engagement has been quite irregular in di erent countries to participate in a but Red Bull seems to have a solid since then. The challenge of holding fans series of di erent challenges spread over a understanding of the business alongside throughout a long campaign (what we might month. Learning from the previous Mixers easier access to a young audience than term ‘competition fatigue’) was exposed with campaign (entries for that campaign were perhaps certain alcohol brands have (due to fan engagement decreasing considerably restricted to the 10 countries with most fans age-based advertising and marketing lately, although this might increase in the The event sold out within minutes, but for in), this campaign is open to everyone. restrictions). Compared to other brands that run up to the end of the campaign later this those missing out there were a chance of seem to think it’s enough only investing as week. Little Mix’s latest albums has, however, seeing all of the 30 stages simultaneously in The challenges involve activities such as sponsors, Red Bull shows genuine interest performed well, debuting at #4 in the UK real-time on channel4.com in the UK and creating a ‘look book’ as well as taking a and prospect in becoming a successful brand sel ie that mimics one of the band members’ album chart. YouTube for the rest of the world. Red Bull has also created an online hub with Google+ highly connected to music. Issue 97 | 20th November 2013 | Page 7 TOOLS Snapchat

This fortnight we look at only be seen by the recipients for between MTV UK and US frozen yogurt chain 16 Snapchat, which made the one and 10 seconds; they can’t be saved, Handles. More recently, Taco Bell tweeted re-shared or interacted with in any other way, to its followers that it would make a ‘secret’ headlines yet again last week although more tech-savvy users can ind announcement on Snapchat, where it later aft er reportedly turning down ways around this to keep the content. (Users informed them of the return of the Beefy a $3bn acquisition off er from can, however, take screengrabs of messages, Crunch Burrito. but the sender is informed of this after the Facebook. Despite the widespread interest in the fact.) The news raised eyebrows in the music platform, marketers will ind that Snapchat industry, not only for the sheer amount of The ephemeral nature of the pictures is the has a handful of very important limitations as money involved (63% more than what UMG deining aspect of Snapchat, di erentiating a standalone promotional tool. From a CMS paid for EMI, to put it in context) but also for it from traditional social networks, as well point of view, the service does not have an how it resonated with growing concerns for as from other new mobile-only messaging online dashboard through which account Facebook losing its cool among teenagers. services such as WhatsApp. This makes the holders can manage Snaps – i.e. there is no According to data from the Pew Research service ideal for friends to have fun posting Tweetdeck for Snapchat. There is also no way Centre, 9% of US mobile phone owners were images carelessly knowing they’ll be deleted to schedule messages, get performance stats using Snapchat in October this year (so (we’ll leave sexting and bullying concerns or manage audiences. With regards to the around 26m users in the US alone), which for another time). It also drives engagement last point, every time a message is sent, the rose to 26% for the 18 29-year-old segment. as the sense of immediacy encourages user needs to add receivers one by one to According to Snapchat, the number of daily recipients to quickly respond. The fun aspect the group (which is not saved). of Snapchat is furthered by the ability to photos shared on the service grew from On a similar note, there are no Snapchat easily scribble drawings on the photos, 20m in October 2012 to 350m in September public proiles – so you can’t publish a fostering friendly competition to come up 2013. Snap à la Twitter for the whole web to with the funniest creations. We assume that most Sandbox readers will see. The platform’s growing popularity, have tried Snapchat, but those who are Given Snapchat’s strong focus on personal however, supports its potential for using not yet familiarised with it can think of it communication, there is not yet a deined set it as a way to reward fans, like granting as a very interesting and engaging take on of best practices for brands and musicians a personal Snapchat conversation as a Instagram, based solely on the exchange to make the most out of the service for prize. Evidencing Snapchat’s keen interest of self-deleting pictures and short videos marketing purposes. The Naked & Famous in music moving forward, the company (‘Snaps’). Upon taking a picture, users can were an early adopter in the music space, recently introduced its new ‘Stories’ feature apply very basic e ects, such as drawing using Snapchat to share blasts of their new (24-hour collections of Snaps) with US band on it and writing a caption, as well as songs with fans and posting snippets of Smallpools as well as having experimented determining its lifetime. The pictures can music from the studio. Companies that have with tap-to-buy buttons leading to the act experimented with the platform include on iTunes. Issue 97 | 20th November 2013 | Page 8 BEHIND THE CAMPAIGN Mat Zo

Aft er a lengthy series of track The album and its marketing productions, remixes and is conducted as a JV mash-ups, British electronic Mat Zo is the second biggest act on Anjunabeats after Above & Beyond, who own producer and DJ Mat Zo the label. Ever since he did a collaboration last released his debut album year with Porter Robinson [‘Easy’], his stock at the start of November. has been rising. The album is a joint venture with Astralwerks in America and they are Lucy Blair, digital marketing distributing it in both the US and Canada. The manager at Anjunabeats, whole marketing campaign has been a JV explains why Damage with them too. Control was launched with Although he is popular in the UK, he is much SoundCloud as a key partner, bigger in the US. Generally speaking it has been quite a global campaign and it has why iTunes is still critical mainly been online. There hasn’t really been for dance music releases much o line activity. and how artist can divide their social media channels SoundCloud is his natural home online on SoundCloud. There has been a PR angle It’s a biweekly radio show that goes out so the campaign started there of using key partners to premiere content on SiriusXM in the US. Since that started in into diff erent modes of and it has been really e ective through the August, we have uploaded every show to his communicating with fans. SoundCloud is a platform we have been quite campaign. We premiered his irst single, SoundCloud pro ile. We have also created a keen to make the most of with this campaign. ‘Pyramid Scheme’, but also the actual album playlist of his radio sets as well. We are also He has always had a strong fanbase on there. itself late in the campaign on 1st November. making sure we are uploading his live sets, With that in mind, we launched a partner That was with a Spotify embed rather than a wherever possible, just to keep up the activity, pro ile with an upload of the irst single from SoundCloud one. interest and engagement between releases. his album – ‘Pyramid Scheme’, which features That’s been really e ective. Chuck D. We premiered the track on Rolling He has always had a big fanbase on Stone on 30th July using a SoundCloud SoundCloud and his tracks are always spread Building his video profi le is a embed. It is now his most played track on virally through it naturally – mainly because key part of the campaign SoundCloud, with over 281,000 plays to date. it is such a dance music platform and there is such a strong dance music community there. Part of our plan for next year is to boost his We did upload the audio of the track to his YouTube [presence] as well. It hasn’t had YouTube channel on the same day but that He also launched a new radio show that as much activity. Online video plays for this hasn’t had nearly as many plays as it has had wasn’t part of the album campaign as such. Issue 97 | 20th November 2013 | Page 9 continued…

campaign have been split a little bit between uploading to the label channel. We always make sure we have annotations in campaigns that have created ‘pre-order to the Anjunabeats channel, the Mat Zo channel the video programming and playlists to cross- unlock’ initiatives using the SoundCloud API We created an animated promo video to (Zo TV) and Mat Zo’s Vevo channel – which reference the content across the di erent on their website. We had not done something make the most of the visuals and the artwork was something Astralwerks set up for the channels. We always take care to cross- like that before for one of our artists. We for the campaign. We uploaded it to the o icial video for ‘Pyramid Scheme’. We are reference as much as possible. tend to build similar landing pages for every Anjunabeats channel and it has had nearly going to have the o icial video for the second campaign and put pre-order buttons on them 20,000 views. We are partnered with Base79 as well so we single, ‘Lucid Dreams’, coming soon. That is – but you are not actually driving engagement make sure they give us a hand in terms of also going to be on Vevo, whereas any other The ‘Lucid Dreams’ audio track went on or having a speci ic call to action rather than boosting all our videos and all the Mat Zo content tends to go on Zo TV, his YouTube Zo TV on 10th October and that has had o ering a button to click through to buy the content that is across their network and on channel. 80,000 plays [so far]. Personally I’d like to album. YouTube as well. concentrate more, in the next year or so, on As part of this campaign, we held an album Astralwerks found an agency called Restless putting content on Mat’s channel and have launch party at Ministry Of Sound [in London] Generator in New York to build the page for less on the label channel. iTunes still dominates for pre-orders in October and made an episode for Zo TV out us. On 29th October, we launched an album despite the existence of specialist of that. There have only been two episodes so The audio-only upload of ‘Lucid Dreams’ page on matzomusic.com and put the pre- far. Some content has gone on Anjunabeats’ on Zo TV saw a huge spike in viewers, dance download stores order live on iTunes. YouTube channel as well, such as the audio- with almost 12k plays in its irst 24 hours We tend to ind that for a big release like this, Then the album unlock page went live on his only for ‘Pyramid Scheme’. Generally anything since upload. There was a 700% increase iTunes will be the key retailer and we push site. We used the SoundCloud API and the that has been uploaded to Zo TV has done in minutes watched and a 1500% leap in that as our number 1 priority for the pre- exclusive pieces of content we gave away much better in terms of views compared to subscribers compared to the 2013 average. order and for the release. Mat will post on his were a mini-mix of the album and a previously The upload of the Facebook saying that the album is out [on unheard version of one of the album tracks. o icial album promo di erent stores]. For a big release where we As the number of pre-orders grew, if you video to Anjunabeats can a ord to do several di erent ‘out now’ went back to the website you could see what on 5th November also posts without annoying the fans too much we percentage of pre-orders were left before the drove a huge spike in will try and keep each retailer happy. So there content would be unlocked. views, with almost 18k will be one with iTunes, one with Beatport, one When that page launched, there was a huge plays during the irst with SoundCloud or Spotify to stream it [and spike in tra ic to his website – 3,000 visits that 48 hours. There was a so on]. day and 2,500 on the following days, which 600% spike in minutes iTunes has been our number 1 priority. The was much higher than normal. We don’t do watched and a 760% pre-order is one of the most interesting parts a lot with his website at the moment apart increase in subscribers of the campaign and we wanted to push from a speci ic initiative like this; but that will compared to the 2013 the iTunes pre-orders in particular. I have change in the future. average. been inspired by a lot of the SoundCloud Issue 97 | 20th November 2013 | Page 10 continued…

simple as possible. click-through rate is 15%. That is pretty Throughout the campaign he has done high. Email has been fairly basic posts like “My latest single, ‘Lucid very e ective for Dreams’, is out now on Beatport”, put a link us. A lot of artists in and that’s it. He is very straightforward and don’t spend enough simple. But it is amazing how the fans still time building and respond to that. He will still get over 1,000 gathering data likes on a post that is incredibly basic. on their website He does do more for their mailing personal posts from list or building up time to time. He has audiences on their quite a dry sense of own platforms. If humour. He can be Facebook goes the quite outspoken too, way of Myspace but that tends to be on tomorrow, you have Facebook is for promotion his Twitter. He does that lost that audience. Next steps: Soundrop and and Twitter is more personal all himself. His manager It is still really important to build audiences on building his Spotify profi le doesn’t do that for your own platforms where you can. He is touring until the end of the year. The ‘Lucid On his Facebook page we saw him. He keeps the Dreams’ video is still to come out and we might a big spike around the album promotion on Twitter to have another single as well. We are also going to release and also when we did a bare minimum. He is Tumblr can be used to create a do a Soundrop Q&A with him. We were going to the pre-order initiative. That happier doing that on space for content that needs do it in early November when he was in LA but really helped us to drive the Facebook. On Twitter somewhere separate to exist it was just too short notice. We will do it later in engagement as well as the pre-orders. he just likes voicing his opinions, having a In October, we set up a tour Tumblr. It is to the tour towards the end of November or early Facebook is something we haven’t done general chat with his fans and enjoying that showcase the photo content he is getting December. It is also a good way to boost his anything particularly outstanding with. Mat is proper direct connection. from his tour. We wanted something that was Spotify streams. In the meantime, we are going one of those artists who very much likes to do quite separate from his other platforms for to focus on building his Spotify pro ile and it himself if he can. If he can’t do it, his manager Mailing lists remain essential that. Mat is a big fan of Tumblr and it’s a great followers. Previously there hasn’t really been will do it for him. She will know exactly what place to showcase high-quality photo content. that much activity on it but we will start creating style and tone of voice to use. He doesn’t really He hasn’t had a mailing list before. It has We didn’t want to put it on his website as there proper playlists and driving fans via social like doing too much obvious promotion and performed really well throughout the campaign. is a very particular focus at the moment on networks to start listening to his Spotify pro ile when he does he likes to keep it as short and The open rate is over 50% and the average there on pre-orders and sales. more and updating playlists on a regular basis. Issue 97 | 20th November 2013 | Page 11 MUSIC CHARTS Online in numbers All data is taken from Musicmetric: www.musicmetric.com

Lily Allen Despite the fact that her last album was by far biggest) spike was the day after the released in February 2009, an active Twitter YouTube debut of her brand new song, ‘Hard account (4.3m followers) has ensured Lily Out Here’ (6.4m views so far). Allen has not faded into obscurity. While TV might put her in front of a mass Her two-pronged return to music is audience, it was YouTube (and, more interesting in that the most recent spikes speci ically, the social media debates about for fans happened on 10th November and both gender and race that surrounded the 13th November*. video) that really accelerated her fan uptake. The former was when her cover of As both are released as singles almost ‘Somewhere Only We Know’ aired in the simultaneously, it will be interesting to see John Lewis Christmas TV ad in the UK (now which has the most impact on actual sales on 7.3m YouTube views) but the latter (and rather than just harvesting fans.

*There was also an aberrant spike on 3rd November that was not tied to any news event.

Lily Allen: Fans – Total ■ Fans - total ■ Fans - Facebook ■ Fans - Twitter James Arthur Last year’s X Factor winner has had a 15th November (the day after he posted the turbulent week, getting embroiled in an “diss video”) but then media coverage of the online spat with rapper MC Micky Worthless dispute started to kick in on 16th as his fan that culminated in Arthur posting a “diss numbers were rising. This is arguably down video” that saw him accused of homophobia. to a degree of social media rubbernecking He denied that there was any homophobic (those curious to see what his latest response intent, apologised for any o ence and then to the escalating dispute would be). The fact ‘resigned’ from Twitter. “#LOVE to my fans but that fan numbers were still growing even after I’m coming o twitter for good,” he tweeted. he left Twitter is an curious twist but how “HQ will be doing all my tweets from now on. that growth continues (or not) in the coming PEACE!” His fan numbers were still diving on weeks will be the real decider. Sandbox is published by Music Ally. Music Ally is a music business DIGITAL MARKETING SERVICES Contact Music Ally: information and strategy company. We focus on the change taking place 22 Peters Lane in the industry and provide information and insight into every aspect Campaign support services: London of the business: consumer research analysing the changing behaviour  Strategy EC1M 6DS and trends in the industry, consultancy services to companies ranging  CRM and Email tools Tel: +44 (0)20 7253 7600 from blue chip retailers and telecoms companies to start-ups; and  Digital housekeeping www.MusicAlly.com training around methods to digitally market your artists and maximise  Social networking updates [email protected] the e ectiveness of digital campaigns as well as events. We are now  Search and online advertising Registered company number: 04525243 also o ering digital marketing services to labels, artist managers, artists  Mobile applications VAT number: 858212321 and other music related companies from campaign advice and strategy through to implementation and execution.  Blogs and online PR outreach  Measuring campaign e ectiveness Clients include: Contact Karim - [email protected] or +44 (0)20 72537600 Apple, BBC, EMI, MTV, O2, Orange, Sony BMG, Tesco, to discuss your digital marketing needs. Universal Music, Vodafone, Warner Music, Roadrunner Records, © Music Ally Ltd. For the purposes of personal, private Just Music and Connected Artists use the subscriber may print this publication or move Training services: it to a storage medium; however, this publication is If you have a digital campaign related story for Sandbox, intended for subscribers only and as such may not  In house company mentoring be redistributed without permission. Subscribers please contact [email protected]  Workshops agree to terms and conditions set up on the Music Ally website, except where a separate contract takes  Digital brie ings precedence. Music Ally has taken all reasonable If you’d like to talk to us about our digital marketing/mentoring  Digital MOT sessions endeavours to ensure the validity of all items reported training services, consultancy or speci ic research services, within this document. We do not assume, and hereby please contact Karim Fanous [email protected] Music Ally has delivered digital marketing training sessions for a disclaim, any liability for loss or damage caused by wide range of clients including Universal Music, EMI, AIM/London errors or omissions. In particular the content is not intended to be relied upon in making (or refraining Connected and many individuals If you’d like to subscribe, add new subscribers, or talk about from making) investments or other decisions. We cannot be held responsible for the contents of any a corporate deal please contact [email protected] Check out Music Ally’s digital marketing courses here linked sites.

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