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Home , Echosmith, Living for Love, MixRadio, More Stuff, OK Go, Talking Dreams

06 Tools Native Video 07-08 Campaigns , , Led Zeppelin, Jovanotti 09-12 Behind The Campaign

APRIL 08 2015 sandboxMUSIC MARKETING FOR THE DIGITAL ERA ISSUE 130 DIRECT MESSAGE HOW CAN GET INTO THE HEART OF THE MESSAGE APP BOOM COVERFEATURE HOW MUSIC CAN GET INTO THE HEART OF THE MESSAGE APP BOOM DIRECT The messaging app market expanded by 148% between March 2013 and March 2014. At the moment, business views such apps as a marketing channel rather than a revenue generator, but plans are MESSAGE starting to coalesce that could see this sector monetised. Major acts are already planting flags here – from One Direction on Kik to on and both Paul McCartney and on Line – and services likes , and SoundCloud are also being integrated into Tango. This all offers a direct channel to fans and, while some of the biggest players are seeing the greatest engagement in Asia, it is what Facebook will do with both WhatsApp and its own Messenger service (with both tentatively looking at music) that could have the greatest impact globally.

usic, according to moves into music. Snapchat CEO Evan The logic is simple, MSpiegel, is “the highest according to Sunny Kim, head frequency behaviour on your of Europe for Line, which phone” after communication. completed its acquisition of “That, in our view, makes it a ’s MixRadio music really interesting opportunity streaming service in March. and it’s something that we are “[Music] is an essential part thinking about,” he added at of many users’ daily lives and, an event held at the University therefore, music is one of the of Southern earlier pillars of Line’s strategy for this year. growth in near future,” she says. Exactly what shape this thinking will “Never before has the speed of take is unclear, with Snapchat unwilling technological development been so fast; to make further comments on its plans to the rise of the smartphones and the rapid sandbox. But the company has already growth of 3G and 4G networks are rapidly demonstrated its commitment to music changing not only the way in which we over the last few months via the launch communicate, but our entire lives – including of its Discover platform, joining fellow the way we enjoy music,” she adds. “We messaging giants Line, Tango, KakaoTalk, chat daily, on the move, wherever we are Facebook Messenger and Kik in making and in the same way we enjoy music.”

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What is striking about this crossover, however, is how diverse it has been, with the major messaging apps each taking different approaches to music and a number of bespoke music messaging services springing up, each of which has its own take on the theme. Meanwhile, artists, labels and managers have been using existing messaging services to their own promotional ends.

Runners and riders: who is who in this increasingly crowded space? To start with Snapchat: it may have been Music will focus on one of the few big social networks.” linked to all sorts of musical ventures music markets where streaming has yet Among these, Taylor Swift may have of late – from buying Big Machine to to really make an impact – Japan – while the highest number of followers (17m), but starting its own label – but its concrete MixRadio will be able to profit from Line’s Paul McCartney has probably generated activity has revolved around Discover, 181m monthly active users worldwide. the most media attention, signing up 3.1m where Warner Music is a partner (US Line fans (still more followers than he only). The major’s Discover channel hosts Artists line (and Line) up has on ) in just three weeks after videos for Warner artists that, in typical joining the service in 2013. Snapchat style, disappear after 24 hours. Line comes into the streaming game “Paul was the first Western artist to More recently, Discover played host to the with a relatively strong position in the set up an account on Line,” notes MPL world premiere of Madonna’s new video, “The acquisition of MixRadio will allow music space, thanks to its Line Official Communications digital manager, Steve ‘Living For Love’, a move that surprised Line to build on the brand’s heritage and Accounts, with the UK version of Line Ithell. “Working with Line made sense many people in the industry, who experience the music sector and playing host to official accounts from for us as Paul had announced his first questioned whether Snapchat’s youthful move forward in the industry,” she says. “ , Taylor Swift, Paul McCartney, dates in Japan for 11 years and we were audience cared about Madonna. MixRadio provides a unique music Adriana Grande, Linkin Park, Maroon 5 and looking for a means of updating fans in Line, meanwhile, has concentrated its experience, based on its strong Axwell/Ingrosso. This may sound small the country on a local popular platform. musical efforts on streaming, launching curated 32m track catalogue beer when compared to the grand sprawl Line was recommended to us by friends at with Sony Music and Avex and we believe their social and of artists on Facebook or Twitter, but it Sony Japan and between us we were able Digital in December 2014, just days before personal music strategy and arguably puts Line ahead of its messaging to create a really exciting launch campaign it initially announced the acquisition of strength will enrich Android and competition. which included a set of eight stickers to MixRadio. Both services offer streaming, iOS users’ experience. ” “All these music stars can provide tie in with Paul’s Out There tour. We then with the former set to focus on Japan and And yes, you might wonder whether Line with exclusive ‘high-quality’ content, used Paul’s Japanese language account as the latter taking a more global profile. the world really needs another music exclusively for our users,” Kim explains. the official means of communicating with MixRadio will continue to operate under streaming service (particularly as South “On the other side, artists get a direct fans during the tour.” its own brand, Kim explains, with official Korean messaging app KakaoTalk channel to their fans – allowing them to The response, Ithell explains, was Android and iOS MixRadio services launched its own KakaoMusic streaming reach a larger audience, with a higher rate impressive. “We were pretty blown away coming soon. service in its homeland 2013). But Line of engagement compared with all other by how well Paul’s Line account did,” he

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such as Rhapsody, SoundCloud, Spotify, song and lyric video” via Messenger. 8 Tracks and Vevo. Chang says more Doubtless, more musical apps will follow than 800k Tango users currently follow for Messenger, adding to a miniature wave musicians’ channels. of bespoke music messaging apps which As for Canadian messaging app Kik, it have sprung up over the last two years, may have made less of a concerted effort including PingTune, Rithm, Boomio , in music than its competitors, but it was Craaave and Stereotypes. actually one of the first messaging apps One of these is La-La, which allows to raise eyebrows in the music industry, users to “chat with song snippets instead thanks to its One Direction promotion of written words”, combining music, video with Sony Music in November 2013. This and selfies. Founder Jason Hadjioannou saw Sony launch a 1D Kik Card, allowing tells music:)ally that the app is going fans of the band to chat and share videos, strong some seven months after launch, photos and news about the band through with “hundreds of thousands of users Kik’s iOS and Android apps. around the world”.

The giant awakes: how Facebook could dominate says. “He has continued to have a huge Chang, says that allowing users to share The case of Facebook, which owns both presence on the platform and shortly clips of their favourite songs means they WhatsApp and Facebook Messenger, after launch became the first artist to can “engage in richer conversations”. is different again. WhatsApp is one of reach 10m followers. He’s still going “ Our members use Tango for the few messaging apps to have made strong with nearly 13m followers spread more than just a utility no effort to integrate music services across his English, Japanese and Spanish messaging app. Content plays an – although you can easily find various accounts and Line has become one of our important role in our messaging hacks online to allow you to send music most important means of communicating platform and is the pretext for via the platform – and the same was with fans.” conversation ,” Chang explains. true of Messenger until the company’s US messaging/VOIP service Tango’s Much as with Line’s official accounts, F8 conference at the end of March, when moves into music have also involved Tango introduced its own Tango Facebook announced it was introducing a streaming, albeit in a very different way Channels in June 2014 as a way to give platform to allow third-party developers to Line. In November 2013, it teamed brands, content providers and to make apps for Messenger. up with Spotify to allow users to share musicians an Among the first batch 30-second song clips with their friends official presence of apps announced was via a dedicated Tango Music tab, later within Tango. MuseAmi’s Hook’d , adding SoundCloud, Rhapsody and Vevo Musicians with which allows people to as musical partners. This crystallised last channels include record “video selfies” of year with the launch of Tango Music Pix, OK Go, Charli XCX, themselves singing along a “photo-and-music-sharing app” that Christina Perri to 70 prominent tracks, allows users to set slide shows to music and US and Zya’s Ditty, billed as and share them with their friends. Halestorm, joining “a fast and fun new way Tango’s VP of Tango Labs, Chi-Chao music companies to send friends a custom

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Hadjioannou says that a music available to be used for messaging.” according to Business Insider – the music message “can touch the recipient in a Rithm is the latest addition to this industry cannot afford to ignore this way that a traditional message simply field: it launched last week and is licensed effervescent tech sector. cannot”. by the three majors as well as Merlin and This goes double if, as many “The back and forth process of The Orchard. Its free tier allows users to people are predicting, messaging messaging itself is repetitive by nature share 30-second song clips in their chats, apps could eventually provide and typically confined to standard text, while its premium Rithm Gold service ups messaging app called Traces , which a source of revenue for artists emojis and photo messaging,” he adds. this to full songs for $3.99 a month, drawn allows users to send video and messages and labels. For the moment this “One day I wanted to send a message from a catalogue of around 7m songs. which will only be unlocked when idea is largely theoretical, with that was a little less mundane and so recipients are at a specific location. moneymaking opportunities I built La-La .” Music is buried low in Some of these initiatives will prosper, limited to selling stickers and What’s more, he says his company is the – for now… some will not, and this may ultimately themes. In May 2013, for example, PSY currently working out how the app could depend on how interested each launched a set of “sound emoticons” for directly benefit musicians. “One of my For the moment, then, the crossover company’s top executives are in music Kakao based around his Gentleman track, favourite bands has kindly offered to let between messaging apps and music and how open the music industry is to with the set available for $1.99 through us promote their new material exclusively remains a very diverse field, with some working with messaging companies. the KakaoTalk apps. with the La-La app,” he explains. “We are of the major players doing little to woo What is certain, though, is with Ithell says this “is only the tip of a still in the process of developing this and the music industry, while others pursue a messaging continuing to grow at a very large iceberg” for potential revenue. I can tell you more in the near future but manifold range of musical interests. Just phenomenal rate – the messaging app “Messaging apps are here to stay,” he what I can say right now is that snippets last week, for example, Universal became market expanded by 148% between March argues. “We’re really excited to see where of the new music will be exclusively the first partner for a new location-based 2013 and March 2014, adding 900m users, they head in the coming years.” :)

5 | sandbox | ISSUE 130 | 08.04.15 TOOLS FACEBOOK NATIVE VIDEO

Facebook Native Video has certainly been that the number of video posts per person to be professional. Simple collages of an important trend in the last year as well has increased 75% globally and 94% in the US. images into a montage will work as will as a powerful ally in the jungle that is the Socialbakers did a study across 20,000 varied vlogging by your artist. The newly launched Facebook newsfeed. and sizeable Facebook pages and found that Hyperlapse by is also a great Facebook native video posts were shared way to create fun video content for cheap As more marketers take to uploading their more than YouTube videos. by simply filming someone write the video assets directly onto Facebook’s server So why the change? Facebook pages are announcement on a piece of paper and versus sharing video links, we have a look at in constant battle with the ever-changing speeding it up. It is important to note that how Facebook is thanking them in return. EdgeRank – the algorithm that defines how all video footage should be landscape or After a long period of monopoly, there is many users will organically see a post by the square (not portrait) and kept relatively finally some real competitors to YouTube; page without paying for it. Organic reach for short (around 20 seconds). and at the front of that pack is certainly pages has infamously decreased over the In fact, another interesting Socialbakers Facebook. It has been trying to entice users years, much to marketers’ chagrin. study found that not only does video have to use its video platform for years, all of Facebook offered above-average the highest organic reach but, surprisingly, which fell on deaf ears. organic reach to pages who tried out their images seemed to have the least. This Who would have thought that the new format – in some cases 2x–4x the goes against many years of social media Neknominations and the Ice Bucket average reach. Facebook also launched experts being married to photos. At the Challenge would be the events to finally several features to improve its videos: same time, this does not mean ditching blow the wind in their direction? Proceeding first, and most importantly, the auto-roll photos altogether. both these events, marketers and users in newsfeed; then public view count; video Our favourite music example of this is alike warmed up to native video and their analytics; the addition of a call to action at the dreaded cover: posting the album automatic play function. This resulted in 1bn the end of the video; a video sections with cover every day for two weeks is not going to videos views per day from June 2014. (Note: playlists; and just recently the ability to excite anyone. In general, apart from video, it a video view on Facebook counts as a user embed videos in third-party websites. All would be wise to think that type of content watching three seconds of the autoplay with of these features created a very powerful is less important than the quality and, or without sound on.) new format for marketers. therefore, the interaction it receives. At the In January 2015, Facebook announced With all these improvements Facebook, end of the day it is clicks, likes, comments however, is still missing two key things: and shares on a post that will define how far the ability to search for videos and it will be seen – not necessarily whether it is monetisation (which would also need a a link versus a photo. content ID equivalent). Facebook native videos should definitely This means that the best practise for video on YouTube. It also means that when be included in any campaign strategy. As page owners currently is not to upload creating content around announcements, mobile penetration increases, 4G becomes previously YouTube monetised music videos page owners should switch from pictures to widely available and Wi-Fi becomes faster directly on Facebook but rather to upload videos: album teasers, tour announcements and more accessible, it seems that mobile a teaser with a call to action to ‘watch and competitions. All in video format. video is the biggest trend for content more’ which would drive the view to the full The quality of the video does not need consumption in the near future. :)

6 | sandbox | ISSUE 130 | 08.04.15 CAMPAIGNS The latest projects from the digital marketing arena RIHANNA DEBUTS TRACK IN DUBSMASH A POSTCARD FROM SHAKIRA

Rihanna has released her latest single, on lip-syncing app Dubsmash a full 24 Shakira has joined We Heart It , the ‘BBHMM’ (‘Bitch Better Have My Money’), from hours before the complete song was officially mobile visual bookmarking platform her forthcoming Kanye West-produced album, released on all other platforms. which currently has 30m users, most of R8. So far, so inevitable. Dubsmash started as music-focused whom are young women (much like its Starlize and was the winner of Midemlab in rival, Pinterest). The first exclusive clip was, however, not 2014 before re-branding and going beyond featured on the usual social media platforms music. The app lets users record videos of We Heart It works like its competitor, or via online media partners; it wasn’t even themselves singing along with clips from film, with users adding collection of images on Snapchat like Madonna did recently. The TV and comedy sketches and then spreads and inspirational photos to their wall. The clips of the intro and outro of the song were these videos via Facebook and other social new postcard feature on the platform released instead via Roc Nation’s channel media channels. It’s not too far off from fusic – also allows people to create personalised an app that allows users to sing along and star notes and messages for other users that in their favourite artists’ music videos. show up before an image. The app offers a new way of being the Users can send each other postcards starting point and letting users spread the via the We Heart It platform or via other word about new releases. With the extensive social platforms and emails, with one growing of online video, it’s a platform to keep postcard being able to be sent to several an eye on for music. followers simultaneously. Shakira is one For more on how artists are flocking to of the first celebrities to take advantage messaging apps to plump the feathers of of the feature but major brands like on 26th March and is similar to private their marketing campaigns, see this issue’s Starbucks and Urban Outfitters are also messaging – a feature that other cover feature. present on the platform. platforms like Twitter, Facebook and The postcard feature was launched Instagram all have. This could prove to be an effective way for Shakira to communicate with her followers on the platform. With a large part of the community of We Heart It made up of young women, Shakira’s chosen platform seems to be a perfect fit. Her channel, which contains a series of lyrics, images and gifs from her music videos. She currently has 26,170 followers, but her arrival could help raise the profile of the platform significantly.

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LED ZEPPELIN GET INTERACTIVE GRAFFITI JOVANOTTI COURTS FAN REVIEWS

Repubblica, the biggest newspaper Oh, those Interlude videos. in . The artist himself was sandbox reported on Bob Dylan’s not involved through his personal interactive video for ‘Like A Twitter account and, therefore, all ’ back in December the announcements were made via 2013, with the brains behind Universal Italy’s Twitter account and that video being digital video Twitter’s own account. company Interlude. Now the “The campaign went really well same company has created an and the artist was satisfied,” says interactive video for one of the Raffaele Vigano, product manager & bonus tracks for Led Zeppelin’s international exploitation manager Physical Graffiti reissue. at Universal Music Italy. “However, one of the biggest disadvantages The video features the New York was that we were not allowed to apartment building from the launch the campaign from the reissued album cover, with the artist’s social networks – he never viewer being able to use their launches contests or commercial keyboard to move around the initiatives, and this is probably also various windows while hearing one of his strengths – through which ‘Brandy & Coke’ (which is the the campaign initial rough mix of ‘Trampled One of Italy’s biggest would have Underfoot’). artists, Jovanotti, launched surely had It’s a knowing nod to the original 1975 the video on the band’s official YouTube a campaign in early March a stronger sleeve that had holes cut in the windows, page. asking his fans to review impact.” allowing purchasers to flip the inner Interactive video was, for a period, quite his album on Twitter for a With the sleeves around to create new views, like the hot topic, but it is arguably being chance of winning a ‘surprise’ overall Italian an early form of visual interactivity. overtaken by virtual reality experiences. at the end of the campaign. market still The clips include an angel, a cinema Those videos are, however, still a scarce being very scene with song lyrics and a couple thing, with not many being able to The chosen platform is not dependent driving their car . Interlude previously experience them. Interactive videos allow very suprising – Jovanotti has on physical created NightBus’s interactive video viewers to participate in an easy way the most followers on Twitter marketing, for ‘When The Night Comes’, covered in as well as make them spend more time in Italy (2.58m). it’s still a Sandbox in February 2014, as well as with the music. It’s also a nice way of The announcement was made via Twitter great way of making sure that more people ’s ‘Ink’ from their latest album, updating old material for heritage acts (naturally) and Facebook shortly after are likely to engage with an expensive ad in with the most popular journey from the as Led Zeppelin and making it relevant to the album release and the most relevant newspapers rather than the usual (rather interactive video chosen by fans becoming younger demographics. tweets were chosen to feature as an ad in impersonal) album announcements.

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Band photos: Nicole Nodland

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full advantage of that and would come Signed in their early teens, Echosmith are made up of three brothers and a sister, starting out initially busking and posting covers to YouTube. in here after school and be part of the Their debut single, ‘Cool Kids’, has sold over 1.5m digital copies in the US and the album has sold over 100k. XAVIER RAMOS, VP discussion and the meetings. There was of marketing at Warner Bros Records, explains how the band were launched on the where they acted as their own street team, real collaboration and they had access to why was treated “like a bible” in their development and how merchandise data is being approached as a new metric of success. real expertise as they had previously done everything themselves.

Introducing them as a live act first When we heard the record, we started laying out our plans. The first thing we thought of was how to get them on the road and to do 100+ shows in 2013. The call came along about the Warped Tour [sponsored by Vans]. Someone had dropped out so they got the first half of the tour and we told the organisers they would earn the second half and that they would to have to keep them on when they saw the demand. Warped Tours are a grind – whether you’re the headliner or further down the bill. Every day it’s a 30-minute set in 110 degrees. There is so much stuff going on that it’s hard to get people to pay attention. The tour started in June 2013 and we knew we had to put some music out right away. We did a physical sampler that we gave away at the tour and that included ‘Cool Kids’. Then we put ‘Cool Kids’ up for sale [online] just so that it was available. I told them that airplay would come and go, depending on what was happening with radio at the time. We told them they had to develop their career live. They went Signing and development under a different name [Ready Set Go]. They had one advantage over on the Warped Tour with 100% gusto. They The band were very young when we The biggest challenge was their age, many of the other acts on the label would get up at 6am and would stencil the signed them back in 2012. They had put but it’s actually a great challenge because in that they lived three miles from whole parking lot with their set time for thousands of hours in playing their home they are so far ahead of most bands, even the company. As soon as they that day. studio and playing every gig they could those in their 20s. We had to get people got signed, I told them they had Then they would work the front of the get, like street parades in Santa Monica. to listen and not have lazy assumptions to come into the office and spend line before the doors opened. There’d be They used to busk when they were playing about who or what they are. lots of time with the staff. They took maybe 500 kids who wanted to get there

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were very excited about that partnership. Before we signed them, when they were Ready Set Go, they were putting up YouTube covers – as most young kids do. When they signed here, I told them it was time to stop that as they had their own material and it was much better than covering [other songs]. They had a small fanbase for Ready Set Go and their covers. We switched everything over to Echosmith and made it fresh, focusing on songs they wrote and their own performances. They understood YouTube and it was – and still is – very important to them. Facebook was obvious but it is demo-ing up, not demo-ing young. They were very good at that. We really helped them early. Not only did they work all day long, on that with content and a strategy behind with Twitter and they walked around the venue with CDs that content. We started to get some Instagram . They were the and samplers to hand them out. They help with the Warped Tour socials. We two things we added to their were their own street team. As they are provided them with content so a kid going portfolio and that was really the same age group as the attendees, they to see them in three weeks would be really important to them. They are connected immediately. It was a peer-to- excited. really good at them now. peer thing. [Sierota, lead singer] has a Each member has his or her started passing it along. In the Philippines, At every show they got bigger and unique style and we saw girls going to own Twitter and Instagram a pop station in Manila found the song in bigger to the point where they organisers StealHerStyle.net and they were posting accounts. There are also the October and it went all the way to #1 – out called us up and told us they had got the about her there all the time. They were official band ones. of the blue. second half of the tour. trying to figure out where she bought her We didn’t go to US commercial radio We also had got a week of dates with clothes and bracelets. She was becoming TV first and then radio until June 2014. A year after the song had before the Warped Tour. That their hero. That was a huge thing we took We did a bunch of showcases been put up on iTunes. What we did for really helped us out. You could see the advantage of because it was all natural. where we’d bring in lunch the year was touring, digital marketing and audience right away from their set. They’d Until very recently, the band would for the MTV staff and tell them about this press. go to the merch stand after and sign reply to, literally, every YouTube comment band and that we wanted them to see the In January 2014, they did around things and the line was 200 or 300 deep. personally. I don’t know of any band that band live so they get it. Liz Lewis [VP of four weeks of college touring, which we The audience had discovered the band on does that. They just wanted to have that video marketing & content programming subsidised. I wanted them to play in their own terms. personal relationship with their fans. at Warner Bros Records] was able to get front of young adults, as that’s what ‘Cool They were good at social media but them on Artists To Watch. She got them Kids’ is about. This also gave them the Building a social presence on the road we gave them the best practices so they on the Woodie Awards at SXSW. She was opportunity to visit top 40 triple-A [adult All we had going on was digital marketing. understood how to do things to reach a really early believer. album alternative] stations and play for We had a campaign that was really sharp more people and say more stuff. They Once ‘Cool Kids’ got out there, people the staff as a showcase or record some

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airplay, I would check but as a bigger main stage band. That was On their headline tour, we are giving Shazam after they did gigantic. They were the unknowns of the away a life-size standee of the band a show. In Nashville 2013 tour and the darlings of the 2014 tour. every night. Fans text 50505 and we it was Shazaming have the merch guy go up on stage after like crazy. When you Merchandise as a new the opening act to tell people they can broke it down into powerful data source win the standee. We are getting 80-90% the suburbs it was The band had not done a headline tour of the crowd emailing that night. You in top 5, top 3 or #1. of the US until the start of this year – text and then you have to email in and That was important and it’s all sold out with the exception we get their email address and their cell data for us. They also of a few markets. They are playing phone number. That is priceless. I know played the Shazam 1,200-1,800-seaters. we sold tickets but I have no idea who sales conference in They are selling more merch. The data I actually came to the show. The standee is LA. As more airplay get from merch is a big thing. I look at merch autographed to the person who won it and came through, it in two ways. Firstly, as a marketing driver they walk out with it. We are selling more started breaking as every kid who wears a shirt to school is merch than we have ever done. :) through worldwide. doing me a solid and talking about the band content for specialist shows. It was our and being a walking billboard. Secondly, radio promo run. Leading from the single into the album merch is a great data source that we can KCRW, probably one of the most In June 2013, we sold 46 singles. In June take to a gatekeeper and say they played a important taste-making stations in the 2014, we were doing about 1,000 singles 500-seater last night and they did $8 a head world, picked them on the blog as the #1 a week. Once it went to radio, it went to [in merchandise]. Those are big things to tell band from LA to see at CMJ. That is an 2,500 a week. Then to 2,600, then to 5,600, people. If I didn’t have the merch I wouldn’t amazing thing to get from CMJ as they then 6,800, then 14,000, then 19,000, then know that per se. We can also see what are very picky. We had the Warped Tour 28,000, then 32,000, then 43,000, then sizes and designs are selling out in real time. kids. Now we have KCRW audience. Then 49,000 and it kept going. I would rather charge $1 more for a stations in Asia started playing them. ‘Cool Kids’ has now sold over 1.5m person to wear a shirt five times a week During the day on the college tour, downloads. Once you factor in streaming, versus giving them a shirt for $10 that they would go and visit three or four as Billboard is now, it’s certified 2m+. The they wore once as they didn’t like the commercial stations to play for them or album [Talking Dreams] was released in quality. We spent a lot of time on that. meet people. They were winning people October 2013 and is at about 100k in the The data we get from the venue sales over left, right and centre. People started US and growing every day. is really important. On both Warped tours, buying into it. By the time we were going In October 2013, we put the album out. after their set they would do a signing at to commercial radio in June 2014, all We knew we weren’t going to sell a ton of their merch booth every day. They would the heavy lifting set up had been done. records in the first week. We sold 2,600 sign anything that anyone brought and WANT TO FEATURE IN It wasn’t a song being delivered to a copies that week. We needed to get more they, with an iPad and a remote control, BEHIND THE CAMPAIGN? programme director – it was a story. material out there. They were playing would take a photo of every fan with the Marketing people: do you have a campaign you are Nothing blows up a song bigger than most of these songs live anyway. We band. The photo would go on their website working on that you would like to see featured in Behind commercial airplay. really wanted to show the depth and the so you had to go to the site to get the photo The Campaign in a future edition of sandbox? If so, send substance of the band. It also allowed key and they would give over their information a brief synopsis of it to Eamonn Forde for consideration Shazam as a bible outlets like MTV and online outlets and in exchange for it. That was a huge data and your work (and your words) could appear here. We follow Shazam like it’s a bible around press to cover them and their music. collection thing for us. Plus there was a Email: [email protected] here. Even when the single had no radio In 2014, we did the Warped Tour again – direct relationship with each fan.

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Clients include: Digital marketing services

Universal Music, Warner Music, Campaign support services: CONTACT Sony Music, Spotify, Deezer, • Strategy Ignition, Beggars, Modest, Red Bull, • CRM and Email tools  Studio 11, Holborn Studios 49-50 Eagle Wharf Rd Shazam, Domino and more • Digital housekeeping • Social networking updates London N1 7ED • Search and online advertising If you have a digital campaign ☎ +44 (0)20 7250 3637 • Mobile applications related story for sandbox, • Blogs and online PR outreach  www.MusicAlly.com please contact Nikoo Sadr on Published by music:)ally. • Measuring campaign  [email protected] [email protected] effectiveness music:)ally is a music business If you’d like to talk to us about our Registered company number: information and strategy company. Contact Karim Fanous on 04525243 digital marketing/mentoring [email protected] or We focus on the change taking training services, consultancy or +44 (0)20 7250 3637 to discuss VAT number: 858212321 place in the industry and provide specific research services, please your digital marketing needs. © Music Ally Ltd. For the purposes of information and insight into every contact Karim Fanous on [email protected] personal, private use the subscriber may aspect of the business: consumer Training services: print this publication or move it to a research analysing the changing • In house company mentoring storage medium; however, this publication behaviour and trends in the If you’d like to subscribe, add • Workshops is intended for subscribers only and as new subscribers, or talk about • Digital briefings such may not be redistributed without industry, consultancy services to permission. companies ranging from blue chip a corporate deal please contact • Digital MOT sessions retailers and telecoms companies Anthony Churchman on Subscribers agree to terms and conditions music ally to start-ups; and training around [email protected] music:)ally has delivered digital set up on the :) website, marketing training sessions for except where a separate contract takes methods to digitally market precedence. music:)ally has taken all your artists and maximise the a wide range of clients including reasonable endeavours to ensure the effectiveness of digital campaigns Universal Music, EMI, AIM/London validity of all items reported within this document. as well as events. Connected and many individuals We do not assume, and hereby disclaim, We are now also offering digital Check out music:)ally’s training any liability for loss or damage caused marketing services to labels, artist opportunities here by errors or omissions. In particular the content is not intended to be relied upon managers, artists and other music in making (or refraining from making) related companies from campaign Contact Anthony Churchman on investments or other decisions. We cannot advice and strategy through to [email protected] or be held responsible for the contents of any implementation and execution. +44 (0)20 7250 3637 to discuss linked sites. your training needs

13 | sandbox | ISSUE 130 | 08.04.15