05-06 Tools Radium One 07-08 Campaigns Kasabian, CNBLUE, Madonna, Tic Tacs 09-11 Behind The Campaign Anitta

FEBRUARY 11 2015 sandboxMUSIC MARKETING FOR THE DIGITAL ERA ISSUE 126 PATRON SAINTS DIGITAL MUSIC’S FUNDING REVOLUTION COVERFEATURE PATRON SAINTS DIGITAL MUSIC’S FUNDING REVOLUTION Alternative funding models for artists have been growing since the last century, but in the last few years they have reached a fascinating point of maturity. Patreon and Drip.fm blur the lines between crowd-funding and fanclub, changing the release calendar and waving the flag for exclusives. Now the major labels are tentatively entering this space; but wider moves by YouTube in regards to how artists sign up as partners could blow a hole through this market. We speak to those deeply involved here about what could happen next and how everyone should be preparing themselves.

he Medici happiness”, Anthony Privitelli. family and “Some creators post every day, every TPope Julius week or at least have a schedule of posting,” are, in all likelihood, he explains. “Most of those types of creators names rarely use the ‘monthly’ campaign where patrons discussed around will be charged one time at the end of every the digital music month.” marketing table. He adds, “The other campaign is ‘per That could creation’. This allows the freedom for be about the creator not to worry about releasing to change, anything since their patrons will only get however, charged if they do release something new.” because the last Kina Grannis , who had 337 backers on two years have fans to back musicians and other artists to Patreon at time of writing, says that the seen a sharp rise create a stream of smaller works, rather than charm of the platform lies in its flexibility. in Medici-style one big project. “ I’ve been doing videos every patronage in digital Initially, Patreon was centred on video, Monday for the last year and a music, led by the with patrons pledging a fee for each video an half, so I kind of fit it to work with logically titled Patreon, artist created. But is has since expanded to my schedule ,” she says. “The beauty a website that blends allow patrons to pledge for the rather more of Patreon is that it’s flexible like that. If Pledge Music-esque vague “new piece of work”, with creators you want to make one video/painting/ support for artists with a following one of two models, according to comic a year, there’s no reason you can’t do subscription model, allowing the company’s “manager of community it that way.”

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Drip it like it’s hot: Drip.fm, than with Patreon – subscribing to a label’s labels and community subs Drip will typically give you all their new releases, for example – but the language Drip uses still has echoes of Patreon’s focus on patronage. Drip claims on its website that fans subscribe to “directly support creators they love”, while the company’s CEO and co-founder Sam Valenti talks of “a relationship that is different than a traditional purchasing experience”. “We’ve seen some wild examples of updates, including in-person meet ups, live video hangouts, physical giveaways, unreleased tracks and stems for remixing,” he adds. “Christopher Willits [an American musician and multimedia artist, who has a personal Drip] offered his fans the ability to hold screenings for his new film to members, which resulted in events on both coasts of the US and as far as Tokyo, Sporting a similar line in what we might company’s website. Many Patreon acts, as There is also, she adds, a financial logic Barcelona and Bucharest.” call the personal subscription business a result, offer backers thanks in their videos, to pledging per month. “Everyone has is Drip.fm , billed as “a network of the personal Skype calls and so on. different economies and for most people Indies have long world’s best creators and their biggest “There isn’t a secret recipe for ‘type of it’s more possible and logical to portion seen the benefi ts… fans”, where consumers can subscribe content’ that works best on Patreon,” out the donation than to give a certain to individual labels and artists to receive says Privitelli. “We see it every day that amount in one shot,” she says. Both Drip.fm and Patreon have enjoyed monthly rewards. The two services the only ingredient you need is a In the case of Drip.fm, the rewards for some notable early successes: Drip’s label share similar ideas about community loyal community; a community subscribing are generally more substantial clients include renowned indie labels like and ongoing patronage, but Drip.fm was that finds true value in your Domino, Ninja Tune and Sub Pop , while initially more centred on labels whereas work.” Patreon announced in November that Patreon has always been concentrated on This feeling of community helps to it was now paying out $1m a month to the individual artist. (Drip.fm now features explain why backers on Patreon support creators, a milestone the company said both labels and individuals, however.) The artists for the long term, according to “confirms a massive cultural shift that we two services also differ slightly in what singer/ Julia Westlin , who all felt but had trouble describing”. they offer patrons. had 82 patrons on the service at time of “The public is demanding to pay Backers on Patreon may be rewarded for writing. “To support long term, you feel creators,” Patreon explained in a blog. their money in various tangible ways (MP3s, a part of something ongoing, to have “As the cost of consuming digital media gifts, private concerts etc.). But the emphasis something to look forward to,” she says. drops to zero, the masses are beginning is firmly on the “warm fuzzy feeling that “I think this is what most of the supporters to visualise the peril on the road ahead accompanies believing in someone enough want. We all want to feel a part of what for creatives, and now they’re doing to become a patron”, according to the we believe in.” something about it.”

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This might seem a little weight around if users don’t overenthusiastic: from piracy to general behave in the way YouTube would disinterest about streaming rates, there perhaps like. is considerable evidence that the general This, however, is a possible concern for public doesn’t care that much about the future, with Privitelli explaining that paying creators. But Patreon’s success, the team “is solely focused on improving with more than 125k people becoming Patreon” rather than worrying about patrons in just 18 months, does suggest competitors. What’s more, when faced that some devoted consumers do, at least, with the blatant ambition and genuine want to help their favourite musicians. goodwill of a service like Patreon , such worries seem rather nitpicky. … and now the majors “There should no longer be ‘starving are moving tentatively artists’,” Privitelli concludes, contemplating what he sees as the artificial divide between The question now is how far this personal penniless artist and artist that subscription model can go. RCA-signed Patreon can help to bridge. “If you have 20 a cappella group Pentatonix may be on fans, that means something.” :) Patreon – they have 3,085 patrons giving $19K a video – but the vast majority of musicians on the platform are unsigned. model to artists with fanbases that are individual subscription mode, allowing Similarly, while Drip.fm does feature smaller – but not necessarily less devoted creators who fulfil certain criteria to JULIA WESTLIN ON WHAT some major indie labels in Domino – than the superstars. And that gives it a set up paid channels with monthly and Sub Pop – as well as cult band vast potential userbase. subscription fees. The language YouTube They Might Be Giants – there are used when it launched the feature in May WORKS ON PATREON no major labels or superstar acts. Could YouTube’s new T&Cs 2013 should also ring bells: the initiative Whether this could change in the future kill off patronage channels? was billed as “new ways to support great is an interesting question. Valenti says content on YouTube”, with the company that Drip is “purely focused on creators The elephant in the room here is adding in a blog: “We look forward to who create enthusiastic communities and YouTube. Patreon was created by Jack seeing how this great community of not beholden any particular size or genre”, Conte of YouTube stars Pomplamoose creators moves ahead with a new way while Privitelli says he hopes there are no and has long been portrayed in the to reach the fan communities that made limits to the Patreon model. But it is hard media as a better-paying alternative their channels a hit.” to imagine a major label inspiring the same to the video-sharing site. Talking to YouTube, for the moment, doesn’t kind of blind, buy-everything-it-releases cult AllThingsDigital in August 2013, Conte appear to be aggressively pushing paid devotion that a Drip subscription requires. revealed that he had 835 fans backing channels. Should it choose to, though, From my own experience and from what I have seen on Superstar acts do, of course, inspire precisely him on Patreon, generating $6,153 for the impact on a service like Patreon could Patreon, the ones who have great success put a lot of work into such fidelity; but their existing fan clubs every video he posted on YouTube; this be profound, especially considering the what they do. People see talent when it is expressed in a unique and lucrative meet-and-greet packages was a figure he said was about 100 times importance of YouTube to most Patreon way. I know, for example, that most of the people who support make them unlikely candidates to move to more than what he would expect to clients. As the experience of Zoë me do so because of the fact that I do everything by myself. I Patreon with its 5% fee. make from the same video with YouTube Keating has shown us, YouTube – started out from scratch and they enjoy seeing the evolution as I That doesn’t necessarily matter, advertising. or at least some of its employees grow and progress in my fi eld. though: Patreon opens up this fan club But YouTube actually offers its own – is not afraid of throwing its

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7% As advertising budgets continue to lean 4% further towards digital, it can be difficult to 8% 10% know which of the multitude of advertising platforms to focus on. RadiumOne, a 16% 21% global programmatic ad-buying company, North allows advertisers to focus on tracking and Worldwide Europe Australia America targeting the right fans across platforms 23% 31% and devices – and all in real time, with a message that makes sense for their level 69% 59% 77% 75% of engagement. Sandbox spoke to Charlie Baillie, head of commercial at the company, to understand how it all works. Dark social shares Dark social shares Dark social shares Dark social shares Facebook shares Facebook shares Facebook shares Facebook shares RadiumOne is headquartered in San All other social shares All other social shares All other social shares All other social shares Francisco, but has had offices in the UK for the past four years and currently has offices across North America, Europe and Asia. It The first tool to tag a user with a cookie The third tool was just recently created Source: and a series of numbers so that too can specialises in giving advertisers a holistic is the po.st URL shortener. It works like your to address a very interesting finding from Radium One be tracked. Because of this new ability to view of fans that allows them to segment usual shortener (bit.ly, goo.gl, tinyURL etc.) a whitepaper that RadiumOne published. track dark social sharing, it is worth leaving and reach them in real time. Currently but has a built-in cookie that is triggered From digging into the 900m users it tracks, po.st URLs in a Facebook post (rather than RadiumOne tracks 48m unique users across when anyone clicks on a link. This is a huge the paper found that dark social sharing deleting them once the preview loads) if the UK and 900m globally for its clients by advantage versus only placing cookies on – that is sharing via email, Facebook you have no control over the third-party using several tools it has built. the devices of the people who visit your messenger or other messaging apps – made destination to influence that URL being Tracking in this case means dropping website, especially for music where most up 69% of all sharing on the web worldwide shared. a cookie in a user’s browser in a variety of of the action happens on social media. And (74% in the UK). This type of activity, until RadiumOne is also utilising dynamic ways. These cookies can then be used to for this reason 500 artists already use this now, has not been traceable by normal pixels for email marketing. Dynamic pixels track a user until they delete their cookies. globally for things such as sharing their new analytics platforms. have the ability to be embedded in an email Advertisers should be aware that, although . To address this, two new po.st tools were to track users who open emails and click this works well on desktop and on Android The second tool is a set of share-style created. First, if anyone copies any part of through; but they can also be enriched with phones, inserting cookies is not possible on buttons that users can click to push text from an artist website and pastes it into any variable or parameter that is provided iOS devices (as Apple does not allow this). To content out across social media or email. an email, it will automatically add a referral by the CRM platform. In other words, if a get around this, RadiumOne can build pixels The buttons look atheistically the same URL (i.e. some text saying “For more info, CRM system had the ability to segment their into a software development kit so that, if as normal share buttons but have a pixel click here”). userbase into frequent buyers of different an advertiser has access to an app (either an embedded so that you can both track people This makes that dark post traceable. categories; this type of information could be artist app or promoter app), they can cookie visiting the site as well as any share action Similarly, if anyone copies a URL with embedded into the dynamic pixel and could them through this method on iOS and track that ensues. It helps to understand the flow po.st on it and shares it via a messenger, be overlaid onto the information about CTR their interaction within the app. of activity when things go viral. the URL will automatically add a hashtag and so on.

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VIEW SHARE CLICKBACK Style & Fashion 280 Real Estate 192 Real Estate 389 Education 262 Education 184 Education 385 Real Estate 229 Style & Fashion 176 Sports 302 News 194 Science 167 Careers 255 Careers 188 Careers 147 Personal Finance 236 Sports 184 Arts/Entertainment 135 Science 196 Home & Garden 174 News 130 Travel 191 Personal Finance 172 Travel 105 Home & Garden 169 Science 158 Shopping 99 Automotive 152 Religion/Spirituality 155 Sports 95 Tech/Computing 128 Health & Fitness 144 Business 94 News 126 Food & Drink 139 Personal Finance 89 Business 126 Shopping 135 Food & Drink 86 Health & Fitness 125 Travel 124 Home & Garden 84 Hobbies/Interests 116 Family/Parenting 121 Religion/Spirituality 84 Religion/Spirituality 107 Tech/Computing 116 Automotive 81 Arts/Entertainment 105 Society 112 Tech/Computing 76 Style & Fashion 92 Law, Gov & Politics 111 Health & Fitness 67 Shopping 91 Automotive 111 Society 66 Pets 81 Hobbies/Interests 105 Law, Gov & Politics 57 Society 78 Pets 63 Hobbies/Interests 49 Food & Drink 75 Family/Parenting 47 Family/Parenting 65 Pets 34 Law, Gov & Politics 41

These four tools give advertisers, labels, immediate (as conversion pixels can the majority of link shortener providers, Source: grow their audience and convert their managers and artist access to real in- be placed on checkout pages) to show RadiumOne does not sell or utilise Radium One customers into premium users; but also to depth data to understand the frequency, immediate ROI on marketing campaigns. advertisers’ user data with any of its other use the data created around the platforms the recentness and the type of content Affiliate codes can also be used to calculate advertiser clients. users to make marketing campaigns more that is being shared or being interacted ROI on campaigns with the likes of iTunes, RadiumOne is also working on two new relevant for artists and labels. with so they can understand their fans but they tend to be less granular and take initiatives: 1) a self-serve platform (out Lastly, where is the price? All of and their social connection. They can use longer to attain. later this Q) for people who want to create RadiumOne’s targeting tools, insights this data to segment fans who interact All of this information can be used their own segment and drill into what and analytics are free. They charge if with their content into casual fans (up to to provide analytics that help create their super fans are doing in real time; 2) an advertiser wants to use this data to three interactions) and superfans (+10 transparency both around ROI and what a platform to help artists and labels work activate it with a paid campaign. The interactions) and thus create different users do across the web – what they are better with brands. The aim is to bring advertiser can agree on a budget for a marketing messages that are more suited likely to share, which type of sites they incremental value by using the information desired outcome and RadiumOne would to each unique group. tend to visit and so on. Plus, of course, the provided about your fanbase to create then provide them with a CPM for their RadiumOne is also looking into working usual demographic, locations and device richer brand activation and content. specific KPI. They then run the campaign more with D2C platforms and ticket data you would expect. It is also working with a streaming for the artist or label to optimise their websites where conversion tracking is It is also important to note that, unlike service on two fronts. Firstly, to help them spend. :)

6 | sandbox | ISSUE 126 | 11.02.15 CAMPAIGNS The latest projects from the digital marketing arena KASABIAN JUMP ON THE VR TRAIN CNBLUE WANT TO KNOW WHICH PART OF THEIR MUSIC VIDEO IS THE BEST After a few false starts in recent years, it appears that virtual reality (VR) has been growing some (virtual) legs in the past few months.

Kasabian and their label, Columbia Records, are partnering with Visualise and O2 Academy to create a 360-degree experience of their South Korean pop-rock band CNBLUE (or The fact that the campaign has only had live show so that fans Code Name Blue) have launched a 275 entrants is disappointing, given that can experience being competition for their latest video, ‘One CNBLUE are signed to FNC Entertainment, on the stage with the Fine Day’. one of the bigger labels in South Korea. The band. campaign itself was somewhat complicated Kasabian’s show The band have asked fans to take but, at the same time, in South Korea it is at the O2 Academy in London was filmed Taylor Swift and The Who, got into the screenshots of their favourite moment generally very difficult to get the hundreds in a way that saw the video being built game. Since then both Paul McCartney and of the video to be able to win various of thousands of entries one might come to in HTML5, which allows users to watch Jack White have worked with VR through prizes, including Polaroid photos and ‘One expect in the West. the video whether it’s on mobile, tablet startup Jaunt, which went with the Google Fine Day’-related products. To enter the Yet CNBLUE’s song ‘Can’t Stop’ was, or web. The video is also available via the cardboard headset as an affordable option competition, fans must post a screenshot according to Mashable, the 17th most Samsung Gear VR headset – which is a to the rather more expensive Oculus Rift to @FANCLUB on Twitter with the tweeted about song of 2014 and they’re collaboration between Oculus Rift and and Samsung Gear VR headset. hashtags and and amongst the most popular South Samsung. VR seems to be growing as the default then post the URL of the Twitter post Korean bands on Twitter. The campaign The headset is, however, only available way for musicians to show themselves in the comments section of the original effectively makes use of Facebook and to buy in the US, with a UK launch as being at the cutting-edge of music Facebook post. Twitter simultaneously. Furthermore, expected soon. Coldplay also turned one technology and these technical advances For a better chance to win, the users the competition cleverly harnesses the of their gigs into a VR experience with the will most likely continue throughout the could also comment on why that specific momentum around a product (in this case Samsung headset in December. year – even though VR experiences are yet caption is their favourite from the video. the video) that would have been produced Sandbox covered the surge of VR back in to reach the masses, primarily because Two winners with the best captures of the anyway, as well as most likely helping to November when several artists, including they are currently scarce and costly. video were chosen on 9th February. bump up video views on YouTube.

7 7| SANDBOX | sandbox | | ISSUE ISSUE 126 XX | |DATE 11.02.15 XXXX CAMPAIGNS The latest projects from the digital marketing arena MADONNA RELEASES HER VIDEO ON SNAPCHAT TIC TAC PACKS GET HACKED AND STACKED IN INDONESIA

either download a template to create their Snapchat introduced design or start directly within the Facebook its first sponsored app. From 18th February to 3rd March, post, premiering the people will then be able to vote for the 50 Ouija movie trailer. shortlisted entries. Madonna’s Tic Tac has run similar campaigns in the campaign has run into UK and Germany during the past year as several obstacles in its well as having an on-going campaign in earliest days, seeing Singapore where people can now vote for the rush-release of the the 50 shortlisted nominees. At the time of first half of her album writing (10th February), the leading design back in December has had 567 votes. For creative artists because of leaks; but with a heavy emphasis on the visual, these the use of Snapchat Tic Tac – yes, the mints brand – in types of campaigns can prove successful explains perhaps Indonesia has teamed up with famous if their demographics fit well with the the need to reach a fashion bloggers, musicians and partnering brand or if it enables them to talk younger demographic. entrepreneurs to launch Tic Tac Design to new artistic audiences. Snapchat is currently Your Pack competition. valued at $10m and is rumoured to have a The contest allows users to design their Madonna premiered the video for her latest ‘millennials’ userbase of 100m. own Tic Tac packs for a chance to win single, ‘Living For Love’, on Snapchat’s new It’s a big deal for the messaging app various prizes, with the grand winner Discover feature last Thursday. The video having Madonna as the first artist to getting a trip to Melbourne for two. Endah debuted specifically on Snapchat’s own premiere a music video on Snapchat’s N Rhesa, a pop-folk group in the country, curated channel – lasting for 24 hours – own channel. It will be exciting to see how are part of the campaign and have created much like the Story features do on Discover. features will continue to develop and how their own specific Tic Tac design, which these can be of importance for music in they talk about in a video launched on Tic Discover is Snapchat’s latest addition the following year. Tac Indonesia’s YouTube channel. Also after introducing Snapcash in the US a She has also just partnered with Grindr, part of the campaign is one of Indonesian’s few months ago. The feature launched a slightly different type of messaging most popular fashion bloggers, Diana two weeks ago and includes curated app and one that is arguably a neater fit Rikasari. content from various partner channels with a key section of her fanbase. The Tic Tac has launched a dedicated such as MTV, Vice and Warner Music competition requires fans to recreate her Facebook tab (a Tic Tac Tab?) where users (US-only). It’s one of several ways Rebel Heart album cover and five winners can enter the competition for a chance to that the messaging app is introducing will get to chat to her on the app on win, as well as the trip to Melbourne, an monetisation to its platform. Last year, Valentine’s Day. iPad Mini or a Diana F+ camera. Users can

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you have a singer performing in English and singing for the entire world.

Digital was her natural home… At the time we signed her, she was 18 and was totally immersed in the digital world. We developed an entire campaign using all the digital partners and all the digital tools we could. We were releasing new video clips every three months and we work with her fanbase very closely.

… but traditional media and Discovery on YouTube and branding are still powerful the emergence of funk carioca The results for the other singles that we I found Anitta almost four years ago on released from the same album were all big the internet. At that stage she had already hits. For the past three years, Anitta has achieved some results in specific parts been in the top three of the big Brazilian Anitta is one of the biggest of the country – notably radio stations every week. There was huge new artists to emerge in and São Paolo – in a genre known here as TV interest in her and we put some of her Brazil, coming out of the funk funk carioca. Three years ago, it started to songs in soap operas. Soaps continue to carioca scene and releasing become important outside of these specific be very important in the Brazilian market. her debut album in 2013. With places in Brazil. When you get a song in one of the soap two successful I was working in Mexico for Warner operas, you always have an incredible result. domestically, she is being Music and came back to Brazil and felt that We also had campaigns with Wella prepared for international we should have some artists within this shampoo and another campaign with crossover. SERGIO AFFONSO, movement. I found her online and she was Olla condoms as well as the Guanabara president of Warner Music Brazil, already ahead of the other artists [in the supermarket chain. In these campaigns they explains how she was discovered scene]. We signed her and had a great result used both her music and her image. on YouTube, why she represents with her first album, Anitta. a new type of artist in the country The first single we released for her whose natural home is online, was ‘’ and we saw some why traditional media is still a good results; but the smash hit was ‘Show powerful marketing channel and das Poderosas’. It caught everyone by how she has created a template surprise and was an unbelievable success for other new artists to follow in the country. With that song she had one of the biggest hits on YouTube in Brazil ever. We have over 100m views [for the official video and the lyric video combined], which, for us, is an incredible achievement. You have to keep in mind that this is just in Brazil. It is different if

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Physical format sales are Brazilians are heavy users of all for all of these main channels. When Anitta still strong in Brazil channels – but mainly YouTube. It is released her second album, we had one DVD, In the middle of this, we did a DVD [No Meu a very important way to see what people are No , and one CD, , Lugar]. At that time, the DVD market in consuming. We are always on the internet which contained the same songs as the DVD Brazil was very strong. Nowadays it is not looking for new artists. When you find a new but was recorded in a studio. For iTunes we so strong. The DVD we prepared was, for artist on YouTube, you have all the measures put all the audio from the DVD and the CD the market, very ambitious as it was very to see all the numbers from that channel together as a package called No Meu Lugar expensive. We had to work with sponsors and see what is happening on that channel. Deluxe. It was just iTunes that had this [to help pay for it]. We recorded the DVD Anitta uses all the main social channels product. at a concert in front of 10,000 people. We – Instagram, Twitter, Facebook and so on. At the end of 2014, we released the released it as a package with a DVD and a CD When I find an artist on YouTube, I go to standard version of the Ritmo Perfeito [Ritmo Perfeito]. all their other social channels to see what Instagram, Facebook and fan engagement album on iTunes and Anitta went back For her first album [Anitta], we have is happening with them. If they have a big Anitta is absolutely dedicated to her fans. into the top 20 chart. around 160,000 physical units sold and for profile on YouTube and a lot of followers Via Facebook and Instagram , she is always We are always looking at creating the DVD/CD release we are almost at the on Instagram, this is also very important. offering something more – more information special content as we know it is very same point. We have to consider everything together. and more ideas for her fans. At the start of important for the retailers. With all the You can have a good result on YouTube the year, we released a video clip and more content we are releasing this year we Preparing for other markets as you have a funny video or a strange video clips will follow in the coming weeks. are always thinking about what we can Since September, we have been trying to video; but if you parallel that with In the first clip, we put the phone number in give to Spotify, iTunes or Deezer. We are find windows for her career outside of Brazil. information from other social platforms a section of the video and, via Facebook, we always trying to find a special strategy for We are starting to work in the US, Portugal you have a much richer picture of that invited her fans to call this number. When the different platforms. :) and Spain in particular. Anglo markets are artist. they called, Anitta answered them. always a big challenge for any artist who I have changed our roster dramatically In another video, she set a challenge was not born in the US or the UK. We are over the past three years. We are focusing to her fans that when the video hit 8m ”Our team in Latin America has significantly increased our trying to find songs, we are contacting on signing younger artists and not signing views, she would reveal who the surprise investment in Brazilian talent and expanded our marketing writers and working on many ideas. Her [so many] older artists. We are always guest in her next video clip was [MC efforts in new and disruptive ways. We’re aggressively pursuing diary is full in Brazil at the minute so we will trying to find new talent. These artists Guimê]. She is always working through opportunities in markets where great local music, massive return to this plan in April. bring with them enormous information her social media to talk to her fanbase. consumer demand and rapid tech evolution are combining to She speaks good English but she is about the digital world and social media. create exciting new possibilities for artists like Anitta to break having classes as she has to be able They live this every day – much more than Creating exclusive content for DSPs through, regionally and globally” to speak as a native. It’s not just about someone in their 40s or 50s. Streaming has really started to grow in the Stu Bergen, president, International, Warner Recorded Music. the singing as she will also have to be When we sign these new acts, normally last 18 months, beginning with Deezer in interviewed too. At the moment we are we are continuing in the same steps as Brazil, then Rdio and, since the middle of last finding good writers to work with her. we have done with Anitta. We have a new year, Spotify. It is growing very quickly. WANT TO FEATURE IN We started in the US and some people signing called Ludmilla who is 18 and who For downloads, the most important BEHIND THE CAMPAIGN? from our publishing arm are working with came from the same musical movement retailer is iTunes. It is always Marketing people: do you have a campaign you are us. The plan is, maybe later this year, to as Anitta. We are looking to use all the helping us to develop new artists. working on that you would like to see featured in Behind release something in the US and other channels they have that are almost the The Campaign in a future edition of sandbox? If so, send English-language markets. same as those Anitta has. We are trying We are just starting to work with Google a brief synopsis of it to Eamonn Forde for consideration to create different strategies but using Play in Brazil and we are seeing they are and your work and your words could appear here. Using the lessons learned here the same channels and always talking to moving to enter the market strongly. We are Email: [email protected] to help break other acts online the fanbase. always looking to develop special content

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