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Behind the Campaign and Behind the Single both give you deep dives into one single successful campaign, with vital data, and insight from the people who created them. They are published three times per month as part of Sandbox.
US alternative rock band The National released their ninth album, First Two Pages Of Frankenstein, on 28 April 2023. It was their first album since member Aaron Dessner became infinitely more famous through working with Taylor Swift, so this was going to be a very different, and more amplified, return.
Behind The Single: “How to break a regional Mexican song globally” Track: Eslabon Armado, Peso Pluma “Ella Baila Sola” (Released: 17 March 2023) Label: Del Records Metrics: #1 Billboard Global 200 #1 Trending on YouTube US 3.6m+ TikTok creations on the official sound Both artists are in the Top 100 for Monthly Listeners on Spotify […]
Pink Floyd’s The Dark Side Of The Moon has been reissued and remastered several times over the years, meaning that trying to make the 50th anniversary edition suitably different was always going to be a huge challenge.
Andrew McMahon signed with Nettwerk Music Group in March 2023. The team explain how they lined things up for his new album.
5K Records is a relatively small label within the Sony Music family. When the team signed the track “People” by Libianca in early December 2022, the industry was preparing for a rush of Christmas hits to enter the charts and offices to shut down.
Nigerian Afrobeats singer CKay put out his first EP in 2017 through Chocolate City and the label then entered into a partnership with Warner Music Africa in 2019 where he was identified as an act with international potential.
Behind The Single: How to market a modern collaboration Track: PinkPantheress, Ice Spice “Boy’s a liar Pt. 2” (Released: 3 February 2023) Label: Warner Records UK Metrics: Peaked #2 on the UK singles chart, and verified Gold Peaked #3 on the US Billboard Hot 100, and certified Platinum in the US #1 on Spotify UK, […]
US R&B singer SZA released SOS, her second album, in December 2022. Sej Jheeta (marketing manager and A&R at RCA in the UK) and Luke Smith (digital marketing manager at RCA in the UK) explain the campaign.
Josh Hubberman, CTHDRL co-founder and Jagwar Twin’s manager, explains how the campaign for the album 33 took shape.
Afrobeats singer Ayra Starr released her debut album, 19 & Dangerous, in 2021 and started to build a presence outside of her home country of Nigeria, working with Mavin Records and Platoon to achieve this.
When Sleaford Mods launched their new single “UK GRIM”, it saw people chatting about it and sharing to an extent that was unprecedented for the band.
US indie rock band Interpol released The Other Side Of Make-Believe, their seventh studio album, on 15th July 2022. It was their first new album in four years and the campaign was focused on re-introducing the band and also reawakening lapsed listeners.
