Paul Carrack – Behind The Campaign

The latest issue of Music Ally’s Sandbox, their fortnightly report on digital music and marketing, features a look behind the campaign for the latest Paul Carrack album Soul Shadows.

Soul Shadows was released back in January and reached number 25 in the UK Album Charts, Paul’s highest solo chart placing, selling over 15k copies in the UK to date. The report explains how we moved into online advertising for this campaign, where YouTube cards were deployed, why windowing around streams is important for an artist whose sales are predominately physical and how a suspicious overindexing of fans in Turkey had to be filtered out.

It’s about trying to identify who your fans are, where they are based, what age range they are in, what their spending habits are and so on.

Paul Carrack - Behind The Campaign

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