sandbox

AUGUST 2024 / ISSUE 315

the sandbox guide to

Bandlab

Beyond music production –

using the platform for marketing and more

| Music marketing for the digital era

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 sandbox
THIS ISSUE

315
Issue

August 2024

The Sandbox Guide to... Bandlab

BandLab now has 100 million users, and now offers much
more than music production, offering a range of marketing
tools for audience growth. So how can you use BandLab
to market music, find new fans, connect with key industry
people, and engage the large creator base? We find out.

In this Guide we look at:

• Using BandLab’s marketing and growth tools: growing

a fanbase, messaging with superfans, gathering insight on
songs before release, and submitting music to tastemakers
and gatekeepers.

• Using the platform’s other tools to connect with fans: the

platform allows artists to sell music, share posts, separate
stems, and distribute exclusive audio content – how can this
be used to engage BandLab’s global user base - and beyond?

• Case studies and insider advice: we chat to CEO of

BandLab, Meng Ru Kuok, and dig into how d4vd launched his • Actionable takeaways: as ever, we’ve condensed the
career from the platform to enormous streaming numbers; lessons from this guide into action points – and we’ve
and look at how Billie Eilish used BandLab to host and launch brought them right to the start, so you can get started
a remix contest for her new album. immediately

2 The Guide
BandLab has 100 million users, Sandbox Tools,
and offers a range of tools for Campaigns &
audience growth. So how can you Behind The
use BandLab to market music, Campaign/
find new fans, connect with key
Singles
industry people, and engage the
Sandbox’s popular Tools,
large creator base? We find out.
Behind the Campaign, and
Behind the Single pieces
continue to be published
regularly on the Music Ally
site: you’ll find Tools here,
Behind the Campaign/
Singles here and the
Campaigns archive here.
For past issues of Sandbox,
including previous Tools
and Behind the Campaigns,
please search our
Sandbox Guide written by Francine Gorman. extensive Archive.
Designed by Ed Miller.
Editor Joe Sparrow joe@[Link]

1 sandbox
 The Sandbox Guide to…
Bandlab

Actionable takeaways
Compiled by Music Ally’s team of marketing experts, these are the key ideas from this Guide, condensed into
action points so that you can get started and apply them to your own work.
Incorporate fan co-creation for deeper engagement: Integrate fan involvement into marketing strategies by using
BandLab’s tools to host remix contests or collaborative projects. This not only deepens fan engagement but also
creates user-generated content that can amplify the artist’s reach across social platforms.
Unlock new collaborations: While BandLab’s biggest market is the US, it has a burgeoning user base in markets
such as in Nigeria, South Africa, Brazil, Mexico, the UK, France, the Philippines, and India. Artists can use the
platform to connect with other artists and find collabs to join.
Utilise data and feedback for continuous improvement: Encourage artists to use the platform’s feedback tools
to refine their music before official releases. This data-driven approach helps increase the likelihood that music
resonates with audiences upon release.
Integrate BandLab as a key platform in promotion strategy: Encourage artists to promote their tracks through
the platform’s distribution features to reach global streaming platforms while taking advantage of the platform’s
‘Opportunities’ to secure placements, feedback, and collaborations.

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 SANDBOX GUIDE TO BANDLAB

andLab has increasingly recent times. It’s been recognised teams as a chance to see their music
B become part of music as a songwriting launchpad for the distributed, discovered and shared
creators’ vocabulary in likes of Olivia Rodrigo, Roddy Ricch, globally – a functionality that should
recent years. The name has started Lil Tjay and many more, and aiding in bring BandLab onto marketers’ radars.
to pop up in interviews when an the creation of tracks from some of
artist is asked to tell the tale of how music’s most exciting emerging artists. “A big thing for us was the community,”
a track came together, and has hit adds Kuok, “and that’s why I was really
industry headlines as that kind of “The founding vision, and why I got committed to the social vision … that
grassroots creator use led to news of so excited in the first place was really came from my experience of the first
the platform’s audience surpassing around the idea that there was an generation of social networks with
100 million global users. Originally opportunity to evolve and innovate Facebook when I was in university.
a music-production platform, it around the music-making tools,” shares [That’s the] idea of music-making not
has subsequently become more Meng Ru Kuok, CEO of BandLab just being about the tools, but needing
fully-fledged, offering distribution, (pictured). “Music-making was always an upgrade in tools – and then the
mastering, stem separation tools more than just about the tools.” fact that it was also about community
– and, latterly, a range of tools for and feedback, inspiration, fandom and
audience growth. Artists are now With distribution, discovery and collaboration. That was the core way
using BandLab beyond the creative marketing opportunities available that I described BandLab back in 2015
process for distribution, marketing and via the platform’s membership when we first launched, and it’s the
audience-building. So how can you subscription, BandLab is now being same way that we would describe it
use BandLab to market and distribute seen by some creators and their today, just bigger.”
music – and connect with new fans?

“
And what can you get out of BandLab
beyond the creative tools? We find
out.
The founding vision was
Using BandLab really around the idea that
beyond creation there was an opportunity to
With that pool of over 100 million evolve and innovate around
users and creators around the globe, the music-making tools...”
BandLab has played a role in some
of music’s biggest success stories of
continued on page 6 »

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 SANDBOX GUIDE TO BANDLAB

Case Study
d4vd, and accessing 100 million creators

artist d4vd has reached heady to which you can submit your music,
US levels of streaming success to external opportunities like getting
in recent months, and his feedback from established songwriters
journey began in his sister’s closet, using (like Matthew Dear), or pitching for
BandLab’s free app to create music to airplay on radio stations. “This feature
accompany Fortnite montages that he’d is a great opportunity for rising artists
post to YouTube. and artist teams with low budgets,”
says Juliana Ortiz, from Music Ally’s
“d4vd is what BandLab is all about: Marketing and Training team.
turning potential into reality, and turning
potential into success,” says Kuok. “Those features are really about
“He’s not just crossed a billion plays connecting dots, building bridges
on the song ‘Romantic Homicide’, he’s and creating the possibility, the
now crossed a billion on another song awards than he did for his music, [and] opportunity, for people to find ways
as well. So he’s got two songs in the the accessibility and the tools she had, to improve or give themselves a better
billion club on Spotify, and he has over versus what he – in his sister’s closet chance,” says Kuok, encouraging
25 million monthly listeners on Spotify, with just a mobile phone and his raw users to lean in to the opportunities
which is more than U2, at least the last talent – was able to do… it showed available. “You still need to seize the
time I checked!” people what’s possible. And the most opportunity. You still need to want the
exciting thing is opportunity in the first place.”
that there are so
many different These options are available to members
stories that of the platform, and they also have
we’ve seen since, access to tools like Fan Reach, which
whether it’s Luh lets artists message their audience
Tyler on Atlantic, directly (once a month for free
Lazer Dim 700, or subscribers, unlimited for paying users),
Jordan Adetunji.” and other interactive fan features
like Crowd Review which gives you
For artists, getting feedback on songs, pre-release.
the tracks in
Using the app’s vocal effect presets place is one thing, but the next step is “This direct line of communication helps
as well as the in-platform mastering to get them heard – and that’s where artists build a tight-knit community of
service, d4vd’s story provides an BandLab hopes that the ‘Opportunities’ core fans who feel personally connected
example of the platform’s ability to it offers come into play. Artists using the to the artist’s journey,” says Music Ally’s
provide tools to create high impact platform can submit their music to be Sarah Seukeran.
content, at a low - or no - cost. Kuok considered for a variety of audience and
compares the success of d4vd’s song career offerings. These range from the “By involving fans in the creative
to one released by Beyoncé. “Look at internal – potential placement on the process and making them feel heard,
‘Break My Soul’, which was released BandLab Explore page, for instance – to artists can cultivate loyalty and
about the same time [and] which collaborative partnerships, such as one deepen their relationship with their
obviously won significantly more between BandLab and AWAL’s A&R, audience.”

4 sandbox
‹‹ continued from page 3

SANDBOX GUIDE TO BANDLAB

wide range of music to our ears and

Moonchild
hopefully music that would not have
made its way to us.”

“With the huge amount of music being

made nowadays it can be overwhelming
the number of demos that come our
way,” he adds. “One of the benefits of
the ‘Be Discovered’ submissions was
the support from the team at BandLabs,
who have huge experience in the
industry and were able to flag up certain
Zed Bias Hot 8 Brass Band acts and tunes that they felt were worth
us checking out. This wasn’t music
we might not find through traditional
Platform strategies: by algorithm (which has its place) but
channels. Additionally, BandLab
A&R, discovery and serious music curation.”
often provides the winners of these
fan connectivity
campaigns with a financial bonus, Distribution
Accessible, wallet-friendly routes to
which is a great incentive for artists.” BandLab users who pay for the
music making, and the community
of user/creators are just some of platform’s $14.95 per month
the offerings available through “We run campaigns with BandLab,” membership subscription get
BandLab. Coupled with distribution adds Long, “going through submissions distribution bundled in with their deal.
and marketing opportunities via and utilising the shortlist they provide. In late 2023, it was announced that
the platform’s paid-for subscription This collaboration makes it easier to BandLab would be partnering with
memberships, BandLab can be used identify and connect with emerging FUGA on international distribution,
to share music with A&Rs from talent. BandLab has become an delivering tracks to Spotify, Apple
labels around the world and across essential part of our strategy for Music, Amazon Music, TikTok and all
all different genres, as well as be discovering new artists.” major services – and currently-paying
distributed globally. And from an BandLab members keep 100% of their
industry perspective, there may be an There may thus be opportunity here royalties (which drops to 80% if they
exciting and untapped hotbed of talent from both directions: artists could use cease to remain a paying member).
on a platform with tens of millions of the platform to connect and network,
active creators. Here’s some ways you and labels or management companies FUGA’s SVP, Americas, Sarah Landy
might make it work for you: could use it as a scouting tool. said that FUGA aims to enable artists’
growth, and that the company wants to
A&R Research Be Discovered “explore enhanced services for Artists
Amongst the many opportunities “We are always keen to hear new music who are gaining momentum with their
offered by the platform is ‘A&R and working with BandLab gives us works, providing additional services
Research’ - a chance for artists to skip the opportunity to make some acts through Downtown and FUGA,
the queue when it comes to putting aware that we are interested in hearing including marketing and audience
their BandLab created offerings in front their music, while also introducing Tru development.”
of a music industry seeking out new Thoughts to acts that won’t have heard
talent. “Partnering with BandLab opens of us and may not have connected Fan Reach
up a vast pool of undiscovered talent,” the dots that we have released acts as BandLab CEO Meng Ru Kuok says that
says Greg Long - Owner of Los Angeles varied as Flowdan, Peshay, Moonchild, the company is placing fan community
based label We Are Triumphant. “The Bonobo, Zed Bias and Hot 8 Brass front and centre: “The biggest, key thing
‘A&R Research’ submission round Band,” says Paul Jonas, co-owner of that we’re doing to build our audience,
allows us to connect with innovative Brighton based label Tru Thoughts is building the tools that allow them to
artists and discover fresh sounds that Records. ‘Be Discovered’ delivers a best represent themselves and tell their

6 sandbox
 SANDBOX GUIDE TO BANDLAB

story. Fan Reach or boosting your profile

are really just: how do I keep telling my
story to people? How can I explain that
I’m different, or the music that I make is
different, or that my intent around music
making is different? That’s giving people
the chance of that early differentiation
– more than just a song which people
judge on a few seconds of listening, and
you’re competing against everybody in
the world.”

Alternative options
AI - Universal Music Group
BandLab is a quite all-encompassing
platform, and we’ve highlighted a
lot of tools and approaches that are
make on a mobile phone, which is Latin America, but at the same time, it
designed to connect artists to fans. But
essential, but you still have to record is growing very fast in the UK, France,
maybe artists – or their fans – could
something.” Southeast Asia and Philippines, India
use other on-platform tools to create
and then Latin America, Brazil, Mexico,
or remix their music. Late last year
“AI is an assistive creative tool. It will and in Africa, Nigeria, and South Africa.”
BandLab and Universal announced a
help people get this stuff out … if it
“strategic relationship concentrated
was so easy to just press a button [and Given the global reach of the platform,
on artificial intelligence” to “advance
create a brilliant song], and everyone its range of opportunities to interact
the companies’ shared commitment to
gets success, then everybody would be with fans and tastemakers, engage with
ethical use of AI and the protection of
the most successful musician. The fact labels and the wider music industry, as
artist and songwriter rights” and also
is, you need to differentiate. And the well as the growing portfolio of owner
“pioneer market-led solutions with interesting thing is that we’re already company Caldecott Music Group (other
pro-creator standards”. So how does seeing – whether it’s Voice Cleaner, companies include NME Networks and
this controversial technology fit into a whether it’s SongStarter – AI still Vista Music Group) it feels like there’s
creator-first platform and an ecosystem requires skill to use. You still need to no doubt that there’s more to come
of choosy fans? know what you’re trying to do.” from BandLab, especially considering its
hefty financial backing.
“You need to empower, and you need The future: collaborate
to protect,” says Kuok of BandLab’s and access the world “The biggest misconception in a way,
AI strategy. “That’s always been our From the numbers the platform is is that we’re just about independent
perspective. Because we see the world reporting,. BandLab’s growth over the artists, or we’re just about success
of music as an ecosystem … there past few years seems pretty explosive, stories, and we only care about signing
is a copyright infrastructure, there’s and Kuok predicts that soon, more than people to labels,” summarises Kuok.
a collection infrastructure, and that a billion people around the globe will “Our core is supporting the creator
democratises the opportunity. be creating music. BandLab looks set to and what they do creatively, and
play a role in reaching that number. building their community… whether
“The assistive nature of Gen AI for us is you are creating on the platform, or
called SongStarter, not SongFinisher,” “The US is still our biggest market by whether you don’t even make music on
he adds. “It’s really to help people, and quite a long way,” says Kuok. “I think BandLab, but you were engaging with
they need to do something with it. over a quarter of our audience is still the platform like Billie Eilish did with
They still need to apply the skill. With in the US. But since BandLab has been the remix contest. The exciting thing
AI workflow tools like ‘Voice Cleaner’ growing, we’ve seen certain regions about the place that we’re in, is that
you’re improving the recordings you grow incredibly quickly, like Africa and music is collaborative.”

7 sandbox
 SANDBOX GUIDE TO BANDLAB

Case Study
joining forces with BandLab. With the
Billie Eilish – Fans become creators dangling carrot of exclusive prizes, fans
were encouraged to either interact by
commenting on the Eilish BandLab post,
or, more interestingly, fans in the US
and Australia had the option to create
remixes from the vocal stems, and then
share those creations across socials and
on BandLab itself.

“Incorporating fan-generated content

into a release campaign not only
enhances fan loyalty but also amplifies
the reach of the music,” Sarah Seukeran,
of Music Ally’s Marketing and Training
team, says. “By allowing fans to remix
and share their versions, artists create
a ripple effect of engagement, turning
fans into promoters and driving organic
growth across platforms.”

For an artist who has

consistently placed
her creative process
at the heart of her
marketing efforts,
this interactive
campaign seems
like a perfect fit – and
andLab’s approach of Fans who bought the digital edition for BandLab, provided
B extending the music-making of the album were also provided with an opportunity to further
process to release and beyond a download of Eilish’s isolated vocal build out the community engagement
offers fans the chance to become a tracks, and a contest was created by elements on offer.
co-creator with their favourite artist
– and at the same time, allowing global “I would say the biggest thing that
By allowing fans
“
superstars to build engaging, hands-on BandLab is building to help people
creative campaigns for their fanbases. to remix and share build their audiences IS an audience,
their versions, in itself,” Kuok states. “And so our
Billie Eilish’s latest album release artists create a ripple community, our social tools, how we
provided a perfect opportunity to effect of engagement, build a social network and the different
explore this marketing route and to tap ways that people can interact with
turning fans into
into the creativity amongst her fans. each other and grow, just the overall
promoters and driving
Her team used BandLab to host a remix community, is very important [...] at the
contest for tracks from her latest album,
organic growth across heart of it, empowering creation is the
Hit Me Hard And Soft. platforms” foundational thrust.”

8 sandbox
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