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june 2021 issue 
favorite marketing campaigns of the month
Spotify Greenroom is here
(image from Spotify)
In March, Spotify acquired Locker Room, a sports-focused audio app in a big move to go toe-to-toe with Clubhouse. Now, Locker Room has become the Greenroom, a new mobile app where global listeners can join rooms on various topics. 

The plan is for Spotify to use its personalization technology to pair users to content they could and would like. A lot of the features are very similar to Clubhouse, though key differences include live chat, listeners awarding "gems" to speakers, and Spotify will be recording conversations for moderation purposes. I also really like that people can easily turn these conversations into podcasts. 
Read more
do you even sonic brand bro? 
I've been in marketing for over a decade and I had never heard the term "sonic branding" until this month. Also known as "audio branding," the goal is to remind a customer of your brand when they hear a particular short, sonic signature. A good example is the Netflix "ta-dum" when the app is opened or "Open That Coca-Cola" by Tyler, The Creator.

The video above is great for a high-level overview, and I would also read this and this for more. 
quick social media updates
"I spent two hours with him going through all the different features of the app, explaining why collaborating, community, and doing the trends is important. And he just took it to the next level."
- Isabel Quinteros Annous, Senior Manager of Music Partnerships and Artist Relations at TikTok, on working with Jason Derulo
  • [READ] "When executed correctly, giving music – even entire albums – away free is a way to build a savvy, pacesetting audience from the ground up, an audience that will spread the gospel via social networking platforms."
  • [READ] China is embracing "vocaloids," aka virtual idols and all I have to say is yikes
  • [LISTEN] Lord Huron, Long Lost
  • [SEE] "Collaboration is the cheat code to winning in the music industry."
  • [WATCH] This is Pop on Netflix
  • [READ] Joni Mitchell's Blue just turned 50 and it's important to remember what a miracle it is
  • [LISTEN] Nao, Messy Love
before you go
Happy Pride Month! If you have 15 minutes, watch this free documentary on Sylvester. I know you bust a move to "You Make Me Feel (Mighty Real)" on the regular, but did you know he was a pioneer in the LGBTQ+ community and was gender fluid before anyone was talking about it? Thank you, Sylvester, for being you.
Watch it
Until next month! ❤️
B-SIDES is a monthly newsletter about music, tech, marketing, and otherwise. Alison is a community marketing manager in tech by day and supports music orgs by night.
Say hello on Instagram at @_alisonclancy_
View past B-SIDES issues here
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Copyright © 2021 Alison Clancy, All rights reserved.

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