DESCRIPTION:
Digital Music Trends at SXSW 2013 chats to Theda Sandiford (@bondgyrl), VP of Digital Marketing at Universal Republic Records.

We start by talking about her session at SXSW which is a digital marketing bootcamp for artists, then we chat about the evolving role of digital departments at a major label, the importance of a mobile strategy (which in Theda's opinion that does not mean vanity apps) and the importance of being reactive to what's happening every day online during any release campaign. Finally we talk about the evolving role of radio and in parallel online radio and about one of her latest campaigns working with Austin Mahone.