How a campaign runs.
From the first message to the final report, and the years after. Who does what, and how long each step takes.
From first message to final report
01Enquiry
Day 0
You send a brief or a WhatsApp message: the release, the date, the platforms, the budget band. The more we know, the better the first call.
02Call
15–30 minutes
We listen to the song, ask what success looks like for you, and tell you honestly whether we're the right team for it.
03Written plan
Within 3 working days
A dated plan: what we'll do, when, what we need from you, and what it costs. Nothing starts until you've agreed to it.
04Agreement
Before work starts
Every campaign has a written agreement and a GST invoice.
05Campaign
From −6 weeks
We run the plan and tell you each week what's working, what isn't and what we're changing.
06Reports
Every Monday
Weekly during the campaign and monthly after it, every figure a dated screenshot from the platform's own dashboard.
07After
Months and years
The song keeps working, and the next release is planned from what this one taught us.
What we need from you
- The final master, artwork, credits and lyrics, at least four weeks before release.
- The release date, and a word the moment it moves.
- Editor access on Spotify for Artists and manager access on YouTube. Never your passwords.
- Your approval of the creator shortlist and the content calendar.
- Posting and replying on your own profiles in the first hours after release.
Each service lists exactly what it needs and when: see the services.
How we report
Every report takes its figures from the platform that counts them: Spotify for Artists, YouTube Studio, the Instagram sound page and Insights, and the ad dashboards. Each figure is a dated screenshot, so you can check it against your own access.
Paid results sit on their own line. The organic number is the one you build the next release on, so we never blend the two.
Redacted sample report pending (client)
Agreements
Every campaign has a written agreement and a GST invoice.
What we won't do
- No bot views, streams or followers. They get songs removed and channels struck, and they make your real numbers impossible to read.
- No guaranteed playlist placement. Nobody can promise an editor's choice. We pitch well and early, and report what happened.
- No unlabelled paid numbers. When we run paid ads, the report says which numbers were paid.
- No anonymous creators. Every creator is named in the plan before anyone is booked.
The years after release week
A release week is seven days. A song can earn for decades, but only if someone keeps it working.
That means keeping the catalogue clean, with the right credits and Content ID on every upload so the song earns wherever it's played. It means re-pitching to curators once a song has a track record, and bringing it back for the seasons it suits: weddings, festivals, anniversaries of the release.
And it means planning the next release from the data this one produced: which cities listened, which creators moved the sound, which Shorts sent people to the full video. Each release should start from a bigger base than the last.
Audience Growth is the service that keeps it going between releases.
Questions
- How do we start?
- Send a brief or message us on WhatsApp. We reply, have a short call about the release, and send a written plan. Nothing starts until you've agreed to it.
- Can a manager or label brief you for several artists?
- Yes. Send one brief per release, or tell us the release calendar in the first message, and we'll plan the year with you.
- How do you report?
- Weekly during a campaign and monthly after it, with every figure taken from the platform's own dashboard and dated.
- When will I see results?
- The first two weeks show the direction. The long tail is the point: a song that keeps climbing for months is worth more than one big weekend.
- What happens if a campaign underperforms?
- We tell you early. The weekly report shows what's working, and we move budget and creators towards it. If something isn't working, we say so and change the plan rather than wait for the final report.