Liner Notes.
Notes on music marketing, platforms and culture, from the campaigns we run.
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The next social network won't look like a feed. It'll look like your group chat. The UK's under-16 ban pushes kids into messaging apps, and WhatsApp is quietly building the social network they'll find there. -
Should emerging artists adopt the YouTube release strategy? Exploring consistent content vs. traditional album cycles for emerging artists building an audience in today's algorithm-driven landscape. -
Meta is phasing out manual targeting from Advantage+ campaigns Meta is shifting Advantage+ away from manual audience controls toward automated targeting. For music and cultural brands, the lever that now drives performance is creative quality. Here's what's changing and how to respond. -
How to promote your music independently, on a small budget or none Practical ways to promote your music without a label: where a small budget should go, what paid ads can and can't do, and the free tactics that build an audience you own.
Tell us what you are working on.
One senior partner holds the whole campaign: strategy, creative, media, web, CRM and reporting, connected as one system.