Playbooks
End-to-end systems you can run: event launches, release campaigns, promo servicing and roster operations. Free, and built to be used rather than skimmed.
The Music Audience Growth Playbook: real fans on six platforms, and not one of them bought
Every UK breakthrough we could verify started with free uploads and one community, and the viral clip came years later. So here is what Instagram, TikTok, Spotify, YouTube, SoundCloud and X have each published about their ranking, with a date on every rule, the follows that actually pay, a 30-day system that costs nothing, a £100 experiment that tells you what your hook costs, and the growth tactics to stop paying for.
The Artist Fanbase Playbook: what one fan is really worth, and how to find your first 100
Spotify publishes no per-stream rate, and says so itself. So here is the ledger for everything else: one email subscriber, one ticket buyer, one vinyl buyer, one fan who buys what you make, every assumption labelled so you can swap in your own numbers. Then the fan pyramid, the four capture moments that fill a list, and a 90-day plan for your first 100 true fans.
The Event Audience Playbook: own the names, not just the night
A promoter's system for turning every night into names you own - capture points, consent that holds up, segments that maintain themselves, and the sending discipline that keeps a list worth having.
The Event Promotion Playbook: sell out without a final-week panic
Ten plays between a locked date and a sold-out morning after: the numbers, the ladder, the announce hour, and what to do when week one is flat.
The DJ Booking Playbook: why the same names keep getting booked, and yours doesn't
Promoters do not book the best DJ in the inbox. They book the safest bet on a night that costs money either way. Proof they can check, draw you can count, and the 48 hours that decide the rebook.
The Tour Marketing Playbook: sell the cities that aren't London
Ten local campaigns sharing a poster, a routing and an artist. How to run all ten without ten times the work.
The Label Promo Playbook: know who listened, who played, who leaked
Build a tiered DJ promo pool, service it with per-recipient links instead of attachments, watermark the audio so a leak traces to one name, and turn DJ feedback into press assets. Six steps, a campaign timeline and copy-paste templates.
The Club Night Playbook: how to open a night, settle it and do it again
Free playbook: the deal, licensing, capacity, the door, music licences, talent.
The Independent Festival Playbook: getting to a second year
Independent festivals are selling out and folding anyway. Nine steps from the capacity numbers that change your legal life to the settlement, with 54 checks and every figure dated to its source.
The Artist Release Playbook: everything a label would do for your EP, done by you
You are the label, the plugger and the marketing team. The eight weeks before your EP lands, in the order you need to do them.
The Label Release Playbook: run a 20-release year without dropping one
A free release planning template for labels: spacing rules, a 15-step release checklist, promo timelines and a catalogue system that compounds.
The Event Ticketing Playbook: 81 checks before your next on-sale
Fee surprise at checkout, tiers that create no urgency, a refund policy invented in DMs, one shared login at the door: on-sales lose money invisibly. 81 checks across seven areas, each with a one-line why, to run before you announce.
The Booking Agent's Checklist: 54 checks between a midnight DM and a signed fee
A 7-step system for booking agencies: one structured front door, a response standard, roster pages that sell, an enquiry-to-played pipeline, the contract clauses that cost money, and the promoter habits that earn the rebook.