BEATHOVEN / FR / 8 REFERENCE POINTS
Measure your music promotion correctly
Useful KPIs, sourced data and clear decisions.
Data informs a decision when its sources, time periods and limits are known. Document your assumptions, then distinguish observed effects from what can reasonably be attributed to a campaign.
Choose three KPIs appropriate for an independent release
State the objective of this step in one sentence and specify who should decide. To work on 'define KPIs for release promotion', a concrete benchmark is: Objectives / measurement / decision framework. Note the elements actually available and the decision they allow you to make; what is missing becomes a question to check, not a promise to display.
Follow a promotion workflow without automating editorial decisions
Compare at least two realistic options; a broader option isn’t always the right one. To work on 'music outreach tracking table', a concrete benchmark is: Example CRM columns. Note the elements actually available and the decision they allow you to make; what is missing becomes a question to check, not a promise to display.
Compare the quality of 20 contacts against a raw list
Record observed facts separately from intuitions, budgets and commercial promises. To work on 'quality of outlets vs quantity in music', a concrete benchmark is: Compatibility criteria. Note the elements actually available and the decision they allow you to make; what is missing becomes a question to check, not a promise to display.
Present a campaign report that is clear to the artist
Prepare presentation materials before contacting a professional contact. To work on 'clear artist campaign report', a concrete benchmark is: Explanatory template. Note the elements actually available and the decision they allow you to make; what is missing becomes a question to check, not a promise to display.
Standardise audience sources without double-counting
Confirm with the artist the consistency between music, identity and message. To work on 'standardise musical audience data', a concrete benchmark is: Metrics glossary. Note the elements actually available and the decision they allow you to make; what is missing becomes a question to check, not a promise to display.
Compare release formats without creating false equivalences
Allow for negative feedback and lack of response, without mechanical follow-ups. To work on 'compare performance of single, EP and album', a concrete benchmark is: Methodological caveat. Note the elements actually available and the decision they allow you to make; what is missing becomes a question to check, not a promise to display.
What can legitimately be attributed to a PR campaign
Explain how success will be measured and which data do not allow firm conclusions. To work on 'attribute press coverage to a campaign', a concrete benchmark is: An anonymised case study and its limitations. Note the elements actually available and the decision they allow you to make; what is missing becomes a question to check, not a promise to display.
What to do when SEO impressions rise and CTR falls?
Keep a record of lessons learned for the next release. To work on 'analyse a drop in SEO CTR for music', a concrete benchmark is: Example based on a dated GSC audit. Note the elements actually available and the decision they allow you to make; what is missing becomes a question to check, not a promise to display.
Artists' sensitivity. Experts' precision.
