Questions, answered.
Working with us
- Do you work with new artists?
- Yes. The artists we've worked with include established names, and the same plan works for a first release with a clear budget. A new artist needs the timeline more than anyone.
- Do you only work on Punjabi music?
- Mostly. Punjabi music is what we know best, from the creators to the diaspora cities. We also take Hindi and Haryanvi releases when the audience overlaps.
- Where are you based, and can you work with artists abroad?
- We're in Punjab, and we work with artists here and across the diaspora: Brampton, Surrey, Southall, Melbourne, Dubai. Calls happen on WhatsApp, and plans are built around both time zones.
- 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.
- Do you sign artists or take ownership of songs?
- No. We work campaign by campaign. You keep your songs, your channels and your accounts.
- 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.
Budgets
- What does a campaign cost?
- It depends on the goal and the scale. Choose a budget band in the brief and we reply with a plan that fits it.
- Is ad spend included?
- No. Ad spend is agreed up front and paid to the platforms, separately from our fee, so you always see what went where.
Promotion
- How far before release should we talk?
- Six weeks is ideal and four works. Under two weeks we focus on creators and ads, because Spotify needs a pitch at least seven days before release.
- Do you guarantee numbers?
- No. We plan for outcomes and report what happened, with sources.
- Can you get my song on a Spotify editorial playlist?
- We can pitch it well and early. Nobody can promise placement: editors choose. Anyone who guarantees an editorial playlist is selling something else.
- Can you promote a song that's already out?
- Yes, without the editorial pitch, because Spotify only takes pitches for unreleased music. Creators, Shorts and search still work on a song that's out.
- What if my release date moves?
- We move the plan. Tell us as soon as you know, because pitches and creator bookings are tied to the date.
Reels and creators
- Are your creators real people?
- Yes. Every creator is named in the plan with a profile link and recent reach before anyone is booked. No bot pages.
- How many creators will post?
- It depends on the goal and the budget. The plan names every creator and the wave they're in before anything is booked.
- Are paid posts labelled?
- Yes. ASCI's guidelines for influencer advertising in India require paid posts to be disclosed, and every creator brief we send says so.
Distribution and rights
- Do I keep my rights?
- Yes. You own your master and your songs. Our distribution partner delivers them on your behalf, and the agreement sets out how earnings are shared.
- How and when are royalties paid?
- Stores report earnings to our distribution partner in arrears, usually a couple of months after the streams happen. We pass statements and payments on to you on the schedule in your agreement.
- Can I move my catalogue without losing streams?
- Usually, yes. If the ISRCs and metadata stay the same, Spotify keeps the play counts. We time the takedown so there's no gap.
- What do you need to release a song?
- The master, the artwork, the credits and the lyrics, at least three weeks before release. Our guide to ISRC, Content ID and metadata has the exact spec.
Results and reporting
- How do you report?
- Weekly during a campaign and monthly after it, with every figure taken from the platform's own dashboard and dated.
- Which numbers are paid and which are organic?
- Our reports split them. Anything that came from an ad is on its own line, so the organic figure is the one you can build on.
- 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.