Illustrative engagement. A representative scenario showing how we approach this kind of work in music. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping music
Labels, streaming services and live music businesses need to know how people listen, discover artists and choose concerts, and to pay artists accurately.
- Streaming dominates listening
- Live music is a growing revenue source
- Royalty accuracy builds artist trust
Client background
A music academy, working in Delhi NCR. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A music academy
- Sector
- Music
- Team engaged
- Digital Marketing
- Services
- Social media advertising, Landing page & CRO, WhatsApp marketing
Client challenge
The academy struggled to fill weekday batches.
Research objectives
- Deliver on the brief: enrolment campaigns for a music academy.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Two terms.
Audiences we typically reach in music
ListenersConcert-goersArtistsStreaming subscribersVenue operators
Geographic coverage
Coverage: Delhi NCR. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Trial class campaigns
- 3Insight
We ran campaigns offering trial classes, built a booking page and followed up on WhatsApp.
Social media advertisingLanding page & CROWhatsApp marketing
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- A trial class lowers the barrier to joining.
Recommendations
- Build on the core insight: a trial class lowers the barrier to joining.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Trial bookings increased, and more trials converted to enrolments.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: why do subscribers stay?