New IMPALA and CMU reports explain how to plan campaigns, allocate budgets and measure results, and what to expect from distributors.
On 18 September 2026, IMPALA, the European association of independent music companies, released new reports in its Digital Forward series on digital marketing for independent labels. IMPALA runs the series with Complete Music Update (CMU), and it is co-funded by the European Union.
What came out this time
This third edition of the series is a double report.
The first part covers campaign planning and execution: where planning starts, how budgets take shape, how they are allocated, and how plans change based on data.
The second part covers measurement and reporting: what to track, how to set a baseline and why it matters, what attribution can and cannot tell you about marketing activity versus streaming performance, and what to expect from distributors and other partners.
IMPALA and CMU held two webinars alongside the reports:
- 28 May 2026, on campaign planning and strategy, with Maya Kalev (Stones Throw Records), Stine Mühle (Cloud Hill Music) and Mark Orr (lab Records);
- 30 June 2026, on campaign effectiveness and reporting, with Christine Osazuwa (Measure of Music), David Percy (Idol), Matt Lee and Marcel Hunziker (Play live Artist).
Earlier parts
The first report in the series looked at off-platform marketing: social media, paid ads, content, email lists and audience development. The second, released on 13 April 2026, looked inside the streaming platforms: algorithms, country specifics, market penetration and platform tools. It came with a webinar on 28 January featuring Malena Wolfer (Pockets), Ross Hampl (Partisan Records) and Fanny Vicherat (Believe).
How to get access
IMPALA publishes all reports and webinar recordings on its members' page. SPILNA is a member of IMPALA, so SPILNA members can ask us for the materials.
Read the announcement on the IMPALA website.
Digital Forward is part of IMPALA's 2025–2028 network programme, co-funded by the European Union.