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Uh oh, Spotify has done it again. Did your classical music album just go from a low amount of streams to 130,000,000 overnight? It's not all good news, I'm afraid... Classical music metadata has always been a bit of a problem when dealing with streaming platforms and DSPs. Apple Music is very strict, Spotify is more lax, and DSPs in general are not built for the highly structured way in which the classical repertoire is archived. Also, as classical music is a very small perce

Several people have also asked if text written or edited by AI needs to be labelled. Under Article 50, the rules for text are slightly different: • Public Interest Text // If text is generated by AI and published to inform the public on matters of public interest (such as news, policy, or public health), disclosure is required. • The Human Editorial Exception // You DO NOT need to label AI text if it undergoes substantive human review or editorial control, and wher

I've received a number of questions from people asking whether or not the AI label has to be included if you are using AI tools to make edits. I’m not a lawyer, so this is not a legal take, but it appears from Article 50 that ordinary editing of photos and videos is exempt from the requirement to display the AI label, so you won't need to include it for quality improvements, such as: • Increasing resolution • Sharpening • Reducing noise • Applying automatic colour gradi

Completing the MiniMBA in Marketing - What I took from it Marketing is more than promotion It’s easy to picture data as these invisible, sterile arrows zipping between people and servers. It can all feel a bit cold, and if I’m honest, a touch intimidating to process. But what if we flipped that thinking on its head? Especially in the arts, where emotion is at the heart of everything (though every sector has its emotional side), I reckon data works best when we treat i

Spotted that neat little info box perched on the right of the Google search THAT ISN’T A GOOGLE BUSINESS PROFILE?

Here’s a rather brilliant finding from behavioural science that looks into how people recall their encounters and experiences. It’s known as the Peak-End Rule, courtesy of Nobel laureate Daniel Kahneman once again.

If you feel your Meta ads have been wobbling about lately, you’re not imagining things.

Last week, I found myself doing my own boots-on-the-ground market research at ViennaUP.

I was completely wrong on my last campaign, but I am quite happy about it. I'm happy about it because what it means is that my system of test and learn is doing its job. People work with me not because I have the right ideas straight away, but because I can lead them

How do I use AI? There are lots of uses for AI beyond just creating pictures of ‘Shrimp Jesus’ and other miscellaneous slop, but the most personal example I have of it being super useful has been to talk into the computer, and it edits it down and asks me questions for clarity.

George Percy MCIM, Member of the Chartered Institute of Marketing I might be a bit old-fashioned, but trust sits right at the heart of how I work. Trust between myself and collaborators, Trust within my team, and trust with those I report to.

MIND THE GAP, PLEASE: The Say-Do or the Intention-Action Gap “People don't think what they feel, they don't say what they think, and they don't do what they say.” - David Ogilvy

I am not in my Flat: CUSTOMER SERVICE AS A REVENUE DRIVER? The uncertainty of a wait generates significantly more anxiety than the actual duration of the wait itself. Early in my career, I was managing a dry goods team at Waitrose and what was instilled was that customer service wasn't just a desk at the front of the store but also included keeping shelves stocked so a customer could actually complete their shop. Making the experience a good one (or at the very least not a

The Big Tent Messaging Trap The Big Tent Messaging Trap

STORY TIME - [and yes, I am still salty about this one… You know those moments when you’re giving it a proper go, trying every angle, and all you hit are brick walls with some people? This was one of those. I’ll admit, it really really really got on my wick.

Why do I keep saying Human-led. Data-Driven.? And what does it actually mean? Hello Hello, You will see it plasterd everywhere on my stuff, and it emerged as the distillation of my approach to strategising and decision-making in marketing for the arts.

Are we treating our audiences as nothing more than a row in a spreadsheet? It’s easy to picture data as these invisible, sterile arrows zipping between people and servers. It can all feel a bit cold, and if I’m honest, a touch intimidating to process. But what if we flipped that thinking on its head? Especially in the arts, where emotion is at the heart of everything (though every sector has its emotional side), I reckon data works best when we treat it as a conversa

You might be raising a glass to 100,000 followers, but when those monthly reports land, it often turns out we’re only reaching a small slice of them. Also, are we just speaking to the same people every time?

The risk of getting ourselves in a bit of a pickle by putting all our trust and budget into data alone? In my recent chat with Neil Wilkins on his podcast (a real pleasure, thank you Neil), we had a good dig into the delicate balance between artistic integrity and data-driven marketing. A few things came up: We all like the security that data brings, but it only tells us what happened yesterday, not what might happen tomorrow. Ever had a look at those traditional audience sur

Are we really giving our marketing data a fair judgment if we're just looking at the last-click attribution? In the arts and heritage world, it's common to lean on the industry-standard ROAS to measure success. The usual approach is a straightforward 'last-click' model, which is to spend £1 on an advert, expect to see £2 come back, and hope you can trace it all neatly to that one ad.