strategy

We plan. You execute.

You've got a release or tour coming up and you want a clear plan before you do anything else. Soundcheck is a focused strategy session where we work through your campaign together and hand you a written plan to run with. 

What's included: 

• 2+ hour strategy workshop (in person or online) — a working session where we dig into your release, your audience and your goals together 

• Campaign positioning and objectives — what the campaign is for and what success looks like 

• Narrative and story development — the story behind the release and how to tell it 

• Creative direction and visual references — the look and feel of your campaign 

• Platform specific content framework — what to post where and why 

• Asset list with priorities — what you need to create and in what order 

• Rollout timeline and campaign map — a week by week plan from announcement to release day 

• Delivered as a full documented plan you own and keep 

Think of it as your pre-show preparation. You leave knowing exactly what you're doing and why. 

What you’ll handle

Once the strategy is delivered, you’ll be responsible for creating your assets, producing and publishing your content, managing your advertising and keeping the campaign on track.

Soundcheck does not include ongoing campaign management, content creation, content editing, advertising management or posting.

Think of it as your pre-show preparation. You leave knowing what you’re doing, when you’re doing it and why.

Best for: artists and managers who want a clear plan before committing to a full campaign

We plan and direct. You create and post.

You're ready to put some real effort behind a release or tour and you want Late Set alongside you throughout. We build the strategy, stay involved across the campaign and direct your content so everything you put out is considered, consistent and on point. You create and post the content. We make sure you know exactly what it should look and feel like before you do. 

A standard Support Act campaign generally runs for six - eight weeks for a single. Longer releases, EPs, albums and tours are scoped separately.

What's included: 

Everything in Soundcheck, plus: 

• Full campaign strategy and documented rollout plan — a clear, practical plan covering what needs to happen from campaign launch through to release and beyond

• Campaign positioning, narrative and creative direction — we define what the campaign is saying, the story behind it and how it should look and feel

• Press bio and artist profile — a ready-to-use bio for media, web, promoters and socials

• Detailed content calendar — a clear schedule showing what to post, when to post it and which platforms to use

• Active rollout management — we stay across the timeline, check in weekly and keep the campaign moving

• Content concepts and creative direction — ideas, prompts and creative briefs to guide what you create across the campaign

• Messaging and copy guidance — support with campaign messaging, captions and talking points for direct-to-camera content

• Content review and feedback — we review your content before it goes live and help you strengthen it where needed

• Light content editing — editing of up to four short-form content assets using footage supplied by you

• Paid social ad management — we set up, run and optimise your paid ads so your music reaches the right people

• Campaign performance summary — a clear wrap-up of what worked, what we learned and what to carry into your next campaign

Think of us as your support act. We're warming up the room, getting everything in order and keeping you moving in the right direction. You're the one doing it, but you're not doing it alone. 

What you’ll handle

You’ll be responsible for capturing photos and footage, appearing in content, creating anything outside the included editing allowance and publishing content across your platforms.

You’ll also remain responsible for responding to comments and messages, supplying campaign materials and providing approvals within the agreed timeframe.

Support Act does not include photography, filming, specialist graphic design, scheduling or publishing, daily community management, publicity, radio servicing or playlist pitching, however this can be added on for an additional fee. Advertising spend is additional and agreed before the campaign begins.

Think of us as your support act. You’re still driving the campaign, but you have an experienced team beside you keeping it focused, cohesive and moving forward.

Best for: artists releasing a single or heading out on tour who want strategic support and direction throughout  

We take the lead in shaping, managing and delivering the campaign.

Headliner is our most hands-on campaign partnership.

We develop the strategy, lead the rollout and help turn your ideas, footage and campaign materials into a cohesive body of content. You bring the music, your perspective and the raw material; we shape it into a considered campaign and keep everything moving.

Each Headliner campaign is scoped around the release, its objectives and the content required. The campaign period, platforms and number of deliverables are agreed before work begins, so everyone knows exactly what is being created.

What's included: 

Everything in Support Act, plus: 

• Full immersion kick-off session — a deeper dive into your world, your vision, your aesthetic and what you want the campaign to achieve

• Full campaign leadership — we take the lead across the rollout, managing the timeline, deliverables, approvals and moving parts from beginning to end

• Full creative direction and campaign visual concept — a cohesive look and feel that carries across every agreed platform and campaign touchpoint

• Campaign lookbook and visual references — a clear visual guide covering the campaign aesthetic, imagery, styling, colour, content references and overall creative direction

• Content capture planning and direction — we develop the concepts, creative briefs, shot lists and practical guidance needed to capture the right material for the campaign

• Collaborative content capture session — a guided session where we help you capture campaign material while keeping the process aligned with the creative direction

• Content editing and formatting — we turn artist-supplied or collaboratively captured footage and imagery into an agreed suite of finished campaign content

• Campaign copywriting — we write the captions and supporting campaign copy for the agreed content deliverables

• Content scheduling and publishing — we schedule and publish the agreed campaign content across the selected platforms

• Live experience creative direction where relevant — we explore how the campaign can carry through to live shows, listening events or activations so the audience experience feels connected to the release

• Closer campaign management and regular check-ins — we stay across deadlines, approvals and campaign activity so nothing important gets missed

• Campaign wrap and performance review — we look at what worked, what we learned and what should carry into your next campaign

• Priority access and turnaround times — your campaign receives priority support throughout the agreed campaign period

How we work together

Headliner is collaborative. You’ll still need to participate in content capture, provide existing footage and imagery, share the stories behind the music and approve content within the agreed timeframe.

We take responsibility for leading the campaign and delivering the agreed content package. We do not create unlimited or daily content, and anything outside the agreed deliverables will be scoped separately.

Headliner does not include additional photography or filming days, external photographers or videographers, specialist graphic design, styling, locations, travel, publicity, radio servicing, playlist pitching or daily community management unless specifically included in your proposal.

Advertising spend and external production costs are always additional and approved before they are incurred.

Think of it as your headline campaign. We lead the process, bring the pieces together and make sure the strategy carries through from the first idea to the final post.

Best for: Artists, managers and labels who want Late Set to lead the campaign and deliver an agreed body of finished content without handing over their voice or identity.

Need something extra?

Additional services can be scoped and added to any tier where needed, including:

• Additional short-form content editing

• Additional content capture sessions

• Photography

• Video production

• Graphic design

• Additional campaign assets

• Live-show creative direction

• Extended campaign management

• Additional platforms

• Electronic press kits and supporting campaign materials

External suppliers and production costs are quoted separately and will never be booked without your approval.