The Artist

Putting your own records out, with nobody to hand the boring half to? You're the manager, the publicist and the ad buyer, and right now the whole operation lives in your head or across fifteen tabs, which works until the week it doesn't.

What you're buying

• Real spreadsheet formulas. Change one number and the rest answers back.
• A worked example, filled in end to end. You see how a real campaign runs before you touch a cell, so you never start from a blank page. Click through it here before you buy; it opens view-only.
• One purchase covers you and your team. Copy it per campaign and per artist.

What you get, one file

• The One-Page Plan. Goal, timeline, audience and the campaign phases on a single page. Fill it in before you build a calendar or write a caption.
• The Content Planner. Posts planned before the campaign starts, with the caption structures written out so you copy the shape and write the words.
• The Fan Funnel. Attention you rent from the feed, an audience you own, and the target for moving people from one to the other.
• The Gig P&L. What a show paid once the guarantee, the door split and the costs are in.

What comes with every edition

The planning and money spine: a One-Page Plan that sets the campaign, a 12-Month Planner, the Content Planner with A-B-C storylines, an Ad Budget with floors and a per-city calculator, the Calculators, a Pitch Tracker with lead times, the Gig P&L, the Grants pathway, a Fan Funnel, and Decision Guides that hand back a verdict once you feed them your numbers.

Is this you yet

You'll want at least one release or show on the horizon to fill it in. Under about 500 monthly listeners with no warm list, the file says so and tells you where to put your effort instead: heavy on the Content Planner and the Pitch Tracker, light on paid ads. If you're releasing for other artists as well as your own, The Manager & Label is the one you want. If you're programming a room or routing a tour, that's the Venue, Festival & Tour set.

The details

• Market packs for the UK, US, Canada, Europe, NZ and Australia. The structures work anywhere; the dollar figures are cells you edit.
• Will you use it? It's built for the first twenty minutes. Open it, fill in the light grey cells on four tabs, then look up. Every file comes with a worked example filled in end to end, so you're never starting from a blank page.

Questions people ask

I've not released anything yet. Too early?
Probably, and you'd know by the second tab. Come back when a release or a show is booked; the file assumes something to point at.

Isn't this just a template?
A template is blank and passive. This carries a worked example and a sample project, so you see normal numbers before you type your own, and the notes explain why each one matters.

Do I need to be a marketer?
No. The writing is plain English and it teaches the few terms worth knowing as you go. Every tab has hover notes written for someone with no marketing background.

Is it a course?
No. Nothing to complete, no modules, no videos to get through. A course teaches you things; this does the work with you.

A spreadsheet, in 2026?
A spreadsheet, on purpose. The maths has to run itself, and a database that looks nice can't do that. It opens in Excel, Google Sheets or Apple Numbers, and the first open takes a moment while the formulas compute.

Do I need a Google account?
For Google Sheets, yes, and a free one does it. If you'd rather use Excel or Numbers, download the folder from your downloads page and open the file there.

I'm not in Australia. Does it work in my currency?
Yes. Every dollar figure is a cell you can change, and the market packs cover the US, UK, Canada, Europe, New Zealand and Australia.

Can my band or team share it?
Yes. One purchase covers you and your team, so copy it for each campaign and each artist.

I'm Caitlin :) In Cahoots is my marketing practice for festivals, venues, labels and independent artists, these files are that work written down so you can run it yourself, and the hover notes on every tab say what I'd say if we were on a call.