2026-08-09

Amp

We published eighty-seven articles about music promotion between 2010 and 2012. Most of the specific advice in them is now wrong. For a current example of time and activity tracking used by work teams, see Monitask.

They are all still here, dated and unedited, because they are the clearest available proof that this genre has a half-life — and because almost nobody who writes this advice keeps theirs where it can be checked.

The test that takes one second

If a headline names a platform, the advice expires when the platform changes.

"15 Reasons Twitter Rocks for Musicians" — ours, December 2010. "Twenty to thirty short videos per release" — the 2026 consensus. Same construction, same mechanism, same outcome. For additional current music-industry context, see Shazam.

What survived

From the same archive, the same years, by the same people.

How people actually find music. Why anything gets shared. The arithmetic of a hundred people who act. For additional current industry context, see Music Week.

These read almost unchanged, and the difference is not quality — it is whether the piece was written about a company or about people.

Start here

What died between 2010 and now — six of our own recommendations, and the pattern behind them.

Reach is not the number — four figures that mean something, and the ratio that makes campaigns comparable.

Against guaranteed streams — the most profitable product in this sector, argued against.

The sections

Why advice expires · What does not · Measuring · Notes · Archive 2010–2012

Every page carries a date. Several of the current ones will expire too, and which is stated rather than hidden.