IMPALA, the Independent Music Companies Association, has released two reports on digital marketing for independent record labels as part of its Digital Forward project, co-funded by the European Union.
The publications mark the third edition of the association’s digital marketing report series. One report addresses campaign planning and execution; the other covers measurement and reporting.
What the reports cover
The first report examines where campaign planning starts, how budgets are formed and allocated, and how plans may change based on data. The second looks at what to track, how to set a baseline, what attribution can and cannot show about marketing activity versus streaming performance, and what labels can expect from distributors and other partners.
The double release follows earlier IMPALA work on off-platform and on-platform digital marketing.
Webinar line-ups
IMPALA also hosted two webinars earlier this year. The first, on campaign planning, strategy and execution, took place on 28 May 2026 with:
- Maya Kalev, Stones Throw Records
- Stine Mühle, Cloud Hill Music
- Mark Orr, lab Records
The second, on campaign effectiveness, measurement and reporting, was held on 30 June 2026 with:
- Christine Osazuwa, Measure of Music
- David Percy, Idol
- Matt Lee and Marcel Hunziker, Play live Artist
All reports and webinars under the project, including the first two digital marketing reports and webinars on off-platform and on-platform marketing, are available on IMPALA’s members’ page.
IMPALA background
IMPALA was established in 2000 and represents more than 6,000 independent music companies in Europe. According to the association, 99% of Europe’s music companies are small, micro and medium businesses and self-releasing artists. IMPALA describes these independents as leaders in innovation and in discovering new music and artists.
IMPALA states that these independents produce more than 80% of all new releases and account for 80% of jobs in the sector. IMPALA’s stated mission is to grow the independent music sector sustainably, return more value to artists, promote diversity and entrepreneurship, improve political access, inspire change and increase access to finance.
The association works on a range of key issues and began a new co-funded work programme as a European Union cultural network in 2025. It runs award schemes and a programme called Friends of IMPALA for businesses seeking a strategic relationship with the European independent sector.
This year IMPALA is marking its 25th anniversary with a series of interviews called Faces of the Independent Sector and other features. The association is based at Rue des Deux Eglises 37-39, 1000 Brussels, Belgium.
