Client Onboarding for Music PR Agencies: A Practical Guide
Client Onboarding for Music PR Agencies
Client onboarding sets the tone for every campaign that follows. A structured first week saves hours of clarification emails later and ensures both you and your client understand what success looks like before the work begins.
The Initial Briefing: Information You Actually Need
Schedule a single 45-minute call, not a series of follow-ups. Cover release timelines, target audience, existing fanbase size, budget constraints, and any prior press coverage or playlist placements. Ask directly about their commercial goals—streaming targets, playlist placements, radio play, or column inches. Document everything in one shared document so there's no ambiguity later. If they're vague on genre or positioning, push back now rather than starting campaign work and discovering conflicting visions.
Tip: Use a standardised briefing template in Google Docs that you share screen-to-screen during the call. Fill it together. Send it back within 2 hours with any follow-up questions marked clearly.
Asset Collection: Build a Single Source of Truth
Create a shared folder structure before the client has even finished their coffee. You need: high-resolution artwork (3000x3000px minimum), biography (short and long versions), press photos (at least 5), Spotify URI, social media handles, previous press clippings, and a list of tracks (release order, featuring artists, label details). Request everything in writing via a simple asset checklist, not verbally. Set a clear deadline—usually 5 working days—and flag missing items immediately rather than discovering them mid-campaign.
Tip: Use a Google Drive folder with subfolders labelled by content type. Add a README file listing what's needed and deadline. Share read-only access and have them upload directly. This prevents email chains and version confusion.
Campaign Planning: Define Scope and Timelines
Map out the campaign calendar against the release date. Work backwards from release day to identify: press embargo window, playlist pitch windows (usually 2–4 weeks pre-release for major playlists), radio strategy phase, and post-release momentum window. Clarify what's in scope: playlist pitching, press outreach, radio plugging, social media support, influencer outreach. Be explicit about what isn't included—too many agencies blur this and then work for free. Set milestones and review points so neither party is surprised mid-campaign.
Tip: Create a one-page campaign timeline showing key dates, deliverables, and client touchpoints. Share this on day three and get sign-off. This becomes your reference document when priorities shift.
Setting Expectations: Money, Metrics, and Realism
Discuss what success actually means before any work begins. Explain the difference between pitching tracks to playlists and guaranteeing adds (you can't guarantee adds; you can only pitch effectively). Be transparent about timelines—press coverage takes weeks, radio builds slowly, playlist placements depend partly on algorithm fit. Agree on reporting cadence: weekly, fortnightly, or monthly. Clarify payment terms, invoicing dates, and what happens if they want to adjust scope mid-campaign.
Tip: Use a one-page expectations document that covers: what you'll deliver, what you won't, realistic timelines for each channel, and how you'll measure success. Have them sign it digitally.
Onboarding Documentation: Prevent Repeating Yourself
Create a client folder in your project management system (or spreadsheet if you're running lean) with: the completed briefing, signed expectations document, asset inventory, key contact names and numbers, campaign calendar, and notes from all conversations. Add their Spotify and social handles so you can quickly reference follower counts and audience demographics. This folder is also your handover document if someone else in your team jumps in. Update it as the campaign evolves so you have a complete record for the next campaign.
Tip: Use a spreadsheet with one row per client, columns for briefing date, contact person, release date, campaign type, and link to their folder. Review it every Monday morning to stay on top of what's coming.
First Campaign Touchpoint: Deliver Early
Within one week of onboarding, send a brief first update showing you've started work. This might be a list of press targets you're prioritising, playlist angles you're developing, or radio stations you're researching. It doesn't need to be final—it's proof of momentum. This prevents the common issue where clients go quiet and then panic after two weeks asking 'what have you actually done?' Early communication builds trust and gives you feedback before major effort is invested.
Tip: Send a 'Week One Plan' email by day five, showing specific outlets you're targeting and your strategy for each channel. Include one small concrete action already completed (research notes, a sample pitch angle, radio contact list).
Key takeaways
- One structured briefing call saves dozens of follow-up emails—document everything shared and get sign-off on timelines and scope before work begins
- Create a standardised asset checklist and folder structure for every client; most delays come from missing artwork or vague contact details that you discover mid-campaign
- Set explicit expectations about what you'll deliver, realistic timelines for each channel, and how success will be measured—in writing, signed
- Use a single client folder as your source of truth and handover document; it prevents information loss and speeds up your Monday morning prioritisation
- Send a small proof-of-work update within one week to establish momentum and prevent the 'silent agency' problem that erodes client confidence
Frequently asked questions
How long should the initial briefing call actually take?
45 minutes maximum if you're using a structured template. Any longer and you're letting them waffle or repeating information. If they need more time, schedule a second focused call on a specific topic (e.g., radio strategy) rather than extending the first one.
What do I do if a client can't provide assets in time for their own release?
Flag it immediately and give them a 48-hour deadline. If they miss that, you have grounds to push back the campaign start or adjust timelines. Don't absorb the delay silently—it compounds into missed playlist windows and rushed outreach.
Should I promise specific playlist adds or streaming numbers?
Never. You can promise targeted pitching to specific playlists, thorough research, and professional pitch angles. You cannot promise algorithmic placements or streaming growth—anyone who does is lying or inexperienced. Be honest about what you can and can't influence.
How often should I report to a new client during the first campaign?
Agree on frequency during onboarding. Most agencies do weekly for the first month (higher visibility, trust-building), then move to fortnightly or monthly. Don't over-report on activity—report on results and next actions, not busywork.
What if the client's expectations are completely unrealistic?
Address it in the expectations-setting conversation, not after they've paid. If they expect 10 million streams in three weeks with a £500 budget, explain why that's not possible and what realistic goals are for their spend and artist level. If they won't budge, it's better to decline than to fail and damage your reputation.
How do I handle clients who want to change scope mid-campaign?
Refer them back to the signed scope document and discuss openly. Some changes are free (small additions to press targets), others cost more (adding radio plugging mid-campaign requires rescheduling). Be flexible but document everything—don't just absorb extra work.
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