Materials
Take-homes
Every lesson ends with something you can use on Monday. Templates, checklists, and worksheets - 48 in total. Previews are open to everyone; the full doc needs a free account.
DAS 100
Meta Ads Foundations
10 docs- 01What Changed: 2023 vs 2026Built to be forwarded to the co-promoter who still wants to talk about lookalike percentages.
- 02Account Setup ChecklistDo once per operation. Reuse for every client onboarding forever. Every unchecked box is a future 2am problem.
- 03Signal Health ChecklistRun quarterly, and before every major on-sale. The machine eats data - this is the kitchen inspection.
- 042026 Campaign Structure Decision TreeAnswer four questions, get your starting structure. Resist all urges to add more boxes.
- 05Learning Phase Budget CalculatorThe one multiplication that explains most "Meta ads don't work for us" stories ever told at settlement.
- 06Creative Brief TemplateThe 2026 brief starts with a person, not a deliverable. Fill this out before anyone opens an editing app.
- 07Dark Post & Partnership Ads Setup GuideThe namesake doc. Three setups, one client explainer, zero passwords.
- 08Reporting Setup + MER WorksheetTen minutes weekly. Feelings walk in, math walks out.
- 09Nightlife Policy Red FlagsPin this in the design channel. Ten seconds per asset, every asset, forever. The machine has no sense of humor and a long memory.
- 10The $15/Day Playbook CardThe whole course, one card.
DAS 201
Events & Nightlife Marketing
10 docs- 01The Event Lifecycle PosterReach for this: the day a show gets confirmed. Tape it up. Every campaign decision maps to a phase.
- 02Ticketing Platform Tracking MatrixLiving DocThe row you need BEFORE the contract. Tracking tier determines your entire measurement architecture - nobody puts it on the pricing page.
- 02The Cost-Per-Ticket CalculatorReach for this: before setting any show budget, and again at settlement. The one metric that survives every tier of tracking.
- 04The On-Sale Morning ChecklistReach for this: T-minus 7 days from every on-sale. Nothing on this list is improvised on the morning.
- 05The Geo WorksheetReach for this: new market, new venue, or any show where "targeting the city" is the current plan (it shouldn't be).
- 06The Weekly Machine CardReach for this: running any recurring night. The machine is 30 minutes a week once it's built.
- 07The Festival Spike PlannerReach for this: any one-off or festival where the whole cycle compresses into weeks and the stakes into one day.
- 08The Nightlife Shoot SpecReach for this: hand it to whoever holds the camera, every event. The supply chain starts at the shoot.
- 09The Final 72 RunbookReach for this: 72 hours from doors, every show. The reserved budget deploys by this sheet.
- 10The Post-Event Harvest ChecklistReach for this: within 72 hours of doors, every event, forever. 45 minutes. The compounding depends on it.
DAS 202
Artist Marketing & Management
10 docs- 01Artist Ecosystem Map TemplateReach for this: before any artist campaign. Assign every message a messenger first.
- 02Network Permissions Architecture SheetReach for this: at signing, at onboarding, and the moment any inherited setup smells like a group-chat password.
- 03Release Cycle Ad CalendarReach for this: the day a release date exists. Build backward from the editorial pitch deadline.
- 04Smart Link Platform Comparison SheetLiving DocThe row you need BEFORE the release. Your smart link is your checkout page - instrument accordingly.
- 05Fan Page Setup & Policy ChecklistReach for this: at every node's birth, and quarterly forever after.
- 06Boosting Decision FlowchartReach for this: every time a thumb hovers over the boost button. Four gates, in order.
- 07Audience Quality One-PagerReach for this: any room where someone says "but the follower count."
- 08The Advance Marketing ParagraphReach for this: every advance, every show, both chairs. The paragraph that outperforms budgets.
- 09Merch Drop Calendar + Treasury WorksheetReach for this: quarterly planning. Drops orbit moments; the treasury funds the mission.
- 10Artist Measurement Dashboard TemplateReach for this: the same hour every month, calendar-blocked. Sixty minutes to the truth.
DAS 203
Record Label Marketing
8 docs- 01Label Release Budget WorksheetReach for this: every release, before a dollar moves. The conversation happens now or the fight happens later.
- 02Roster BM Architecture MapReach for this: label day one, every signing, and any inherited mess.
- 03The Three-Build Release KitReach for this: every release. Pick the build, run the sheet, feed the machine.
- 04Catalog Farm PlaybookReach for this: the monthly fifteen-minute farm meeting.
- 05Roster Partnership KitReach for this: every signing (the install), every campaign (the dropdown).
- 06Label Receipts PackReach for this: per release (the report + one-pager) and quarterly (the sequence). Unprompted is the whole trick.
- 07The Winner's Ladder CardReach for this: every week-three LIFE reading, before any budget moves.
- 08The Label Machine StatementReach for this: quarterly for yourself · on demand for distributors, catalog conversations, and signings.
DAS 301
Tour & Multi-Market Campaigns
10 docs- 01The Tour Organism One-PagerReach for this: the day the routing is confirmed, before any market work begins.
- 02The Promoter Matrix TemplateReach for this: routing confirmed → the alignment call → the paragraph ships with every advance → the matrix fills.
- 03The War Room Weekly SheetReach for this: same day, every week, tour-long. 20-30 minutes. The highest-ROI hours on the P&L.
- 04The Rolling Announce Run SheetReach for this: the moment announce and on-sale dates are discussed. Work backward.
- 05The Drop Stack Setup GuideReach for this: at the quiet-build phase, before the announce. The drop page IS the announce's call to action.
- 06Market-Tier Model + Routing Debrief TemplateReach for this: tier assignment pre-tour · the evidence stack per market at close · the debrief within two weeks of the last date.
- 07The Tour Creative Factory KitReach for this: backbone build pre-tour · the shoot card nightly · the pipeline every morning after.
- 08The Tour Treasury Ledger + VIP Lane SpecReach for this: pre-tour (the loop gets budgeted once) and any week someone asks why the experiment city is getting money.
- 09The Tour Measurement Stack PackReach for this: the cadences on the calendar at tour start · the close card per date · the report within two weeks of the last show.
- 10The Special Formats Settings CardsReach for this: the moment any non-standard format lands on the calendar. One card per format - settings change, rules don't.