Terms of Service

Last updated: 11 July 2026
Effective date: 11 July 2026

These Terms of Service ("Terms") govern access to and use of the Backline platform and related services (the "Services"). By accessing or using the Services, or by authorising a user to do so, you agree to these Terms. If you do not agree, do not use the Services.

1. Who we are

The Services are provided by Backline Limited ("Backline", "we", "us", "our"), a company registered in England and Wales (company number 16268720), registered office 5-11 Millbay Road, Plymouth, PL1 3LF. Backline is a UK-based business providing a B2B music-industry analytics platform to Clients worldwide.

2. Definitions

"Client" — the organisation (a music manager, management company, or label) that has entered into an agreement with Backline to use the Services.
"User" — an individual authorised by a Client (or by Backline, as an administrator) to access the Services under the Client's account.
"Client Data" — data made available to, or ingested by, the Services on a Client's behalf, including analytics retrieved from connected third-party platforms and content created in the platform.
"Third-Party Platform" — an external service the Client connects to Backline, including but not limited to Amplitude, Songstats, Meta (Facebook/Instagram and Meta Ads), Google Ads, and Shopify.

3. Eligibility and accounts

The Services are for business and professional use only. By using them you confirm you are at least 18 and are acting on behalf of a Client or of Backline.
Backline is invite-only. Accounts are created by an administrator; there is no public self-service sign-up. You are responsible for keeping your login credentials confidential and for all activity under your account.
You must notify us promptly at ds@backlineagency.co.uk of any suspected unauthorised use of your account.
Each Client is responsible for managing which of its Users may access which artists/projects, and for promptly revoking access when a User no longer requires it.

4. The Services and licence to use

Subject to these Terms, Backline grants the Client a non-exclusive, non-transferable, revocable right for its Users to access and use the Services during the term of the Client's agreement, solely for the Client's internal business purposes of managing and analysing its artists and projects.

5. Client responsibilities and acceptable use

The Client, and each User, agrees that it will:

Only connect Third-Party Platforms and accounts that it owns or is duly authorised to access, and only provide credentials or access grants it is entitled to share.
Ensure it has a lawful basis and all necessary rights, consents, and permissions for Backline to ingest and process the Client Data on its behalf.
Comply with the terms, policies, and usage limits of each connected Third-Party Platform (for example the Meta Platform Terms, Google Ads terms, Amplitude, Songstats, and Shopify terms). Backline's access to that data is dependent on the Client's continued compliance.
Not use the Services to violate any law, infringe any third party's rights, or process data unlawfully.
Not attempt to gain unauthorised access to the Services, other Clients' data, or underlying infrastructure; not reverse engineer, resell, or sublicense the Services; and not use the Services to build a competing product.
Not use the Services to store or transmit any fan or consumer personal data other than as the Services are designed to handle it. Backline's smart links are designed not to collect fan personally identifiable information.

6. Third-party integrations and data

The Services aggregate and display data from Third-Party Platforms. That data is provided by those platforms, and Backline does not control and cannot guarantee its accuracy, completeness, timeliness, or continued availability. Third-Party Platforms may change or discontinue their APIs, terms, or data at any time, which may affect the Services. Your use of each Third-Party Platform is governed by that platform's own terms and privacy policy, and Backline is not responsible for those platforms.

7. AI features

The Services include AI-assisted features ("Ask Backline AI") powered by third-party AI providers. AI output is generated automatically, may be inaccurate or incomplete, and is provided as analytical assistance only — not as professional, financial, legal, or business advice. You are responsible for independently verifying AI output before relying on it or making decisions based on it.

8. Intellectual property

Backline and its licensors own all rights, title, and interest in and to the Services, including all software, design, and platform content, excluding Client Data. No rights are granted except as expressly set out in these Terms.
As between the parties, the Client retains all rights in its Client Data. The Client grants Backline a worldwide, non-exclusive licence to host, process, transmit, and display Client Data solely to provide and improve the Services and as described in the Privacy Policy.
Backline may use aggregated, de-identified data that does not identify any Client, User, artist, or individual to operate, analyse, and improve the Services.

9. Data protection

Backline processes personal data as described in the Privacy Policy. Where Backline processes personal data as a processor on a Client's behalf, the parties will comply with applicable data-protection law (including the UK GDPR), and such processing is governed by Backline's data processing terms, which form part of the Client's agreement.

10. Confidentiality

Each party may receive confidential information from the other. Each party agrees to protect the other's confidential information with reasonable care and to use it only to perform under these Terms, except where disclosure is required by law. This does not apply to information that is or becomes public through no fault of the receiving party.

11. Warranties and disclaimers

The Services are provided "as is" and "as available". To the fullest extent permitted by law, Backline disclaims all warranties, express or implied, including fitness for a particular purpose, merchantability, and non-infringement. Backline does not warrant that the Services will be uninterrupted, error-free, or that data drawn from Third-Party Platforms will be accurate or continuously available. Nothing in these Terms excludes any warranty or right that cannot be excluded under applicable law.

12. Limitation of liability

Nothing in these Terms limits or excludes either party's liability for death or personal injury caused by negligence, for fraud or fraudulent misrepresentation, or for any other liability that cannot be limited or excluded under applicable law.
Subject to clause 12.1, Backline will not be liable for any loss of profits, revenue, goodwill, or anticipated savings, or for any indirect or consequential loss, arising out of or in connection with the Services.
Subject to clauses 12.1 and 12.2, Backline's total aggregate liability arising out of or in connection with these Terms and the Services will not exceed the total fees paid by the Client to Backline in the 12 months preceding the event giving rise to the claim (or, where the Services are provided without charge, £100).

13. Indemnity

The Client will indemnify and hold Backline harmless against any claims, losses, and costs arising from the Client's or its Users' breach of these Terms, unlawful or unauthorised connection or processing of data, infringement of a third party's rights, or violation of a Third-Party Platform's terms.

14. Suspension and termination

Backline may suspend or terminate access to the Services (or any part of them) where a Client or User breaches these Terms, where required to protect the Services or other Clients, or where a Third-Party Platform withdraws access.
Either party may terminate the Client's agreement as set out in that agreement.
On termination, the Client's right to use the Services ends. Backline will delete or return Client Data in accordance with the Privacy Policy and the Client's agreement. Sections that by their nature should survive termination (including Intellectual Property, Confidentiality, Disclaimers, Limitation of Liability, Indemnity, and Governing Law) will survive.

15. Changes to the Services and these Terms

Backline may update the Services and these Terms from time to time. For material changes to these Terms we will take reasonable steps to notify Clients, and the "Last updated" date above will change. Continued use of the Services after changes take effect constitutes acceptance of the revised Terms.

16. Governing law and jurisdiction

These Terms and any dispute or claim arising out of or in connection with them (including non-contractual disputes) are governed by the laws of England and Wales, and the courts of England and Wales have exclusive jurisdiction, save that Backline may bring proceedings to protect its intellectual property or confidential information in any competent court.

17. General

Entire agreement — these Terms, together with the Client's order form/agreement and the Privacy Policy, form the entire agreement between the parties on their subject matter.
Assignment — the Client may not assign or transfer its rights without Backline's prior written consent; Backline may assign to an affiliate or successor.
Severability — if any provision is held unenforceable, the remaining provisions continue in full force.
No waiver — a failure to enforce a provision is not a waiver of it.
Force majeure — neither party is liable for delay or failure caused by events beyond its reasonable control.
No third-party rights — a person who is not a party to these Terms has no rights under the Contracts (Rights of Third Parties) Act 1999 to enforce them.
Notices — legal notices to Backline should be sent to da@backlineagency.co.uk.

18. Contact

Questions about these Terms can be sent to ds@backlineagency.co.uk.

Backline Limited, 5-11 Millbay Road, Plymouth, PL1 3LF.