Last updated 16 October 2026
If Not Now is run by 97 Music Group Ltd, a music company registered in England. This notice explains what we collect, why, and what you can do about it. It covers:
Our client console, used by the artists and labels themselves, has its own notice shown when they sign in.
97 Music Group Ltd, Annecy Court, Ferry Works, Summer Road, Thames Ditton, Surrey, England, KT7 0QJ. Company number 14685316. We are the data controller for the link pages and this website. The artist or label whose page you visited is a separate controller for what they do with the reports we give them. You can reach us at hello@ifnot.now.
A link page is a signpost: it shows you the music services or the ticket site, and sends you to the one you tap. To do that, and to tell the artist how their page is doing, we record:
We do not ask for your name or email to use a link page, and we never sell personal data.
If you are in the UK or Europe, a link page asks you first: a line at the bottom of the page with OK and No thanks. Nothing below is set until you say OK, and No thanks clears anything already there. Your answer is kept for a year in a cookie called _consent. Outside Europe the page sets these cookies without asking, as the law there allows. The cookies, all from our own domain:
There are no third-party scripts, no analytics providers and no advertising scripts on the page itself. Everything above is handled by our own server. If you say No thanks the page still works: you can still tap through to any service or ticket site; we simply cannot tell repeat taps apart, and Meta or TikTok only learn that an advert led to a tap when their own click identifier is in the link you arrived by.
Artists pay for adverts that bring people to their link pages. So that Meta and TikTok can tell them which adverts worked, our server sends those platforms a record of what happened on the page, the same events a pixel on the page would send: that the page was viewed, and that a music service or ticket button was tapped. Each record carries your IP address, your browser's user agent, the Meta or TikTok cookie and click identifiers described above, and a hashed form of the random visitor identifier. It never carries your name, email or phone number.
Meta and TikTok use these records under their own privacy policies and your own settings with them, including whether they personalise adverts for you. Those settings are in your Meta and TikTok accounts. Both companies are outside the UK; transfers to them rest on the UK's International Data Transfer Addendum to the standard contractual clauses.
When you RSVP to a show you give us your name, your email address, optionally your phone number, and how many people you are bringing. We use them to confirm your place, to send you a calendar invitation and the show's details by email, and to tell the artist or promoter who is coming. We keep them until shortly after the show, then delete them. An RSVP is not a ticket; tickets are sold by the ticket site the page links to, under its own terms and privacy notice.
When you tap a music service or a ticket button you leave our page and go to that company's site or app. Spotify, Apple Music, YouTube, Eventbrite, Ticketmaster and the others have their own privacy notices, and what you do there is between you and them.
Under UK data protection law we rely on our legitimate interests, and those of the artists and labels who use us, in running the pages, sending you where you asked to go, measuring whether an advert worked and keeping the service secure. We have weighed those interests against yours: the data is limited, it is not used to build profiles of you, and you can object at any time. Where we rely on your consent, for example when you fill in an RSVP form, you can withdraw it by emailing us.
Click records are kept while the page and its reporting are in use, so an artist can see how a release did, and deleted when the page is deleted. Server logs are kept for a short period for security. RSVP details are deleted shortly after the show. You can ask us to delete your data sooner at any time.
You can ask what personal data we hold about you, ask for a copy, ask us to correct or delete it, object to our use of it, or ask us to restrict it. Email hello@ifnot.now and we will reply within a month. If you are not satisfied you can complain to the Information Commissioner's Office at ico.org.uk. If you are in the European Union you can also contact your local data protection authority.
Our pages are not aimed at children under 13 and we do not knowingly collect their data. If you believe a child has given us personal details, email us and we will delete them.
ifnot.now itself has no forms and sets no cookies. Our web server keeps standard access logs (IP address, time, page requested, browser) to keep the site running and to investigate abuse. If you email us we hold your message so we can reply; we do not add you to a mailing list.
If this notice changes we will update the date at the top. Material changes to how link pages work will be described here before they take effect.
97 Music Group Ltd, Annecy Court, Ferry Works, Summer Road, Thames Ditton, Surrey, England, KT7 0QJ. Email hello@ifnot.now.