Version 2.3 · Last updated 6 November 2026
We respect your concerns about privacy and value the relationship we have with you. This Privacy Policy describes how we handle information we collect from you, or which you provide to us, when you visit Loud Link pages or use a Loud Link account. It is written to meet the UK GDPR, the EU GDPR, the Data (Use and Access) Act 2025, and other applicable privacy laws.
Loud Link is operated by LOUD LTD (trading as Loud Link and Loud Beings), a company registered in England and Wales under company number 11324023, whose registered office is at 167-169 Great Portland Street, 5th Floor, London, W1W 5PF.
For the limited technical and analytics data we collect to run and improve this site, and for the accounts of the artists, labels and businesses who use Loud Link, LOUD LTD is the data controller. Where you sign up to a mailing list, the artist, label or other client named on the form is the controller and we act as their processor (see "Mailing lists and marketing communications" below). Where an artist or label adds its own analytics or advertising tools to its pages, or uses its own cookie tool, that artist or label decides how that data is used, and we run those tools on its behalf (see "Tools artists and labels add to their pages" below). Where a page lets you share a message, name or photo, the artist, label or other organisation running it is the controller of what you share, and we are the controller of the safety records we keep (see "Messages, names and photos you share" below). You can reach us about any privacy matter at [email protected].
When you visit this website we collect limited technical data to understand and improve its performance. Some of this data may constitute personal data under data protection law. This includes:
We measure visits without that identifier unless you allow analytics, and we delete it from your device if you later say no.
This data is collected to measure activity on the site and to improve its performance, ensuring we provide the best possible user experience.
You do not need to create an account or give us any personal details to browse this site. If you choose to opt in for marketing communications (detailed below), we collect limited personal information, such as your name and email address, for that purpose only. If you choose to share a message, name or photo on a page that offers it, we collect what you share, as described in "Messages, names and photos you share".
We rely on the following lawful bases for processing personal data, and keep it for no longer than necessary:
| Data | Purpose | Lawful basis | Retention |
|---|---|---|---|
| Technical data (approximate location, device information, access counts) | Measuring and improving site performance | Our legitimate interests in operating and improving the site | Held in aggregate; any identifiable logs are kept for no longer than 14 months |
| Name and email address | Operating the mailing list of the artist, label or other client named on the signup form, as their processor, and delivering the data to them | The consent you gave at signup, held by the named client as controller | For the life of your subscription and up to 24 months after you withdraw, then deleted. An unsubscribed email address is kept on a suppression list so we can continue to honour your request. |
| An image you create in an interactive experience, such as a design you customise, where the experience sends it to us to make your page (AR camera experiences do not; see "Experiences and the images you make in them") | Creating the shareable page you asked for, and showing it as that page's artwork | The legitimate interests of the artist or label named on the page in providing the experience you chose to use. That artist or label is the controller | 12 months from creation, then deleted. You can ask us to delete it sooner. |
| Return-visit identifier (a random value on your device), only if you allow analytics | Telling return visits from new ones in our analytics | Your consent | Until you clear your browser data or say no to analytics, when we delete it from your device. Visit records linked to it are held as for technical data |
| Data collected by analytics tools an artist or label uses on its pages (cookie identifier, IP address, browser and device details, page address) | Measuring visits to that artist's or label's pages | Your consent, held by that artist or label as controller | The cookies last for the periods in the cookie table below. What the provider keeps is set by its own policy. We keep none of it |
| Data collected by advertising tools an artist or label uses on its pages (as above, plus the actions listed in "Tools artists and labels add to their pages") | Measuring and targeting the advertising of the artist or label named on the page | Your consent, held by that artist or label as controller | As for analytics tools |
| Records of your cookie choices | Showing which notice you saw and what you chose | Our legal obligation to be able to show consent, and our legitimate interest in doing so | 24 months from your choice |
| What you share in a fan space: messages, posts, chat, reactions, photos (with hidden file information removed), the name you choose to show, and where and when you shared it | Showing it in the space, checking it before it appears, running the space, and, if the artist or label running it chooses, giving it a copy | The legitimate interests of the artist, label or other organisation running the space you chose to take part in, or ours where we run it | While the space is open, then up to 12 months after it closes. Deleted sooner if you ask, or if the space's owner deletes it |
| Your email address, where a page asks for it to verify what you share | Verifying what you share before it appears, and telling you about it | As above | As for what you share. Never shown publicly |
| Taking part in a superfan space or live session: membership, and when you joined and attended | Letting you in and running the space | As above, or the arrangement you have with the artist or label, for example a pass you hold | As for what you share |
| Safety records: a scrambled (hashed) form of your IP address and device, the results of checks on what you share, reports made by or about you, any action taken, and any report we must make to the authorities | Keeping fan spaces safe, preventing spam and abuse, enforcing our rules, and meeting our legal obligations | Our legitimate interests in safe, lawful fan spaces, and our legal obligations. We are the controller | Hashed identifiers: 12 months. Records of an action: while it lasts, plus 12 months. Reports to the authorities and related material: as long as the law requires |
This section applies to the artists, labels and other businesses who create a Loud Link account to build pages, and to the team members they invite. For this data, LOUD LTD is the data controller. Data about your fans that you collect through Loud Link is not covered here: it is covered by the Data Processing Agreement between us.
What we collect:
| Data | Purpose | Lawful basis | Retention |
|---|---|---|---|
| Account details | Creating and running your account, signing you in, and sending service messages | Performing our contract with you | For the life of your account, then deleted within 90 days of it closing |
| Acceptance records | Showing who accepted which terms, and when | Our legal obligations and our legitimate interest in being able to establish our agreement with you | For the life of your account and 6 years after |
| Billing details | Charging for paid plans and keeping financial records | Performing our contract with you, and our legal obligations | 6 years from the end of the financial year they relate to |
| Usage and security data | Keeping accounts secure, preventing abuse, and running and improving the service | Our legitimate interests in a secure, working service | 12 months |
| Messages and product-update preferences | Answering you, and sending product updates if you asked for them | Our legitimate interests in supporting you; your consent for product updates | Support messages for 2 years; product-update preferences until you unsubscribe |
We share account data only with the service providers that run Loud Link for us (such as hosting, email delivery and Stripe for payments), listed on our Sub-processors page, and where the law requires it. We never sell it or use it for anyone else's marketing.
In some places on this site, usually alongside a specific release, artist or campaign, you may be offered the option to sign up to a mailing list. That list belongs to the artist, label or other client whose page you are on. The client is the data controller of the information you submit: your details flow into their account, may be exported to or ingested into their own systems, and are used by them under their own privacy notice. We act as their processor: we collect, store and deliver the data on their instructions and do not use it for our own purposes.
Where that option is offered:
We do not pass your details to anyone else for marketing. Loud Link does not share personal data with third parties for those parties' own marketing purposes. If that were ever to change, the recipient would be named at the point you opt in and listed on our Partner Register, which forms part of this policy and is currently empty.
Withdrawing consent. You can withdraw at any time. Use the unsubscribe link in any marketing email, or contact the list owner named on the form. You can also contact us at [email protected] and we will pass your request to the controller concerned. Withdrawal does not affect the lawfulness of anything done before you withdrew.
Some artists and labels add their own analytics or advertising tools to their pages on Loud Link, and some use their own cookie tool in place of ours. This section explains what that means for you.
Off unless you allow it. These tools only run if you allow the type of cookie they need in the cookie notice on that page: Analytics for measurement tools such as Google Analytics, and Advertising for tools such as the Meta (Facebook and Instagram) and TikTok pixels. Nothing is loaded, stored or sent before you allow it. If your browser sends a Global Privacy Control signal, we treat it as saying no to Advertising.
Analytics tools. An artist or label may use its own analytics, such as Google Analytics or Google Tag Manager, to understand visits to its pages. If you allow Analytics, your browser connects to the provider, which receives your IP address, browser and device details, the address of the page and an identifier stored in a cookie on your device.
Advertising tools. If you allow Advertising, your browser also tells the advertising platform that you visited the page, and whether you tapped through to a streaming service, pre-saved a release or signed up to a mailing list. The platform receives the same kinds of information as above and, if you use that platform, may connect it to your account there. The artist or label uses it to measure its advertising and to show its ads to people who have visited its pages. The platform also uses it for its own purposes under its own privacy policy, for example Meta and TikTok.
Their own cookie tool. Some labels use their own cookie tool, such as Sourcepoint or OneTrust, in place of our cookie notice. On those pages, the label's tool asks for and records your choices, sets its own cookies to remember them, and is covered by the label's privacy and cookie notices, which are linked in the page footer. Our own tools follow the choices you make in it.
Who is responsible. The artist or label named on the page decides to use these tools and is the controller of the data they collect, together with the advertising platform for collecting and sending advertising data. We run the tools on the artist's or label's behalf as its processor and do not use this data for our own purposes. The artist's or label's own privacy notice, linked from the page where it has one, explains how it uses the data.
Changing your mind. You can change your choices at any time using the "Cookies" link or cookie icon in the page footer. We then stop the tools and remove the cookies they set on that site that we are able to remove. A tool that has already loaded on the page you are viewing stops completely when you next load a page.
Outside the UK. These providers process data in countries outside the UK and the EEA, including the United States, under their own transfer safeguards.
When you make a choice in a cookie notice on a Loud Link page, whether ours or a label's own tool, we keep a record of it so we can show which notice you saw and what you chose. The record holds a random identifier created on your device, a scrambled form of it, the page's site, which notice and version you saw, your choice for each type of cookie and the time. It does not include your IP address, name or any other contact details. Your device also stores the identifier and your last choice so we don't record the same choice twice.
Performance metrics derived from anonymised data may be shared with our service providers and clients to help improve our services. This data cannot be used to identify you personally.
We share personal data in the following circumstances only:
We do not sell your personal data, and we do not share it with any third party for that third party's own marketing purposes. The one case where a third party also uses data for its own purposes is an advertising tool that an artist or label has chosen to use on its page: that happens only if you allow it, on the artist's or label's behalf, as described in "Tools artists and labels add to their pages".
Where a release page or artist page on this site is operated on behalf of a label, artist or other client, that client is the controller of personal data collected through it and we act as their processor. The relevant client is identified on the page concerned.
Some of the service providers we rely on are based outside the United Kingdom and the European Economic Area (EEA), including in the United States. This means personal data such as your approximate location and device data, and, where you have opted in to a mailing list, your name and email address, may be transferred to and processed in those countries. The providers we use and the countries they operate in are listed on our Sub-processors page.
Wherever personal data leaves the UK or the EEA, we make sure it stays protected by an approved safeguard. Depending on the provider, this is one of the following:
You can ask us for more information about these safeguards, including a copy of the relevant clauses, by contacting us at [email protected].
We use industry-standard security measures to prevent the loss, misuse, or alteration of any data under our control. Where personal data (such as your name and email address) is collected through an opt-in, it will be stored securely and retained only for as long as necessary to fulfil the purpose for which it was collected or as required by applicable law.
Cookies are small text files placed on your device. We also use similar browser storage. Together, we call these "cookies" here.
We use them to make the site work, to remember things you asked us to remember, and, if you allow it, to measure visits. On some pages, the artist or label also uses analytics or advertising cookies of its own, only if you allow them (see "Tools artists and labels add to their pages"). Videos from YouTube or Vimeo are only loaded when you press play, and those platforms may then use cookies of their own.
| Name | Type | Purpose | Set by | Duration |
|---|---|---|---|---|
Your cookie choices (ll-cookie-consent) | Strictly necessary (browser storage) | Remembers your cookie choices so we don't ask on every visit | Loud Link (first-party) | Up to 6 months, then we ask again |
Consent record keys (ll-consent-id, ll-consent-last) | Strictly necessary (browser storage) | A random identifier and your last choice, so we keep one record of each choice (see "Records of your cookie choices") | Loud Link (first-party) | Until you clear your browser data |
Page password (product_auth_…) | Strictly necessary | Keeps you signed in to a page an artist has protected with a password, after you enter it | Loud Link (first-party) | 1 year |
Fan device ID (ll_fan_id) | Strictly necessary (browser storage) | Created only when you add a wallet pass, follow an artist, check in or sign up to a mailing list, so this device can find and manage them (for example, "Unsubscribe from this device") | Loud Link (first-party) | Until you clear your browser data |
| Things you did on this device (follows, sign-ups, pre-saves, wallet passes, unlocked content, poll votes, things you shared) | Functional (browser storage) | Shows you, on this device, what you have already followed, signed up to, pre-saved, unlocked, voted on or shared, and lets you delete what you shared from this device where a page offers that | Loud Link (first-party) | Until you clear your browser data |
Listening service (ll_listen_pref) | Functional | Set only if you choose "Remember for next time" on a Listen button. Opens your chosen service on every Loud Link page | Loud Link (first-party, across loud.link) | 1 year, or until you choose "Forget" |
ll_recent (Recently viewed) | Functional | Remembers the last 12 pages you opened on this site so we can show them under "Recently viewed". It holds page addresses only, and we do not record it. Not set if you opt out using the "Cookies" link | Loud Link (first-party, this site only) | 6 months |
| Offline copies | Functional (browser storage) | Keeps a light, text version of the last 12 releases you opened on your device, so they still open with no signal | Loud Link (first-party) | Until replaced by newer pages, or you clear your browser data |
| Display preferences (reading mode, link choices, pop-ups already seen) | Functional (browser storage) | Remembers how you like pages shown and what you've already dismissed | Loud Link (first-party) | Until you clear your browser data |
| Visit details (session storage) | Functional (browser storage) | Remembers, for this visit only, where you came from and what you were doing, so a sign-up, save or experience completes correctly | Loud Link (first-party) | Until you close the tab |
| First-party analytics | Analytics | Measures aggregate site activity. Uses no cookies and stores nothing on your device | Loud Link (first-party) | Nothing stored |
Return-visit ID (ll_visitor_id) | Analytics (only if you allow it) | Lets our analytics tell a return visit from a new one | Loud Link (first-party) | Until you clear your browser data or say no to analytics |
_ga, _ga_<id> | Analytics (only if you allow it, on pages where the artist or label uses Google Analytics) | Google Analytics measurement for the artist or label | Google, for the artist or label | Up to 2 years |
| Google Tag Manager and the tags it loads | Analytics or Advertising (only if you allow the type each tag needs) | Tools chosen by the label, which follow your choices through Google Consent Mode | Google and others, for the label | As set by each tool; see the label's cookie notice |
_fbp, _fbc | Advertising (only if you allow it, on pages where the artist or label uses Meta) | Lets the artist or label measure and target its ads on Facebook and Instagram | Meta, for the artist or label | 90 days |
_ttp, _tt_enable_cookie and other _tt_ cookies | Advertising (only if you allow it, on pages where the artist or label uses TikTok) | Lets the artist or label measure and target its ads on TikTok | TikTok, for the artist or label | Up to 13 months |
The label's own cookie tool (for example Sourcepoint consentUUID, euconsent-v2 and _sp_ cookies) | Strictly necessary for that tool | Remembers your choices in the label's own cookie tool | The label's cookie tool provider, for the label | See the label's cookie notice |
| YouTube, Vimeo | Set by the video platform, only once you press play | Plays the video; the platform may also use them for its own purposes | Google (YouTube), Vimeo | See the platform's own policy |
Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. If you choose to decline cookies, some features of our website may be unavailable or may not function properly.
Strictly necessary cookies are always used. Functional cookies are used only for things you have asked for. Our own first-party analytics store nothing on your device and run by default; you can opt out at any time using the "Cookies" link or cookie icon in the footer. On pages that use a label's own cookie tool, our analytics follow the choice you make there. Anything else (our return-visit identifier, and any analytics or advertising tools an artist or label uses) runs only if you allow it, and you can change your mind at any time in the same place. Where we collect personal data for marketing, we rely on your explicit, separate opt-in consent as described above.
Some pages offer an interactive experience, such as an AR camera effect or something you design or customise. This section applies only to those, and only while you are in one. Browsing a release page, playing a preview or signing up to a mailing list involves no camera and no imagery.
The camera runs entirely on your device. The effect is drawn there, and we receive nothing while you use it. Photos and videos you capture stay on your device unless you choose to share them.
We do not receive your photo. If you create a shareable page from a shot, the page is built from the artist's music and your picture stays in your browser. You see it as that page's artwork because your own device still has it. Anyone you send the link to sees the page's own artwork instead, because there is no copy of your picture on our side to show them. Closing your browser clears it.
Sending your shot somewhere else. Some experiences let you send your shot to another service, for example as the cover of a playlist you save to Spotify, or by sharing it to a social media app. When you do, it goes from your device straight to that service, using the permission you give it at that moment. It does not pass through us, and what happens to it then is covered by that service's own privacy policy.
Some experiences do send us an image. For example, where you design or customise something and get a page to share, the image you made is sent to us when you create the page, so it can be that page's artwork. How long we keep it, and on what basis, is set out in the table under "Lawful basis and retention" (the row "An image you create in an interactive experience"). We do not use any such image for a purpose of our own, and we never attempt to identify anyone from one.
Some pages let you share something that other people can see: a message, a post, a photo, a chat in a live session (such as a listening party), or the name you choose to show with it. We call these "fan spaces" (called Spaces in the product). A fan space is one of three kinds:
This section applies only if you choose to take part. You can browse any page without doing so.
What is public. In a community space, anyone who visits the page can see what you share, the name you chose to show (if any), where you placed it and when. Others may copy or share it, and we can't control that. In a superfan space or live session, what you share is visible to the other people in it, to the artist or label running it, and to us. You don't have to use your real name: a first name or nickname is fine. Please don't include personal information about yourself or anyone else, such as a phone number or address.
What stays private. If a page asks for your email address, for example to verify what you share before it appears, we never show it. Your IP address, device details and our safety records about you are never shown to other people, and the artist or label running the space does not see them.
Checked before it appears. What you share may be held until a person at Loud Link, or at the artist or label running the space, has checked it. We also use automated filters that run on our own systems. If we ever use an outside service to help check what you share, it will be listed on our Sub-processors page before we do. Photos and videos are checked against databases of known child sexual abuse material before anyone else can see them, and we remove hidden information from them first, such as the location where a photo was taken. We never use face recognition, and we never try to identify the people in a photo. If something you shared is removed and you think we got it wrong, you can ask a person to look again.
Photos of other people. Only share a photo of someone else if they have agreed, and don't share a photo of a child unless you are their parent or guardian.
Who is responsible. The artist, label or other organisation running a fan space is the controller of what you share there, and we act as its processor. Where Loud Link runs a space itself, we are the controller. We are always the controller of the safety records described below.
Not used elsewhere without asking. What you share is shown in the space where you shared it, and in links shared from it. It is not used in advertising, on social media or anywhere else unless you are asked first and agree. Sharing something never signs you up for marketing.
Safety records. To stop spam and abuse across all fan spaces, we keep a scrambled (hashed) form of your IP address and device, the results of our checks, and any reports and actions. We use these only to keep people safe, enforce our rules and meet the law, never for marketing, and we don't share them with artists or labels in a form that identifies you.
When we must tell the authorities. If we find apparent child sexual abuse material, US law requires us to report it to the National Center for Missing & Exploited Children, which may pass it to law enforcement. We may also share information with the authorities where the law requires it or someone is at risk of serious harm.
Deleting what you shared. You can ask us to delete anything you shared by emailing [email protected] with a link to it, or use the delete option where a page offers one. It is removed from view promptly and from our backups within 90 days. We may keep a safety record of it where we need to, as shown in the table under "Lawful basis and retention".
Reporting something. Use the report option where a page offers one, or email [email protected]. If someone is in immediate danger, contact the emergency services first.
Depending on where you live, you have rights over the personal data we hold about you. To exercise any of them, contact us at [email protected] and we will respond within the timeframes set by the applicable law.
If you are in the UK or the EU, you have the following rights under the UK GDPR and the EU GDPR:
Pursuant to the California Consumer Privacy Act (CCPA), California residents have the right to:
We do not sell or share your personal information as those terms are defined under the CCPA/CPRA. Where an artist or label uses advertising tools on its page and you allow them, that artist or label may be "sharing" your personal information for cross-context behavioral advertising, and we act as its service provider. You can opt out at any time by switching Advertising off using the "Cookies" link or cookie icon in the footer, or through the "Do Not Sell or Share" link where the label provides one. We treat a Global Privacy Control signal from your browser as an opt-out.
Personal information collected through signup forms on this site is collected on behalf of the artist, label or other client named on the form; we act as that client's service provider and disclose the information only to that client and to the service providers listed on our Sub-processors page. We do not knowingly sell or share the personal information of consumers under 16 years of age. What you share in a fan space is collected on behalf of the artist, label or other organisation running it, and we act as its service provider; we use safety records only to help keep our services secure and to prevent abuse and illegal activity.
If you live in a US state with a comprehensive privacy law (including Colorado, Connecticut, Oregon, Texas, Virginia and others), you may have the right to confirm whether we process your personal data, and to access, correct, delete and receive a copy of it, and to opt out of its sale, targeted advertising and certain profiling. We do not sell personal data, use it for targeted advertising on our own behalf, or profile people in ways that produce legal or similarly significant effects. Where an artist or label uses advertising tools on its page, you can opt out as described under "California residents". To make a request, email [email protected]. If we decline your request, you can appeal by replying to our decision, and if you are unhappy with the outcome of your appeal, you can contact your state Attorney General.
You also have the right to lodge a complaint with a data protection supervisory authority. In the UK this is the Information Commissioner's Office (ICO), ico.org.uk. If you are in the European Union, you may complain to the supervisory authority in your country of residence.
We are committed to protecting the safety and privacy of young people using the internet. Anyone can browse Loud Link pages, and we strongly advise children under the age of 13 to obtain consent from a parent or guardian before doing so. Fan spaces are not available to anyone under 13 (or older, where the law where they live, or the artist or label running the space, requires it), and anyone under 18 needs a parent or guardian's permission to take part. If we learn that a child under 13 has shared something in a fan space, we delete it.
Loud Link accounts are not available to anyone under 13, or under the age at which they can consent to the use of their own personal data where they live, if higher (16 in some countries). Anyone from that age up to 18 needs a parent or guardian's permission to have an account, as set out in our Terms of Service.
Parents and guardians should be aware of and help enforce their children's online privacy. We encourage parents and guardians to spend time online with their children and to be familiar with the sites their children visit.
If you are a parent or guardian and believe 'Loud Link' might have inadvertently collected information from your child under the age of 13, please contact us immediately, and we will use our best efforts to promptly remove such information from our records.
This policy may be updated periodically to reflect changes in our practices or relevant laws. Whenever we make a significant change, we will update the version and date shown at the top of this page and provide notice on our website or by other means. Please check back regularly to stay informed of updates.
Email us at [email protected], or write to us at LOUD LTD, 167-169 Great Portland Street, 5th Floor, London, W1W 5PF, United Kingdom.
End of Privacy Policy.