March 10-13, 2026
March 10-13, 2026

Seasons is our annual company-wide ritual — a time when we come together across teams, products, and time zones to align on what matters most for the year ahead.

Since 2019, Seasons has been how Muse Group turns strategy into shared direction, and transparency into action.

This year, Seasons carries special weight. 2026 marks a shift in how Muse Group operates — from a founder-led model to a management-led one, where ownership, speed, and execution move closer to the people doing the work.

My strategy updates will now look more like strategic notes and reflections. Everything beyond that is the responsibility of management. Decomposition into EPICs. Prioritization. DRI. Metrics. Plan. Execution.

Eugeny Naidenov

Founder & CEO

Over four days in March, teams across Muse Group will present their plans, align on priorities, and kick off the year with a shared understanding of where we're headed.

Add the Seasons calendar

Add the Seasons calendar to yours here to see all the meetings!

Please note that the link below is accessible with mu.se accounts only. If you're on the Hal Leonard domain, calendar invitations have already been sent to you directly. Don't see any meetings? Reach out to the Seasons organizers or the IT department and we'll get it sorted.

Schedule

Seasons 2026 kicks off next week! Check out the full schedule to explore all the presentations lined up and plan your days accordingly.

That time in the schedule is in Cyprus time (Eastern European Time, UTC+2)

(01)

Tuesday, March 10

(01)
4:00pm - 4:45pm
4:00pm - 4:45pm

The Drop: Seasons 2026

1
4:45pm - 5:30pm
4:45pm - 5:30pm

2026 OKRs: MUSE OS

2
5:30pm - 5:45pm
5:30pm - 5:45pm

Coffee break

3
5:45pm - 6:30pm
5:45pm - 6:30pm

2026 OKRs: ECOSYSTEM

4
6:30pm - 7:15pm
6:30pm - 7:15pm

2026 OKRs: BIG BETS

5
(02)

Wednesday, March 11

(02)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: Digital Products

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Ultimate Guitar

2
4:45pm - 5:15pm
4:45pm - 5:15pm

MuseScore

3
5:15pm - 5:30pm
5:15pm - 5:30pm

Coffee Break

4
5:30pm - 6:00pm
5:30pm - 6:00pm

MuseHub

5
6:00pm - 6:30pm
6:00pm - 6:30pm

Audio & Audacity

6
(03)

Thursday, March 12

(03)
4:00pm - 5:00pm
4:00pm - 5:00pm

‘Seeing Without Seeing: How Blind Users Navigate Our Products’ Masterclass

1
5:00pm - 5:10pm
5:00pm - 5:10pm

Set List: Commerce

2
5:10pm - 5:40pm
5:10pm - 5:40pm

B2B

3
5:40pm - 5:55pm
5:40pm - 5:55pm

Coffee Break

4
5:55pm - 6:25pm
5:55pm - 6:25pm

D2C

5
6:25pm - 6:55pm
6:25pm - 6:55pm

Marketplaces

6
6:55pm - 7:25pm
6:55pm - 7:25pm

Sublicensing

7
(04)

Friday, March 13

(04)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: MuseOS

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Muse Operating System

2
4:45pm - 5:05pm
4:45pm - 5:05pm

Editorial

3
5:05pm - 5:20pm
5:05pm - 5:20pm

Coffee Break

4
5:20pm - 5:40pm
5:20pm - 5:40pm

Marketing

5
5:40pm - 6:00pm
5:40pm - 6:00pm

Production & Fulfillment

6
6:00pm - 6:45pm
6:00pm - 6:45pm

Outro: Seasons 2026

7

That time in the schedule is in Milwaukee time (Central Time, CST/CDT).

(01)

Tuesday, March 10

(01)
4:00pm - 4:45pm
4:00pm - 4:45pm

The Drop: Seasons 2026

1
4:45pm - 5:30pm
4:45pm - 5:30pm

2026 OKRs: MUSE OS

2
5:30pm - 5:45pm
5:30pm - 5:45pm

Coffee break

3
5:45pm - 6:30pm
5:45pm - 6:30pm

2026 OKRs: ECOSYSTEM

4
6:30pm - 7:15pm
6:30pm - 7:15pm

2026 OKRs: BIG BETS

5
(02)

Wednesday, March 11

(02)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: Digital Products

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Ultimate Guitar

2
4:45pm - 5:15pm
4:45pm - 5:15pm

MuseScore

3
5:15pm - 5:30pm
5:15pm - 5:30pm

Coffee Break

4
5:30pm - 6:00pm
5:30pm - 6:00pm

MuseHub

5
6:00pm - 6:30pm
6:00pm - 6:30pm

Audio & Audacity

6
(03)

Thursday, March 12

(03)
4:00pm - 5:00pm
4:00pm - 5:00pm

‘Seeing Without Seeing: How Blind Users Navigate Our Products’ Masterclass

1
5:00pm - 5:10pm
5:00pm - 5:10pm

Set List: Commerce

2
5:10pm - 5:40pm
5:10pm - 5:40pm

B2B

3
5:40pm - 5:55pm
5:40pm - 5:55pm

Coffee Break

4
5:55pm - 6:25pm
5:55pm - 6:25pm

D2C

5
6:25pm - 6:55pm
6:25pm - 6:55pm

Marketplaces

6
6:55pm - 7:25pm
6:55pm - 7:25pm

Sublicensing

7
(04)

Friday, March 13

(04)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: MuseOS

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Muse Operating System

2
4:45pm - 5:05pm
4:45pm - 5:05pm

Editorial

3
5:05pm - 5:20pm
5:05pm - 5:20pm

Coffee Break

4
5:20pm - 5:40pm
5:20pm - 5:40pm

Marketing

5
5:40pm - 6:00pm
5:40pm - 6:00pm

Production & Fulfillment

6
6:00pm - 6:45pm
6:00pm - 6:45pm

Outro: Seasons 2026

7

Ask your questions

Seasons is right around the corner, and this is your chance to ask our speakers anything. What do you want to know? What are you curious about?

Submit your questions now — it helps presenters focus on what matters most to you, and who knows, yours might just end up in a presentation.

Our story

Ever wonder how Muse Group started?

1998
to Today

From one website to a global music company. Along the way, we brought together MuseScore, Audacity, StaffPad, Hal Leonard, and more - building the tools over 400 million musicians use every day. A small apartment in Kaliningrad to offices across three continents.

1998

It all started with a student who couldn't find a guitar tab for his favorite Guns N' Roses song online. So Eugeny Naidenov built his own site and uploaded it himself. That site became Ultimate Guitar - and it changed the industry.

The full story

Explore the full timeline of milestones, products, and people that shaped Muse Group — from both the Ultimate Guitar and Hal Leonard sides of our story.

The full story

Explore the full timeline of milestones, products, and people that shaped Muse Group — from both the Ultimate Guitar and Hal Leonard sides of our story.

Let's get started

Welcome to Day One of Seasons 2026. Make sure to catch the opening presentation — it sets the stage for everything that follows.

Below, you'll find Eugeny's welcome message along with words from our investors and partners.

Dive deeper

Want to explore the full picture? All Seasons materials — including strategic documents, OKRs, planning guides, and more — are available in one place. Head to Confluence to browse everything at your own pace.

Schedule

Seasons 2026 kicks off next week! Check out the full schedule to explore all the presentations lined up and plan your days accordingly.

That time in the schedule is in Cyprus time (Eastern European Time, UTC+2)

(01)

Tuesday, March 10

(01)
4:00pm - 4:45pm
4:00pm - 4:45pm

The Drop: Seasons 2026

1
4:45pm - 5:30pm
4:45pm - 5:30pm

2026 OKRs: MUSE OS

2
5:30pm - 5:45pm
5:30pm - 5:45pm

Coffee break

3
5:45pm - 6:30pm
5:45pm - 6:30pm

2026 OKRs: ECOSYSTEM

4
6:30pm - 7:15pm
6:30pm - 7:15pm

2026 OKRs: BIG BETS

5
(02)

Wednesday, March 11

(02)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: Digital Products

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Ultimate Guitar

2
4:45pm - 5:15pm
4:45pm - 5:15pm

MuseScore

3
5:15pm - 5:30pm
5:15pm - 5:30pm

Coffee Break

4
5:30pm - 6:00pm
5:30pm - 6:00pm

MuseHub

5
6:00pm - 6:30pm
6:00pm - 6:30pm

Audio & Audacity

6
(03)

Thursday, March 12

(03)
4:00pm - 5:00pm
4:00pm - 5:00pm

‘Seeing Without Seeing: How Blind Users Navigate Our Products’ Masterclass

1
5:00pm - 5:10pm
5:00pm - 5:10pm

Set List: Commerce

2
5:10pm - 5:40pm
5:10pm - 5:40pm

B2B

3
5:40pm - 5:55pm
5:40pm - 5:55pm

Coffee Break

4
5:55pm - 6:25pm
5:55pm - 6:25pm

D2C

5
6:25pm - 6:55pm
6:25pm - 6:55pm

Marketplaces

6
6:55pm - 7:25pm
6:55pm - 7:25pm

Sublicensing

7
(04)

Friday, March 13

(04)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: MuseOS

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Muse Operating System

2
4:45pm - 5:05pm
4:45pm - 5:05pm

Editorial

3
5:05pm - 5:20pm
5:05pm - 5:20pm

Coffee Break

4
5:20pm - 5:40pm
5:20pm - 5:40pm

Marketing

5
5:40pm - 6:00pm
5:40pm - 6:00pm

Production & Fulfillment

6
6:00pm - 6:45pm
6:00pm - 6:45pm

Outro: Seasons 2026

7

That time in the schedule is in Milwaukee time (Central Time, CST/CDT).

(01)

Tuesday, March 10

(01)
4:00pm - 4:45pm
4:00pm - 4:45pm

The Drop: Seasons 2026

1
4:45pm - 5:30pm
4:45pm - 5:30pm

2026 OKRs: MUSE OS

2
5:30pm - 5:45pm
5:30pm - 5:45pm

Coffee break

3
5:45pm - 6:30pm
5:45pm - 6:30pm

2026 OKRs: ECOSYSTEM

4
6:30pm - 7:15pm
6:30pm - 7:15pm

2026 OKRs: BIG BETS

5
(02)

Wednesday, March 11

(02)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: Digital Products

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Ultimate Guitar

2
4:45pm - 5:15pm
4:45pm - 5:15pm

MuseScore

3
5:15pm - 5:30pm
5:15pm - 5:30pm

Coffee Break

4
5:30pm - 6:00pm
5:30pm - 6:00pm

MuseHub

5
6:00pm - 6:30pm
6:00pm - 6:30pm

Audio & Audacity

6
(03)

Thursday, March 12

(03)
4:00pm - 5:00pm
4:00pm - 5:00pm

‘Seeing Without Seeing: How Blind Users Navigate Our Products’ Masterclass

1
5:00pm - 5:10pm
5:00pm - 5:10pm

Set List: Commerce

2
5:10pm - 5:40pm
5:10pm - 5:40pm

B2B

3
5:40pm - 5:55pm
5:40pm - 5:55pm

Coffee Break

4
5:55pm - 6:25pm
5:55pm - 6:25pm

D2C

5
6:25pm - 6:55pm
6:25pm - 6:55pm

Marketplaces

6
6:55pm - 7:25pm
6:55pm - 7:25pm

Sublicensing

7
(04)

Friday, March 13

(04)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: MuseOS

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Muse Operating System

2
4:45pm - 5:05pm
4:45pm - 5:05pm

Editorial

3
5:05pm - 5:20pm
5:05pm - 5:20pm

Coffee Break

4
5:20pm - 5:40pm
5:20pm - 5:40pm

Marketing

5
5:40pm - 6:00pm
5:40pm - 6:00pm

Production & Fulfillment

6
6:00pm - 6:45pm
6:00pm - 6:45pm

Outro: Seasons 2026

7

Discover the stories behind

The Leadership Principle Award

Let's celebrate our Leadership Principles: Radical Ownership and I Need "Dirt".

Read the cases, choose the ones you find most impressive, and vote. You have 3 votes in Radical Ownership and 1 vote in I Need Dirt.

Radical Ownership: recognizing a person who demonstrated full personal ownership and responsibility for results

Nominee № 1

There is no single incident that fully captures this person’s Radical Ownership, as they demonstrate it weekly, if not daily. They possess strong expertise in Power Query and regularly assist me and others in extracting critical information from the AS400.

One day they may provide data needed to resolve a backorder issue; the next, they may support a completely different team by supplying the information they need to make informed decisions.

They are highly resourceful and persistently work through challenges until the data is accurate and the problem is resolved. When an issue is presented to them, whether by myself or someone else, they take it on, own it fully, and see it through to completion.

This behavior is not an isolated occurrence. In my experience, this individual consistently demonstrates Radical

Ownership in nearly everything they do.

Nominee № 2

Throughout the year, Andrei maintained a very high standard in delivering and closing projects. However, we are especially proud that a substantial body of work was transferred to us in connection with the new Hal Leonard reporting requirements.

The calculations in BackBeat and Navision were subject to thorough review and analysis. During this work, we discovered that there was no source code or documented logic, payments had been recorded incorrectly, there were issues with data access, a significant amount of manual work had been involved before our participation, and the previous project owners lacked sufficient expertise.

As a result, we gained a complete understanding of the process logic, reduced manual work by approximately 75%, and significantly improved efficiency and transparency for auditors. We now have clear data analysis, structured data uploads, and online royalty calculations in place. Our analytics team is able to provide expert insight into Navision-based calculations. In addition, automated report generation and distribution have been implemented.

All of this was made possible thanks to Andrei — his cross-team collaboration and his clear task-setting and leadership within the team.

Nominee № 3

This person have been proactive in helping me transition to SMP, setting up additional calls after work, and addressing non-obvious issues.

Nominee № 4

I’d like to highlight the Musicroom migration project and, in particular, the outstanding work this person has done leading it.

The process is not fully complete yet, but the most complex phase is already behind us. What we’ve accomplished so far significantly de-risks a large part of the HL business and stabilizes a critical revenue stream.

This migration is not just an operational task — It supports our broader goal of consolidating platforms, simplifying architecture, and strengthening our long-term ecosystem foundation.

This person took full ownership of the process end-to-end. They structured the roadmap, aligned stakeholders, managed dependencies, and maintained execution discipline despite the complexity involved.

Nominee № 5

In July, we had a pretty sever outage on MuseHub that lasted 2 days over the weekend, where a cascade of events took place starting from an expired root receipt, to a broken windows build.

This person during stepped up to the plate, reached out to ex colleagues to understand how to fix the problem, implemented the fixes over the weekend, and was on discord and reddit responding to customers that were inquiring about the outage at the same time.

Nominee № 6

This person has stepped up in a huge way to lead the US IT resources over the last quarter. With the high amount of turnover on the IT teams, they have been brought into multiple projects with my group.

They have never attempted to shy away from the tasks, and even if they can't help with the issue, they seek a solution. They stay in constant contact with my team and have listened to the problems we need their help resolving.

When tensions have been high, they have been able to deescalate and own the solution that needs to happen. They've brought confidence to a team in transition, and I am grateful for their support and leadership.

Nominee № 7

This Nominee was nominated 3 times by 3 colleagues

Ownership 1

Creating Top Talent Pipeline Vacancies
We introduced Top Talent Pipeline vacancies to help fill high-demand roles faster and strengthen open communication with the market. In 2025, this approach resulted in two successful offers with a short SLA and a strong pipeline for Frontend roles. The process enables us to:

  • Stay continuously engaged with the market
  • Build and maintain a strong talent pool
  • Accelerate candidate processing for urgent or high-priority roles

Overall, the Top Talent Pipeline initiative improves hiring speed, increases market visibility, and ensures we are proactively connected with top talent.

Ownership 2

This person is great in owning recruitment and hiring team expectations. When they work on request, they provide timely statuses, have back up candidates for backup candidates. When you say you have a new possible job opening, they even have a candidate in mind. I don't remember the cases when they didn't meet SLAs of the team.

Ownership 3

We regularly face non-standard hiring cases. These may involve locations where we have never hired before, where we are not familiar with the local labor laws or tax system. We have no prior experience drafting contracts there and lack knowledge of all the legal aspects that must be taken into account.

Nevertheless, the hire must be completed, with all risks and details considered. The contract must be thoroughly reviewed and understood as much as possible. Ultimately, only one person can be fully responsible for the hiring process.

What did they own?

  • Responsibility for handling complex hiring cases in unfamiliar locations with minimal input and support.
  • Independently identifying and mitigating risks.
  • Preparing documentation and employment terms.
  • Taking full responsibility for decision-making.
  • Proactively proposing solutions that best serve the business.

How did they act?

  • Worked independently with full ownership of every action taken.
  • Clearly highlighted potential risks for the company.
  • Communicated necessary information in a timely manner to enable informed decision-making.

Why did it matter?

  • Thanks to the employee’s full ownership, we successfully onboarded many people into the company, helping the business effectively plan and execute its objectives.
  • All necessary preparations were completed to ensure smooth hiring and integration.

Nominee № 8

I believe this colleague deserves a prize for radical ownership because they consistently demonstrates exceptional accountability and leadership. They took on a particularly difficult strategic partnership relationship and fully embraced the challenge with an “I own this” mindset.

From the outset, they accepted complete responsibility for the outcome. They proactively anticipated risks, focused on transparency to highlight problems early rather than explaining them later, and always came prepared with practical solutions. When negotiations were difficult, they did not make excuses, and instead, focused on positive outcomes for both us and the client, and most importantly, rebuilt trust.

Because of their proactive approach and determination to see the project through, we are now in a far stronger position, with a more stable and productive partnership as a direct result of their leadership.

Nominee № 9

This person is the true embodiment of radical ownership, and I believe that if you asked anyone that they collaborate or serve on a regular basis they will agree. It is difficult to isolate a specific instance of "radical ownership" as this is truly the way that they approach their work each and every day, especially as they encounter a variety of tasks and issues regularly. Does a solution exist? If not - they will figure something out. Is the current solution not as efficient as it should be? They will work to make it better. Can the work be automated and shared with others on the team? They will work to make it happen.

As part of their day-to-day workload for Hal Leonard digital content publishing, they interface with Muse coworkers around the globe. Their work has allowed them to be exposed to any number of challenges, often on a daily basis.

What would be an "end of conversation" for many end up being an opportunity for problem solving, improvement and automation for this nominee. They have developed unique solutions for countless hurdles, and is continually looking for new and better solutions that help them to complete tasks quicker, empower others and guide the development for better internal systems for all of us. They have taken ownership of many aspects of OPUS, Hal Leonard's internal and ever-evolving proprietary content management.

This ownership helps to unite content teams through suggestions and actions for improving and aligning tasks among varied stake holder, ultimately improving our internal mechanisms from the inside out. Their tenacity and thoughtful approach to their work make them a pleasure to work with, and an incredibly valued member of the HL/Muse collective team.

Nominee № 10

I want to thank this person for the strong ownership they have of our Culture and Communication initiatives. The consistency with which they run things and their relentless pursuit of making sure everyone is heard and has a voice are refreshing and truly valued. KEEP IT UP!!!

I Need "Dirt": celebrating the biggest, boldest failure that happened while moving fast and trying something new.

Nominee № 1

One ordinary day, I was contacted by a user from Ultimate Guitar. He politely asked if I could transfer his data from one account to another: saved tabs, subscriptions, and — most importantly- 332 tabs he had personally created.

Now, data transfers like this are not exactly a one-click affair. It’s more like a controlled medical procedure. Slow. Delicate.

Full concentration. I approached it like a surgeon preparing for open-heart surgery:

  • Scalpel
  • Transfer saved tabs
  • Suction
  • Move subscriptions
  • “Are you feeling okay? Is everything transferring correctly?”

Throughout the process, I kept checking in with him like he was on the operating table and I was monitoring his vitals. Everything transferred beautifully. Clean work. Precise execution. Zero complications.

After the successful “operation,” I received an avalanche of gratitude. Blessings. Thanks. Possibly virtual hugs. I felt like I had just saved someone’s digital life.

I've done my work day mentally giving myself a medal (best support specialist in the world) !!!!!

And then the universe laughed...

What went wrong?

Just a few days later, another user contacted me. He was in visible distress. Digital devastation. His message essentially read: “ALL my subscriptions are gone. All my saved tabs are gone... and most importantly- my 332 self-made tabs are gone.”

Three hundred. And. Thirty. Two.

At that exact moment, I experienced a very specific kind of sweat. Hot and cold at the same time. The kind your body produces when it realizes: "You are the problem!!!". It hit me- I was the thief. Not metaphorically. Logistically.

What it led to?

After a long chain of messages, I confirmed that this second user was the actual owner of the account. So I asked one critical question: “Do you happen to know the email address of the user who asked for the transfer a few days ago?”.

He replied almost instantly: “Yes. That’s my former friend.” Pause... Apparently, after they stopped being friends, this individual decided the most mature course of action was… to steal 332 guitar tabs and the entire account ecosystem.

Because nothing says “I’ve moved on” like committing tab-related identity theft. So there I was. The accidental accomplice in a revengedriven digital heist.

I had to perform a second surgery. But this time it wasn’t calm and confident. It was more like: I AM SO SORRY,

Please don’t sue me, I promise I’m not part of a tab mafia!!!!

I reversed the entire transfer. Carefully. Painstakingly. Apologizing more times in one week than in the rest of my life combined.And yes, the original requester received a permanent ban. No encore performance.

Key Takeaway / Lessons Learned

Trust is good. Verification is better. Data transfers are not medical procedures — but they should be treated like high-risk surgery. When someone asks you to move 332 handmade tabs, maybe — just maybe — double-check ownership.

Former friends can be more dangerous than hackers. I learned to scrutinize every transfer request like I’m guarding the Crown Jewels of rock music. From that day forward, I became hyper-vigilant with account transfers. IDs checked.

Ownership verified. Digital consent confirmed. Because sometimes the biggest “F***ed up” moment isn’t malicious.

It’s realizing you executed a perfect operation… on the wrong patient.

Thank you for your attention!

Nominee № 2

What exactly went wrong:

In the Amazon Team, I was responsible for improving the data architecture for the Amazon Portal in Metabase. In 2025, we had very few dashboards and reports to support stakeholder decision-making. During the first half of 2025, I built a Scraper to properly collect data from Amazon Portal, investing significant time to gather everything and build a historical data foundation. In Q3, I discovered that part of the reported revenue was duplicated, meaning we had been incorrectly reporting sales figures across that time.

What it led to:

Until Q3 2025, we were looking at inflated numbers when making decisions and conducting any analysis based on them. The silver lining is that when the mistake was discovered, it drove a new release leveraging the API to collect data — a much faster and more robust solution than the previous one. Also, that new API unlock new reports, models and possibilities for B2B Amazon Team.

Key takeaway:

Before starting any integration project and collecting historical data — which can be very time-consuming — always validate the source numbers first to make sure they actually make sense and correct.

Nominee № 3

I thought it would be easier making sure users are created via a script. Implemented it and that resulted in a user being called surname first letter instead of first letter surname.

This couldn't be changed.

Learned a lot about how to streamline the process without mistakes.

Nominee № 4

Tried implementing a song-matching solution using AI. It was slow. It was expensive due to AI hardware requirements.

Learned a lot about the possibilities of AI embeddings and ANN searching. The final solution is more accurate, meaning AI is not always better.

Nominee № 5

I coordinated the holiday gifts for all US employees, and I would consider many steps in the process as a 'fail' in the aspect of a learning opportunity of how to do things differently in the future. I have employees in Winona, Milwaukee and remotely in many different states and went with 'tangible' gift items that came from different vendors.

We had to manually package items for every employee, then send the Milwaukee gifts to Milwaukee and send every gift for remote employees separately.

Next time, I plan to go with an option that is more universal and easier to distribute so that it isn't such a labor intensive task!

Nominee № 6

I work in CRM. When you manually configure campaigns, segments, and triggers, there is always a non-zero probability that something will go wrong. And unlike many other mistakes, once the email is sent, you can’t “roll it back.” So over time, I’ve had several failures, and I'd wanted to share my top 5:

1. The “69” pre-header incident

What went wrong: After testing an email campaign in a staging environment, everything looked correct. But in the live production send, an unexplained “69” appeared in the preheader, pulled from somewhere in the code.

What it led to: Unexpected comedy value for the team, and a permanent upgrade to my testing paranoia.

Key takeaway: Test in real production conditions. Since then, every important campaign is validated via a real send before full rollout.

2. The triple anniversary email

What went wrong: While updating lifecycle logic (1, 6, 12 months after registration), I copied the 1-month condition into other branches. Users received three anniversary emails simultaneously.

What it led to: Confusing communication and broken automation logic, even though revenue and open rates looked strong.

Key takeaway: Revenue is not proof of correctness. I now run a monthly audit of all automated campaigns to check logic, triggers, and exclusions.

3. Design & copy errors in emails

What went wrong: Several minor layout and copy issues slipped into production due to rushed reviews.

What it led to: A couple of “how did we miss that?” moments, and a live lesson that after launch, you don’t edit - you learn.

Key takeaway: We implemented mandatory cross-checks with the Creative team before every send. Shared accountability reduces preventable errors.

4. Mobile blind spot in a fast experiment

What went wrong: I wanted to move fast and reused an existing web landing page for a CRM experiment. Everything was ready: campaign logic, copy, segmentation. During final testing (almost ready to launch), I opened the page on my phone. It was barely usable. The page had never been tested for mobile (because it was used only on the desktop web).

What it led to: A last-minute stop. The experiment was paused right before launch, after all the preparation was done.

Key takeaway: In CRM, mobile is the default. If your landing page doesn’t work correctly on mobile, your experiment doesn’t work.

5. Many experiments that failed

What went wrong: I launched experiments I was absolutely convinced would be winners. I could already imagine the uplift, the slide with green arrows, the “great job” message. but reality disagreed :)

What it led to: A few uncomfortable dashboard checks and some short-term dips in performance.

Key takeaway: A failed experiment isn’t a mistake for me, but a new learning. And I believe that progress comes from iterations, not from protecting your ego.

Follow the link and cast your votes in Confluence.

How Seasons works this year

This year marks a fundamental change in how Muse Group operates.

As Eugeny shared in his strategy note, we are moving from a founder-led to a management-led company. Strategy updates will be shorter and sharper — setting the vector, boundaries, and principles — while management owns the decomposition, prioritization, and execution.

Instead of one large strategy document, the Executive team has developed Strategic OKRs as the foundation for all planning. Each Strategic OKR has a clear Executive DRI, and the work is broken down into EPICs — single pages that define ownership, key results, and the plans that move them forward. Teams build their OKRs directly from these company-level goals, creating a clear line from strategy to delivery.

During the Strategic planning, teams should complete their retrospectives, cross-team roundtables, and OKR planning.

Seasons is where it all comes together — selected teams are being presented throughout the week, with all executives participating. This is the moment we align as a company on the plans, priorities, and commitments that will shape the year ahead.

See the full picture

All the documents behind this year's planning — strategy notes, OKRs, EPICs, and chapter materials — are available in Confluence.

Explore them at your own pace.

Schedule

Seasons 2026 kicks off next week! Check out the full schedule to explore all the presentations lined up and plan your days accordingly.

That time in the schedule is in Cyprus time (Eastern European Time, UTC+2)

(02)

Wednesday, March 11

(02)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: Digital Products

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Ultimate Guitar

2
4:45pm - 5:15pm
4:45pm - 5:15pm

MuseScore

3
5:15pm - 5:30pm
5:15pm - 5:30pm

Coffee Break

4
5:30pm - 6:00pm
5:30pm - 6:00pm

MuseHub

5
6:00pm - 6:30pm
6:00pm - 6:30pm

Audio & Audacity

6
(03)

Thursday, March 12

(03)
4:00pm - 5:00pm
4:00pm - 5:00pm

‘Seeing Without Seeing: How Blind Users Navigate Our Products’ Masterclass

1
5:00pm - 5:10pm
5:00pm - 5:10pm

Set List: Commerce

2
5:10pm - 5:40pm
5:10pm - 5:40pm

B2B

3
5:40pm - 5:55pm
5:40pm - 5:55pm

Coffee Break

4
5:55pm - 6:25pm
5:55pm - 6:25pm

D2C

5
6:25pm - 6:55pm
6:25pm - 6:55pm

Marketplaces

6
6:55pm - 7:25pm
6:55pm - 7:25pm

Sublicensing

7
(04)

Friday, March 13

(04)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: MuseOS

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Muse Operating System

2
4:45pm - 5:05pm
4:45pm - 5:05pm

Editorial

3
5:05pm - 5:20pm
5:05pm - 5:20pm

Coffee Break

4
5:20pm - 5:40pm
5:20pm - 5:40pm

Marketing

5
5:40pm - 6:00pm
5:40pm - 6:00pm

Production & Fulfillment

6
6:00pm - 6:45pm
6:00pm - 6:45pm

Outro: Seasons 2026

7

That time in the schedule is in Milwaukee time (Central Time, CST/CDT).

(02)

Wednesday, March 11

(02)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: Digital Products

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Ultimate Guitar

2
4:45pm - 5:15pm
4:45pm - 5:15pm

MuseScore

3
5:15pm - 5:30pm
5:15pm - 5:30pm

Coffee Break

4
5:30pm - 6:00pm
5:30pm - 6:00pm

MuseHub

5
6:00pm - 6:30pm
6:00pm - 6:30pm

Audio & Audacity

6
(03)

Thursday, March 12

(03)
4:00pm - 5:00pm
4:00pm - 5:00pm

‘Seeing Without Seeing: How Blind Users Navigate Our Products’ Masterclass

1
5:00pm - 5:10pm
5:00pm - 5:10pm

Set List: Commerce

2
5:10pm - 5:40pm
5:10pm - 5:40pm

B2B

3
5:40pm - 5:55pm
5:40pm - 5:55pm

Coffee Break

4
5:55pm - 6:25pm
5:55pm - 6:25pm

D2C

5
6:25pm - 6:55pm
6:25pm - 6:55pm

Marketplaces

6
6:55pm - 7:25pm
6:55pm - 7:25pm

Sublicensing

7
(04)

Friday, March 13

(04)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: MuseOS

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Muse Operating System

2
4:45pm - 5:05pm
4:45pm - 5:05pm

Editorial

3
5:05pm - 5:20pm
5:05pm - 5:20pm

Coffee Break

4
5:20pm - 5:40pm
5:20pm - 5:40pm

Marketing

5
5:40pm - 6:00pm
5:40pm - 6:00pm

Production & Fulfillment

6
6:00pm - 6:45pm
6:00pm - 6:45pm

Outro: Seasons 2026

7

It's Day Three of Seasons 2026

By now, you've already heard about the 2026 focus from our executives and what's ahead for our digital products.

Today brings our commerce chapters plus something special: a live masterclass where a musician and composer will show us how she navigates our products using a screen reader.

What does MuseScore or Ultimate Guitar feel like when you can't see the screen? This isn't about compliance — it's about understanding the real human impact of the products we build. Don't miss it!

Schedule

Seasons 2026 kicks off next week! Check out the full schedule to explore all the presentations lined up and plan your days accordingly.

That time in the schedule is in Cyprus time (Eastern European Time, UTC+2)

(03)

Thursday, March 12

(03)
4:00pm - 5:00pm
4:00pm - 5:00pm

‘Seeing Without Seeing: How Blind Users Navigate Our Products’ Masterclass

1
5:00pm - 5:10pm
5:00pm - 5:10pm

Set List: Commerce

2
5:10pm - 5:40pm
5:10pm - 5:40pm

B2B

3
5:40pm - 5:55pm
5:40pm - 5:55pm

Coffee Break

4
5:55pm - 6:25pm
5:55pm - 6:25pm

D2C

5
6:25pm - 6:55pm
6:25pm - 6:55pm

Marketplaces

6
6:55pm - 7:25pm
6:55pm - 7:25pm

Sublicensing

7
(04)

Friday, March 13

(04)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: MuseOS

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Muse Operating System

2
4:45pm - 5:05pm
4:45pm - 5:05pm

Editorial

3
5:05pm - 5:20pm
5:05pm - 5:20pm

Coffee Break

4
5:20pm - 5:40pm
5:20pm - 5:40pm

Marketing

5
5:40pm - 6:00pm
5:40pm - 6:00pm

Production & Fulfillment

6
6:00pm - 6:45pm
6:00pm - 6:45pm

Outro: Seasons 2026

7

That time in the schedule is in Milwaukee time (Central Time, CST/CDT).

(03)

Thursday, March 12

(03)
4:00pm - 5:00pm
4:00pm - 5:00pm

‘Seeing Without Seeing: How Blind Users Navigate Our Products’ Masterclass

1
5:00pm - 5:10pm
5:00pm - 5:10pm

Set List: Commerce

2
5:10pm - 5:40pm
5:10pm - 5:40pm

B2B

3
5:40pm - 5:55pm
5:40pm - 5:55pm

Coffee Break

4
5:55pm - 6:25pm
5:55pm - 6:25pm

D2C

5
6:25pm - 6:55pm
6:25pm - 6:55pm

Marketplaces

6
6:55pm - 7:25pm
6:55pm - 7:25pm

Sublicensing

7
(04)

Friday, March 13

(04)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: MuseOS

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Muse Operating System

2
4:45pm - 5:05pm
4:45pm - 5:05pm

Editorial

3
5:05pm - 5:20pm
5:05pm - 5:20pm

Coffee Break

4
5:20pm - 5:40pm
5:20pm - 5:40pm

Marketing

5
5:40pm - 6:00pm
5:40pm - 6:00pm

Production & Fulfillment

6
6:00pm - 6:45pm
6:00pm - 6:45pm

Outro: Seasons 2026

7

The final
presentation

It's the last day of Seasons 2026.

To wrap things up, here's the closing presentation — a look at everything we've covered this week and what comes next.

Open the link below to follow along.

Schedule

Seasons 2026 kicks off next week! Check out the full schedule to explore all the presentations lined up and plan your days accordingly.

That time in the schedule is in Cyprus time (Eastern European Time, UTC+2)

(04)

Friday, March 13

(04)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: MuseOS

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Muse Operating System

2
4:45pm - 5:05pm
4:45pm - 5:05pm

Editorial

3
5:05pm - 5:20pm
5:05pm - 5:20pm

Coffee Break

4
5:20pm - 5:40pm
5:20pm - 5:40pm

Marketing

5
5:40pm - 6:00pm
5:40pm - 6:00pm

Production & Fulfillment

6
6:00pm - 6:45pm
6:00pm - 6:45pm

Outro: Seasons 2026

7

That time in the schedule is in Milwaukee time (Central Time, CST/CDT).

(04)

Friday, March 13

(04)
4:00pm - 4:15pm
4:00pm - 4:15pm

Set List: MuseOS

1
4:15pm - 4:45pm
4:15pm - 4:45pm

Muse Operating System

2
4:45pm - 5:05pm
4:45pm - 5:05pm

Editorial

3
5:05pm - 5:20pm
5:05pm - 5:20pm

Coffee Break

4
5:20pm - 5:40pm
5:20pm - 5:40pm

Marketing

5
5:40pm - 6:00pm
5:40pm - 6:00pm

Production & Fulfillment

6
6:00pm - 6:45pm
6:00pm - 6:45pm

Outro: Seasons 2026

7

That's a Wrap

And with that, Seasons 2026 comes to a close.

Four days of presentations, chapters, and conversations that shape the year ahead. Now the real work begins — turning everything we've aligned on into action. Thank you to everyone who presented, participated, and showed up.

Let's make 2026 count.

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