CARELESS MUSIC

Marketing Strategy, Campaign Development, Content Creation, Live Coverage, Social Media Management

views per TikTok/Instagram Reel

1,000,000+

total YouTube views

7.4 M+

increase in engagement

68%

increase in fan interaction

2.5x

Instagram followers

103,000+

THE CHALLENGE

Careless had cultural influence but they lacked a structured system to sustain and grow it. Their content needed to evolve from reactive to strategic, connecting the brand’s creative DNA with measurable, long-term growth.

lovescene: James Reid live in Palm Springs
SnapInsta.to_652081353_18092324726040458_8551238856703067935_n.jpg
SnapInsta.to_360137672_18226367938214697_8422675715699125580_n.jpg
Destiny Rogers' 'Fall Back' Music Video
SnapInsta.to_652676182_18091002926515857_6665050824873320920_n.jpg
Screenshot 2026-03-19 at 16.39.03.png

“We finally reached 100k followers on Instagram!”

- ARIANA N., CARELESS

OUR APPROACH

We designed a multi-platform social ecosystem built to create a repeatable, data-informed content model that enabled the team to operate like a digital publisher, not just a music label.

  • We made sure every post, video, and caption looked and sounded like Careless consistent, creative, and instantly recognizable.

  • Introduced monthly content calendars, campaign templates, and artist-specific strategies for consistent storytelling.

  • We redesigned their channel and optimized titles, thumbnails, and upload schedules. This boosted click rates by 68% and average watch time by 35%.

  • We produced TikToks and Reels that felt fun and authentic to each artist—several hit over 1M views organically.

  • We blended professional visuals with culture-driven storytelling, increasing engagement by 54%.

  • We made sure fans felt heard and connected, doubling comment activity and growing follower loyalty by 40% month over month.

Next

VANI-T AUSTRALIA