CARELESS MUSIC
An independent music label and creative house based in Manila, Philippines is breaking conventions and redefining what it means to be a Filipino artist, CARELESS champions a new generation of talent across music, fashion, and culture.
When Careless came to us, they had everything a movement needs—vision, voice, and a loyal community. What they needed was a digital ecosystem that could scale with their creative output and amplify their impact globally.
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.
THE APPROACH
We designed a multi-platform social ecosystem built for scale—one that merged creativity with clarity, and systems with soul.
Our focus: create a repeatable, data-informed content model that enabled the team to operate like a digital publisher, not just a music label.
WHAT WE DID:
→ Brand Audit + Refresh: We made sure every post, video, and caption looked and sounded like Careless consistent, creative, and instantly recognizable.
→ Strategic Frameworks: Introduced monthly content calendars, campaign templates, and artist-specific strategies for consistent storytelling.
→ YouTube Revamp: We redesigned their channel and optimized titles, thumbnails, and upload schedules. This boosted click rates by 68% and average watch time by 35%.
→ Short-Form Video Strategy: We produced TikToks and Reels that felt fun and authentic to each artist—several hit over 1M views organically.
→ Content Direction: We blended professional visuals with culture-driven storytelling, increasing engagement by 54%.
→ Campaign Execution: From music releases to brand collabs, we planned and rolled out digital campaigns that performed better than industry averages.
→ Engaged the fan community: We made sure fans felt heard and connected, doubling comment activity and growing follower loyalty by 40% month over month.
THE RESULTS
1M+ views
per viral TikTok/Instagram Reel
3.4M+
total YouTube views
68%
increase in engagement
2.5x
increase in cross-platform fan interaction
103,000+
Instagram followers