Performance marketing, music only
Stop renting fans.
Start owning them.
We turn paid ads into streams, streams into fans, and fans into first party data: names, emails, phone numbers. That data sells tickets, merch and the next record. It belongs to the artist, not the platform.
ARTISTS FROM THESE LABELS & COMPANIES USE SHUFFLE
The Shuffle Flywheel
One loop. Five stages. Compounding returns.
Every campaign we run feeds the next one. Hover a stage to see how the loop turns spend into equity.
Stage 01 of 05
Promote
Paid ads that move streams
Conversion campaigns on Meta and TikTok, engineered to drive real listens on Spotify, Apple Music and YouTube. Not impressions. Plays.
- 1
Promote
Paid ads that move streams
Conversion campaigns on Meta and TikTok, engineered to drive real listens on Spotify, Apple Music and YouTube. Not impressions. Plays.
- 2
Convert
Listeners become followers
Retargeting and content sequencing turn a one time play into a follow, then a follow into a relationship between artist and fan.
- 3
Own
First party fan data
Funnels that capture names, emails and phone numbers. The artist owns that audience outright instead of renting it from a platform.
- 4
Monetize
Tickets, merch, releases
The same owned data sells out rooms, moves merch and launches records direct to fans, at a fraction of cold acquisition cost.
- 5
Repeat
Revenue funds the next cycle
Profit goes back into spend. Bigger audience, richer data, cheaper conversions. The flywheel spins faster every cycle.
The platforms in the loop
Streaming to socials to shows
Streaming platforms create the listeners. Social platforms turn those listeners into followers and buyers. Shows and sales turn buyers into an owned audience, which makes the next campaign cheaper.
Streaming
Paid campaigns push real listens on the platforms that pay out.
Tracked in Spotify for Artists and Apple Music for Artists.
Socials
Listeners are retargeted back into content and follow the artist.
Pixels and custom audiences built from real listener behaviour.
Shows and sales
Owned data turns an audience into tickets, merch and pre saves.
Names, emails and phone numbers the artist keeps forever.
Then the loop restarts. Every show, sale and follow feeds the next campaign with better data, so the same budget reaches further on the next release.
Meta and TikTok to streaming
How the funnel actually works
Managers and labels are usually shown a results screenshot and nothing in between. Here is the full path a campaign takes, from the first creative to a tracked listener on Spotify and Apple Music.
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Step 01 of 05
Creative volume
Dozens of assets per release
We build the creatives, or work with the assets the artist and their team already have. Vertical cuts, lyric hooks, performance clips, visualiser loops, static frames. Every release goes live with a deep bench of variants instead of one hero video.
Ads on Meta and TikTok, one landing page in the middle, pixels reading every click, and streaming platform dashboards confirming the result. That is the full path from a creative to a listener we can prove.
Placements
- Meta Reels
- Meta Stories
- Meta Feed
- TikTok In Feed
- TikTok Search
Creatives
- Vertical cuts
- Lyric hooks
- Performance clips
- Visualiser loops
- Statics
Landing page
- Smart routing
- Fast mobile load
- Pre save and pre add
- Data capture
Pixels
- Meta pixel
- TikTok pixel
- Conversion events
- Lookalike fuel
Streaming attribution
Spotify for Artists
Apple Music for Artists
Data, not gut feeling
We test first. We scale second.
Every campaign opens with structured creative and audience testing. Dozens of variants run in parallel. Only what the data proves gets budget. No guessing, ever.
Hyper A/B testing
Hooks, edits, thumbnails, audiences and placements tested against each other before scale.
Benchmarked results
Every result is measured against a proprietary database of thousands of real music campaigns.
Scale only the winners
Budget follows proof. Losing variants are cut fast so spend never funds a hunch.
Who this is for
We are built to run at label scale.
We work by application because every campaign runs through the same founders and the same testing engine. That means we take on a limited number of artists and labels at a time.
A fit
Artists and labels ready to put real, sustained spend behind a release
A rollout with dates, assets and intent behind it. Teams who want the testing data, the market read and the fan list that comes out the other side, and who will keep the loop running past a single track.
Not a fit yet
A first dollar test to see if ads do anything
We have built the playbook on indie budgets too, and the Aviram case study is proof of that range. But one small burst with no follow up will not compound, and we would rather say so than take the work.
Case studies
Real releases. Real numbers.
Campaigns where reading the data changed the decision, and the streams followed.
Ready when you are
Apply to work with us
Same loop we ran on the campaigns above. Send the basics and a founder reads it, not a bot.
We only use this to review and reply. No lists, no spam, no sharing your details with anyone.
The people behind it
Two founders. Same phone number since 2018.
Shuffle is not a call center with an account manager rota. It is a senior team started by two people who came up in music and in media buying, and who still read the numbers on every account.
Shahar Caspi
Co-founderMusician turned media buyer. Builds the acquisition playbook behind every release.
Guy Tal
Co-founder and CEOAgency background, testing obsessed. Runs the media buying side day to day.
Ready to own your audience?
Tell us where you are and what you are releasing. We take on a limited number of artists and labels, and we read every application ourselves.
Apply to Work With UsWe read every application personally and reply within 48 hours.