About Shuffle
We are Shuffle.
Musicians who buy media.
A small senior team of artists, media buyers and analysts. Founded in 2018 by Shahar Caspi and Guy Tal, and still run by the same two people who answer the emails.
Co-founder
Shahar Caspi
Musician turned performance marketer. Shahar built the streaming acquisition playbook Shuffle still runs today: creative volume first, then placement testing, then budget only behind what the numbers prove.
- Leads strategy for label partners across the US and Europe
- Ran the territory led rollout behind the Ava Max campaign
- Built the benchmark database that every campaign result is measured against
Co-founder and CEO
Guy Tal
Came up through advertising agencies in Israel and abroad before moving full time into music. Guy runs the media buying side of the business and the testing framework behind every account.
- Owns daily media buying across Meta, TikTok, YouTube and Google
- Ran the mid campaign pivot on the Justice and Tame Impala rollout
- Reads the reporting on every account personally, week to week
Our story
Where Shuffle started
Shuffle started because musicians were being sold marketing they could not measure. Big promises, vague reports, no way to tell what actually moved.
We took the opposite position. Every campaign is an experiment with a control, a variable and a number at the end of it. Artists and label managers get the same visibility a performance team in any other industry would expect.
Along the way we built something more valuable than any single campaign: a benchmark database of thousands of real music campaigns. It tells us what normal looks like, so we know immediately when something is working.
And we shifted the goal. The point is not a spike in streams. The point is an audience the artist owns when the campaign ends.
Philosophy
Data over gut feeling.
Numbers sharpen instinct
Taste still picks the idea. Data decides which idea gets the budget.
Real over vanity
A million impressions is not a result. A fan who buys a ticket is.
Ownership is the outcome
If the campaign ends and the artist owns nothing, the campaign failed.
How the work is staffed
The founders stay on the account
There is no account manager rota and no junior hand off. Shahar and Guy run strategy and media buying themselves, supported by a small group of specialist freelancers for editing and analytics when a release needs the extra hands.
Two people, one inbox
Write to info@wershuffle.com and a founder answers. Same two numbers since 2018.
Senior hands on the buying
Budget decisions are made by the people who built the testing framework, not passed down a chain.
Specialists when needed
Editors and analysts are brought in per release, so you are never paying for an org chart.
Let's make some noise
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.