Channels are tools, not identities.
Social, email, live, retail, PR, paid media, partnerships — each plays a different role depending on the audience and objective. We use them in service of a wider strategy, not as the strategy itself.
Founder-led
One senior partner. One complete campaign.
When one person holds the creative strategy and the numbers, nothing gets lost between them.
Artist, label, management, consultancy, platform. Every side of the industry.
This is not a team of specialists who hand off between departments. It is one operator with a complete view of the campaign.
12+Years delivering campaigns across music and culture
42xROAS on a high-value global collection release
1Senior partner per campaign. No layers, no handoffs.
The arc
Started as an artist. Built from every side of the industry.
Before Tell Your Friends, Jeff Courtney was the artist. A chorister at St. Patrick’s Cathedral in Dublin, then a touring musician whose band Spies was named NME’s Band of the Day, featured by The Guardian, and played by Zane Lowe on BBC Radio 1.
He went on to work every side of the music business: label marketing, artist management, independent consultancy, and platform partnership at a major cultural institution.
That arc is the point. He does not see campaigns from one angle, because he has sat on every side of the table.
Every side
One perspective from five positions.
The same person who understands the label’s commercial constraints also knows what an artist needs from their management, and what it takes to make a campaign work inside a cultural institution.
01 Chorister & touring musician 02 Label marketing 03 Artist management 04 Independent consultancy
What we believe
Honest when it works. Honest when it doesn’t.
The strongest marketing does not broadcast at people. It creates something they want to enter, respond to, or help shape.
Audience trust is a real commercial asset.
We resist constant hard-sell when it weakens a long-term relationship. We build enough value and relevance that audiences choose to engage when the commercial moment arrives.
Creative and commercial are not separate.
Great creative builds memory and affinity. Great reporting informs better decisions. Neither works in isolation, and neither should sit in a different department.
Context is part of the work itself.
Timing, format, platform, audience mood, and cultural environment all shape whether a campaign lands or gets ignored. We treat the environment as carefully as the message.
£880k+
Attributed sales from one collection campaign 42x ROAS across Meta and Google for CIRCA / Marina Abramović, with purchases across 22 countries.
Proof is how we talk
Exact numbers with context over inflated aggregates.
Every claim on this site is source-backed and conservative by design. We would rather frame an honest range than sell a perfect projection we cannot defend later.
One partner. Three domains. Every layer of the campaign.
Creative direction, web and data infrastructure, paid amplification — connected as one system by one senior partner.
01
World-building
Creative direction, art direction, content, and motion that make the campaign feel coherent wherever it appears. Taste decides whether anyone cares.
02
Web & ecommerce
Campaign sites, Shopify stores, launch pages, and fan journeys designed to convert attention into action — built for real release moments.
03
CRM & audience
Email, first-party data, segmentation, and lifecycle campaigns that build lasting relationships beyond one release. The list belongs to you, not the platforms.
04
Paid media
Meta, TikTok, Google, YouTube — properly tracked, creative-led targeting that scales what is already resonating. The creative is the targeting.
05
Reporting
Weekly updates on what is working, what isn’t, and what we are changing next. No data dumps. No vanity metrics. We advise; you decide.
Ready to start a campaign?
One call to see whether we are the right fit. No pitch deck, no pressure.
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