Project A&R
Project A&R · Cultural engineering for music
Campaign work across Olivia Rodrigo · The Kid LAROI · Steve Lacy · Tame Impala · Teddy Swims
So we engineerwhat they find.
So we engineerwhat they find.
We are cultural engineers — the digital A&R for your online presence. We read the market, the culture and the way people actually behave online, and we build moments that last.
The philosophy
Narrative is the only thing left that moves a fan — so it’s priceless. We build the story first, then put it in front of the subcultures it belongs to until the artist is unavoidable.
The best music in the world means nothing if it never meets its tribe. We have the ear to find talent early and can tell a fleeting viral video from a cultural moment.
We know the difference between a spike and a true movement, and we back the movement.
We know where a scene sits, how it talks and what makes someone share. That read is why a campaign lands.
Every touchpoint maps back to one narrative that’s native to the artist and where they’re positioned in the market.
Between a tastemaker boutique and a major-label execution engine. Emerging acts to the biggest artists alive, only elite talent.
The four pillars
Our top offering. We become the outsourced digital arm for the artist’s long-term trajectory — dictating the narrative across touchpoints that every post maps back to, rather than executing isolated campaigns.
A network of fan pages built from zero inside the artist’s subculture, posting daily. Anyone can run pages. The work is knowing which pockets of the internet a record belongs in and what those people will actually stop for.
Built to mobilise the internet and drive sound adoption. We work out who would use the sound without being paid to, seed it with them first, and keep going until other people are making the videos for free.
Turnkey for international acts touring Australia. We manage the entire physical and digital footprint in market, so the run becomes a local cultural moment instead of a tour date.
Proof of workFour campaigns, four mechanisms
A smaller Australian act with no major behind them. Page built 0→9.5K followers and 2.5M+ views in two months, no other promotion running. Sprint one added 8,500 streams a day — a 175% lift inside a month. Across two sprints: +15K daily and 300K→400K monthly listeners.
From our first video to more than 150,000 creators on the sound. It kept climbing after we stopped pushing — other people were making the videos by then.
An Australia-focused push across edits, creator seeding and trend activation drove the record to the top 10 on Spotify Australia and #23 globally.
A full cycle run end to end — narrative, fanpages and streaming push at once. Streams, the number that pays out and reports to charts, not views.
The feedback loop
We run it as a circle — what we learn about the audience shapes the narrative, the narrative shapes the push, the push tells us more about the audience. Each phase can be bought alone. Together, each one makes the next cheaper.
We architect the narrative and mythos that gives the algorithm a reason to favour the artist, and grow the main socials so there is an audience to talk to.
Trend engineering and sound seeding take that refined narrative and push it through the noise at high retention and high volume.
Organic fanpages and contextual presence build the social proof that turns views into devotees — validating the narrative and feeding Phase 1 again.
Phase 3 validates the narrative and feeds Phase 1 again
Engagement protocol
We only integrate with artists and brands capable of sustaining the growth we architect. Bespoke engagements welcome — narrative architecture, sound campaigns, fanpages or clipping on their own.