In Cahoots partners with the teams shaping Australia’s independent arts landscape — turning cool, ambitious ideas into clear, steady marketing momentum.
OUR APPROACH
Where art and strategy shake hands.
I’m Caitlin Reilly — founder and director of In Cahoots. I work in the gaps between artists, audiences, and ideas — helping creative teams say what people need to hear, when they’re most likely to listen.
I’ve spent the past decade inside Australia’s independent music and arts world — across programming, management, touring, and marketing. That background means I understand how creative work actually moves: the rhythms, the constraints, the gut calls that shape a campaign long before it goes public.
Now, alongside my MBA at Melbourne Business School, I’m bringing that lived experience into sharper strategy — helping creative organisations build sustainable marketing systems, not just quick wins.
My job is to read the room — to spot patterns, sense shifts, and translate creative ambition into strategy that lands. In Cahoots exists for that moment where an idea finds its audience.
PROUDLY
IN CAHOOTS WITH…
A CASE STUDY
Festival Marketing
SOLD OUT FOR THE FIRST TIME - NYE 2024
When Pigs Fly NYE
I had the pleasure of being marketing lead for WPF in 2024. The funnest project to write for, and a true team effort with the founders — Benny & Liam — and designer Sprinks. Together, we built a campaign that turned anticipation into record-breaking demand, selling out with a waitlist longer than the tickets we had to offer. Thrilled to be back with the team for the 2025 NYE edition.
IMAGE BY KEVIN McDOWELL
ANOTHER CASE STUDY
UK + IRE TOUR & 'LIVE AT THE TIVOLI' VIDEO SERIES
The Jungle Giants
A paid advertising–only campaign with full digital strategy — designed to drive ticket sales in new UK + Ireland markets while building the band’s global audience. Alongside the tour promotion, we rolled out 'Live at The Tivoli', a high-energy video series capturing the band’s hometown performance. Across five videos, the series amassed 592,087 views.
IMAGE BY BYRON SPENCER
ONE MORE CASE STUDY
A TWO YEAR PARTNERSHIP – BUILDING A BRAND THAT SELLS OUT
Northcote Theatre
Ongoing venue marketing with a simple goal: build a brand that sells out — and sells out fast. Through sharp creative, precise targeting and quick campaign turnarounds, we’ve averaged a $3 CPA and turned Northcote Theatre into a room that moves tickets in record time. The result? A venue artists want to play, audiences want to return to, and promoters know will deliver.
IMAGE BY NAOMI LEE BEVERIDGE
OUR SERVICES
FAQ'S
You're not meant to know everything.
We turn messy marketing into a clear plan that actually works — leaving you more time for the work you love.
