Founded by Caitlin Reilly
Image by Marcelle Bradbeer
The thinking first, then the fun bit.
In Cahoots started in 2019 as the email address I managed artists from, in 2023 I went full-time freelance and it's turned into a small practice since becoming a registered company in July 2025.
My experience spans ten years across agencies, artist management, venues, touring, festivals, merch and ticketing, every job in music at some point or another.
In Cahoots is just me, one person, so the person you talk to on the first call is the one running your campaign, writing your emails and checking your ads every week, and I'd much rather keep it that way :)
I've studied business at Melbourne Business School too, the leadership, data and marketing side of it, so there's a proper business head behind the marketing :)
That's also why I care as much about what's left behind as the campaign itself, the plans, templates and dashboards your team keeps using once we wrap :)
How I work
It all comes from a deep respect for the audience and the fan experience :)
- 01
Real fans
I aim everything at real people who might love the work. Fake accounts and dodgy clipping pages make a nice wave for a week, and there's nobody real behind them. I stay well away from that stuff.
- 02
Knowing the product, knowing the audience
I start by getting to know what you're making as well as you do, then who it's for out there, so a lot of my job is listening and going to ask the audience what they're after :) Ads are one piece of it, and once I know both sides I put the rest of the effort into the good stuff, in-person moments and collabs with other artists, plus a mailing list that keeps people in the loop between the big announcements.
- 03
Honest reporting
I report on the numbers you care about, like tickets sold and the people who stuck around, and if something didn't work you'll hear it from me first, with what I'd change.
- 04
Trying new things
When the tool I need doesn't exist yet, I build it, like the dashboards up above. I'm always bringing in ideas I've seen work at another festival, venue or label, and I test them small before anyone spends big.
