The Agency
We partner with brands and artists to turn strong creative assets into measurable growth.
Not by chasing trends but by building systems that connect story, distribution, and results.
Our Approach
We don’t separate creative and performance.
They inform each other.
Strategy shapes the idea.
Creative earns attention.
Distribution converts attention into growth.
Chosen Case Studies
LAKNA - Audience Growth & Multi-Release Streaming Campaign
Overview
Lakna’s campaign focused on building a stronger listener base across multiple releases while expanding her reach beyond core markets. The objective was to turn paid media into a tool for both discovery and retention, helping the music travel further while building a more engaged audience around the project.
Approach
We developed a conversion-led campaign structure across key releases, including Sans Écrans and Refresh and Restart, combining territory segmentation, audience testing, and creative variation. The strategy focused on reaching high-intent listeners in core French-speaking markets while also opening up growth in adjacent territories. Campaigns were built to drive consistent discovery, stronger engagement, and repeat listening behaviour rather than short-term spikes.
Results
100,000+ streams across promoted tracks
132% increase in streams within 28 days
122% increase in listeners
83% of streams driven by monthly active listeners
Strong growth across France, Switzerland, and emerging international markets
MISS C-LINE - Streaming Growth, International Reach & Cultural Momentum
Overview
Miss C-LINE’s campaign was designed to build a strong base of engaged listeners while supporting her broader positioning as a rising international artist. The goal was to create a campaign that strengthened both streaming performance and cultural visibility around the project.
Approach
We ran a conversion-led release strategy built around audience growth, creative testing, and territory expansion. Campaigns were structured to drive high-intent listening behaviour, increase saves and repeat streams, and strengthen algorithmic momentum. Alongside the paid media work, the campaign supported wider artist growth by helping build visibility beyond the release itself.
Results
15,000+ monthly listener increase within the first month
Strong listener-to-stream ratio indicating high engagement
77.5% of active listeners driven from Mexico
Sustained growth beyond the initial release window
Increased visibility across algorithmic and listener-driven playlists
Wider Impact
The campaign supported broader momentum around the artist, contributing to:
Coverage in ELLE Suisse
Recognition around the Swiss Music Awards
International audience growth that supported a Mexico tour
JOSS STONE - Audience Reactivation & Social Growth Campaign (with PLA partner)
Overview
For Joss Stone, the objective was to reactivate her audience, expand social reach, and bring new attention to the project ahead of her 20 Years of Soul tour in February 2023. The campaign focused on reconnecting an established artist with both existing and new audiences through platform-specific growth strategy and creative content distribution.
Approach
We built the campaign around:
audience reactivation
social growth across key platforms
increasing engagement and reach across Joss’ channels
creative content strategy designed to support visibility ahead of the tour
The focus was on using paid and creative strategy together to reignite momentum in a way that felt aligned with an established artist’s audience.
Results
Over the full campaign, we achieved:
+112.7k Instagram followers (+25% growth)
+80.3k TikTok followers (+642% growth)
+60k Facebook followers (+4.3% growth)
+1.2M Spotify Streams
In March 2023 alone, we saw:
+55k new Instagram followers
Joss’ highest socials growth rate of all time
+3M organic views on Joss’ best-performing post to date, achieved through creative content strategy
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Testimonials
“Hiring Caviar as our sub brand Before Colour' Creative Director has been the best decision weve made when it comes to brand and creative development” - Ed, Crayon Artel
“Over the years its been an absolute pleasure working with Caviar and the team at GOE, my clients are always met with such dedicated service and have grown so much since working with the company.” - Liza Mazur Mgmt
“Working with Good Over Evil has been a genuinely valuable part of my growth. Their approach is thoughtful, dedicated and deeply supportive, and throughout the process I’ve felt both creatively understood and strategically guided. The level of care they bring is rare.” - MISS C-LINE
Who is this for?
We work best with:
Design-Led brands
Artists building long-term audiences
Founders and teams who care about both craft and outcomes
We work best in long-term partnerships, where creative and performance are built to compound.