In The Annex Pty Ltd

What In The Annex Pty Ltd does

In The Annex Pty Ltd (trading as The Annex Creative Pty Ltd, ABN 33 625 710 723) is a privately held Australian marketing services firm founded in Sydney in 2018 by Mardi Caught. The company delivers bespoke marketing strategy, campaign execution, and product launch services to music artists, artist management companies, and independent record labels, with an integrated offering spanning DSP strategy and pitching, project management, international exploitation, creative direction, ad buying, community management, audience development, content strategy, and analytics. The firm is differentiated by senior-tier industry pedigree (founder experience at Warner, EMI, Sony, MTV UK), established DSP relationships with Spotify and Apple Music, and a track record of multiple #1 ARIA album campaigns (Lime Cordiale, Royel Otis, Hiatus Kaiyote, Sheppard, The Veronicas, The Screaming Jets, Shaboozey, Eves Karydas) and premium playlist placements (Spotify RADAR, YouTube Foundry).

The Annex operates a sales-led, direct-engagement B2B model, acquiring clients through industry reputation, label partnerships, and personal networks. Pricing is bespoke and quote-based, with revenue generated through project-based and likely retainer arrangements tied to album or campaign cycles. The firm works with a roster of approximately 50+ artists and partner labels including UNIFIED, Mom + Pop, Ninja Tune, TMRW Music, Sweat It Out, and Central Station Records, with named clients spanning Genesis Owusu, Jessica Mauboy, John Butler, FISHER, Kaskade, Ocean Alley, The Rubens, and others.

The company is founder-owned and controlled by Mardi Caught, with no disclosed institutional investors, funding rounds, or M&A activity. Headcount sits at 1-10 employees operating across a Sydney headquarters (Redfern) and a Melbourne mailing address (Richmond). The company is GDPR and Australian Privacy Principles compliant, and has earned industry recognition including Best Marketing Campaign at the AIR Awards (2024) and Music Marketing Business of the Year at the TMN Tinnies (2021). No proprietary technology, AI/ML models, or data flywheels are disclosed; competitive advantage rests on relationships, creative execution, and campaign outcomes rather than platform or product technology.

Name

In The Annex Pty Ltd

Legal name

THE ANNEX CREATIVE PTY LTD

Website

https://the-annex.net

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

In The Annex is an Australian boutique marketing services firm that delivers bespoke campaign strategy, DSP pitching, and creative direction for music artists, management teams, and independent record labels, founded in Sydney in 2018 by Mardi Caught.

Ownership category

akta.pro rank

Product category

Music Marketing Services

NAICS

Advertising Agencies (541810), Public Relations Agencies (541820)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

Keywords

• Music marketing services
• Artist campaign management
• DSP strategy
• Record label marketing
• Audience development

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Marketing Services: The company generates revenue through providing bespoke marketing services to artists, management teams, and labels. Services include DSP strategy, project management, creative direction, ad buying, and audience development. Revenue is likely project-based or retainer arrangements for ongoing campaign work.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

The Annex is a B2B marketing services firm for the music industry, delivering tailor-made marketing strategy and bespoke product launches and campaigns for artists, management teams, and record labels. Services span DSP strategy and pitching, project management, international exploitation, creative direction, ad buying, community management, audience development, and content strategy.

Product overview

The Annex operates as a marketing services firm offering a unified suite of services for the music industry. The core offering comprises strategic marketing services including DSP pitching, ad buying, community management, audience development, marketing strategy, creative services, analysis, and content strategy. These services work together as an integrated marketing solution—DSP pitching leverages platform relationships for visibility, ad buying executes paid media campaigns, community management and content strategy drive social presence, audience development and analysis inform strategic decisions, and creative services produce campaign assets—all unified under bespoke marketing strategy for artists, management, and labels.

Differentiator

Problem solved

Functional benefit

Products and services

• Music Marketing Services End-to-end bespoke marketing strategy and campaign execution for music industry clients, integrating DSP pitching, project management, international exploitation, creative direction, ad buying, community management, audience development, and content strategy.

Quantifiable outcome

• Led multiple #1 ARIA album campaigns
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• UNIFIEDcoreStrategic or Co-development PartnerMajor Australian independent label. The Annex has collaborated on album campaigns and ongoing artist marketing. UNIFIED artists form a significant part of The Annex's client base.
• Mom + PopcoreStrategic or Co-development PartnerInternational independent label. The Annex works with Mom + Pop on international exploitation and marketing strategy for artists.
• Ninja TunecoreStrategic or Co-development PartnerRespected UK-based independent label. Partnership for international market campaigns and DSP strategy.
• TMRW MusiccoreStrategic or Co-development PartnerAustralian independent label. The Annex has collaborated with TMRW Music on artist campaigns, and team member Elinor Williams previously worked at TMRW.
• Sweat It OutminorStrategic or Co-development PartnerAustralian independent label focused on dance and electronic music. Partnership for marketing campaigns.
• Central Station RecordsminorStrategic or Co-development PartnerAustralian independent label and distributor. Collaboration on marketing campaigns for roster artists.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• AWAL: Sony-owned distribution and artist services business offering marketing support, DSP pitching, and audience development as part of a wider rights/label-services package. Competes for label-services mandates The Annex pursues.
• UnitedMasters: Distribution and artist services platform providing marketing tools, DSP access, and promotional support at scale. A broader incumbent offering some of the same DSP pitching and audience development capabilities The Annex delivers as services.
• Believe: Global music distribution and artist services firm offering marketing solutions across multiple territories. Broad incumbent providing comparable label/artist marketing services across international markets.
• The Orchard: Sony Music-owned distribution and label-services company providing marketing and audience development at global scale. Represents the scaled incumbents whose label clients The Annex must compete against for roster-wide briefs.

Direct peers

• Cart & Horses: UK music marketing and audience development agency offering bespoke label and artist campaigns across DSPs, paid media, and creative. Comparable bespoke, artist/label-led engagement model.
• Amplify Music Group: Music marketing and audience development firm working with labels and artists on release strategy and DSP engagement. Closely parallels The Annex's audience development and DSP pitching value prop.
• Plus1 Strategy: US-based music marketing agency offering DSP pitching, paid media, and artist campaign strategy. Comparable service stack with international scope The Annex targets via its exploitation line.
• Bolster: Australia-based creative and marketing agency focused on the music and entertainment industry. Closest direct peer given overlapping ANZ footprint and music-industry client mix (labels, artists, festivals).
• Surefire Agency: Independent music marketing agency in Australia providing DSP pitching, audience development, and release strategy—directly overlapping the core service modules The Annex sells.

Emerging players

• Modest! Management: Artist management and music services firm with overlapping client roster in the dance/electronic space (e.g., FISHER). Provides marketing-adjacent services through management context rather than pure agency delivery.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-annex-creative
• Instagraminstagram.com/the_annex

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about In The Annex Pty Ltd