Client

Catalog

Period

2025 - 2026

Sector

Music, Culture

Catalog is the music supervision platform launched out of Too Young Ltd., a music supervision and audio post-production company with twenty years of experience and over 300 syncs per year for top-tier luxury, fashion, film and television clients. Founded by Frederic Schindler, named Music Supervisor of the Year by the Association of Independent Music in 2025 , Catalog was built to solve a structural problem the team had witnessed firsthand over two decades: the sync licensing process is slow, opaque and deeply inefficient. Faced with an explosion in visual media production, the traditional licensing system remained trapped in the analogue era, ceding ground to generic library music while the world's most valuable independent repertoire stayed out of reach for those who needed it most.

The answer was Catalog: a members-only platform combining the most culturally relevant independent catalogue in the world: with labels including Beggars Group, Domino, Ninja Tune, Warp and !K7, with proprietary smart pricing technology to make licensing culturally relevant music as fast and transparent as using a library. From over one hundred hours of process to seven.

GOALS

Catalog came to LITW at the moment the platform was transitioning from private beta to its official V1 launch. The product, the technology and the catalogue were in place. What they needed was an integrated marcomms strategy to support that leap in a high-value B2B niche market, one that defined precisely who to speak to, how to speak to them and when, and that built the foundations to scale intelligently without burning resources along the way.

The challenge was significant. Catalog operates in a complex decision-making environment where buyers: music supervisors, creative directors, production companies, luxury brands, do not follow linear funnels but cycle through exploration and evaluation phases that can stretch over weeks. Earning their trust required more than visibility: it required cultural authority, social proof and a consistent presence at every stage of the process.

IDEA

A launch is not a moment. It is a system. And a system needs architecture before activation.

The process began with an honest diagnosis: what was working, what wasn’t and why. We analysed real website traffic behaviour, paid campaigns, the email marketing stack and brand positioning. From there, operating as a strategic layer embedded within the team, the working model that defines our Fractional CMO service, we identified the real opportunities across SEM, SMM and SEO to strengthen positioning and grow both community reach and engagement. We then built a solid, reactive and coherent editorial content system across social media, email marketing and PR, capable of responding to the needs of each moment and each audience, informed by continuous feedback from the CX team, creating an additional layer of strategic capacity integrated into the existing system: active, functional and designed so that the team can operate independently once it steps back.

IMPLEMENTATION

We defined the complete marketing and communications architecture for Catalog’s launch and scaling phase, aligning every channel and every audience within a coherent logic oriented toward conversion and authority building.

This included the design of the content strategy framework; the email marketing system architecture for both potential buyers and rights holders, with activation and retention sequences; the social media strategy across multiple channels with segmentation criteria, formats and cadence; and the evolution of paid media from broad learning campaigns toward Account-Based Marketing.

We identified and resolved critical gaps in the analytics infrastructure that were hindering data-driven decision making. And we established the OKR and success metrics framework for each phase, turning every campaign into a documented experiment with hypothesis, execution, result and learning.

Throughout the process, LITW accompanied Catalog as Fractional CMO, embedding strategic judgement into the team’s decisions at one of the most critical moments in the platform’s commercial life.