Based in Naarm (Melbourne), In Cahoots is a music and arts marketing studio founded by Caitlin Riordan. With over a decade of experience across the Australian independent music ecosystem—spanning agencies, management, touring, and venue booking—the studio focuses on a strategy-first approach to ensure all marketing efforts work as a single, cohesive machine. In Cahoots provides high-level expertise as a fractional CMO, bridging the gap between ads, PR, and content to drive ticket sales and audience growth.

The studio offers a range of collaborative models, from embedded partnerships where they join a team as a marketing lead, to project-based campaign management for tours and festivals. Beyond execution, In Cahoots provides strategic advisory services like marketing audits and growth planning, as well as capability building to help organizations develop their own internal systems, workflows, and training. Notable clients and projects include Northcote Theatre, The Jungle Giants, and the When Pigs Fly festival.