A strategic partner in marketing, digital, and commercial growth.
CARTER PROJECTS is a strategic consultancy operating at the intersection of digital, marketing, and commercial growth for artists, labels, and brands in music and entertainment.
Founded by British/South African entrepreneur Dan Roy Carter, we deliver bespoke, platform-agnostic solutions that cut through the noise. With deep industry insight, a hands-on approach, and a global network of trusted partners, we embed seamlessly into teams to drive meaningful, long-term impact.
Success in 2025 demands more than visibility. It requires precision. We navigate fragmented platforms, shifting priorities, and evolving audience behaviours, ensuring your marketing, digital execution, and commercial strategy work in sync. By matching the right data with cultural and industry nuances, we help clients move with the times, but on their own terms. Whether refining positioning, optimising campaigns, or unlocking new revenue streams, we tailor every move to your ambitions, balancing innovation with execution to deliver measurable results.
OUR SERVICES
→ Strategic Growth & Business Development
We help artists, labels, and brands scale effectively by aligning commercial strategy, audience growth, and revenue optimisation. From high-impact distribution deals to tailored go-to-market strategies, we ensure seamless execution backed by industry expertise and global partnerships. Every move is designed for long-term success, balancing innovation with strategic precision.
→ Audience & Platform Strategy
Navigating the digital landscape requires more than just reach. It demands control and ownership. We develop tailored strategies that align audience engagement with platform behaviour, leveraging TikTok, YouTube, Meta, and streaming/content partners to drive sustainable growth and content strategies. From overarching platform strategy to the development of individual social channel approaches, we ensure clients move with the times while staying in control of their long-term value.
→ Integrated Marketing & Campaign Execution
From new releases to catalogue revitalisation, we craft and execute marketing strategies that cut through the noise. Our approach combines streaming optimisation, digital marketing, and short-form content to maximise impact and revenue. Every campaign or project is built for real audience growth, sustained momentum, and measurable results.
PARTNER PLATFORMS
DRC
Dan Roy Carter is a British-South African entrepreneur and music executive with two decades of experience at the crossroads of music, technology, and entertainment.
A journalist from the age of 14, Dan has carved a path as a globally trusted management and marketing executive, working with some of the world’s most influential artists, labels, and platforms. During his tenure as marketing and promotion lead for TikTok in the UK/EU, he helped shape the platform’s music strategy, building teams, launching services, and spearheading growth across multiple territories and areas of the business, as well as helping to launch SoundOn, TikTok’s distribution platform, in multiple markets.
Prior to this, he founded and ran Unapologetic Group, a marketing and label services agency, working with the likes of Zara Larsson, T-Pain, and R3HAB, as well as Warner Music Group and YM&U. As Head of Marketing & Publicity at Stockholm’s At Night Management, he worked alongside Avicii, Axwell Ingrosso, and Wyclef Jean.
Now at the helm of Carter Projects, Dan empowers and supports artists, labels, and teams from across the major and independent sectors, balancing marketing, digital, and commercial strategy to drive growth in an ever-evolving industry landscape, as well as developing service lines across tech, sports, and consumer IP.
DRC
Dan Roy Carter is a British-South African entrepreneur and music executive with two decades of experience at the crossroads of music, technology, and entertainment.
A journalist from the age of 14, Dan has carved a path as a globally trusted management and marketing executive, working with some of the world’s most influential artists, labels, and platforms. During his tenure as marketing and promotion lead for TikTok in the UK/EU, he helped shape the platform’s music strategy, building teams, launching services, and spearheading growth across multiple territories and areas of the business, as well as helping to launch SoundOn, TikTok’s distribution platform, in multiple markets.
Prior to this, he founded and ran Unapologetic Group, a marketing and label services agency, working with the likes of Zara Larsson, T-Pain, and R3HAB, as well as Warner Music Group and YM&U. As Head of Marketing & Publicity at Stockholm’s At Night Management, he worked alongside Avicii, Axwell Ingrosso, and Wyclef Jean.
Now at the helm of Carter Projects, Dan empowers and supports artists, labels, and teams from across the major and independent sectors, balancing marketing, digital, and commercial strategy to drive growth in an ever-evolving industry landscape, as well as developing service lines across tech, sports, and consumer IP.
IN THE PRESS