From side project to payroll

yearly revenue

$1.3M

paying members

14K

merch sell-out

6h

live shows

32

Ten months, four moves

1. Month 1

   Audit and brand

   We mapped where listeners came from and rebuilt the visual identity around the host's late-night tone.

2. Month 3

   The Nightcap Club

   A paid community with bonus episodes and monthly live calls. 4,000 members in the first week.

3. Month 6

   First merch drop

   Mugs, hoodies and a limited vinyl. Sold out in six hours.

4. Month 10

   Live tour

   Fourteen cities, all sold out, filmed for a special.