media
Love Yours Cartel / Where the story begins
The releasewas onlythe beginning.
How a record label became a production company, then a creative marketing agency.
Inside the studio Follow the story ↘We started with music. Love Yours Cartel was our record label, and the work began with releases of our own. Around those releases, we built another body of work: music videos, artwork, short edits and glimpses behind the scenes. Giving the music a visual world became a practice in its own right.
Today, Love Yours Media is led by cofounders Dale Boyles and Romaan Sheikh. The connection to Cartel runs through how we work: making something, giving it a clear identity, and thinking carefully about how it reaches people.
01 / The label
A record needs
a world around it.
A release gives you something to build around. There is the music itself, then the way someone first encounters it: a frame, a title, a face, a few seconds in a feed. Those encounters belong to the same work, even when they happen in different places.
With Cartel, we were responsible for our own presentation. The film had to sit alongside the release. The shorter edit had to carry something of the full piece. The artwork had to make sense next to both. Working across those forms brought production into the centre of what we did.
No Tema is one example. The finished film and the behind-the-scenes piece show two sides of the production: the world presented on screen and a view into its making.
02 / The production company
Making our own work
taught us how to
make for others.
The label grew into a full production company, creating work for ourselves and a few early clients. Our brief had widened. We were still making films and creative, but now those choices also had to serve someone else’s business, subject or audience.
That changed the context around familiar decisions. The length of a cut, the relationship between sound and image, the order in which information appeared: each needed a reason within the brief. A finished piece had to feel coherent and give the person commissioning it something useful.
Music remained part of that practice. It gave us a way to think about rhythm, pace and how separate moments become a whole. The production company gave those skills a wider application.
A trip to London took us into The Control Room to record our music with producer and mentor SHAYE. Our LDN studio vlog documents that session and another part of the practice forming around the label. Step inside the London session →
03 / The turning point
The question widened.
How does the work
reach people?
Bouncer (@bouncerplaydirty), alongside The Bouncer Hub team, mentored us on branding, the music industry and marketing. He introduced us to Meta advertising. That gave us another discipline to bring alongside production: planning how creative would be put in front of an audience.
The relationship between making and distribution became more deliberate. The creative was still the thing people would see and hear, but it now sat within a broader set of choices about audience, placement and the purpose of the activity.
We first put those advertising skills to work on our own music videos and Instagram music Reels. The label became the place where production and paid promotion came together, before we carried that experience into client campaigns.
The film and the plan
began to belong to
the same conversation.
04 / Our first campaigns
Our own music.
Our first application.
Our first application of Meta advertising was promoting our own music. We took the skills into the release work we already knew: music videos, shorter edits and Instagram Reels. The creative and its distribution could develop together.
One of those music Reels, published by @trulyromei on 27 November 2024, went on to reach more than a million views. Meta ad strategy formed part of the approach. The original post gives that milestone its own place in the story.
Watch the original Reel views on one Instagram music Reel.
Meta ad strategy formed part of the approach.
likes on the same @trulyromei Reel.
Public post checked 18 October 2026; Instagram displays 1.2m views and 108.7K likes. These rounded views and likes are separate measures; they do not isolate the contribution of paid advertising.
The label on YouTube
8.86ksubscribers at our latest check
Original releases, music films and a view behind the scenes. Three films from the label’s channel, with their current public view counts.
YouTube figures checked 18 October 2026. Subscriber count is rounded as displayed by YouTube. Views are video plays, not a combined unique audience or a measure of paid-ad contribution.
Tame Impala Freestyle · Official music video170,907 views 
No Tema · Official music video59,534 views 
No Tema BTS Vlog · Episode 113,483 views 05 / What carried forward
The brief changed.
The connection stayed.
We then applied that experience to client campaigns. For Kurt Muller and Just Foster, our work has included creative and paid Meta advertising. The practice widened in other directions too: websites and interactive experiences, product and fashion creative, measurement and campaign preparation.
Each asks something different of us. A wholesale buyer, someone exploring fostering and a homeowner considering smart living are making different decisions. The work needs to respect those differences, from the first image through to the next step someone can take.
What carries forward is the connection between the parts: the idea, the production, the presentation and the way it reaches people. Cartel gave us our own work to build that practice around. The production company widened it. Mentorship and marketing gave it another direction.
Love Yours Media grew through that sequence. The music is where this story begins; the creative work continues to take it somewhere new.