01 — Diagnostic
Caroline Music,
seen from outside.
Before proposing anything, we studied your profile and the vinyl market. This honest diagnostic is the base of everything that follows.
Audience
3,289 followers
A solid base for a local record shop: people who already care about music and about your shop.
Feed
93 posts, no single voice
The feed mixes label artwork with loose phone snapshots. The shop's own voice rarely appears in the frame.
Identity
A mascot with a story
The retro Caroline illustration and "another kind of music & B-sides" are rare and instantly recognizable. They are barely used in the content.
Opportunity
Real events, under-told
Listening parties with Fontaines D.C., Jack White and Gorillaz, Record Store Day, ticket giveaways: great material that today appears one post at a time.
Rhythm
No recurring format
No recurring format is visible in the feed, so there is no reason for people to come back to the profile every week.
Website
Informative site, no online sales
carolinemusic-bxl.be shows hours, access and a blog, but it does not sell. Even Record Store Day wishlists arrive by email.
Made by Fosterlands Labs
A few things we have
already made.
A selection of materials created by Fosterlands Labs.
The same care goes into every post we make for Caroline Music.
02 — Content Strategy
Four series.
One shop, every week.
A record shop wins with taste and knowledge. We built four recurring series so every post sounds like the people behind the counter, not like a generic music page.
Caroline's Pick
The shop recommends: one record, why it matters and what to play next to it.
Carousel
Fresh in the Crates
New arrivals, rare finds and the digging experience, filmed in the shop.
Reel
B-Side Stories
Vinyl culture: the story behind a record, a pressing or a label. The B-side nobody told you about.
Carousel
Live at Caroline
Listening parties, giveaways, Record Store Day and life in the shop: announced, lived and recapped.
Reel
Caroline speaks for the shop. The mascot's voice runs through captions and graphics in all four series, so the profile feels like one personality, not a stack of separate posts. In event weeks, like a listening party or Record Store Day, the calendar bends around them and the monthly total stays at 16.
03 — What We Deliver
16 pieces a month.
One day in the shop.
One monthly capture day at the shop gives us the raw material. We turn it into a full month of content: planned, edited, written and published.
1 monthly capture session at the shop (2–3h)
Photos and video of the crates, the wall, new arrivals, the people behind the counter and customers digging. Scheduled on an event or new-arrivals day whenever possible.
8 reels edited per month
Short videos cut to the rhythm of the music, with sound, captions and the shop's look, for Fresh in the Crates and Live at Caroline.
A photo set for the month
A selection of retouched photos of the shop and its stock, used across carousels and posts.
Caroline's Pick carousels
One record, one reason to love it, and what to play next. Taste turned into a format people save and share.
B-Side Stories
Vinyl culture in carousels and posts: pressings, labels and the stories behind the records, researched by people who love the format.
Event and giveaway announcements
Listening parties, giveaways and Record Store Day, designed in the shop's identity. In event weeks they replace a regular post, so the monthly total stays at 16.
Captions in English and French
Every piece comes with a caption written for Brussels, in both languages, in Caroline's voice.
04 — Platform & Next Step
Where it lives,
and where it can go next.
Instagram is where Caroline Music meets its audience. The online store is the natural next step, as a separate project.
Why the store matters: collectors buy records online all the time, and today even Record Store Day wishlists arrive by email. An online store would let Caroline Music sell beyond the walls of the shop. It is a separate project, so it is not part of this package, but we would love to talk about it when the time is right.
05 — How It Works
A simple monthly loop,
one day at the shop.
You run the shop. We run the content.
01
Week 1 — Calendar & strategy
We build the month's calendar around the four series, the events and the new arrivals, and pick the capture day together.
02
Week 2 — Capture day at the shop
2 to 3 hours of photo and video: the crates, the wall, the people, the new arrivals. No interruption to opening hours.
03
Week 3 — Production & approval
Editing, design and captions in English and French. You approve everything before it goes live.
04
Week 4 — Publishing & adjustments
Posts go out on the weekly rhythm, adapted to events and arrivals as they happen.
06 — Division of Work
What each side
handles.
You do
- Host the monthly capture day
- Share events, arrivals and Record Store Day dates in advance
- Share the label assets you are allowed to use
- Approve content before it goes live
We do
- Plan the monthly calendar and the four series
- Capture photos and video at the shop
- Edit every reel
- Design carousels, posts and event artwork
- Write captions in English and French
- Publish at the best times
- Build your template kit and highlight covers
07 — Value
What this would cost
built separately.
Here is what you would pay hiring each service on its own in Belgium.
Content strategy and music-culture research€300 – €500
Photographer / videographer (1 session at the shop)€300 – €500
Video editing (8 reels)€400 – €640
Graphic design and carousels (8 pieces)€240 – €400
Copywriting in English and French (16 captions)€240 – €400
Account management and publishing€250 – €400
All of this with a single point of contact, no coordinating six different freelancers.
Total market value€1,730 – €2,840 / month
Fosterlands Labs — Caroline Music Pack€1,200/ month
full management included
08 — Bonuses
Two welcome gifts
for the shop.
Included from month one, at no extra cost, so Caroline Music starts with everything in place.
Bonus 1 — Month 1
Caroline template
kit.
A set of Instagram templates in the shop's own look, so new arrivals, picks and giveaways always look like Caroline, even when the team posts on its own.
Templates for new arrivals and picks
Giveaway and event announcement layouts
Story highlight covers with the mascot
Ready for the team to use on its own
Included in month one, at no extra cost.
Bonus 2 — Permanent
CBM Content
by Fosterlands Labs.
Access to CBM Content, our exclusive content tool, with ready-made scripts, ideas and formats for Stories, Reels and posts, for the days between our monthly deliveries.
Weekly scripts for Stories and Reels
Ready-made formats by content type
Ideas organized by category
Updated monthly by Fosterlands Labs
Available for the full duration of the contract, at no extra cost.
09 — Terms & Commitment
A partnership
built to last.
A content identity takes time to build and to be recognized. The 6-month commitment is designed to deliver a consistent rhythm, not a handful of posts.
Contract length
6 months
Long enough to build a recognizable rhythm and to see the feed, and the audience, change.
Billing
Monthly
Payment on the 5th of each month. No upfront annual commitment, no hidden fees.
Capture
1 session / month
One session at the shop in Brussels, 2 to 3 hours, planned around events and new arrivals.
Content approval
Always
Nothing is published without your approval. You keep full control of the shop's image.
Online store
Separate project
The online store is not part of this package. We can quote it whenever you are ready.
Communication
Dedicated WhatsApp
A direct contact and fast answers. You are never left without news.
To build this separately, you would need at least six different specialists.
Total investment over 6 months
€1,200/ month
6-month commitment · Monthly payment · Due the 5th
Total over 6 months: €7,200, including the template kit and CBM Content at no extra cost.
