TAVAE

Lofi/chill imprint of French label & music agency Estrela Records (founded 2022 by Margaux and Ludovic Raymond). Estrela is an independent label collective that has released 1,500+ tracks with 700M+ streams. TAVAE is their dedicated brand for emerging lofi/chill talent. Tagline: "Chill beats · Lofi · Live performance, we make the music we love." Approach: collaborative artist development model inherited from Estrela. Strong focus on playlist growth via Meta Ads + Soundlink. TAVAE's promoted playlists outperform artists' other tracks on Spotify algorithm and boost radio exposure. So the value prop is less about prestige catalog, more about real listener acquisition through paid playlist marketing.