Do’s and Don’ts When Sending Promos

This is a follow-up to my article, “Do’s and Don’ts When Pitching Blogs & Influencers,” with this post being specific to labels and producers sending PROMOS.

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An important part of being a “professional” (in any field, not just music) is being able to view things objectively/as other people see them in your industry, not just from your own eyes. Applying some of the suggestions below when sending promos to podcasters, playlisters, and radio show hosts can help you increase the chances of getting heard by your recipients, having your track included in their shows, improve your image in their eyes, and as a result, move your career along in a more professional capacity.

 

DO

**ALWAYS include the ARTIST NAME, TRACK TITLE and LABEL** (if you have one)

at the end of the file name of your mp3/wav.
After all, don’t you want to have your name & label included in the track listing for a set??

 

Offer the option to download either an MP3, or a WAV file

(whenever possible).

 

INCLUDE A SMALLER, “RADIO EDIT” VERSION OF YOUR TRACK

(if possible)
Somewhere between 2-4 minutes. There are a couple of reasons for this: 1) It may make it easier for a podcaster to fit it into their set, and 2) This will provide them with a ready-made track that can be used as a promotional sampler.

 

LIKE/COMMENT and **SHARE** the POST IF YOUR TRACK IS INCLUDED IN A SET

This one is huge….. Remember, “We are all in this together,” this is a community… By sharing the post of someone who has included your track in their set on social media, you will be showing your appreciation, as well as helping the playlister continue to do what they’re doing, which, in the end, will also help them be able to better help you!

    

DON’T

**USE A JANKY PROMO SERVICE**

(repeat: “DO NOT USE A JANKY PROMO SERVICE!)

This is one of the most important things for me. If you are sending your promo to someone who simply does not have the time to go through all the promos they receive (even if they would like to), it becomes all the more important to consider making the experience as quick, easy and optimal as possible for them.

Without mentioning any specific names, unfortunately, it seems like there are too many promo-sending services out there that have some bad aspects such as:
– confusing UI
– bad links or “File not Founds”
– sometimes having to refresh the page once a comment has been submitted before seeing the download link, etc.

Busy promoters and tastemakers come to know artists & labels who use a reliable, easy-to-use download service for their promos, and they know that they can quickly and easily grab their promo tracks for possible inclusion in their playlists or podcast, if the track is something that would fit into their particular set.

 
REMEMBER: YOU WANT TO MAKE THINGS AS SMOOTH AS POSSIBLE FOR THE PLAYLISTER, so using an efficient, easy-to-use promo service that has a clean UI/UX, with all of the info your recipient would need stated clearly (artist/track/label name, release date, track description) can really help make your release pop and sizzle.

 

INCLUDE WHOLE FILES AS ATTACHMENTS

Never include whole mp3/wav or super-high res large files of cover art as email attachments. Instead, include a link to a file hosting service such as Dropbox, WeTransfer, Google Drive, etc.

 

SPAM

Ever. This will obviously only come across as rude and show that you are not respectful of your recipient’s time and work. (However, personally, I feel it is fine to possibly send a follow-up email after a certain amount of time, saying something like “Hi, was just checking to see if you had had a chance to check out my new release, “…” [RE-INCLUDE THE LINK TO THE PROMO]. Would love to hear your feedback when you get a chance!” Speaking for myself, I may be more apt to take a look at this if I received such an email.

   

BOTTOM LINE:

*REMEMBER: Your goal when sending promos is to get heard, and (hopefully) added to the recipients’ playlists, mixes or radio shows!

Using a solid promo distribution service, always being respectful and mindful of the playlister’s time, and communicating release info clearly and efficiently are all part of a “total package” that an artist or label can use to improve their overall image and appear more professional within the electronic music space. Happy releasing!