Back in the days before digital, DJs used to be sent promo records through the post. Some of it was decent, but a lot of it was crap.
Then when digital arrived, the promos started arriving via email as downloadable links.
The problem was, anybody with your email address could send you promos even if you didn’t want them, and sorting through them became a nightmare.
That’s what Beatport’s new promo service, PromoOne, aims to fix.
Having beta launched last month, PromoOne offers DJs and labels with a way to connect in order to promote good electronic music.
Labels can use PromoOne to get their music heard by top tastemakers, whilst DJs can use PromoOne to source quality tracks before they’re released.
Labels sign up per release, and promo tracks are then sent out to PromoOne’s exclusive database of around 1000 of the world’s biggest DJs.
PromoOne MD Caroline Prothero explained her reasons for starting PromoOne: “I’ve been promoting records, or sharing new music with fans through DJs since the days of Stardust, Daft Punk’s ‘Homework’ and the first Chemical Brothers releases.
“Back then, unless you were an act signed to a major record label, promotion was territory by territory, not global.
“It was too expensive to mail vinyl overseas and without a buzz, shops wouldn’t stock them so it was either impossible or very expensive for fans to find the music they loved.
“First DJs toured and now there are scenes on fire all over the world thanks to the digital revolution.
“Beatport is known by electronic music fans globally and the site has given anybody access to the music.
“But there are so many releases out there now, so we wanted to find a way to help the best shine and share that info.”
From Prohibition to PromoOne
PromoOne grew out of Caroline Prothero’s former company Prohibition, which was the first company in the world to promote dance music digitally to DJs.
“I created Prohibition around the same time that Beatport launched,” said Caroline.
“Though it was unique and enticing for DJs at the time, pretty soon they were complaining about being bombarded with links from other sources.
“So, when I heard that Beatport wanted to launch a promotion company, it was the perfect opportunity to come together to create the perfect solution – for DJs, labels and fans too.”
Filters, feedback and statistics
DJs who use PromoOne are able to quickly check what new promos are in their PromoOne inbox, they can listen to them online, and then download them immediately in MP3 or WAV to play out in clubs.
DJs can also filter their PromoOne inbox by genre to ensure that they only get sent the music they’re interested in.
The benefit for labels is feedback.
Every release a DJ listens to requires feedback and a rating from them.
Labels can then use that data for promotional purposes, which is a huge benefit.
But if the service is only available to top tier DJs – a list which includes Pete Tong, Sasha, Carl Cox, Steve Bug, Loco Dice, Josh Wink, 2ManyDJs, David Guetta, Marc Romboy, Jesse Rose, Prins Thomas and Proxy – why should you care?
One word – statistics.
Historically, music reviews have always been based on the thoughts and preferences of one music journalist or one magazine.
But the rating and feedback provided by a thousand of the world’s biggest DJs will be infinitely more valuable – it’s the equivalent of the wisdom of the crowd, versus the wisdom of one.
By harnessing the collective feedback on promo tracks, PromoOne will be able to gauge accurately what tracks will be big before they’re released.
And Beatportal will publish these statistics before tracks are released, providing deservedly accurate hype around good music ahead of their release date.
This is incredibly useful for labels, DJs, and you, the electronic music fan.
Because for once, this is hype you can believe in.
Link: www.PromoOne.com
[url=http://www.beatportal.com/feed/item/promoone-the-future-of-electronic-music-promotion-arrives/]Source
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