Online promotion agencies for music: when is it worth hiring one and what are the benefits? (Update September 2022)

There are labels, managers, publishers, booking agencies, distributors and many other institutions that can help you get your music out there. But in order to generate an audience for your music, an (online) promotion agency is what you need. We have summarised for you what such an agency can offer you and why it is worthwhile getting one on board.

Okay, what does a online promotion?

An online promotion agency is the link between the media and you as an artist (or your management and/or the label). You, or a professional team behind the agency, make sure that you and your current project are introduced to media outlets that will advertise your work to specific target groups. In most cases, they are engaged by the management, the label or the artist themself. Sometimes the booking agency also has a role to play when it comes to tour promo.

The first thing you have to do is develop strategies

Not every artist suits every medium. So far so logical. A promo agency can help you make the right choice and can reach the people who are most interested in the project. This does not mean that, for example, pop music is only represented in media which solely cover pop music, but it does mean you have to think outside the box.

The best approach is for your campaign to include events, such as video premières, audio premières, meet & greets, raffles or similar. The exclusive features can be generated for each medium individually and intend to address the media’s target group(s) as best as possible and introduce your content to them.

Which artist can be placed where and, above all, what possibilities there are, is the basis for a good promotional strategy. Another plus point? The promoter knows most of the contact persons and knows from personal preferences and taste what makes access to media much easier.

Tour promo? Yes please!

Your music is disparate to get on stage and the venues are booked – now all that’s missing is the audience! A promotion agency can also help you here. A promotion agency can look for suitable tour presenters and media partners, organise interviews about the tour and advertise your concerts locally in cooperation with the respective organiser.

In addition, the contacts are sorted by location and invited to the appropriate concert dates or showcase events.

Holding hands no, personalised care, yes!

OK, you don’t need anybody to sit next to you and hold your hand while you are waiting for your next interview – that’s clear. However, your promoter can be helpful if you’ve got a lot of promotion work coming up. Media must be coordinated and suggested, schedules adhered to and someone has to keep an eye on everything. Ultimately, your promoter is not only a digital, but sometimes also a physical link between you and the media.

What does a promotion agency offer you?

In the best case, your agency should provide the following, depending on what has been agreed:

• Good and fast communication
• Creating and maintaining your promo campaign for singles, EPs or albums
• Placement in a variety of media
• Use of contacts – perhaps built up over many years
• Inviting these contacts to your concerts and showcase events
• Support for interviews/media events
• A contact in case you have questions and problems
• Help with how you yourself can support promotion