By Amy Nelson


After it is off the presses all hot and beautiful, a song needs to get to the fans somehow. It is not going to travel to their ears by magic or miracle hence, music promotion companies. These are entities whose sole purpose is to handle the business side of making music. They ensure the fans and prospective fans are reached. They also ensure the record label bosses get in on the action.

One can choose to take on the responsibility. This is mostly a decision by new entrants into the industry. It is advisable to hire a company to take over that part of the craft. However, one can do it in the first year. This will help them learn the ropes. They can still offer up ideas after they have hired a professional. Having an expert handle promotion also frees up time for the artist to make their music and make marketing easier.

Patience.Persistence.Resilience.Determination. One should not expect the professional to magically grow the fan base overnight. They should be able to survive the rejections and negative reviews of their work. Instead, they should use this to improve their work and work harder. This will not only make the work of the promoter easier but also retain the fans as well as grow the base.

Before a plan is developed, the company must understand the vision of the artists. In some cases, the artist is not clear what that is exactly. The professional might be able to help with that. Once this is established, it will be the focal point of the strategy. The direction and means to achieve the desired results are created.

Some promoters are great with industry newbies while others can only successfully help already established artists. One should find a company that has had prior success marketing artists of the same level.

Different companies concentrate on different genres. It could be hip-hop or soul music. Most companies will have a specialty. One should find a company that specializes in their genre. They must have a proven track record promoting music in that genre.

How much involvement does one want to have in handling the backroom business? Would they like to sit in on strategy meetings? One should decide to what degree they want to be consulted. The company must be committed to the best interest of the artist. If they want to leave everything to the company, they should be able to without qualms. One must endeavor to find a company that they feel comfortable giving up all control to.

The best place to start the search is by asking within the local music community. An artist will always have other artist friends among other industry personnel. These will be the best people to ask for suggestions. In some instances, the best promoters will approach the artist. One should tread carefully. They should ensure they do their homework before taking up whatever offer. All promises made must be verified and thought through carefully.




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