Are Media Happy To Receive Digital Promos?
Generally yes, although a lot depends on the genre of music we’re talking about. Electronic and Dance Music were early adopters of this technology, and it’s not hard to see why. The ability for DJ’s to play music in clubs on the same day that the label releases them was an attractive proposition for an industry that was relying on dubplates and test pressings only ten years previously. As soon as the technology became available, DJ’s began to demand digital delivery. Economic factors, together with a desire to streamline promotional procedures, have carried wider genres across to the digital medium. This means that digital promo servicing is, for the majority of the industry, label-led as opposed to recipient-led. While digital was initially sidelined by media for not being a “real” product it has gradually become accepted, first as a ‘necessary evil’ but increasingly as the de facto. If you’re currently sending out CD’s, don’t expect the switch to digital to happen overnight, particul
