DJ Orion & J.Shore press pic, 2010. And yesyesyes, we have now a Soundcloud account, too.
Remember back in the day when DJs received promo copies? There was only vinyl format available, white label was the label with most value and if you got a promo copy in your hands (yes, despite the name, you could find them in your local record store, too), you had to mention it in your tracklists.
And think about the value – labels could print 20 vinyl promos, send them to the biggest DJs six months before the official release and the best case scenario would be that the track would become a highly sought-after gem.
The scenario a slightly different today. I’m receiving 40-80 promos a week and would have sold my mother to get that amount of music when we were still living the vinyl times. Now I’m considering it more as music spam than getting something valuable and rare.
Why?
Out of those tens of tracks I get, normally only very, very few are playable. Also, when I listen to them, they are normally already published. Most of the labels tend to send their promos only some days before the actual release date (this surely isn’t correct if you’re on the A-list – then consider this a month or two before the release), which makes me wonder what is their real motive to even send the promos this late.
In Finland there are very few EDM DJs who have so many gigs that they have the possibility to play the unreleased promos always when they still are unreleased. And despite of having a very good audience here, most of the clubbers really don’t realize or care if you play “that track I just received as a promo”. For most DJs – and I’m not only talking about Finns here – promos are just a way to make you feel important when posting tracklists afterwards even though those tracks didn’t really make your set any better.
Also – promos tend to fool you to think you’re receiving something much more valuable than you’re actually getting. This is the trick of getting something for free and from a source from which you want to get more and more music in the future.
This leads to two things: 1) when giving feedback, most DJs tell that also the bad track is “pretty good, might give some plays” instead of telling the label & artist never to release something like that again (which would be more helpful, to raise the music quality over quantity) and 2) DJs even forget to ask themselves “would I pay money to buy this track?”. If the answer is “Maybe” or “No”, I don’t even consider downloading, let alone playing the track.
A good question here is, why do DJs pretend the promotional tracks they receive would be better than the music they buy from online shops? If you think it isn’t, then tell me why do DJs spend so much energy in trying to get promos, listening to the promos, giving feedback on the promos and telling everyone they received promos instead of using all that time in the online shops where all the good music is (and all those “promos” too, just in a couple of days).
Now again – from the labels’ point of view – I asked already what’s the whole point of sending the promos very close to the actual release date. “We want to prevent piracy”, the labels answer. And then again – most of the labels see their releases appear on warez sites once the first promos are out.
Tell me, what is the real difference between a DJ, who gets a free promo two days before the release and gives a feedback “Cool track, will play, 10/10!” and a guy downloading the torrent of the release for free and not giving any feedback but possibly supporting the release as much as the DJ? Nevermind the difference, both are as (little) valuable for the label.
Wouldn’t it be the same for the label not to send out any promos (except the A-list), but to advertise that the track is available for one hour for free two weeks before the actual release? That would attract more fans, give some good publicity – and in best case, raise the sales. Exactly what the promos are failing to do. As well as the artists these days, I think labels should also reconsider updating their marketing & promotion strategies to 2010.
For DJs – what counts, is no more who has the tracks first, but who creates hits out of tracks no one else realized were there. Being different and standing out of the line of promo-hungry DJs is fruitful for the culture, audience, labels – and you.
If you think this post hit the spot, let me know in the comments. If you think it sucked, add me to your promo list.
Below are the new 2009 press pics. Thanks a million to Jouni Väänänen @ skye.fi for shooting these.
[flickr-gallery mode=”search” tags=”dj orion, promo, pic, 2009″ tag_mode=”all” ]
“‘One Sunday’ is a beautiful ambient soundscape with eastern influences and stunning musicianship. This clutch of classy remixes cross the breaks, progressive house and progressive trance genres. The Beetseekers get pole position with their stunning Pet Shop Boys influenced club mix. Cid Inc lays down a minimal techy mix with big room production. Syna turn it a lush progressive breaks version which extracts the warm melodies from the original and weaves them into a classy percussive backdrop. Sami Saari cranks up the octane with his pounding string stab punctuated tech trance mix while Ville Lope rounds off this package with a phat bassline-driven deep melodic progressive trance mix.” –Solaris Recordings
The first round of feedback:
Paul van Dyk: Thanks!
Jono Grant (Above And Beyond): Interesting, will listen again
Markus Schulz: Loving this one
Ronski Speed (Euphonic): Nice beetseekers remix.
David West: I really like the original mix, it’s nice and deep and got that old school vibe
Mango: Really love the original mix, very emotional. as for remixes – cid inc is right up my alley, great work!
Fletch: The whole package is very strong, the original is a great chill out track and the Sami / Cid Inc remixes will get my support in sets.
Yves Eaux: Absolute fantastic package of electronic music!
Philip Belikov (Radio Records Russia): Very chill track ;) I like Beetseekers Remix
Loukas Pour-Hashemi (VMM Magazine): A very cool tune this, love the bassline and groove on the Sami Saari Magic Tuesday mix – definitely the one for me!
Clancy Bird (Kik FM – Australia): Absolutely beautiful! Everyone is a winner. Solid releases. Original is heavenly.
Igor Butckhrikidze (Invisible Sounds (Artist)): Original and Sami Saari Magic tuesday mix are cool… first one has great atmosphere and the second is nice groovy floorkilla
Haris C (Mix FM Cyprus): Really like them all!
Paul Nova (Power DJs): Fantastic, I like all the mixes and I will play in different situations the remixes, very good work!
Big Al: Lovin’ the energy from the Beetseekers Remix!!!
Steve Anderson (Radio DJ): Great feel to the Beetseekers Remix – supported
Zaneta Soroko: Great tunes, Sunday 3am Remix is excellent.
The second round of feedback:
Simon Barwood (Australian DJ): Wow, nice selection of mixes to choose from here! The Finnish sure now how to make good trance! Will definitely support. Thanks.
Matt Cerf: Liking the Sami remix
DJ Taucher: the orig is a super nice ambient piece to start and ore dream while listening, i definately need only the original track
Stevie Lost Foy (dancemuzik.com): smooth beautiful trance, instantly effective
Pedro Del Mar: Loving the chillin sounds of original mix
Shem Mccualy: 8/10 ville lope for me
Tom (Goldenscan): Great melodic trancer, how can it go wrong with those remixes?!? Keep up the good work
Mr Sam (Club DJ – France): all mixes are good but like more the Cid Inc remix.. will support.
Scott Bond: Liked the beetseekers remix the best I think :)
Tillman Uhrmacher: Very nice stuff! Thanks a lot! Will air it..
Matt Darey (DJ / Nocturnal Radio): Luscious!! Great stuff from DJ Orion
Ian Theil (99.7FM WVYC): Wow, how rare it is to get a promo pack this great. The original version of the song sucks to be honest. It just has no feeling. But god DAMN the remixes are on fire. The beetseekers remix is great, lots more energy and purpose. The sunday 3am and syna remixes are also mind blowing, melodic and progressive, epic tracks. The magic tuesday remix has some respectable bass, great for the dance floor. The sami saari remix is spunky and fun, with almost a latin clap to it, awesome. Tell DJ Orion to drop the “DJ” and just go by Orion, because this is a great track.
D:Fuse: Like the Original, Beetseekers, & Sami Sari Alt mix. Excellent use of melody.
Dimitri Kechagias (VIVA 95,3 fm – Greece): Impressive ambient original is pushed to the limit as it becomes an anthem with the help of some of the big players in the progressive scene. From that package cid inc/sami saari and ville lope should be my favourites and of course beatseekers with their psy trance influenced style. It will be radio supported and charted as it happens with all the solaris material. 10/10
Ali Wilson: Like the One Sunday [Sami Saari Alternative Mix], supporting early sets!
Hans Temmerman (Rotationz / The Mystic Force): Syna remix + original for me, heavenly production!
Mike Shiver: Loving The Sami Saari Remix!
YAZ (MPFS): Really liking both the Syna remix and also the Beatseekers on this – both will work brilliantly for my early sets. Gonna start my next Synthology show with the Syna remix.
Ken Spector: Beautiful melody! Definitely supporting.
D-Mark: I like especially the melody of these tracks. They provide a very interesting good vibe, perfect to use in the beginning of your sets. It’s definitely a great work!
Mark Eteson: Feeling the Sami Saari Magic Tuesday Mix, lovely groove to it!
Philippe Babin (DJ Preach): CID INC remix is just rocking. definitely supporting this one!
Mark Raybone (i:Vibes): Cool release, some great and diverse sounds from some very talented artists!
Micah Lukasewich: the cid inc and saari mixes are cool, but the beetseekers mix edges it with its nostalgic coolness
Heatbeat: beetseekrs remix!
Mike Dierickx (M.I.K.E): Cid Inc Sunday Rmx for me, cool prog electronic vibe
Vicky Devine: I like the different edge of the alternative mix
Marcus Schossow: Nice remixes from Cid Inc and Sami Saari !
Brett James: Brillant package. Top Notch!
Radio plays:
Bobina (RUS)
Agnelli & Nelson
Solarstone
Orkidea
Mike Shiver
DJ Taucher
Promolevyjen myynnistä väännetään kättä maailmalla
Levy-yhtiöiden markkinointitarkoituksessa lähettämien promootiolevyjen omistusoikeutta ratkotaan oikeusteitse Britanniassa ja Yhdysvalloissa.
Levy-yhtiöiden markkinointitarkoituksessa lähettämien promootiolevyjen omistusoikeutta ratkotaan oikeusteitse Britanniassa ja Yhdysvalloissa. Toimittajille, radioille ja tiskijukille lähetettävissä levyissä kielletään erikseen niiden jälleenmyynti tai levittäminen. Levyjä päätyy kuitenkin myyntiin ja internet-jakeluun, välillä myös ennen albumin julkaisua.
Mielenkiintoinen uutinen. Yhdysvalloissa päästiin jo ratkaisuun, joka jätti promojensaajat rankaisematta. Tämän mukaan promolistalla olevat saavat tehdä saamallaan musiikilla mitä haluavat.
Elektronisen musiikin puolella hämmentävää on, että monet vertaisverkoissa levitettävät kopiot lähtevät liikkeelle nimenomaa DJiden saamista mp3-promoista. Promopooleihin ei kokemukseni mukaan ole suunnattoman helppoa päästä, joten täytyy kysyä mikä motiivi sinne päässeillä on laittaa saamansa musiikki julkiseen levitykseen?