Our panelists discuss the multitude of mediums used to promote music. Creating a measured and detailed promotion and marketing plan can be the difference between a hit record and a bargain bin CD.
We hear of stories these days of tracks with zero, none, not an ounce of promotion can shoot astronomically into the limelight. Is there a method to this madness? We also see many artists work in reverse to traditional promotional methods. Is it effective to release a product and backtrack to create a promotional campaign around how people react to it? Some artists now strive to aline their product with uniqueness and individuality. Does it pay off to do something left field in terms of launching a product?
So we ask our panel…
What exactly is best promotional strategy?
After gaining a BA(Hons) in Commercial Music from the University of West of Scotland Jamie Gilmour went on to hold positions at the British Academy of Songwriters, Composers & Authors and the Scottish Music Centre. Jamie also has extensive experience in Music Project Management and Artist Management. Gilmour is currently on the board of Directors at digital music distribution company EmuBands and is a founder member of Rightsbridge, a new music publishing administration company based in Glasgow.
Chae Houston created Scotland's largest online music platform, Tenement TV in 2011 and since TTV has grown into a pioneering entity enjoyed internationally. Developing exciting festival partnerships with the likes of T in the Park and Electric Fields, Chae's worked to bring international stars to the channel and launched a successful multi-venue music festival. The festival, Tenement Trail, will celebrate it's 5th year in 2017 and will see over 50 bands play 10 venues. Chae also programmes gigs at Glasgow's newest and most unique live music venue - Saint Luke's; a converted church which has housed amazing shows from the likes of Twin Atlantic in the past.
Chae's knowledge and expertise in the music scene has brought amazing sessions to TTV's studio in the West End of Glasgow including Catfish and the Bottlemen, Cage the Elephant, Bastille and beyond.
Dave Grinnell is the Senior Label Manager for AllPoints UK, Believe Distribution's in-house label & Label Services arm. Having joined Believe in 2015, Dave currently oversees all marketing and product management operations for a diverse range of artist campaigns, as well as implementing creative development strategies. Recent projects include grime artist Devlin, electronic mainstays Booka Shade and Max Cooper, as well as rising alternative folk act Novo Amor.
Dave cut his teeth in the independent music scene in Brighton with label Tru Thoughts and gig promoter Melting Vinyl, as well as running his own electronic label Donky Pitch. Over his 12 years in the industry, he has garnered extensive knowledge in the development, marketing and promotion of independent artists both at home and globally.
Halina Rifai is Regional PR and Social Media Manager with London-based PR company A Badge Of Friendship. She works with musicians, actors, comic publishers, festivals and more within the field of PR and social media.
Since 2009, Halina has run Podcart, a music blog/podcast with a strong focus on emerging artists.
Tony previously worked in promotions for EMI, Chrysalis and Warners where he looked after the plugging for various artists including Green Day, Alanis Morrisette, The Red Hot Chilli Peppers and Madonna.
Tony then went to work at LD Publicity, where he set up their TV and Radio plugging arm "LD Promotions" with Claire Jarvis. Tony spent 4 years at LD looking after the Radio & TV for various artists including Janet Jackson and Roxy Music.
Tony left LD (with Claire) in 2003 to set up Scream Promotions, which is now one of the UK's leading independent Promotions Companies.
Campaigns at Scream that Tony has overseen includes Iron Maiden, Robert Plant, Morrissey, William Orbit, Status Quo, Gene Simmons, Nizlopi, Foreigner, Download and The Leeds Festival.