Interview With Promo Push: Russell Biles On 4,000 Campaigns
Promo Push has passed 4,000 campaigns. Co-founder Russell Biles and the team talk about the company's 2011 roots, how a four week campaign runs, and why they only push records they believe in.
Promo Push has just passed 4,000 campaigns. The UK promotion company started out in 2011 and has spent the years since getting records from artists and labels into the hands of DJs, radio programmers, playlist curators and dance music press in more than 80 countries. Its client history runs from Carl Cox and Tiësto to CamelPhat, Vintage Culture, The Martinez Brothers and Swedish House Mafia, with labels such as Anjunabeats, Defected, Ministry of Sound, Positiva, Axtone and SIZE on the roster.
To mark the milestone we spoke to co-founder Russell Biles and the Promo Push team about where the company came from, how a campaign actually runs, and why they still say no to records they do not believe in.
From London’s Labels To A Digital Promo Platform
Promo Push started in 2011. What did the team bring with them, and what was the idea at the start?
“As a team behind Promo Push, we had existing experience across the dance music industry, from running record labels, event promotion and artist management, along with software development. As the early digital era took hold, naturally it started to change the way music was being promoted. The initial concept centred around building our own innovative platform, that would deliver promos digitally, whilst also being intuitive for DJs to review, react and engage.”
Plenty of agencies will take any release that comes through the door. Where do you draw the line?
“First and foremost, we only push a record we believe in and are confident will connect well across our network, this remains fundamental to us to this day. With many of our team previously running a record label, we fully understand the importance of choosing the right promotional partner and a company that has the same belief in a release as you do.”
Russell Biles, co-founder and Managing Director of Promo Push
How A Campaign Runs
Say a label gets in touch tomorrow. What happens next?
“We work with both major and independent labels, along with management agencies and directly with artists. Once we’ve reviewed and approved a record for promotion, we provide detailed feedback and outline the most effective promotional strategy. We then request the release assets, submit a campaign proof for approval and schedule promotion to begin in line with our client’s preferred start date.”
How does the DJ side work?
“Targeting the world’s top selectors, our DJ promotion campaigns are finely tuned around the sound of each release. From underground clubs to festival main stages, we cut through the noise and get our client’s record heard by the DJs who matter most.”
And radio? Is that UK focused or wider?
“Dance music has no borders, with global radio promotion featured as part of our Premium and Prime Tiers. Extensively covering terrestrial, digital and online stations in each key territory, we work to secure potential playlist and international airwave support.”
What about press?
“Our online press service is either standalone or included with our Prime Tier. We handle press release curation and pitching across our network of dance music press outlets and blogs. Along with delivering a premiere with each campaign, we work to secure additional features, reviews and interviews, and build further awareness around a release.”
How long does a campaign last, and what does the client see at the end?
“Each campaign runs over a four week timeframe and clients receive weekly reporting throughout, detailing feedback and scores from DJs and Radio and who’s listened, reviewed and intends to support, along with Press features and Spotify placements we secure. It is clearly presented in PDF format and we provide a full and comprehensive campaign overview, ideal for a client’s press pack and future release planning.”
Genres, Generations And What Comes Next
Which corners of electronic music do you cover?
“Whether it’s a House, Tech House, Deep House or Disco leaning track, a melodic Techno or Trance record, or main-stage Future House or D&B release, we deliver genre specific promotion, across the electronic music spectrum.”
Your roster spans several generations of artists. Why do they keep coming back?
“Since 2011, the key has remained consistent and unchanging throughout, to deliver a bespoke and industry leading promotional service, where each artist and client can clearly sense the energy and passion we have for what we do.”
The market is crowded. What sets Promo Push apart?
“Over 15 years in dance music promotion, personal A&R attention and a comprehensive industry network. We continue to focus on quality relationships and transparent reporting, not volume, and campaigns are tailored to deliver real results and build lasting momentum around a release.”
Finally, where does the company go from here?
“As we look ahead, we’re continuing to adapt and expand our promotional network, as fresh talent emerges and new players break through. As is the nature of dance music culture, the scene never sleeps and the industry pushes forward at a relentless pace.”
Four thousand campaigns is a lot of records. What stands out in talking to the team is how little the pitch has changed since 2011: pick releases they believe in, put them in front of the right selectors, and show the client exactly what happened. Artists and labels can see the service tiers and apply with a release on the Promo Push website.
